Tuesday, March 19, 2019

Four Exercises to Fuel Your Design Innovation



Even the most brilliant creators need new fuel from time to time.

If you’re feeling stifled or uninspired (or you just want to have fun!) consider some of these creative “sparks” from designer Jim Krause to ignite fresh perspective in your monthly routine.

Exercise: Make a puddle of ink. Blow the ink around using a straw. Consider layering different colors of ink and using different kinds of paper. To mix things up, repeat this exercise but start the puddle of ink on an existing picture—a landscape, a silhouette, a cultural icon.

Takeaway: Creating things that create themselves reminds us that art is fun and beauty can arise from unexpected places.

Exercise: Choose a subject and create 25 thumbnail icons that depict its message and its meaning. If that’s too easy, try 50 or 100. Start with basic sketches and transition into graphic design or photos. Consider different line weights, shaded and filled areas, or combinations of geometric shapes.

Takeaway: Forcing yourself to sketch the same thing in different ways can build and broaden your artistic muscle. The next time you work on a concept, fill a full page with icon sketch versions of it before you settle on your design of choice.

Exercise: When was the last time you took out a paintbrush? Still-life portraits are a tangible way to sharpen your skills, especially when you combine objects of various shapes and textures in interesting arrangements (think eggs in a bowl surrounded by glass spice bottles on a bustled cloth napkin).

Takeaway: Still-life paintings are like eating your carrots: they’re good for you and increase your appreciation of texture. Painting helps you learn to see forms and colors, which makes you a more effective artist in any field.

Exercise: Begin with a blank piece of paper. Make a mark using the media of your choice (India ink, acrylic paint, and toothbrush, sketching pencils, chalk). The next mark you make will be a reaction to the first mark. This can be a new mark, a line, shading, fillers, or finishes. The goal here is not to “plan” what you’re going to draw but to practice progressive art by following one element to another (like a group of people taking turns adding sentences to a narrative). Your goal is not to create a thing of beauty, but simply to flow. If the results are pleasing, that’s fine. If not, that’s ok too.

Takeaway: This exercise teaches the artist to rely on instinct: to react or flow rather than to plan and control. The best art can be born out of spontaneity.

Tend Your Roots

Creating is like breathing: it brings energy and life! If you only create what you’re “told” to do, you will stagnate. Tend your roots by cultivating the passions and interests that nourish your artistic core. As you pursue creative expressions outside your job or career, originality will flow in your profession as well.

Now that your designs are really singing, find high impact print options that won’t shock your budget. Want to talk cost-effective wow factors like thermography, high shine coatings, or alternative bleed options? Give us a call!

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.


#print #directmail #printmarketing #marketing #printing #mail #banners #publications #marketingcampaigns #postcards #brochures

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace 

Tuesday, March 5, 2019

Etiquette Training for a New Generation




Johnny Oleksinski of the New York Post has a bone to pick with millennials and their bad manners. Consider one technology-related example:

“Last week I watched in horror as a 20-something girl carefully snapped a photo of a basket of onions,” said Oleksinski. “But we weren’t at a serene farm or the Marché d’Aligre in Paris — we were crammed into the Columbus Circle Whole Foods. Thousands of customers were streaming through the aisle trying to grab some garlic for their dinners, and Little Miss Annie Leibovitz was blocking traffic to get some artsy snaps of nightshades. Will she print out these photos? Nope. A pile of white spheres under fluorescent light is even too dull for Instagram. Next time, Annie, take a breath and think about where you are . . . Pay for your brie wrap and vamoose.”

Etiquette is Part of Your Brand

Oleksinski isn’t alone. Modern professionals are finding a suffocating relationship with technology has left them oblivious to social basics their elders took for granted.

Presentation, both personal and professional, is a key to showing who you are. And etiquette training of all kinds is making a resurgence for millennials.

“Etiquette is so much a part of your brand,” said Rachel Isgar, a Phoenix-based etiquette coach and author. “Just a few improvements can help your career.”

