the printing solutions

PRINT
+
DESIGN
GUIDE

thinkcreative

PRINTING
TABLE OF CONTENTS
Chapter 1: Terminology ...................................................................................................................................... 1
Chapter 2: Products ............................................................................................................................................. 5
Chapter 3: Effective Marketing Tips ................................................................................................................. 12
Chapter 4: Turn-Around Times ......................................................................................................................... 17
Chapter 5: Delivery Methods .............................................................................................................................. 19
Chapter 6: Paper ................................................................................................................................................... 21
Chapter 7: Coatings + Finishes .......................................................................................................................... 23
Chapter 8: Wide Format ..................................................................................................................................... 24

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DESIGN
TABLE OF CONTENTS
Chapter 9: Terminology ...................................................................................................................................... 26
Chapter 10: Process .............................................................................................................................................. 28
Chapter 11: Effective Advertising ...................................................................................................................... 29
Chapter 12: Color Psychology ............................................................................................................................ 33
Chapter 13: Typography ...................................................................................................................................... 38
Chapter 14: Print-Ready Artwork ..................................................................................................................... 39
Chapter 15: Branding .......................................................................................................................................... 40
Chapter 16: Effective Design .............................................................................................................................. 43
Chapter 17: Print vs. Web ................................................................................................................................... 44

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PRINTING
TERMINOLOGY
As with any business, there is certain language or
lingo that is used and printing is no exception.
In fact, you could probably write a novella on
printing terminology. Instead, Printing Solutions
has decided to put together a list of basics that will
help you become more knowledgeable to some
printing terms.

cutting process, the excess will be cut off and no

white edges will appear.

Adobe Creative Suite-CS is a software program

which assists people with designing graphics,
video editing and web development.

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

the most standard in terms of printing nowadays.
Its also referred to as four color or the four color
process. In estimates, you might see if referred as
4/0 or 4/4.

Aqueous Coating-A chemical process where a

coat is added to the paper, giving it a semi-gloss
shine.
Bindery-The process where a printed product goes
to get finished. This may include cutting, drilling
or coating.

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CHAPTER 1

Bleed-When color or ink goes to the edge of a file,

it needs to be extended or bleed off the page of
an inch. This way, when the file goes through the

Card Stock-Also called cover stock, its a paper

thats thicker and more durable than typical writing
paper. This paper is usually reserved for postcards
and business cards.

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 finish.
Crop Marks-These are guidelines on print ready
documents to show where the cut lines go on a
document.

Die Cutting-The process where a metal die is

fashioned to create a special stamp where paper is
cut to create a specialty size of printed job.
Digital-The method of putting ink directly on
a piece of paper through a digital machine. This
process is quicker and has its advantages and
disadvantages for printing.
DPI-Or dots per inch, it measures the number of
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 of 300 x 300.
Foil-Also called foil stamping, a foil 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 Proof-A printed image of the finished

product is printed and shown to the client. This is
usually used for color matching to ensure certain
colors come out correctly.
Illustrator-With a file extension of ai, Illustrator is
a creative software program designers use to create
files for printing. Illustrator is used for layout type
work as well as illustrations and is a vector based
program.
InDesign-This program is specially tailored for
multi-page, layout type print work and is also
vector based.
Matte-Is a finish where the final piece has an
overall dull look. An aqueous coating is added to
help prevent yellowing of the paper.
Offset Printing-A printing technique where the
image is burned to a plate, then transferred to
paper through several rolling machines, literally
pressing the ink and image onto the paper.

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Printing is the

preservative of all arts.

- Isaiah Thomas

Pantone-Pantone colors are specific colors that

are derived from a book. These colors are exact
matches and are created with a special mix of inks.
Photoshop-Another creative software program
used for manipulating photos, drawing, and
creating special effects. Photoshop is not ideal for
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 of thickness in paper,
typically referring to card stock. Its also a
measurement in Adobe Creative Suite software.

