Print + Design Guide

7/29/2019 Print + Design Guide

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the printing solutions


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thinkcreative


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P R I N T I N G

T A B L E O F C O N T E N T S

Chapter 1: erminology ...................................................................................................................................... 1

Chapter 2: Products ............................................................................................................................................. 5

Chapter 3: Eective Marketing ips ................................................................................................................. 12

Chapter 4: urn-Around imes ......................................................................................................................... 17

Chapter 5: Delivery Methods .............................................................................................................................. 19

Chapter 6: Paper ................................................................................................................................................... 21Chapter 7: Coatings + Finishes .......................................................................................................................... 23

Chapter 8: Wide Format ..................................................................................................................................... 24


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Chapter 9: erminology ...................................................................................................................................... 26

Chapter 10: Process .............................................................................................................................................. 28

Chapter 11: Eective Advertising ...................................................................................................................... 29

Chapter 12: Color Psychology ............................................................................................................................ 33

Chapter 13: ypography ...................................................................................................................................... 38

Chapter 14: Print-Ready Artwork ..................................................................................................................... 39Chapter 15: Branding .......................................................................................................................................... 40

Chapter 16: Eective Design .............................................................................................................................. 43

Chapter 17: Print vs. Web ................................................................................................................................... 44

D E S I G N

T A B L E O F C O N T E N T S


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P R I N T I N G

T E R M I N O L O G Y C H A P T E R 1

As with any business, there is certain language orlingo that is used and printing is no exception.

In act, you could probably write a novella on

printing terminology. Instead, Printing Solutions

has decided to put together a list o basics that will

help you become more knowledgeable to some

printing terms.

Adobe Creative Suite-CS is a soware program

which assists people with designing graphics,

video editing and web development.

Aqueous Coating-A chemical process where a

coat is added to the paper, giving it a semi-glossshine.

Bindery-Te process where a printed product goes

to get nished. Tis may include cutting, drilling

or coating.

Bleed-When color or ink goes to the edge o a le,it needs to be extended or bleed o the page o

an inch. Tis way, when the le goes through the

cutting process, the excess will be cut o and nowhite edges will appear.

Card Stock-Also called cover stock, its a paper

thats thicker and more durable than typical writing

paper. Tis paper is usually reserved or postcards

and business cards.

CMYK-Cyan, Magenta, Yellow and Black. Tis is

the most standard in terms o printing nowadays.

Its also reerred to as our color or the our color

process. In estimates, you might see i reerred as

4/0 or 4/4.

Coated Paper-Paper that has been treated with

a chemical addictive during the paper producing

process which results in greater resistance,

strength, durability and a smoother nish.

Crop Marks-Tese are guidelines on print ready

documents to show where the cut lines go on adocument.


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Die Cutting-Te process where a metal die isashioned to create a special stamp where paper is

cut to create a specialty size o printed job.

Digital-Te method o putting ink directly on

a piece o paper through a digital machine. Tis

process is quicker and has its advantages and

disadvantages or printing.

DPI-Or dots per inch, it measures the number o

digital dots in a square inch. For photos to print in

a high resolution, the DPI, or dots per inch, need

to be a minimum o 300 x 300.

Foil-Also called oil stamping, a oil is stamped

onto a printed material, giving it an illustrious

shine that looks very metallic.

Grommets-Small metal pieces that are plunged

into banners, which helps hold the material up

with string or twine during installation.

Hard Copy Proo-A printed image o the nishedproduct is printed and shown to the client. Tis is

usually used or color matching to ensure certain

colors come out correctly.

Illustrator-With a le extension o ai, Illustrator is

a creative soware program designers use to create

les or printing. Illustrator is used or layout type

work as well as illustrations and is a vector based

program.

InDesign-Tis program is specially tailored or

multi-page, layout type print work and is also

vector based.

Matte-Is a nish where the nal piece has an

overall dull look. An aqueous coating is added to

help prevent yellowing o the paper.

Ofset Printing-A printing technique where the

image is burned to a plate, then transerred topaper through several rolling machines, literally

pressing the ink and image onto the paper.


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Pantone-Pantone colors are specic colors that

are derived rom a book. Tese colors are exact

matches and are created with a special mix o inks.

Photoshop-Another creative soware program

used or manipulating photos, drawing, andcreating special eects. Photoshop is not ideal or

layout type work because it is not a vector based

program.

Pixelization-Where the resolution is so low on a

picture or graphic that the image loses crispness

and cannot be easily seen.

Point-Is a measurement o thickness in paper,

typically reerring to card stock. Its also a

measurement in Adobe Creative Suite soware.

Pound o Paper-A weight o paper, usually

reserved or non business or postcard paper.

Standard letterhead is usually printed on 24 or 70

pound paper. Printers will also use a hashtag (#)

to represent a pound o paper. For instance, 70# or

100# paper.

Print Ready-A le that has the proper bleed,

crop marks and needs no adjusting to begin the

printing process. CMYK ormat with images and

onts embedded and converted to outlines.

Proo-During the design process, a digital proo

is usually sent out to ensure the design, layout and

inormation on the piece is spelled correctly and

the client is happy with the overall layout.

Rounded Corners-Te process o cutting thenished piece to have rounded edges. ypically,

edges come in and inch rounded.

Rush Job-Printing a job outside o the particular

time constraints. Tis usually results in an

additional charge to the client.

Spot UV-Te process o putting a high gloss shine

Printing is the

preservative of all arts.- Isaiah Tomas


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on only certain parts o a printed piece, hence the

name, spot UV.

Uncoated Paper-Paper with no nish, typically

reserved or letterhead and envelopes. Its easy to

write on but collects dust, dirt and yellows quicker

than treated paper.

UV Coating-A thin plastic coating over a printed

piece to give it a high gloss shine and help protect

rom cracking edges and yellowing o the paper.

Vector-Other terms would be eps or vector art.

Vector artwork uses geometrical primitives such

as points, lines, shapes, and polygons based ona mathematical expression to represent images.

Because this art is mathematically based, its

size holds no bounds and can be expanded and

contracted to any size without pixelating.

Wide Format-A newer and popular printing

method. Wide ormat printing is reserved or

banners, large posters and tradeshow material.

***Te ollowing sources were used to assist in

creating this list o denitions: paperonline.org

and wikipedia.org


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P R I N T I N G

P R O D U C T S C H A P T E R 2

BUSINESS CARDSCommon Sizes:

2 x 3.5, 1.5 x 3.5, 1.75 x 3.5, 2.5x 2.5, 3.5x 4

Paper:

16pt, 14pt, 100lb cover

Coatings/Card Type/Options:

Glossy UV, matte, uncoated, linen, silk laminate,

Spot UV, oil accents, plastic, round corners, diecut

designs, thermography (raised ink).

Marketing Ideas:

Business cards are the single most important

marketing tool or any business. Tey help create

the all important rst impression and provide

essential contact inormation. Te same basicconcept always applies, but with some creative

thinking and a ew design tweaks, the standard

business card can be transormed into something

more unctional as well. Here are a ew examples.