People respond to people, and poor manners may mean a hindered partnership, a missed promotion, or a collapsed deal. Companies like Beaumont Etiquette, which runs a marquee “finishing program” in the Plaza Hotel of Manhattan, have recognized a unique need for social training in the modern generation.

For $125, a participant can take part in a two-hour group session that teaches courtesy gestures, personal hygiene, and a range of soft skills conducive to successful socializing.

“Even if it was not something you were taught as a child, anyone can learn to have good etiquette, and it’s up to you to teach yourself,” founder Myka Meiers said. “I think, sadly, people become very self-involved . . . and forget about others. What I wish these people could learn is that by spending just a little time each day making someone else happy and spreading kindness, even the smallest gesture, their lives could be so much more fulfilled.”

Meiers says honoring others includes everything from table manners to Twitter posts. Just as we once taught people to “think before you speak,” how much more crucial should it be to “think before you post?”

“If you don’t want your grandmother or your boss to read it, don’t post it,” Meiers said. “Once it’s on the web, it’s out there for good.”

Want to curb your own bad behavior? Consider ten smartphone tips for starters:
  1. Never ignore those you’re with to make a call or text.
  2. Apologize to your guest if you need to respond to an important message.
  3. Never leave your ringer on in quiet places.  
  4. Never use offensive language while using your phone in public.
  5. Don’t post work-related complaints on social media.
  6. Don’t photograph everything.
  7. Never post on social media while you’re under the influence.
  8. Don’t place your phone on the table during meetings.
  9. Don’t text people about work outside of normal office hours.
  10. Don’t dehumanize cashiers by using your phone while someone serves you.
Daniel Post-Senning, co-author of the 19th edition of “Emily Post’s Etiquette: Manners for Today,” says ultimately good manners are about putting others first, whether that’s online or at a dinner party. While social customs change, manners are timeless:

“Manners are really reflections of core principles,” Daniel says. “Consideration, respect and honesty.”


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail #publications

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Tuesday, February 26, 2019

Craft First-Class Flyers with 5 Quick Tricks




Want to grab attention for your event, promotion, or group?

Flyers are a low-cost form of mass communication that can be personally delivered, distributed through mail, posted in public places, or sent via e-mail. Flyers are fun to create and provide a great place to experiment with unusual images or layouts. As you explore the possibilities, here are five areas to sharpen your design:

1. Magnetic Focal Point

When you begin your design, clearly identify the theme of your message.

Look for an image or headline that best communicates this, and build your entire design around it. Every flyer should have one thing on the page that is huge, dominant, or captivating. If you catch their eye with this focal point, they are more likely to read the rest of your text.

2. Logical Design Flow

After the focal point, your flyer design should have a sensible layout that intentionally leads the reader through the page.

Strong subheads should allow viewers to quickly scan the flyer. If the skim layers don’t interest them, people won’t read the copy. Designs should include engaging color and graphic contrast. If everything is large, nothing can really grab a reader’s attention. Sequence a logical flow: left to right, top to bottom, or using visual cues like numbers, arrows, or a “map” of dashed lines.

3. Strategic Repetition

Whether your headline uses a playful typeface, script style, or an ordinary font with unusual colors, consider bringing a little of that font into the body of the text for repetition.

This may mean using one letter or one word in that typeface or highlighting key words or phrases in each section of the design to make them pop. A strong contrast of typefaces will add interest to your flyer, but intentional design repetition will bring a sense of integrity and solidarity to your piece.

4. Cohesive Alignment

Choose one alignment for the entire flyer.

Don’t center the headline then set the body copy flush left. Don’t center everything on the page but also squish extra elements in the bottom corners. Be confident in your layouts: try all flush left or flush right. Your design should feel brave and bold!

5. Appropriate Content

What should you include in a flyer?

While brochures or foldable flyers come in a variety of formats, a basic rule of thumb is this: the “where” determines the “what.” The delivery of your publication has everything to do with its content. If your piece arrives in the mail to someone on your mailing list, you can include much more on it. If it is to been seen on a display board as people stroll by, your main feature must be readable at a glance.