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Pound of Paper-A weight of paper, usually

reserved for 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 of paper. For instance, 70# or
100# paper.
Print Ready-A file that has the proper bleed,
crop marks and needs no adjusting to begin the
printing process. CMYK format with images and
fonts embedded and converted to outlines.
Proof-During the design process, a digital proof
is usually sent out to ensure the design, layout and
information on the piece is spelled correctly and
the client is happy with the overall layout.
Rounded Corners-The process of cutting the
finished piece to have rounded edges. Typically,
edges come in and inch rounded.
Rush Job-Printing a job outside of the particular
time constraints. This usually results in an
additional charge to the client.
Spot UV-The process of putting a high gloss shine

on only certain parts of a printed piece, hence the

name, spot UV.
Uncoated Paper-Paper with no finish, typically
reserved for letterhead and envelopes. Its easy to
write on but collects dust, dirt and yellows quicker
than treated paper.

***The following sources were used to assist in

creating this list of definitions: paperonline.org
and wikipedia.org

UV Coating-A thin plastic coating over a printed

piece to give it a high gloss shine and help protect
from cracking edges and yellowing of the paper.
Vector-Other terms would be eps or vector art.
Vector artwork uses geometrical primitives such
as points, lines, shapes, and polygons based on
a 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 format printing is reserved for
banners, large posters and tradeshow material.

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PRINTING
PRODUCTS
BUSINESS CARDS

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Common 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, foil accents, plastic, round corners, diecut
designs, thermography (raised ink).
Marketing Ideas:
Business cards are the single most important
marketing tool for any business. They help create
the all important first impression and provide
essential contact information. The same basic
concept always applies, but with some creative
thinking and a few design tweaks, the standard
business card can be transformed into something
more functional as well. Here are a few examples.
Appointment Cards
Loyalty/frequent visitor Reward Cards
Bookmarks
Coupons
Mini-calendar

CHAPTER 2

Nametags
Survey Cards
Referral Cards
The possibilities are limited by your creativity.
Remember the main idea when distributing your
business card is leave enough of an impression to
make the recipient call you in the future.
Standard Turnaround Times:
Typically 3-5 business days before 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 for an additional charge,
however silk lamination and foil products cannot
be rushed.

DOOR HANGERS
Common 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, 16pt
Coatings/Card Type/Options:
aqueous, glossy UV, uncoated

Standard Turnaround Times:

Typically 4-6 business days before shipping.

BANNERS/SIGNS
Banners

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 foot basis
Coatings /Options:
glossy or matte laminate, welded hems, grommets,
pole pockets
Standard Turnaround Times:
Typically 3-5 business days before shipping.

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 foot basis
Coatings /Options:
glossy or matte laminate, grommets, H-stakes,
horizontal/vertical flutes

Standard Turnaround Times:

Typically 3-5 business days before shipping.

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)
Standard Turnaround Times:
Typically 3-5 business days before shipping.

FLYERS/BROCHURES
Common Sizes:
8.5 x 5.5, 8.5 x 11, 8.5 x 14, 11x 17 plus
folding
Paper:
100lb book, 100lb cover, 70lb premium
Coatings/Card Type/Options:
aqueous, glossy UV, silk lamination
Folding:
TriFold, HalfFold, ZFold, Accordion, Gatefold,
Double Parallel and more

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What gunpowder did for war,

the printing press has done for the mind.

- Wendell Phillips

Standard Turnaround Times:

Typically 5-7 business days before shipping.

POSTCARDS
Common Sizes:
4x 6, 5x 7, 8.5 x 5.5, 4 x 9, 6 x 11
plus many more
Paper:
14pt, 16pt, 100lb
Coatings/Card Type/Options:
aqueous, glossy UV, matte, uncoated, linen, silk
laminate, Spot UV, foil accents, diecut designs,
folding, scoring
Standard Turnaround Times:
Typically 3-5 business days before 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 for an additional charge,
however silk lamination and foil products cannot
be rushed.

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LETTERHEAD
Common Sizes:
8.5x 11, 8.5x 14, 8.5 x 5.5, 11 x 17
Paper:
70lb
Options:
uncoated or linen, blank 2nd sheets
Standard Turnaround Times:
Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge.

ENVELOPES
Common 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 flap
Standard Turnaround Times:
typically 5-7 business days before shipping. Can be
longer if conversion is necessary.