AppointmentCards

Loyalty/frequentvisitorRewardCards

Bookmarks Coupons

Mini-calendar

Nametags SurveyCards

ReferralCards

Te possibilities are limited by your creativity.

Remember the main idea when distributing your

business card is leave enough o an impression to

make the recipient call you in the uture.

Standard Turnaround Times:

ypically 3-5 business days beore shipping.

Round corners and Spot UV usually add 1-2 days.

Foil can take up to 8-12 days in some cases. RUSH

processing is available or an additional charge,

however silk lamination and oil products cannot

be rushed.

DOOR HANGERSCommon Sizes:

4.25 x 11, 4.25 x 14, 8.5 x 3.5, 11x 17 all

with standard, arch or star diecut

Paper:

100lb book, 100lb cover, 14pt, 16ptCoatings/Card Type/Options:

aqueous, glossy UV, uncoated


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Standard Turnaround Times:ypically 4-6 business days beore shipping.

BANNERS/SIGNSBanners

Indoor (10mil premium vinyl) or outdoor (13oz

scrim vinyl)

Common Sizes:

3 x 6, 3 x 8, 4 x 8, 8 x 10 variable sizing available

priced on a square oot basis

Coatings /Options:

glossy or matte laminate, welded hems, grommets,

pole pockets



Signs

3/16 white or black foamcore, 4mm white Coroplast

Common Sizes:

12x 12, 12x 24, 18x 24, 24x 36 - additional

sizing available priced on a square oot basis

Coatings /Options:glossy or matte laminate, grommets, H-stakes,

horizontal/vertical utes


Banner Stands

10mil vinyl retractable or 13oz scrim vinyl X-style

Common Sizes:

33x 80 retractable, 2x 5 X-style other sizes

available

Options:

grommets (X-style only)



FLYERS/BROCHURESCommon Sizes:

8.5 x 5.5, 8.5 x 11, 8.5 x 14, 11x 17 plus

olding

Paper:

100lb book, 100lb cover, 70lb premium


aqueous, glossy UV, silk lamination

Folding:riFold, HalFold, ZFold, Accordion, Gateold,

Double Parallel and more


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POSTCARDSCommon Sizes:

4x 6, 5x 7, 8.5 x 5.5, 4 x 9, 6 x 11

plus many more

Paper:

14pt, 16pt, 100lb


aqueous, glossy UV, matte, uncoated, linen, silk

laminate, Spot UV, oil accents, diecut designs,

olding, scoring


Round corners and Spot UV usually add 1-2 days.

Foil can take up to 8-12 days in some cases. RUSH


however silk lamination and oil products cannot

be rushed.

LETTERHEADCommon Sizes:

8.5x 11, 8.5x 14, 8.5 x 5.5, 11 x 17

Paper:

70lb

Options:

uncoated or linen, blank 2nd sheets


ypically 3-5 business days beore shipping. RUSH

processing is available or an additional charge.

ENVELOPESCommon Sizes:

9.5x 4.25 (#10), 3.875 x 8.875, 4.375 x 5.75(A2), 5.25 x 7.25 (A7), 5.75 x 8.875 (A9), 9 x

12 (catalog) plus many others

Paper:

70lb, 24lb

Options:

uncoated or linen, windows, printing on ap

Standard Turnaround Times:typically 5-7 business days beore shipping. Can be

longer i conversion is necessary.

What gunpowder did or war,

the printing press has done for the mind.- Wendell Phillips


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STICKERSCommon Sizes:

2x 3.5, 3. 5 x 3. 5, 2. 5 x 2. 5, 3 x 4, 4 x 4

plus many more

Paper:

70lb premium sticker paper

Options:

uncoated or glossy UV




BOOKLETS

Common Sizes:8.5 x 11, 8x 9, 8.5 x 22, 8.5 x 5.5

Paper:

80lb, 100lb book or cover

Options:

uncoated or AQ

Pages:

4, 6, 8, 12, 16, 20, 24, 28, 32 pgs

Standard Turnaround Times:ypically 3-5 business days beore shipping. RUSH


CALENDARSCommon Sizes:

11 x 8.5, 12x 12, 9 x 12

Paper:

100lb gloss book

Options:

uncoated or AQ, olded with saddle stitch or spiral

bound

Pages:

24, 26, 28, 38Standard Turnaround Times:



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BOOKMARKSCommon Sizes:

1.5x 7, 2x 8, 3 x 4, 4.25 x 3.66, 8.5 x 3.5

- plus others

Paper:

14pt, 16pt, 100lb


glossy UV, matte, uncoated, linen, silk laminate, spot

UV




however silk lamination cannot be rushed.

GREETING CARDSCommon Sizes:

10x 7 (olds to 5x 7)

8.5 x 5.5 (olds to 4.25 x 5.5)

Paper:

14pt, 100lb cover

Coatings:glossy UV, matte, uncoated

Envelopes:standard A7 or A2 envelopes ordered separately


typically 2-4 business days beore shipping. RUSH


NOTEPADS

Common Sizes:

4x 6, 4.25x 5.5, 8.5 x 11, 8.5 x 3.5, 8.5 x 5.5

Paper:

70lb premium uncoated or linen

Coatings:

uncoated

Options:

padded in 25, 50 or 100, with or without chipboard

backing



POSTERS

Common Sizes:8.5 x 11, 11x 17, 13x 19, 18 x 24, 19 x 27,

24 x 36 custom sizes available


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Paper:100lb text or cover, 8mil gloss poster paper

Coatings:

AQ or glossy



PRESENTATION FOLDERSCommon Sizes:

5.25 x 10.5, 6x 9, 9x 12, 9 x 14.5

Paper:

14pt, 16pt, 100lb cover

Coatings:

AQ, glossy UV, matte, uncoated, linen, silk

laminated, Spot UV

Options:

1 or 2 pockets, business cards slits, CD slits




SELL SHEETSCommon Sizes:

8.5 x 11, 9x 12, 8.5x 14, 11 x 17, 12 x 15

Paper:

14pt, 16pt

Coatings:

glossy UV, matte, uncoated, spot UV

Pages:

4, 6, 8, 12, 16, 20, 24, 28, 32 pgs




Design is not just what it looks like and eels like.

Design is how it works.- Steve Jobs


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MAGNETSCommon Sizes:

2 x 3.5, 4x 3, 4.25x 6, 4 x 6, 5 x 7 and

more

Paper:

17pt magnet stock

Coatings:

glossy UV

Options:

oval shape, round corners



TABLE TENTSCommon Sizes:4x 6 (at size 4x 16.25), 5 x 5.5 (at size 6x

16.5)

Paper:

14pt, 10pt Endurance

Coatings:

glossy UV, matte, uncoatedStandard Turnaround Times:


LONGLIVEPRINT


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digital age is quickly consuming our industry.Smartphones and tablets are everywhere and QR

codes, texting and scanning are becoming more

dominant than ever beore. However, instead o

throwing in the towel, we are actually embracing

this change with a ull steam ahead attitude and

rmly believe that or every successul digital

marketing campaign, there should be a strong

print marketing one complementing it! We have a

talented, creative sta to combine quality printing

with e-newsletters, websites, web graphics, online

catalogs and PDF sales sheets to communicate the

passion o our clients.