Flyers are fun to create because they allow you to abandon restraint.

Your flyer will often go head-to-head with dozens of competing pages, so grab their attention and really go wild. Anything out of the ordinary will make people stop and look, and that is 90 percent of your goal.


 To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail #publications

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Tuesday, February 19, 2019

Use Self-Mailers to Boost Your Visibility



Looking to target prospects with confident, eye-catching designs?

Consider a self-mailer that you send through the U.S. Postal Service’s EDDM (Every Door Direct Mail) program. This cost-effective marketing solution helps you target individual zip codes or carrier routes for a significantly reduced cost.

What is a Self-Mailer?

A self-mailer is something that can be mailed without an envelope, including anything from a simple postcard to an elaborate booklet.

Self-mailers are a great medium for stunning photos and eye-catching graphics. While e-mail inboxes are currently overflowing, physical mailboxes are not. A splashy, bold design holds great potential to be seen and shared!

A superb self-mailer can have several advantages over envelope mailings:

1. Self-mailers cost less.

Self-mailers are simple: often, they have just one sheet of paper (no need to stuff envelopes or match the contents of your letter with its packaging). Postage can be cheaper for a self-mailer, especially when you use postcards or fold-over flyers.

2. Self-mailers are more likely to be seen, remembered, or shared.

While envelope mailings are typically opened and read by just one person, self-mailers are often passed along to others or laid in visible places like the kitchen counter. Coupons or event invitations are placed on the fridge or in strategic visible locations. The bold graphics and easy accessibility of self-mailers can help people remember your message long after it's been sent.

3. Self-mailers help you connect with loyal customers.

Whether you’re promoting an event or sending product notifications, targeting previous customers can dramatically increase response rates. Self-mailers send a personal message in a vibrant, practical package.

Where the Rubber Meets the Road

Self-mailers can be used as postcards offering discounts on home maintenance and repairs, as fold-over letters from community leaders, as fundraising pieces from non-profits, as brochures and pamphlets, or even for product inventory catalogs.

These flexible products bring a clean design, a clear message, and concrete results. Looking for EDDM tips or for full graphic design services for your mailer? We’ve got years of experience and we’re just a phone call away. Give us a call today!


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail #publications

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, February 11, 2019

True Empathy Can Win the Day




A farmer had a litter of puppies for sale. As he was driving the last nail into his advertising yard sign, he felt a tug at his overalls. “Mister,” said a boy at his feet, “I want to buy a puppy.”

"Well," said the farmer, "These puppies come from fine parents and cost lots of money. How much do you have?"

The boy dropped his head momentarily, then drew several coins from his pocket. “I don’t have much, but is this enough to take a look?”

The farmer paused reluctantly but before he could answer three puppies rolled out of the doghouse. One tiny, awkward pup hobbled behind. The boy’s eyes lit up. “I want that one,” he exclaimed, pointing to the runt. The man shook his head solemnly. “Son, that puppy will never be able to run and play like the others.”

The boy rolled up his trousers to reveal a steel brace running down both sides of one leg. “I do want that puppy. I don’t run too well myself, and he’ll need someone who understands him.”

That day the boy won the puppy because he moved the farmer’s heart. Why? Because empathy impacts people. Researchers define empathy as the ability to sense other people’s emotions and to imagine how they might be thinking or feeling. Empathy is essential to human interactions because it allows us to connect in authentic ways and to offer helpful words, comfort, or assistance. Empathy is essential in every human interaction but is especially significant for those in customer service.

Empathy Begins with Real Listening

Would you like to be more successful in minimizing difficult situations or by helping customers overcome their hesitations as you’re trying to make a sale?

All empathy begins with real listening. As you listen with empathy, ask questions like:
  • “How is this situation affecting you?”
  • “Can you tell me more about _____?”
  • “What do you think would be your ideal outcome here?”
As a person processes, take care not to interrupt. While you may not be equipped to address their concerns, asking empathetic questions can shift your focus to listen more effectively, opening new lines of communication and diffusing tension so everyone can move forward.

