When people think about the use of tone in advertising and design, the most obvious thought is that it is a visual technique referring to the use of colour. Now of course this is largely true, after all we designers are often labelled as graphic designers and our profession is often referred to as graphic design.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Finding a real differential between yourself and your opposition can be a very difficult task. With many products or services the differentials are so minute you may not realise they even exist. This however is no excuse to invent something and claim it to be true.
Show me a community at its very best and I’ll show you a tragedy, a disaster or an emergency. Show me a community at its worst and I’ll show you a self driven prime mover powered by dollar bills. As humans we are at our best when we care, when we take care of each other, when we sacrifice for others.
While we’re on the theme of email marketing, I thought I’d explore a different topic: open rates. One question we were asked at a recent super online marketing workshop is “what is a ‘good’ open rate for an email campaign”. Whilst we have our own experiences to draw from, I did some wider industry research and the answer, not surprisingly, is “it depends”…
Although we are now accustomed to using email as part of our everyday life, there was a time when it was the new kid on the block in the field of communications.
Picture this scenario, an architect is tasked with drafting plans for a dozen completely identical buildings in a dozen locations across the globe using the local building contractors. This would be an enormous challenge, the plans would have to be very specific, down to the smallest detail as to ensure that variances in their interpretation are kept to a minimum, but the plans would also need to make allowances for the fact that each team of contractors and sub-contractors work a little differently. The architect would need to consider, among other things, the variations in local language, skill-sets, practiced building methods, and materials available. It’s possible that the architect would need to down-spec the plans to the lowest common denominator, either that, or ensure that specialist sub-contractors who are capable of accomplishing the more ambitious tasks are made available to every site.
I have no idea why this has suddenly come back into fashion, but I don’t like it. Not one single bit!