Statistics show that 40% o US companies are using

blogging as part o their marketing campaigns

(emarketer). Also, there has been a 75% increase in

companies that claim Facebook is critical to their

business success (State o Inbound Marketing,

2012). Furthermore, 61% o global Internet users

research products online. (Interconnected World:Shopping and Personal Finance, 2012). Tese

numbers certainly prove that the electronic world

Despite the rise o electronic and digitaladvertising media, the print industry is still alive,

well and growing sort o. Even though non-

printed marketing trends are at an all-time high,

at the end o the day there is still a signicant core

group o both business to business and business to

consumers that preer the tangibility o a quality

printed product. For example, the simple exchange

o business cards at a networking unction can

never be replaced. Also, leaving a restaurant with

a physical coupon or your next visit or simply

being handed a yer inviting you to visit a retail

location while walking down the street still retains

a great deal o value. Te point is that we still see

print marketing everywhere -- but is it eective?

Te answer is that it depends on many variables,

however with a well-dened strategy and quality

products, that eectiveness can certainly be

increased.

Our goal at Printing Solutions is to assist ourclients in getting the most return on their

investment. We are not naive to the act that the

P R I N T I N G

E F F E C T I V E M A R K E T I N G T I P SC H A P T E R 3


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is here to stay, however it also says that in orderto survive the print industry needs to adapt

and provide suitable content that helps the digital

media do its job.

Since 2007, we have worked with a wide variety o

clients and a large catalog o products and services

all geared towards helping business owners to

communicate the passion or what they do. Along

the way weve learned several actors that we would

like to share and hopeully to help our clients

succeed in the marketing endeavors.

Below is a list of the top 10 waysto create a successful marketingexperience:

1. A Marketing Plan- Plain and simple, have one. We

see so many companies with a haphazardly designed

marketing approach and unrealistic expectations.

By having a plan, knowing the budget that you willhave to invest or the year, what the expected return

will be and how to build client loyalty - companies

can increase their marketing eectiveness. Tink itthrough, put it on paper and then double check it to

make sure it makes sense.

2. Have your marketing components proessionally

designed- In other words, invest in your brand in

order to maximize your return. I you cannot aord

to have it done right the rst time, we recommend

that you wait until your budget allows so that you

can put the best product out. A poor or inadequate

representation o yoursel in the market can have

a greater negative impact than you can aord and

may end up costing more on the long run to correct.

Having a proessional designer create your custom

brand will insure consistency across the board and

will undoubtedly help make you more attractive to

your target client in a positive way.

3. Have a clear call to action (CTA)- What does this

mean? Simply put it tells your potential customer

what you want them to do with the product theyare holding. For example, these days people love

to see the word FREE. So why not shout it in big,

He who has a why to live or, can bear almost any how.

-FriedrichNietzsche


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upgrade or your home. You know your businessbetter than we do, so be smart in your approach and

try to put yoursel in the consumers shoes.

5. Know your numbers and listen to them- It is

imperative to set realistic expectations about any

investment in your available marketing channels.

In your initial marketing plan, be sure to outline the

expected cost and realistic return o each channel.

Sometimes the cost outweighs the benet and the

numbers say to change your approach. Build a clear

picture o what you are trying to accomplish and then

listen to what the numbers tell you. Dont try to orce

something that simply doesnt make sense. We can

assist in this process i needed.

6. Understand who your target audience is-

Conduct research and spend some time looking

at who is going to be purchasing your product or

service. Ask qualiying questions . Is your market

primarily emale or male? What age group is mostprevalent? What kind o income do they have? How

many children? Etc, etc. Tese are all important

bold letters and let people know they are gettingsomething FREE i they call you. Tink o it as the

hook that catches the sh. Great design, bright vivid

colors and quality products are the bait that initially

attracts them, but its the CA that they get hooked

on. Find a service or product oering that will be

enticing to your audience and then call it out as

a bonus or incentive to contact you or more details.

4. Marketing Cycle- It is important to remember

that it is difcult or the marketing cycle to go rom

introduction to purchase immediately. Tereore, you

should think o your marketing plan as a baby step

process that builds credibility and reputation with

each progressive step leading up to the eventual

sale. Tis approach may take more time, but will

eventually payo in the long run with client loyalty

and reerrals. Tis strategy also requires some risk/

reward analysis based on your industry and target

market. For example, i you are a pizza company that

is advertising a weekend special, your cycle needs tobe more aggressive towards the quick sell as opposed

to the company that is trying to sell a solar panel


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questions and there are many more that are relevantto discovering your ideal client.

7. Display consistency in your marketing- Tis point

is absolutely crucial to building a successul brand.

When advertising via the web, social media or print,

make sure you remain ocused on the big picture

of the marketing plan. You are trying to BUILD

something that will remain in eect or the long

term. Tat means whenever a potential client sees

your logo or tagline, no matter where it might be it

needs to be the same as it was the last time they saw

it. Te brand o the company needs to be consistent

acrossALLmedia.Tismeanscolors,messagingand

logos. For example, wouldnt the McDonalds golden

arches look a little weird i they were sometimes red,

sometimes blue etc. Since they are always the same,

consumers can recognize the brand anywhere in the

world. Someone smarter than us once said that it

sometimes takes 7-12 points o contact in order to

make a decision.

8. Lead Nurturing rack your results to gain valuableinsight about how to plan your next campaign. Te

saying goes that what gets measured gets done.

Tereore, i you know what the results are and how

they impacted your business, you will understand the

corrections that need to be made. Tis inormation is

vital to managing a campaign, but sometimes keeping

track o it is a challenge as well. Having a CRM system

in place to manage the sales cycle will increase your

close rate exponentially by helping to keep track o

individual contacts and their measurable numbers in

a simple, easy way.

9. Mix up your marketing channels- Dont put

all your eggs in one basket. As we mentioned in

the introduction, the best strategies today are a

combination o digital and printing that complement

each other. Te world changes at such a rapid pace

along with technology and growing trends. odays

hot news becomes tomorrows old news, so you need

to be exible and adapt. Using social media, video,printandSEOareALLessentialtoawell-rounded

marketing plan.


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10. Collaborate with your network- Te old sayingsays that it pays to have riends. Tis is especially so

in business. We all cant be experts in everything so

its important to lean on the partnerships you have

with your vendors. Whether its printing, SEO, or

social media - all o the channels need to be working

together and will likely assist in development o your

marketingplan.Neverbeafraidortoostubbornto

ask or assistance in identiying the best bang or the

buck.


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P R I N T I N G

T U R N A R O U N D T I M E S C H A P T E R 4

In the printing industry, the times in which it takesto turn projects rom les to actual carry out the

door printing can vary depending many actors.