Empathy involves reflective listening, using phrases that demonstrate your understanding. Phrases that show customers you are taking customers seriously might include:
  • “I can understand how frustrating it is when . . .”
  • “I see this is very complicated/upsetting.”
  • “I’m sorry to hear that and I’ll do my best to help.”

Pair Compassion with Action

As you communicate compassion, be ready to follow your words with action.

Take ownership of a situation by following up immediately, by referring it to a superior, or by positively addressing both the person and the problem. Phrases like, “ok, we can fix this,” or “let’s get this sorted out right away,” will reassure customers you’re taking ownership of the problem.

Action-based empathy also means thinking outside the box for large-scale change. Erin Henkel, portfolio director at the IDEO global design and innovation company, says often positive innovation begins with empathy:

“Effective companies need employees who constantly imagine themselves in the customer’s shoes. As they make the customer’s problems their own, they are better able to meet expectations, make necessary changes, and to retain customer loyalty for another day.”

Being able to put yourself in someone else’s shoes is a hallmark of intelligent leadership and of excellent teamwork. Work hard to grow empathy and you will open new lines of communication, create greater understanding, and help everyone achieve common goals.


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail #publications

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, February 4, 2019

Four Tips for Authentic Photography in Marketing




In a digitally saturated generation, today’s marketer’s need great stories and striking, memorable images.

Regardless of your business or your market niche, powerful visuals can make all the difference! Consider these statistics:
  • Articles with relevant images average 94 percent more views than text alone and a press release with photos increases online views by 15 percent.
  • Sixty percent of consumers who use online searches prefer to contact a business whose listing includes an image.
  • 70 percent of e-commerce shoppers say the product image is very important for purchasing decisions.
Your viewers crave expressive images, so photography is crucial in marketing. Photography offers a slice of life view that communicates authenticity and value to your customers. How well do your images translate the nature of your business? Are you using drab photos or bland stock selections?

Three benchmarks to evaluate your images are:

Engagement and Emotional Response

What emotions do your photos evoke?

How does the atmosphere of the photo connect with your viewer’s passion or life experience? Does it compel viewers to lean in or linger?

Brand Story and Context

What is the bigger brand story you want to tell?

Excellent photography adds credibility to this message because visuals increase the detail you bring to your message. Do your images hammer home your story?

Momentum and Shareability

Photographs can send numbers skyrocketing because people love to share captivating images!

As you employ vibrant photos, you increase your chance of people passing along your name, chatting about your product, or returning for a purchase. How much momentum do your images create?

4 Tips From Photography DIY-ers

What if you want to use more realistic photos but can’t afford to hire a professional?
By pairing modern technology with a few photography guidelines, even an amateur shutterbug can make photos pop! Here are four tips from the pros to get you started:

Rule #1: Avoid Low-Resolution Shots from Your Phone

While a casual snapshot can work for social media, if you are planning to share photos regularly, invest in a DSLR (digital single-lens reflex) and check out an online tutorial. Even small investments will ensure the quality of your photos reflects the excellence of your business.

Rule #2: Use the Rule of Thirds

Most DSLR cameras can display their grid, which includes nine even squares. If your subject is directly in the center of the grid, the image will be more static because the eye is drawn to the image but has nowhere to travel from there. When your subject is positioned closer to the edges, the eye is forced to track toward it or be “drawn in” to the bigger message.

Rule #3: Think Slice of Life

What do you want to tell your clients about your business? Say it in photos! If social media or reality TV have taught us anything, it’s that people love following the ordinary activities of others. Casual photos of your team doing business are perfect for showing off your identity and featuring your unique competitive advantage.

Rule #4: Make Use of Natural Lighting

Ever think you’ve captured the perfect photo only to find the sun has wrecked it? On a sunny day, most photos will be compromised by shadows or overexposure. Overcast hues are better because the light is softer and more diffused. For best results, place your camera in a position where the light is coming from behind you and shining directly on your subject.

