Repetition, Repetition, Repetition
Repetition is one of the key elements of any promotional or advertising campaign. You could also add the words “planning,” “continuity” and “mix” to the list. Just one mailing, one ad, one tradeshow — or just one of anything, for that matter — is a wasted expenditure. Develop, commit to and work your plan for the best results.
Search Engine Optimization
Search Engine Optimization, or SEO, is no doubt one of the big phrases you’ve been hearing lately. Another may be Pay-Per-Click, or PPC, advertising. Are either of these options right for you? If your business is dependent on people finding you directly through the Internet, then an SEO strategy or PPC campaign is certainly the right thing. If your website serves primarily as an informational piece in support of additional marketing or advertising efforts, then stick with the basics and avoid the added expense and maintenance.
Small Changes = Big Savings
In the world of direct mail, even a small change in the size, fold, orientation or weight of a piece can lead to dramatic savings in postage. Be sure to consider all of these factors when planning your next direct mail campaign.
Overruns are Cheap
When printing a project — including anything from business cards to catalogs — consider the cost benefits of overruns, or printing more than you think you’ll need. You’ll often be surprised by how little it costs to increase the size of your order. On some projects, even doubling the quantity will only add 5-10% to your final costs.
Photographic or raster images are resolution-dependant. This means that the physical dimensions (length and width) and resolution (the number of pixels per inch, or ppi) of an image should be of sufficient quality to ensure sharp and accurate reproduction. Acceptable standards vary within print, website, and large format environments, so be certain you’re making the right decision when considering an image size, resolution or format — especially if you plan on using it within multiple environments.
Paper as a Design Element
The paper you select can have a profound impact on your final, printed job. Characteristics such as color, surface texture, brightness, opacity and grain direction can not only influence the overall look and feel of a piece, they can also dramatically affect color, ink absorption, fold quality, image clarity and more. When making decisions about paper, don’t hesitate to request samples, both printed and unprinted, of any sheet under consideration. Only by actually seeing a printed sheet can you know whether a particular paper will fit your needs.
Keep it Simple
When it comes to logo design and development, less is almost always more. When picturing your logo, you may envision several colors paired with a complex illustration or even a photo. What you may not be envisioning is the added cost or challenges associated with accurately and consistently rendering that logo across a wide range of media (print, websites, large format graphics such as signage, apparel, etc.). For best results, commit to simple but identifiable type and graphic elements that are easy to scale and reproduce with consistent results. Avoid photographic or raster elements. And carefully consider your color options. In many cases, a 2-color logo is an ideal choice.