For instance, i its a Friday morning and you need

an extra 500 postcards or an event this weekend,

printers can usually print/cut and make those

readyinacouplehours.Nowifyouneededa36page booklet, printed, coil bound in a quantity o

100, thats a dierent story. A job like takes a lot o

hands to complete, so the turn time is going to be

longer.

o start, having print ready artwork is a key

aspect. I the iles you possess are properly built

(bleed, i necessary, crop marks, etc.) those

types o iles can be put into the system and

prepared with little side work. I you have iles

that need adjusted, then printers are going to

adjust those and typically ask you to approve

proos, to ensure what is going to print is exactlywhat youre looking or. his holds both parties

accountable to the proo. When all else ails, go

back to the proo. Was that name spelled wrongin the proo or not, or instance.

Another actor would be timelines. Printers

typically operate under a Monday-Friday, 8-5

schedule, with some working on Saturday or

strictly printing, to catch up on the weeks jobs. But

in general, printers will have a deadline to get lesinto production or that day to start the clock on a

job. For instance, Printing Solutions gives clients

until 11 AM to get les over/approved or that day

to count as business day one, otherwise, anything

aer would roll over to the next day.

Once les are approved and into production, other

actors such as nish, quantity and what type o

machine the le is ran on come into play. I youve

ordered a silk laminated business card with us,

we run those through our press. Once complete,

they need to run through our coating machine,

which places a thin laminate over it. Ten they getcut down, boxed and are ready or pick up. Tis

particular process takes 5-6 business days. Say


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you ordered matte nish cards, those cards dontget coated, so you can take o a day or two or

production time.

While the industry carries a standard o turnaround

times on all products, i an item is needed aster,

there are certain processes to produce them aster.

Tis process is called rush printing. While this willalways cost more money, the client is able to get

their product in a aster time.

Rush printing usually means that a job is printed

on a digital machine, as opposed to the oset or

on a standard press. In the past ve years, digital

presses have really come along way. People used

to sco at digital presses, but with todays needed

it yesterday mentality, digital presses are essential

to producing material quickly and in a quality

that clients are expecting. Oen, material can be

produced digitally that is printed quickly, within

budget and the quality is outstanding.

When working with a printer, be sure to establishwhen a print job is due, because what can happen

is when the process is started, its very hard and

can be costly to change that process to get it done

aster. Its better to have everything planned out

ahead o time.


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P R I N T I N G

D E L I V E R Y M E T H O D S C H A P T E R 5

Even the most beautiully designed, well brandedproducts will never deliver their intended message

i they arent seen by an audience. Tereore

another very important consideration or your

custom printing is how will it be delivered to its

intended market. Some products are obvious and

easy to distribute, others will be seen by simply

being displayed on a wall or desk.

Business cards or example are most oen

distributed in person, by simple exchange during

a chance meeting at a convention trade show or

random occurrence. Tey are the single most

important marketing tool available to you and

their delivery creates that all important rst

impression. Aside rom the one on one meeting,

you should be creative when looking or ways or

others to see your business card. For example,

leave them in places you requent such as coee

shops, restaurants and other public areas. Tis will

increase your potential exposure and might justbring you business rom an unexpected source.

Banners and yers are other products that sort odeliver themselves. Tey are usually on display

somewhere and their message is delivered upon

a person simply viewing them. Make sure you

message is strong, bold and quick-hitting because

the window o opportunity to catch a potential

customers eye is very short - maybe 3 seconds.

I you are looking or a more direct approach to

delivering your message we suggest some specic

products;

a. Postcards/Newsletter for direct mail

distribution

b. Door hangers or door-to-door distribution

c.eNewslettersforelectronicdistribution

Each o these methods also require a directed,

matter o act design approach that requires a

strong call-to-action, however since they are

initially distributed to a target that is potentially

more qualied to need what you are selling - yourchances or success in theory become better.


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With direct mail processing, you setup thepostcard, provide a mailing list to send to (or use

EDDM mailing to blanket a specic area) and then

print the postcards or newsletters with addresses

variably printed on each piece. Aer proper

bundling and processing, the product is brought to

the post ofce and sent out via bulk mail USPS and

will arrive in the targets mailboxes within a ewdays. Well designed campaigns can be measured

easily based on received orders and can be adjusted

or uture mailings. Tis process is sae, basically

eective and delivers a level o expected results.

Te idea o using door hangers or door-to-door

distribution is to designate a specic geo-targeted

area (ie. one that is close by your business and

may have need o your service) and have a team

o reliable people literally walk door to door and

place the door hangers on each ront door in the

area. As residents arrive home and walk in their

ront door, they cant help but notice your colorul

door hanger as they enter. I the oer presented

is one that is eye-catching -- BOOM you get the

sale! I not, maybe they save it or later. Obviously,design is an important consideration, but at least

this delivery method insures the rst step -- being

seen.

Email newsletter delivery is quite popular in the

business world we have all undoubtedly received

them on our inboxes. Tey are oen annoying,many times go unread and sometimes hit our spam

lters. However, oen enough the right message

catches our eye and we click the message to read

urther and move onto the intended website. Tis

process may or may not lead to a sale, but in either

case it builds a small amount o brand recognition

so that maybe the next time the reader needs

something that you sell, he may just remember

who you are and look up your website or call you

at that time.

Now matter what method you choose, product

delivery is important and should be a well thoughtout part o each marketing campaign.

My optimism wears heavy boots,

and is loud.- Henry Rollins


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21 PRINT +DESIGN

P R I N T I N G

P A P E R C H A P T E R 6

When it comes to printing, paper is the singlemost important aspect o the business. Yes, there

are other aspects that go into the process, but the

paper will make all o the dierence. Depending

upon the application and nal use o the piece,

the correct paper choice can make or break the

outcome o the project.

Printing Solutions has access to almost any type o

paper or your project. Depending upon what you

need, we have the ability to ulll your need.

Paper is broken down to several dierent terms o

weight. Weight is the heaviness o the particular

stock. For instance, typical copy paper is called 20#

Bond. 20# reers to the weight o paper. ypical

copy paper comes in 20# and 28# paper.

But or the printing industry, we typically use

a heavier paper or overall appeal. Here is a

breakdown o paper we typically use.

70# ofset-typical uncoated paper thats used or

letterhead and envelopes.

80# text gloss-A semi-glossy paper thats used or

brochures and booklets

100# text gloss-A semi-glossy paper thats used or

brochures and booklets

100# uncoated Cover-A heavier paper that can be

used or business cards.

100# Coated Cover-A heavy paper with a matte

sheen that is used or brochures, yers, door

hangers, and lightweight postcards.

14pt card stock-Used or business cards, postcards

and greeting cards.

16pt card stock-One o the heaviest stocks o paperused in paper printing. We use it or business cards,

postcards and greeting cards.


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22

Linen-Tis high quality paper is textured with

lines and comes in many dierent types o weights

o paper. We use it or letterhead, envelopes and

business cards, typically.

While this is a list o our typical paper thats used,

there are hundreds o types and nishes to makeyour printed piece as unique as you want.