Marketing is all about communicating value to your clients. For more tips on putting photography to grow momentum and authenticity, give us a call!


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, January 28, 2019

Grow Productivity Through Purposeful Leadership

 

Replace Chaos with Focus

Lost productivity costs companies millions each year.

While it is hard to quantify exactly how much is lost, certainly distraction alone prevents daily peak performance. Besides hunger, sleepiness, bodily functions, and simple brain fatigue, productivity research shows that 48% of employees waste time surfing the web (including Facebook, Twitter, and YouTube), 33% lose work time socializing with co-workers, and 49% are managing personal calls, texts, and e-mails.

It's true: time is money. But time is more easily lost than dollars, so how can you push yourself or your team to be more focused? Maybe you want to spend your time wisely, but find yourself running in circles or falling short each day. How can you shift from being “busy” to being more effective?
By re-focusing on one thing: purpose.

Your purpose is more than what you do while you’re checking e-mail. It’s more than what you do while compiling reports or sitting in meetings. These activities may be part of your job, but they don’t define your role or your unique identity. Every person is driven by something. Often, we are driven by deadline pressure, interruptions from co-workers, or by an unexpected project delay. But what would it look like to focus on a more purposeful vision?

Grow Productivity Through Purposeful Leadership

Purposeful leadership requires we take a step back, focusing on our unique identity and skill set so these aren’t drowned out by the frantic activity of the day.

Do you long to overcome chaos? Here are three steps to organizing your outlook in a way that maximizes your time, priorities, and productivity:

1. Develop goals around your purpose.

If you were to define your top work priority, what would it be? To give vision? To provide team leadership? To design or create?

Before you can effectively use your time, you need to clarify the most important role you play. Start with your unique purpose and draft at least three goals that would help you fulfill your primary purpose. If your job is to work with people but you spend most of your time answering e-mails, maybe a change is needed. Set goals that are specific, measurable, and that put feet to your purpose.

2. Sharpen focus around your goals.

How well do these goals match your weekly tasks? Many people have goals, but do these goals translate into functional realities?

To strategize your time, make a master list of tasks that need accomplishing, then group together tasks in specific categories and rank these categories by importance. Low-level categories could be delegated, dropped, or restructured. As you brainstorm, involve your spouse, mentor, or co-workers. Sometimes it’s hard to see life through an honest, critical lens without encouragement from others.

3. Build your schedule around these priorities.

Intentional scheduling is like budgeting: it means telling your time where you want it to go (instead of asking your time where it went!).

Now that you’ve ranked your categories, assign the top activities to your most productive, interrupted blocks of time. Use your less productive times (late day, “filler” slots between meetings) to address lower priority categories.

Scheduling is where the rubber meets the road – where you close doors and ask for zero interruptions, where you stop doing one task and go on to another (even when it hurts), and where you refuse to let other people determine what is important every day. Your schedule is ground zero for living up to your purpose, so take it seriously and you’ll experience greater satisfaction in the way you spend time each week.


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace



Monday, January 21, 2019

Start Mouth-Watering Conversations Through Word-of-Mouth Marketing



Karen Weber-Mendham was a part-time librarian and mother of three when she turned her family’s propensity for garlic cheesy bread into a cool million.

This northern Wisconsin family often ordered cheesy bread while waiting on pizza. Weber-Mendham said the kids’ appetizer passion was so strong “they would arm-wrestle each other for a piece!” 

Cheesy fever inspired the family to enter the 2013 Lay’s potato chip competition, “Do Us a Flavor,” challenging customers to create a new chip flavor to hit store shelves that year. Lays was swamped with 3.8 million submissions as the contest winner was given the better of two options: $1 million or 1% of the flavor’s net sales over a year. Beyond fame and fortune, Weber-Mendham was given the opportunity to ring the bell at the New York Stock Exchange and was flown to Los Angeles for the big reveal with Lay’s endorsement celebrity Eva Longoria.

“Eva was so genuine and happy for me when I won,” Weber-Mendham said. And yes, “She’s as beautiful in person as she looks on TV.”

