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Will You Add? - Marketing Communications - Design and Style Basics
If you plan to be in business for any amount of time you better be able to compete with the big boys, because the competition will inspire you or immobilize you. One important thing to remember is that you will not win 100 percent of the battles, but the victories you should experience will make all the effort worthwhile.As a business owner you will compete for the best employees, best products, and to show the best value for the client. To do this you have to play the game smarter in some aspects than the big companies who may try to crush you. For the small business owner, or a business just getting started you want to carefully control some of the components of your business:Overhea
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect
Over 100 years ago Jules Vern wrote three books: Around the World in Eighty Days, Twenty Thousand Leagues Under the Sea, and Journey to the Moon. When those books were written Vern was called crazy, ignorant, and a dreamer—yet the concepts in each book became a reality and are taken for granted today.Why do you care? Because you are a business owner with your own dreams, goals, and desires that you want to accomplish. You, like Jules Vern, have others who second-guess your vision, your direction, and sometimes think you’re crazy too!In order to succeed as a business owner, there are five marketing problems you want to address in your business: 1.Identifying your ideal customer
Before beginning the designing process, it’s a good idea to outline your key message points. Understanding what you want your audience to hear or see first will guide content placement, size, color, etc.
Reflect your Prospects’ and Company’s Personality
It’s important to know your target market in the minutest detail… their wants, problems, needs, and interests. Your communication pieces, therefore, should reflect your understanding of your prospects’ personalities.
This can be accomplished in many ways such as choosing the right paper (size, weight, color), fonts (for example formal fonts for wedding invitations; ‘childlike’ fonts for a day care center sign), size, and language (apt buzzwords). Traditionally, more upscale offers have uncluttered designs with plenty of white space while discount offers are just the opposite… you can fill them up with graphics and words.
Color
While excellent marketers understand that effective use of color is elusive, they follow a few fundamental rules.
As you probably expect, there is plenty of scientific research on all aspects of color… that is which ones are considered most attractive or eye-catching; what feelings certain colors inspire; or which colors are easiest to see. After sifting through the mounds of information the following tips were echoed repeatedly:
These four colors were symbols for the following:
• Red: action, emphasis, recall, excitement
• Yellow: happiness, sunshine, attention-getting
• Green: reassurance, security, stability
• Blue: order, tranquility, coolness, relaxation
Use these findings to guide your choices… for instance, dentists should consider painting their walls a lovely shade of blue! Also, test your own color instincts, and those of friends and family, to find out what works best for you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect
Customer service is a component of every business whether your business is a small retail shop, a personal service company, a manufacturer or a non-profit organization.Customer service encompasses any type of contact with your customers - telephone, fax, Internet, face to face, walk-ins, appointments, written communications, verbal communications, advertising and your employees.Even your company policy affects customer satisfaction – exchanges, returns, payment options, fees, hours of operation, organizational structure and rules that can frustrate customers.Some factors affecting customer satisfaction are not so obvious:Is your business environment safe for your customer
Color
While excellent marketers understand that effective use of color is elusive, they follow a few fundamental rules.
As you probably expect, there is plenty of scientific research on all aspects of color… that is which ones are considered most attractive or eye-catching; what feelings certain colors inspire; or which colors are easiest to see. After sifting through the mounds of information the following tips were echoed repeatedly:
These four colors were symbols for the following:
• Red: action, emphasis, recall, excitement
• Yellow: happiness, sunshine, attention-getting
• Green: reassurance, security, stability
• Blue: order, tranquility, coolness, relaxation
Use these findings to guide your choices… for instance, dentists should consider painting their walls a lovely shade of blue! Also, test your own color instincts, and those of friends and family, to find out what works best for you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect
Layoffs in today’s business world are common and with it comes the fear and anxiety of finding another job. With this in mind, here is a list of techniques that a person can use to help manage their stresses and anxieties in finding a new job.A technique that can be used to reduce the stress of finding another job is to divide the task into a series of smaller steps and then complete each of the smaller tasks one at a time. For instance, the first thing you should do is to determine what kind of job you want. Once you know what you are looking for, the next step is to update and prepare your resume. Once that is finished, you should then concentrate on finding the companies that interest you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect
Multi-tasking is becoming a way of life the world over. It’s no wonder that everything from cell phones to promotional keyrings do more than they were originally intended. Light up printed keyrings are a sure way to win over your multi-tasking clients, customers, vendors and employees.Discovery Key Chain lights feature a bright blue light, perfect for searching in dark bags or to find the keyhole late at night. With an exceptionally low price a piece, you choose a single color imprint design to make your business shine.If you like a colorful light up printed key ring, look to the Apache key chain lights. The contemporary rectangular shape is silver on the outside and red, blue or black
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect
Business card printing had tamed to give in significant contributions in the print and web industry. It is this medium that businesses are able to keep their clients in tact and as well as establish a remarkable corporate identity in the market. Business card printing companies had cluttered to give in valuable solutions from the smallest detail of your cards from logos, design and informative contents.Producing quality business cards with excellent designs is a great way to get in the door of your prospects. However with the tight competition foreseen at present you must learn how to go along with the flow and have to track the path too. Though there may be guarantees but having impressive d
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect your company’s and target market’s personalities.
Choosing the right font can be daunting… particularly given the sheer number of choices. However, let the following general tips guide you:
1.“Sans Serif” fonts are easier to read because they leave more “white space”.
Tip:
Serif: little decorative “doolollies” (adornments, flourishes) on the ends of the characters
Sans: Means “without”
Some popular “sans serif” typefaces are: Gautami, Microsoft Sans Serif, and Arial. I also like Verdana.
2.For a more traditional look you’ll want to consider using “serif” typefaces such as Times New Roman, Century Schoolbook, and Garamond.
3.While it’s okay to vary font styles within a piece, try not to use more than two. Also, if you decide to try different fonts mix choose one of each – sans serif and serif. The contrast will result in an “eye pop”.
4.When choosing size, italics, and bolds keep readability in mind. This doesn’t have to be a major pain in the neck! Look in your own magazines, newspapers, and direct mail… copy styles that you find appealing, easy-to-read and in keeping with your company’s tone and feel.
AVOID:
- Reverse Type… while it works well for eye-catching headlines, it’s harder to read and tough on the eyes. Use sparingly…
- Overdoing italics, underlining and capitalization… it looks unprofessional.
- Fonts that look typeset (making them fuzzy). They should be clean and crisp.
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