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23 PRINT +DESIGN

P R I N T I N G

C O A T I N G S + F I N I S H E S C H A P T E R 7

When it comes to paper, the coating and nish can beas important as the actual message printed on it. Do you

want your printed piece to shine (literally) or have a dull

coating which will give a totally dierent look? Te choice

is yours. But remember, the way you select your overall

nish can inuence the decision your audience makes

based upon the coating you choose.

Here are some o the nishes and coatings we provide our

clients.

Uncoated Paper-Tink o copy paper. Uncoated paper

is untreated non-coated paper. Tis paper has many uses

such as letterhead and envelopes. Easy to write on, but it

can lack in overall strength.

Coated Paper-Extra ingredients are added during

the process which gives coated paper a smooth nish.

ypically, you can write on coated paper with a ballpoint

pen.

Matte Finish-Te most popular type o coated paper. Te

nished piece will have a dull look to it.

Laminate-Coats the paper with a thin or thick plastic,which seals it and can give it a high gloss or dull look,

depending upon the laminate used.

UV Coating-A thin sheet o plastic is added to one or

both sides o the printed piece, giving it a high gloss shine.

Spot UV-Te same process above, except only certain

parts o the job are given a high gloss shine, hence the

name, spot UV, since only certain spots are highlighted

with a UV nish.

Aqueous Coating-Tis nish seals the paper, giving it a

semi-gloss shine and helps reduce yellowing over time.

Silk Laminating-Te process is similar to UV coating,

except this nish gives the piece a dull, matte look, while

the eel o the paper is similar to satin or silk; super smooth

and very high end.

Foil-A very reective sheen coming in many dierentcolors is stamped onto a printed product. Some popular

oils are gold, silver and can range rom there.


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24

customer base. Due to its quick turnaround andlow cost, many companies today are turning to

large ormat printing to create the buzz that make

their promotions go BOOM on the marketplace.

By virtue o stature alone, large ormat printing

makes your advertising aggressive by simply being

unable to be ignored. Sometimes bigger is better

and with the right mix o design, content andpizazz, wide ormat products can create a long-

lasting visual memory that keeps your business

resh in peoples minds.

Trade Show Displays

rade shows present a perect orum or wide

ormat printing with the use o signs, posters,

banners, banner stands and more. Due to the nature

o trade shows and their need or eye-catching

displays that MUS convey their messages very

quickly to make an impact, large ormat printing

is very commonly used by many companies. At

Printing Solutions we oer a vast array o wideormat products or use in trade show displays. We

present them in catalog ormat or easy viewing

Wide Format Printing, also known as large ormatreers to the type o printing that is used to create

larger printed works such as signs, vinyl banners,

retractable banner stands, posters, wall murals,

store displays, artist prints, and window graphics.

Tis process typically requires a special digital

printer that can handle larger sizes, oen up to 60

in width. Te use o inkjet technology gives thesespecial printers the ability to print on a variety o

materials, including glossy-coated paper and even

on vinyl or signs and posters. Te substrate is

ed into the printer where ink is applied directly

to the material, oen in shorter runs. In recent

years, wide ormat printing has become a popular

choice or marketing and advertising departments

throughout the country.

Making an impact and getting your brand in ront

o those that may be interested in your products

or services is a challenge that every business

owner understands. In todays ultra competitivemarketplace setting yoursel apart rom others

is key to building and maintaining a healthy

P R I N T I N G

W I D E F O R M A TC H A P T E R 8


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25 PRINT +DESIGN

and oer design services to be sure your brandingeorts remain consistent. Use the link below to

view the latest rade Show Product Guide.

www.exhibitors-handbook.com

Custom Banners

Vinyl banners can be printed to almost any sizeto match whatever space is available or their

installation. Tey have a wide variety o uses in

todays marketing and advertising world, especially

at business and industry events. Whether its letting

those driving by know that your new business

is open, or attracting trade-show attendees to

your booth, banners create a long-lasting visual

memory that keeps your business resh in peoples

minds. Tey are inexpensive to produce and can

incorporate dynamic graphic elements into their

design, thereore your logo and colors can be

prominently eatured.

Window GraphicsAnother popular application or wide ormat

printing is window graphics. Most every business

has a ront window and they all have a ront door.

Using window graphics to alert customers o

special deals, list your hours o operation, or just

eature the products and services your business

provides is a great way to take ull advantage o thatspace. Tey are very versatile and come in almost

any size, shape or color. Tey are an inexpensive

solution and can be laminated to help them last

indenitely.

Im very passionate about traditional media. I dont think its dead.

I think its overpriced.- Gary Vaynerchuk


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D E S I G NT E R M I N O L O G Y C H A P T E R 9

Bitmap-Te collection o individual dots--orpixels--that make up a screen image.

Character-Any letter, gure, punctuation, symbol

or space.

Clipping Mask-A lter placed on top o an object

that denes, through black and white values, whichpieces o the object show through.

Column Gutter-Te space between columns o

type.

Complimentary Colors-On a color wheel,

the colors opposite o each other as in Blue and

Orange, Yellow and Violet, Red and Green.

Cropping-Cutting o an undesired portion o a

printed piece, photograph or other image.

Display ype-In typography, type set in a larger

point size than the text (commonly greater than 14

point), such as in headlines.

DPI- (Dots per inch) is a unit o measurementused to describe the resolution o printed output.

Gradient-Te smooth transition o color values in

an object.

Halfone-Any image that exists as a series o

small dots o varying size and color density, whichserve to simulate the appearance o continuous

gradations o tone.

Kern-Reduction o letterspacing between certain

character combinations in order to reduce the

space between them.

Leading-the amount o vertical space between two

lines o text.

Margin-Any deliberately unprinted space on a page,

especially surrounding a block o text. Margins

are used not only to aid in the aesthetics and the

readability o a page, but also to provide allowances or

trimming, binding, and other post-press operations.


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27

Oblique-An alternate term or italic, or a termdescriptive o a right-leaning change in the posture

o the characters in a particular typeace.

Orphan-In typography, the last line o a paragraph

when it is less than one-third the width o the line--

especially when it is the carry-over o a hyphenated

word--carried to the top o a new page or column.

Pixel-Te smallest point or dot on a computer

monitor.

Point-Unit o measurement commonly used to

speciy type size. Tere are twelve points in a pica

and 72 points in an inch.

Printers Marks-rim marks, registration marks,

color bars and page inormation.

Ragged-lines o type that are not justied; that is,

they do not align at the right margin.

Sans Seri-Characters (or typeaces) withoutseris, which are lines (sometimes reerred to as

tails) crossing the ree end o the stroke.

Seri-An all-inclusive term or characters that

have a line crossing the ree end o a stroke.

racking-Te adjusting o the letterspacingthroughout a piece o typeset copy.

Vector Graphic-Elements within an image can be

grouped together and considered by the soware

as individual objects. Te detail o the image

remains the same whether small in size or scaled

larger.

Weight-Te lightness or darkness in print o a

particular typeace, based upon its design and

thickness o line.