Catalysts for a Great Conversation

What was Lays up to in this fun-loving campaign?

Were they desperate for creative ideas? Hungry for the inspiration only average citizens could bring? Or did they strike gold by tapping into a conversation with everyday Americans?

Word-of-mouth promotion has been identified as the most valuable form of marketing, tagged “the original social media.” According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising, and trusted referrals are most likely to drive sales for your company. But in an American Marketing Association survey, 64% of marketing executives say that, though they believe word of mouth is the most effective form of marketing, only 6% have mastered it.

As you seek to generate good gossip about your company, here are three action points to keep in mind:

Engage

Make a commitment to listen.

What would that truly look like in your context? Allow your customers' space to be heard and to contribute to the company as a whole. Engage with clients through e-mail surveys, online question and answer boards, social media service options, or by highlighting customer success in your printed newsletters. When customers are heard, they feel connected and valued.

Encourage  

Allow people reasons or avenues to talk to each other or to talk about you.

Like a common chalkboard with a fun question in your favorite coffee shop, invite clients into the conversation and give them tools to chat. Encourage people to talk about your services and products with you and with others by creating helpful, shareable content, including icons to your favorite apps that will make it easy for your fans to spread your name around!

Equip

Give your fan base tools to become brand advocates.

Let them know their opinions are important and look for fun ways to spread the word. To create buzz around the Ford Fiesta, Ford gave away a number of cars and asked ambassador “influencers” to test drive and share their experiences.

During “Do Us a Flavor,” Lays received over 1.4 million Facebook and Twitter votes, one of its biggest marketing campaigns ever. While you may not give away a car, give away tools to get your fans advocating: ask clients to pass coupons to five of their friends, to give you an online review, or be part of a fun selfie or Snapchat contest to boost your reputation.

Get the conversation started and pave the way for new growth!


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, January 14, 2019

How Typeface Affects Your Brand Expression



Flavors have tangible effects on your body and your mood.

When you eat spicy food, your heart rate increases or your face may sweat. When you taste your favorite ice cream, reality seems to fade to slow motion as you prolong each morsel of delight. Is food really that powerful, or is there something more at play? More than likely, the foods you eat conjure whole streams of past experiences in your mind. The context or culture an individual brings to their experience will significantly affect their interpretation.

The same is true in design.

Whether it’s colors, photo filters, or layouts, every choice plays into a viewer’s experience with your brand. Often, we overlook typeface as an important design attribute but font is hugely expressive and making the right choice is critical. In fact, in 1923, when Poffenberger & Franken conducted research into how readers perceive different typefaces, people responded quite uniformly to typeface and product pairings and used similar adjectives about the fonts they observed. Fonts can give a sense of timeless style, of purity and simplicity, or a friendly human touch. The contrast of the strokes, how a letter is finished, or its proportionality can determine whether a design seems warm and friendly or cold and mechanical. Let’s examine a few fonts and the effect they have on viewers.

Serif or Sans Serif

Serifs originated from Roman Imperial carved inscriptions and this deep-rooted history brings an inescapable association with academic, thoughtful communication.

The internal density of serif fonts creates a straightforward, highly-efficient text row, but sans-serif fonts have a reputation for being more casual, informal and friendly. Although serif fonts dominate the world of print, the boom in screen-based technology has made the more legible sans serif a popular choice, especially for brands that are seeking a rational, industrial, or no-nonsense quality to their message.

Script Fonts

Script fonts are those that mimic cursive handwriting.

Formal scripts embody the ornate flair of old-school calligraphy, while casual scripts have a more home-spun friendly feel. Formal scripts are ideal for invitations, book covers, wall art, or anything with a vintage theme. Casual scripts can be modified to fit anything from logos, posters, pamphlets, or anything with an intimate, informal vibe.

Handwritten Fonts

Handwritten fonts have evolved over the last ten years, and embody the name they possess with scrawling, looped, or free-flow characters that people use when they put pen to paper.

These fonts are ideals for cards, book covers, posters, freebies and swag, or logo design as they bring an imaginative touch that sets your products apart.

