Graphics Tips

Pandemic causing you to re-think your print marketing investment?

As a graphic designer who has spent decades working with print media, the current period of quarantine has made me better appreciate the benefits of digital marketing.

Print Marketing:

But, does that mean that I think print marketing is dead? Absolutely not! There is nothing quite as satisfying to the senses as a well-crafted print marketing piece. And print media is still able to accomplish what digital media does with difficulty, i.e. direct your client/customer to your content-rich website or blog. And, with the continuous advance of technology, print media is offering enriched products to the marketplace, including Augmented Reality (more about that in later article).

Digital Marketing:

On the other hand, the COVID Quarantine has made the benefits of digital marketing apparent. For minimal cost (no small thing considering the massive revenue losses suffered by small businesses during this crisis), businesses are able to maintain vital connections with their retail and professional constituencies through social media sites such as Linkedin, Alignable, Facebook, Instagram, etc., as well as through email marketing. Yes, it takes time; the learning curve can be daunting; and platform parameters are constantly changing. But, if you have time on your hands because your business cannot operate as usual due to social distancing restrictions, the silver lining is that you can enhance your marketing efforts by exploring and deploying social media connections.

Better Together:

Your print marketing materials are rich with vital content for social media sharing. Mine your brochure for bite-size Linkedin posts. Expand a rack card product description for an email/online newsletter article. Incorporate your print media graphics, including your logo and tagline to create consistency between your digital and print marketing pieces.

Remember…as my 100-year-old grandmother would often say, “this too will pass.” And so, by taking the time to explore social media now, when the quarantine is over and business resumes some sense of normalcy, you will have added new and valuable tools to your marketing skill set.

Are you sure you own your logo?

You paid for it…right? So, it’s yours…RIGHT?

Hmmmm…maybe NOT! Here are five things to list/check to make sure your logo is truly yours:

1. Make sure the price you are paying to develop your logo includes ALL usage rights.

2. Establish, upfront and in writing, that your logo designer will release all copyright claims regarding your logo.

3. Ensure that your logo package contains a vector graphic (.eps or .ai) file along with file formats needed for all forms of print and digital media.

4. If there is any possibility that you will want to trademark your logo in the future, make sure your logo does not incorporate copyrighted graphics in its development.

5. Keep your logo files in a safe place and don’t lose track of them. Recreating your logo could be an expensive proposition…and one that may re-expose you to copyright issues.

Do you know why your business needs professional graphic design?

Is DIY sabotaging your professionalism?

Your first clue that your graphic design efforts might not be “professional” could be as simple as a friend asking what program you used to create your flyer. Yes, unfortunately, your friend has pegged your flyer as a DIY project, in other words, not professional. How this happens is a topic for several blog entries. But, fact is, you want your customers/clients to know that your skills are competent and up to date, that the services you offer meet your customers’ needs and that your experience and expertise allow you to deliver a superior product or service at a competitive price…in short, that you are a professional. Unfortunately, using marketing tools that are clearly not professional, effectively counters your claims of professionalism.

The example below demonstrates what I’m talking about. The flyer on the left (BEFORE) was created in-house using MS Word. It’s well organized and easy to read…not a bad job. On the other hand, the flyer on the right (AFTER) was created by Art of Communication using professional graphic design software and professional design expertise to generate the energy and attention needed to actually increase service sales.

You use professional services in many aspects of you business. Professional graphic design is simply another critical service to add to your arsenal of business tools.

Do you know why your logo should be a vector graphic?

There is a world of difference between graphic file formats…

If you want your logo to be reproduced in a large-print format…say a vehicle wrap, signage, banner or billboard, you definitely need to develop it as a vector-based graphic.

This is because a vector graphic can be hugely enlarged (up scaled) with no loss of resolution. That means the exact same vector graphic file can be used on a postage stamp or a billboard. Vector graphics are made by using points (vectors) and paths to create expandable shapes. Typically, vector graphics are created using Adobe Illustrator (my preference), Corel Draw, Freehand…think “drawing” program. Look for an .eps file format extension.

On the other hand, creating a logo in PhotoShop, for instance, will create a pixel-based graphic file, which cannot be enlarged beyond the standard for which it was created. So, for example, if a four inch by four inch pixel-based file is created for the web it will need to have 72 dots (pixels) per inch (dpi), while that same file created for print production will need at least 300 dpi. Any attempt to enlarge a pixel-based file beyond those parameters will cause the resulting image to look “pixelated.” PhotoShop is the most common application used for creating pixel-based file formats…think “paint” program. Common file formats include: .psd, .jpg, .gif, .png. The last two are web-based files.

The following graphic illustrates the basic difference between vector-based and pixel-based graphics.

Do you know what a “bleed” is? Hint, it’s probably not what you think.

To the edge and beyond!

If you want to have your artwork (or background color) extend to the edge of the paper, it’s necessary to set up the print file with a “bleed.” That means if the final print size will be 8.5 x 11, for instance, then the file will be printed on a larger size sheet of paper and trimmed.

If you are printing the document or file on a desktop printer, you will have an unprinted area along the edge of the page. If you don’t want that unprinted border, it’s best to have your print piece set up by a professional graphic designer. Or…integrate the border as a creative aspect of your design. Again, the services of a graphic designer in this instance are helpful.

Is your business card living up to its potential?

Often taken for granted, your business card is mini marketing with mega potential.

Why is it so useful? Well…it’s small…it’s portable… it packs a wealth of information in a tidy package…it’s mini-marketing with mega-potential.

Very often it is the first, and sometimes, the only marketing tool business people have at their disposal. Given the potential of this essential networking tool, it’s important to consider what it says about you.

Is it ACCURATE? Make sure the impression you generate with your business card exhibits professionalism. Don’t circulate a business card with crossed out or inaccurate information.

Does it make SENSE? Can your potential customer or networking contact “read” your business card quickly? Can your client find your name and business contact info without searching?

Is it INTERESTING? Will your contact remember you or your card tomorrow? Art of communication uses design creatively to enhance the readability of your business card…not obscure it.

Be sure to include this essential tool in your collection of marketing and networking strategies. And don’t take it for granted; take time to make it work for you.

Do you need HELP? If you want your business card to really work for you, put Art of Communication to work honing your message to a fine edge.