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D E S I G NP R O C E S S C H A P T E R 1 0

Besides the standard processes o most products,here are a ew that require their own:

BUSINESS CARDS

Initial Concept:

wo business days, three dierent concepts.

Revision Rounds:

wo business days, three ree revision rounds(extra rounds are $10 each).

LOGO DESIGN

Initial Concept:

Eight business days, three or more concepts.

Revision Rounds:

wo business days, three ree revision rounds

(extra rounds are $10 each).

WEBSITE DESIGNWirerame:

Five business days, three or more concepts.

Homepage Concept:

en business days.

Homepage Concept Revision Rounds:

Tree ree revision rounds (extra rounds are $20

each).Interior Page Concept:

Five business days aer the homepage is approved.

Interior Page Concept Revision Rounds:

Tree ree revision rounds (extra rounds are $20

each).


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29

TELL A STORYSimple copy will not attract anyones attention. akemovies or example, not many people are content

to walk out in the middle o a movie and never hear

the end o it. Once that story is started, theyll want

to ollow it all the way to the end, provided its an

interesting story. In the same way, i you oer up

an interesting story in your ad, viewers are more

likely to read what you have to say. ake a look at

the Geico ad. Tey start their story by playing on

the Geckos height. Its humorous and interesting.

Tey carry it all the way through with, What the

Gecko lacks in stature he certainly makes up or

in ability and Perhaps proving that you can be

both big and small at the same time. All the while

using words like rise and highest to keep with

the theme o height.

D E S I G NE F F E C T I V E A D V E R T I S I N GC H A P T E R 1 1


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USE AN ATTENTION GRABBING GRAPHIC:More important than telling a story, is having a ocalpoint o interest. Te brain processes images beore

text and content. By using an image that ollows the

story being told and is captivating, it turns the viewer

into a reader.

MATCH A GRAPHIC WITH A HEADER:Along with a graphic should be a main header. At

no point should the excitement slow down. Keep

the same pace rom graphic to header to copy. Its

important to keep a header simple and easy to read

in one glance. Te purpose being to be so interesting

as to pull the viewer in to read the rest o the copy.

Te Geico ad uses humor to do just that. Te me &

lee ad is a perect example o how to tie in the header

with the graphic.

ARISTOTELIAN RHETORIC:Used in every noteworthy argumentative essay, book,

and ad, Aristotles Rhetoric involves ethos, pathos, and

logos. For any argument or persuasion to be eective, all

three o these must be used.


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31

a. Ethos: Establish credibility. Looking at the Geico ad,youll see A note on 70 years in car insurance rom one

o the giants in the industry. Tis shows their credibility

by telling how long theyve been in business, and that

they are one o the Giants in the industry.

b. Pathos: Establish an emotional or motivational appeal

that connects with the viewer. Tis can be accomplished

in a ew dierent ways. Te Geico ad portrays pathos by

using loaded language. Words like Giants and inspired

are used to strike a chord in the reader. Te me & lee

ad preys upon the ear o growing old and then oers

a solution.

c. Logos: Establish logic to support the claim (ound

in acts and statistics). Tis can be as simple as,

Tis product will make your skin smoother, and as

complex as 95% o people who use this show reduced

wrinkles in six months. Te Geico ad uses statistics

like nations third-largest car insurance company

and inspired three million drivers to switch to

convince its readers that everyone else is switching,

so you should too.

Minimalism is not subtraction or the sake o subtraction.

Minimalism is subtraction for the sake of focus.- Anonymous


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8 RULES OF EFFECTIVE ADVERTISING1. Be honest: People will appreciate it.

2. Play with peoples imaginations: Everybody likes

entertainment.

3. Dont brag: No one wants to you to tell them

how good your brand is, let them gure it out or

themselves.

4. Dont be araid to innovate: People are not robots,they wont do whatever you say. Dont take yoursel

too seriously.

5. Be humble: Its a good way to attract sympathy.

6. Support peoples causes: But only i you are really a

part o it. Dont jump on the band wagon.

7. No one really cares: Everybody is too busy with

more important stu to care as much as you wanted.

Accept it.

8. I you dont have anything good to say, say

something unny.


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Colors are a orm o non verbal communication

that can speak volumes in a raction o a second.

Tey can instantly set a mood, convey an emotion,

invoke a physiological reaction or inspire people

to take action. When we harness the right color

emotion to help tell a clients story it can have a

powerul eect.

RED Inherently Exciting

Te amount o red is directly related to the level o

energy perceived. It draws attention and a keen use

o red as an accent can immediately ocus attention

on a particular element. It increases enthusiasm.

Stimulates energy and can increase the blood

pressure, respiration, heartbeat and pulse rate.

Encourages action and condence. Provides a

sense o protection rom ears and anxiety.

Deep Red: rich, elegant, rened, tasty, expensive,

mature, sumptuous, cultivated, robust

Brick Red: earthy, warm, strong, sturdy,

established, Bright Red: exciting, energizing,sexy, passionate, hot, dynamic, stimulating,

provocative, dramatic, powerul, courageous,

magnetic, assertive, impulsive, adventurous,demanding, stirring, spontaneous, motivating,

overly aggressive, violent, warlike, temperamental,

antagonistic, danger

PINK

Brighter pinks are youthul, un, and exciting,

while vibrant pinks have the same energy as red;

they are sensual and passionate without being

too aggressive. oning down the passion o red

with the purity o white results in the soer pinks

that are associated with romance and the blush

o a young womans cheeks. It stimulates energy

and can increase the blood pressure, respiration,

heartbeat and pulse rate. It encourages action and

condence. Pink has been used in prison holding

cells to eectively reduce erratic behavior.

Bright Pink: exciting, theatrical, playul, hot,

attention-getting, high-energy, sensual, wild,

tropical, estive, vibrant, stimulating, irtatious,

gaudyDusty Pink: subtle, cozy, gentle, composed,

nostalgic

D E S I G NC O L O R P S Y C H O L O G Y C H A P T E R 1 2


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34 PRINT +DESIGN

assured, persuasive, animated, loud, raucous,

rivolous

Ginger: spicy, avorul, tangy, pungent, exotic

erra Cotta: earthy, warm, country, wholesome,

welcoming, abundance

YELLOW

Shines with optimism, enlightenment, andhappiness. Advances rom surrounding colors

and sparks creative thought. Yellow stimulates

mental processes and the nervous system,

activates memory, encourages communication.

Golden Yellow: nourishing, buttery, tasty, sun-

baked, wheat, hospitable, comort, comort ood.carries the promise o a positive uture

Bright Yellow: illuminating, joyul, hot, lively,

riendly, luminous, enlightening, energetic,

sunshine, stimulating, innovative, radiating,

awareness, surprise, caution, cowardice, betrayal,

hazard

Light Yellow: cheering, happy, so, sunny,

warming, sweet, easy, pleasing, babiesChartreuse: artsy, bold, trendy, startling, sharp,

pungent, gaudy, tacky, slimy, sickening, mold

Light Pink: romantic, aectionate, compassionate,

so, sweet tasting, sweet smelling, tender, delicate,

innocent, ragile, youthul

Peach: nurturing, so, uzzy, tactile, delicious,

ruity, sweet tasting, sweet smelling, inviting, warm,

physical comort, intimate, modest, embracing

Coral: lie orce, energizing, exibility, desire

ORANGE

Sparks more controversy than any other hue.

Usually strong positive or negative association to

orange and true orange generally elicits a stronger

love it or hate it response than other colors. Fun

and amboyant orange radiates warmth andenergy. It stimulates activity and appetite, and

encourages socialization.

angerine:vital, juicy, ruitul, energizing, tangy

Vibrant Orange: un, whimsical, childlike, happy,

glowing, sunset, hot, energizing, active, gregarious,

riendly, good natured, expansive, spontaneous,optimistic, communicative, jovial, sociable, sel-


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GREEN

Occupies more space in the spectrum visible

to the human eye than most colors, and is

second only to blue as a avorite color. Green is a

pervasive color in the natural world, making it an

ideal backdrop in interior design because we are

so used to seeing it everywhere. It soothes, relaxes

mentally as well as physically, helps alleviate

depression, nervousness, and anxiety, and oers a

sense o renewal, sel-control, and harmony.

Light Green: calm, quiet, soothing, neutral,

lightweight

Olive Green: resh, citrusy, youthul, acidic, tart,

rereshing

Dark Green: nature, trustworthy, rereshing, cool,

restul, stately, orest, hushed, woodsy, traditional,

reliable, money, prosperity

Foliage Greens: natural, ertile, healthy,

balance, lie, growth, soothing, harmony,

restul, restoration, reassurance, environmental

awareness, new beginningsBright Green: resh, grass, lively, spring, renewal

Emerald: luxurious, jewel-like, up-scale

BLUE

Seen as trustworthy, dependable, and committed.

Te color o ocean and sky, blue is perceived as a

constant in our lives. Invokes rest and can cause

the body to produce chemicals that are calming. It

sedates, cools, and aids intuition.

Aqua: water, rereshing, cleansing, young, babies,

cool, dreamy, so, lightweight

urquoise: innity, compassionate, protective,

aithul, water, coolness, sky, gemstone, tropical,

oceans

eal: severance, cool, tasteul, sophisticated,condent

Sky Blue: calming, cool, heavenly, constant,

aithul, true, dependable, restul, contentment,

tranquil, reassuring, trusting, serene, expansive,

open, innity, transcendent, distance

Light Blue: calm, quiet, patient, peaceul, cool,

water, cleanPeriwinkle: genial, lively, sprightly, convivial,

cordial

Mere color can speak to the soul

in a thousand different ways..- Anonymous


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Blue Purples: contemplative, meditative, spiritual,

soul-searching, intuitive, mysterious, enchanting

Red Purple: sensual, thrilling, intensely exciting,

dramatic, creative, witty, expressive

Deep Purple:visionary, rich, royal, prestigious,

subduing, distant, introspective

GRAY

Color o intellect, knowledge, and wisdom. It is

perceived as long-lasting, classic, and oen as

sleek or rened. It is dignied, conservative, and

carries authority. A perect neutral, which is why

designers oen use it as a background color. It

unsettles and creates expectations.

Neutral Gray: classic, sober, corporate, practical,

timeless, qualiy, quiet, neutrality, logical,

unobtrusive, deliberate, reserved, undamental,

basic, modest, efcient, dutiul, methodical

Charcoal Gray: steadast, responsible, staunch,

accountable, conscientious, resolute, restrained,

conservative, proessional, classic, sophisticated,solid, enduring, mature, business-like, dull,

conormist, detached

Bright Blue: electric, energy, brisk, vibrant,

ags, stirring, impressive, aquatic, high spirits,

exhilarating

Deep Blue: credible, authoritative, basic,

conservative, classic, strong, reliable, traditional,

uniorms, service, nautical, loyal, condent,

proessional, thought-provoking, introspective,

aids concentration, clariy thoughts, aloo, distant,

melancholy

PURPLE

Embodies the balance o reds stimulation and

blues calm. Sense o mystic and royal qualities.

Oen well liked by very creative or eccentrictypes and is the avorite color o adolescent girls.

It uplis, calms the mind and nerves, oers a

sense o spirituality, and encourages creativity.

Lavender: romantic, nostalgic, anciul,

lightweight, lightly scented

Mauve: wistul, sentimental, thoughtulAmethyst: curative, protective, peace o mind


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an: rugged, outdoor, rustic, woodsy

Chocolate/Coee Brown: delicious, rich, robust,

appetizing

Earth Brown: earthy, grounded, steady, solid,

rooted, wholesome, sheltering, warm, durable,

secure, reliable, natural, traditional, supportive

Gold Metallic: bling, rich, glowing, divine,

intuitive, luxurious, opulent, expensive, radiant,

valuable, prestigious, gaudy

Amber:jewelry, multi-cultural, mellow, abundant,

original, autumn

aupe: classic, neutral, practical, timeless, quality,

basic authentic, organic, versatile, inconspicuous,

understated, discreet compromising, modest,

bland, tasteless

Ivory: classic, neutral, so, warm, comorting,good taste, creamy, smooth, subtle, natural, bridal

Silver Metallic: sleek, classy, stylish, modern, cool

Black: powerul, empowering, elegant,

sophisticated, mysterious, heavy, bold, basic,

classic, strong, expensive, invulnerable, magical,

nighttime, sober, prestigious, stylish, modern,

depression, death, mourning, underworld, evil,oppression, menacing

White: pure, clean, pristine, virginal, spotless,

innocent, silent, airy, bright, bridal, ethereal,

clarity, simplicity, arctic, efcient, sterile, cold,

clinical

CHAKRASCrown/ Sahasrara:violet; representative o pure

thought

Brow/Ajna: indigo; also know as third-eye chakra

Troat/Visuddha: blue; connected with

speech and hearing, and encourages spiritual

communication

Heart/Anahatna: green; located at the center o

the chest area

Solar Plexus/Manipura: yellow; located in the

stomach area

Sacral/Svadhisthana: orange; located beneath thenaval

Base/Muladhara: red; located at the base o the

spine; allows us to be grounded and connect to

the universal energies


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D E S I G NT Y P O G R A P H Y C H A P T E R 1 3

c. Use asymmetry.

3. Use only two type amilies within a project or

visual variety.

4. Tere are our main categories o type amilies:

a.slab

b. seri

c. san-serif

d.script

5. Use seri onts or print copy. Seris make the

individual letters more distinctive and easier or

our brains to recognize quickly.

6. Use san-seri onts or the web. Printed works

generally have a resolution o 1000ppi, whereas

computer monitors generally have resolution o

100ppi. Te loss in resolution makes it harder or

the tails on seri onts to come across clearly.