Mix and Match

Can you pair different kinds of fonts in a project?

Of course!

Like all facets of design, contrast is key. A handwritten bold logo paired with a scripted tagline can make your welcome sign sing. Or an all-caps serif with an italicized sans serif may bring a subtle sophistication. Even if you use the same font through an entire piece, making a headline bold and condensed but the copy light with greater vertical space (or “leading”) can make a smart statement. Just remember to proof samples before you get too deep into a project. Some fonts look great in headlines but terrible on screen. Others are fun to read but fatigue the eye quickly. Test your font choices and pairings on a few willing volunteers or gather feedback from a design consultant.

While there are thousands of fonts, the right combination is essential to set the tone for your brand. If you want to brainstorm with our creative team, give us a call today!


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, January 7, 2019

4 Print Marketing Trends to Inspire You in the Year to Come




Print marketing is compelling, memorable, and engaging.

As people touch, hold, and even smell paper, they respond in a profoundly personal way.

While digital communication is booming, this has only enhanced the unique voice that print brings for any business. Millennials and Gen Z are very difficult crowds to reach digitally, with 63 percent using AdBlocker and 82 percent ignoring online banner ads. This trend toward tactile is stirring potential for many exciting creative opportunities.

Today, we’ll highlight four print marketing trends from 2018 to inspire you in the year to come.

Simplicity

The world is filled with chaos, and fundamentally, viewers long for a return to simplicity.

Minimalist designs offer the respite people crave. Minimalist designs include images with a clear, elegant purpose, maximizing white space and using layouts that are clean and authentic. Uncluttered visuals bring an honest, compelling point into focus in a quick and arresting way.

For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways possible. This started in 2013 with extreme close-up photos of food and followed with computer-icon-style pictograms featuring McDonald’s menu items reduced down to very spare illustrations. Many of these ads used no branding whatsoever: the point was that the food was so recognizable it didn’t need a label.

By 2017, McDonald’s had the food disappearing altogether, featuring top sellers like fries, McNuggets, or Big Mac cartons that were completely empty (apart from a few crumbs), because the food had already been devoured by famished customers.

Effective? Absolutely. These simple ads bypass the brain and go straight to the stomach.

Personalized Print Pieces

Print is already a highly personal medium, but advances in technology allow businesses to enjoy increased access to personalized posters, flyers, direct mail, and more.

If you want to impress, try gathering online data about customer preferences and include that in print.

Branding even the simplest products has also allowed companies to gain a more personal touch. For example, a local auto garage printed customized labels for its water bottles and offered complimentary water to customers while they waited.

Color

If you’ve ever painted a room, you know the significance even a slightly darker hue can bring. Color experts Pantone released color trends for 2018 with this advice:
  • If you want to look resourceful, employ blue and orange hues
  • If you want a playful tone, choose yellow
  • If you’re looking for something discreet, try pink
  • If you want more sophistication, choose gold
What if you want to reach a diverse crowd?

According to Pantone, rosy tones bring a palette that “reaches out and embraces many different cultures.” Pantone said in 2018, print marketing was trending away from pastels and toward bright, bold colors:
“Intense colors seem to be a natural application of our intense lifestyles and thought processes these days.”

Storytelling

Storytelling is not just for YouTube.

Print that tells a story can alleviate suspicion and make instant connections, especially with younger audiences.

A Spanish lollipop grabbed this edge with its “ant aversion” ad for Chupa Chups lollipops. While normally a company might bore viewers with guilt trips for sugar-free products, Chupa Chups chose a “visual story” to make their point.

In the print ad, a sticky sucker had been discarded on a rock slab near the lawn. Meanwhile, a triple-wide line of ants detoured around the candy, heading toward the grass. The headline, “It’s Sugar Free,” brought a resounding finale to this playful story.

Chupa Chups reminds us that print is at its best when it is used as an art. Use vibrant colors, minimalist designs, and personalized print pieces to grab their attention and tell your story this year.


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

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To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace