Sometimes I think designers today take for granted the technology and tools at our finger tips. It was not that long ago (well, just before my time) that a client presentation meant running around for hours with magic tape, glue, backing boards and laser prints in hand. Go back a few more years again and you would be in the age of Pantone markers, Letraset and clear overlays. These days it’s as easy as pulling together all your logo designs, livery and advertising into one sleek presentation template and making a PDF.
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As I flick through the local paper each week I see countless examples of why the custom designed typography from a logo should be left alone. Headlines, body copy or even big words watermarked in the background of any piece of advertising or graphic design, in a hybrid version of the logo font, does not make for good design and should definitely be avoided.
Are you an expert on colour matching? Do you have a deep understanding of the effects of varnish or laminate on printed materials? Have you ever spent time learning about the nuances of paper stocks and the results of printing on one versus another? Chances are you said no, but would you take responsibility for printing your company stationery or brochure?
I am often amazed, and somewhat amused, by the overuse and damn right misuse of the word ‘Brand’. There are brand specialists and brand doctors popping up all over the place. I have even seen local print shops claiming that they can design your company a ‘brand’. The question remains, do any of them even know what a brand is?
Last year I went to an event in Perth, presented by the guys from Port 80 called Ideas 3. Although it was some time ago, I felt on reflection, that it was well worth sharing the knowledge and insight I gained with you all.
Having started my career at the Jack in the box as a finished artist, I have well and truly learned the importance of good finished art. And I don’t mean fantastic graphic design, well designed business cards or even an original logo design. What I am talking about here is meticulous attention to detail in the final file that gets sent to the printer, signwriter or web programmer.
e-newsletters have gained massive popularity in the last couple of years but the question to really ask is, are my customers getting the information? Are you able to measure the effectiveness of your campaign? Are you driving traffic to your website?
Even worse…you may not even be asking these questions!!