STICKERS
Common 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
Standard Turnaround Times:
Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge.

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:

Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge.

CALENDARS
Common Sizes:
11 x 8.5, 12x 12, 9 x 12
Paper:
100lb gloss book
Options:
uncoated or AQ, folded with saddle stitch or spiral
bound
Pages:
24, 26, 28, 38
Standard Turnaround Times:
Typically 6-8 business days before shipping.

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BOOKMARKS
Common 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
Coatings/Card Type/Options:
glossy UV, matte, uncoated, linen, silk laminate, spot
UV
Standard Turnaround Times:
Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge,
however silk lamination cannot be rushed.

GREETING CARDS

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Common Sizes:
10x 7 (folds to 5x 7)
8.5 x 5.5 (folds to 4.25 x 5.5)
Paper:
14pt, 100lb cover
Coatings:
glossy UV, matte, uncoated

Envelopes:
standard A7 or A2 envelopes ordered separately
Standard Turnaround Times:
typically 2-4 business days before shipping. RUSH
processing is available for an additional charge.

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
Standard Turnaround Times:
Typically 3-5 business days before shipping.

POSTERS
Common Sizes:
8.5 x 11, 11x 17, 13x 19, 18 x 24, 19 x 27,
24 x 36 custom sizes available

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

Design is how it works.

- Steve Jobs

Paper:
100lb text or cover, 8mil gloss poster paper
Coatings:
AQ or glossy
Standard Turnaround Times:
Typically 3-5 business days before shipping.

PRESENTATION FOLDERS
Common 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
Standard Turnaround Times:
Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge.

SELL SHEETS
Common 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
Standard Turnaround Times:
Typically 3-5 business days before shipping. RUSH
processing is available for an additional charge.

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LONGLIVEPRINT
MAGNETS
Common 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
Standard Turnaround Times:
Typically 2-4 business days before shipping.

TABLE TENTS

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Common Sizes:
4x 6 (flat size 4x 16.25), 5 x 5.5 (flat size 6x
16.5)
Paper:
14pt, 10pt Endurance
Coatings:
glossy UV, matte, uncoated
Standard Turnaround Times:
Typically 5-7 business days before shipping.

PRINTING
CHAPTER 3

EFFECTIVE MARKETING TIPS

Despite the rise of electronic and digital

advertising media, the print industry is still alive,
well and growing sort of. Even though nonprinted marketing trends are at an all-time high,
at the end of the day there is still a significant core
group of both business to business and business to
consumers that prefer the tangibility of a quality
printed product. For example, the simple exchange
of business cards at a networking function can
never be replaced. Also, leaving a restaurant with
a physical coupon for your next visit or simply
being handed a flyer inviting you to visit a retail
location while walking down the street still retains
a great deal of value. The point is that we still see
print marketing everywhere -- but is it effective?
The answer is that it depends on many variables,
however with a well-defined strategy and quality
products, that effectiveness can certainly be
increased.
Our goal at Printing Solutions is to assist our
clients in getting the most return on their
investment. We are not naive to the fact that the

digital age is quickly consuming our industry.

Smartphones and tablets are everywhere and QR
codes, texting and scanning are becoming more
dominant than ever before. However, instead of
throwing in the towel, we are actually embracing
this change with a full steam ahead attitude and
firmly believe that for every successful digital
marketing campaign, there should be a strong
print marketing one complementing it! We have a
talented, creative staff to combine quality printing
with e-newsletters, websites, web graphics, online
catalogs and PDF sales sheets to communicate the
passion of our clients.
Statistics show that 40% of US companies are using
blogging as part of their marketing campaigns
(emarketer). Also, there has been a 75% increase in
companies that claim Facebook is critical to their
business success (State of Inbound Marketing,
2012). Furthermore, 61% of global Internet users
research products online. (Interconnected World:
Shopping and Personal Finance, 2012). These
numbers certainly prove that the electronic world

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He who has a why to live for,

can bear almost any how.