Developing skills in typography requires an

extensive education. Here are a ew tips to get you

started:

1. Dynamic quality is desirable. It involves the

viewer & stimulates the eye. How do you achieve

dynamic quality?

a. Break spaces into zones. It helps to clariy thecontent & contributes to the concept o a piece.

b. Shi your type to the right or le o a piece.

It creates tension that counteracts the openness o

the space it has le.

c. Move a line o the horizontal center. It will

break up the space proportionally.

d. Vary the proportions. Te more even theproportions o the zones, the more neutral and

passive the composition. Te more varied the

proportions, the more dynamic.

2. Introduce visual interest.

a. Adjust proportions.

b. Use wider margins. Te help ocus the eye and

create a sense o calm or stability.


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Tere are a ew things to consider when preparing

les to send to a print company. In order to

expedite the process, avoid conusion, and have a

great experience, make sure your les ollow these

requirements:

1. Ensure that the le contains 1/8in bleed. Forexample, i your cut size is 3.5x2, its size with bleedwould be 3.75x2.25.

2. Include all printers marks on the document.Tis includes trim marks, registration marks, colorbars, and page inormation.

3. Unless you are undoubtedly printing in pantones,convert all colors within the le to CMYK.

4. Convert all onts to outlines.

5. Check the les or overprint issues.

6. Embed all links.

7. Ensure that the le, and all images within the

le, are 300dpi.

D E S I G NP R I N T R E A D Y A R T W O R K C H A P T E R 1 4


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D E S I G NB R A N D I N G C H A P T E R 1 5

BRAND

A brand stands out in a densely crowded

marketplace and has three primary unctions:

1. navigation: help a consumer choose rom a

bewildering array o choices

2. reassurance: communicates the intrinsic

quality o the product and reassures the consumer

that they made the right choice3. engagement: uses distinctive imagery,

language, and associations to encourage customers

to identiy with the brand

People all in love with brands, trust them, and

believe in their superiority.

BRAND IDENTITY

Brand Identity uels recognition, amplies

dierentiation, and makes big ideas and meaning

accessible. It is tangible and appeals to the senses;

you can see it, touch it, hold it, hear it, and watch

it move.

BRANDING

Branding requires a mandate rom the top

and readiness to invest in the uture. It builds

awareness, extends customer loyalty and seizes

every opportunity to express why people should

choose one brand over another. Branding expressesa desire to lead, outpace the competition, and give

employees the best tools to reach customers.

WHY INVEST?

Identity programs embody and advance

the companys brand by supporting desired

perceptions. Identity expresses itsel in every

touchpoint o the brand and becomes intrinsic to

Design plays an essential role in creating and

building brands. Design diferentiates and embodies

the intangibles - emotion, context, and essence -

that matter most to consumers.

- Moira Cullen

Senior Director, Global Design Te Hershey Company


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a companys culture-a constant symbol o its core

values and its heritage.

Te intangible value o a brand is oen muchgreater than the corporations tangible assets.

Make it easy or consumers to buy: Identity helps

manage the perception and dierentiates it rom

its competitors. It conveys respect or the customer

and makes it easy to understand eatures and

benets.

Make it easy or the sales orce to sell: By

making intelligence visible, eective identity

seeks to communicate a companys unique value

proposition. Te coherence o communications

across various media sends a strong signal to the

customer about the laser like ocus o a company.

Make it easy to build brand equity: Identity

increases recognition, awareness, and customer

loyalty. It seizes every opportunity to communicate

your companys brand value and what the brand

stands or, as you are building a precious asset.

BRANDING ESSENTIALS

1. Acknowledge that we live in a branded world.2. Seize every opportunity to position your

company in your customers minds.

3. Communicate a strong brand idea over and over

again.

4. Go beyond declaring a competitive advantage,

demonstrate it.

5. Understand the customers. Build on theirperceptions, preerences, dreams, values, and

liestyles.

6. Identiy touchpoints - places in which

customers interace with the product or service.

7. Use brand identity to create sensory magnets to

attract and retain customers.

Steady investment in design is rewarded by lasting

competitiveness.

- Design Council UK

Brand is not what you say it is.

Its what they say it is.- Marty Neumeier, Te Brand Gap


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BRAND STRATEGY

Brand Strategy provides a central, uniying

idea around which all behavior, actions, and

communications are aligned. Te best brand

strategies are so dierentiated and powerul that they

deect the competition and are easy to talk about. It

denes positioning, dierentiation, the competitive

advantage, and a unique value proposition.

BIG IDEA

A big idea unctions as an organizational totem

pole around which strategy, behavior, actions, and

communications are aligned.

1.Apple: Tink Dierent

2. Coca Cola: Happiness in a Bottle

3. Disney: Make People Happy

NAMES

Eective names are meaningul, distinctive,

uture-oriented, modular, protectable, positive,

and visual.

BRAND IDEALS

Vision

MeaningAuthenticity

Dierentiation

Sustainability

Coherence

Flexibility

Commitment

Valueell the story behind your new name and it will be

a memorable part o who you are.

- Howard Fish

A brand becomes stronger when you

narrow the focus.- Al Ries and Laura Ries


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DESIGN IS A FIGHTAGAINST THE UGLINESS.It is anything but a happy accident. It is a

thoughtully craed product o hard work that

has to be honed and distilled. Eective design

embraces the notion that simplicity wins because

wide-open spaces are clear and accessible.

It is exciting and imaginative, pays attention

to detail and is tailored specically to a target

audience.

Eective design takes use o a process:

Research, audience study, storyboards, critiques,

and organization.

Eective design takes use o accurately

portrayed elements:

Color, type, image, whitespace, positive and

negative space, and rule o thirds.

Eective design takes use o motion:

Direction, continuance, and rhythm.

Eective design takes use o modifcation:

Contrast, emphasis, and simplicity.

Eective design takes use o arrangement:

Alignment, closure, dominance, and proportion.

Eective design takes use o relationship:

Balance, hierarchy, similarity, and unity or

proximity.

Eective design takes use o motion:

Direction, continuance, rhythm.

DESIGN CAN DO SO MUCH MORE THANJUST PROMOTE OR SELL.

Design can uniy: American Flag

Design can help us remember: owers o light at

ground zero

Design can simpliy our lives: Metro Card

Design can make the world a saer place: Medication

Pamphlets

Design can help people rally behind a cause, inorm

and teach, raise money, make us more tolerant, andmake us eel better.

D E S I G NE F F E C T I V E D E S I G NC H A P T E R 1 6


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D E S I G NP R I N T V S . W E B C H A P T E R 1 7

Tere are a ew minor but important

considerations to take into account when

designing or web or print.

Web Design:

a. Use rgb color values as opposed to cmyk

values. Using cmyk values could drastically

alter the color youre trying to achieve as digitalscreens use rgb outputs.

b. Use pixels or measurement because digital

screens are displayed in pixels.

Print Design:

a. Use cmyk color values as opposed to rgb

values. Using rgb values could drastically alter thecolor youre trying to achieve as the ink mixed or

print is cmyk.

b. Use inches or measurement in the US.


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Print + Design Guide