- Friedrich Nietzsche

is here to stay, however it also says that in order

to 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 of
clients and a large catalog of products and services
all geared towards helping business owners to
communicate the passion for what they do. Along
the way weve learned several factors that we would
like to share and hopefully to help our clients
succeed in the marketing endeavors.

Below is a list of the top 10 ways

to create a successful marketing
experience:

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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 will
have to invest for the year, what the expected return
will be and how to build client loyalty - companies

can increase their marketing effectiveness. Think it

through, put it on paper and then double check it to
make sure it makes sense.
2. Have your marketing components professionally
designed- In other words, invest in your brand in
order to maximize your return. If you cannot afford
to have it done right the first time, we recommend
that you wait until your budget allows so that you
can put the best product out. A poor or inadequate
representation of yourself in the market can have
a greater negative impact than you can afford and
may end up costing more on the long run to correct.
Having a professional 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 they
are holding. For example, these days people love
to see the word FREE. So why not shout it in big,

bold letters and let people know they are getting

something FREE if they call you. Think of it as the
hook that catches the fish. Great design, bright vivid
colors and quality products are the bait that initially
attracts them, but its the CTA that they get hooked
on. Find a service or product offering that will be
enticing to your audience and then call it out as
a bonus or incentive to contact you for more details.
4. Marketing Cycle- It is important to remember
that it is difficult for the marketing cycle to go from
introduction to purchase immediately. Therefore, you
should think of your marketing plan as a baby step
process that builds credibility and reputation with
each progressive step leading up to the eventual
sale. This approach may take more time, but will
eventually payoff in the long run with client loyalty
and referrals. This strategy also requires some risk/
reward analysis based on your industry and target
market. For example, if you are a pizza company that
is advertising a weekend special, your cycle needs to
be more aggressive towards the quick sell as opposed
to the company that is trying to sell a solar panel

upgrade for your home. You know your business

better than we do, so be smart in your approach and
try to put yourself 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 of each channel.
Sometimes the cost outweighs the benefit and the
numbers say to change your approach. Build a clear
picture of what you are trying to accomplish and then
listen to what the numbers tell you. Dont try to force
something that simply doesnt make sense. We can
assist in this process if needed.
6. Understand who your target audience isConduct research and spend some time looking
at who is going to be purchasing your product or
service. Ask qualifying questions . Is your market
primarily female or male? What age group is most
prevalent? What kind of income do they have? How
many children? Etc, etc. These are all important

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questions and there are many more that are relevant

to discovering your ideal client.
7. Display consistency in your marketing- This point
is absolutely crucial to building a successful brand.
When advertising via the web, social media or print,
make sure you remain focused on the big picture
of the marketing plan. You are trying to BUILD
something that will remain in effect for the long
term. That 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. The brand of the company needs to be consistent
across ALL media. This means colors, messaging and
logos. For example, wouldnt the McDonalds golden
arches look a little weird if 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 of contact in order to
make a decision.

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8. Lead Nurturing Track your results to gain valuable

insight about how to plan your next campaign. The
saying goes that what gets measured gets done.
Therefore, if you know what the results are and how
they impacted your business, you will understand the
corrections that need to be made. This information is
vital to managing a campaign, but sometimes keeping
track of 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 of
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 of digital and printing that complement
each other. The world changes at such a rapid pace
along with technology and growing trends. Todays
hot news becomes tomorrows old news, so you need
to be flexible and adapt. Using social media, video,
print and SEO are ALL essential to a well-rounded
marketing plan.

10. Collaborate with your network - The old saying

says that it pays to have friends. This 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 of the channels need to be working
together and will likely assist in development of your
marketing plan. Never be afraid or too stubborn to
ask for assistance in identifying the best bang for the
buck.

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PRINTING
TURNAROUND TIMES

CHAPTER 4

In the printing industry, the times in which it takes

to turn projects from files to actual carry out the
door printing can vary depending many factors.

back to the proof. Was that name spelled wrong

in the proof or not, for instance.

For instance, if its a Friday morning and you need

an extra 500 postcards for an event this weekend,
printers can usually print/cut and make those
ready in a couple hours. Now if you needed a 36
page booklet, printed, coil bound in a quantity of
100, thats a different story. A job like takes a lot of
hands to complete, so the turn time is going to be
longer.

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To start, having print ready artwork is a key

aspect. If the files you possess are properly built
(bleed, if necessary, crop marks, etc.) those
types of files can be put into the system and
prepared with little side work. If you have files
that need adjusted, then printers are going to
adjust those and typically ask you to approve
proofs, to ensure what is going to print is exactly
what youre looking for. This holds both parties
accountable to the proof. When all else fails, go

Another factor would be timelines. Printers

typically operate under a Monday-Friday, 8-5
schedule, with some working on Saturday for
strictly printing, to catch up on the weeks jobs. But
in general, printers will have a deadline to get files
into production for that day to start the clock on a
job. For instance, Printing Solutions gives clients
until 11 AM to get files over/approved for that day
to count as business day one, otherwise, anything
after would roll over to the next day.
Once files are approved and into production, other
factors such as finish, quantity and what type of
machine the file is ran on come into play. If 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. Then they get
cut down, boxed and are ready for pick up. This
particular process takes 5-6 business days. Say

you ordered matte finish cards, those cards dont

get coated, so you can take off a day or two for
production time.
While the industry carries a standard of turnaround
times on all products, if an item is needed faster,
there are certain processes to produce them faster.
This process is called rush printing. While this will
always cost more money, the client is able to get
their product in a faster time.

When working with a printer, be sure to establish

when 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
faster. Its better to have everything planned out
ahead of time.

Rush printing usually means that a job is printed

on a digital machine, as opposed to the offset or
on a standard press. In the past five years, digital
presses have really come along way. People used
to scoff 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. Often, material can be
produced digitally that is printed quickly, within
budget and the quality is outstanding.

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PRINTING
DELIVERY METHODS
Even the most beautifully designed, well branded
products will never deliver their intended message
if they arent seen by an audience. Therefore
another very important consideration for 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.

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Business cards for example are most often

distributed in person, by simple exchange during
a chance meeting at a convention trade show or
random occurrence. They are the single most
important marketing tool available to you and
their delivery creates that all important first
impression. Aside from the one on one meeting,
you should be creative when looking for ways for
others to see your business card. For example,
leave them in places you frequent such as coffee
shops, restaurants and other public areas. This will
increase your potential exposure and might just
bring you business from an unexpected source.

CHAPTER 5

Banners and flyers are other products that sort of

deliver themselves. They 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 of opportunity to catch a potential
customers eye is very short - maybe 3 seconds.
If you are looking for a more direct approach to
delivering your message we suggest some specific
products;
a. Postcards/Newsletter for direct mail
distribution
b. Door hangers for door-to-door distribution
c. eNewsletters for electronic distribution
Each of these methods also require a directed,
matter of fact design approach that requires a
strong call-to-action, however since they are
initially distributed to a target that is potentially
more qualified to need what you are selling - your
chances for success in theory become better.

My optimism wears heavy boots,

and is loud.
- Henry Rollins

With direct mail processing, you setup the

postcard, provide a mailing list to send to (or use
EDDM mailing to blanket a specific area) and then
print the postcards or newsletters with addresses
variably printed on each piece. After proper
bundling and processing, the product is brought to
the post office and sent out via bulk mail USPS and
will arrive in the targets mailboxes within a few
days. Well designed campaigns can be measured
easily based on received orders and can be adjusted
for future mailings. This process is safe, basically
effective and delivers a level of expected results.
The idea of using door hangers for door-to-door
distribution is to designate a specific geo-targeted
area (ie. one that is close by your business and
may have need of your service) and have a team
of reliable people literally walk door to door and
place the door hangers on each front door in the
area. As residents arrive home and walk in their
front door, they cant help but notice your colorful
door hanger as they enter. If the offer presented
is one that is eye-catching -- BOOM you get the

sale! If not, maybe they save it for later. Obviously,

design is an important consideration, but at least
this delivery method insures the first step -- being
seen.
Email newsletter delivery is quite popular in the
business world we have all undoubtedly received
them on our inboxes. They are often annoying,
many times go unread and sometimes hit our spam
filters. However, often enough the right message
catches our eye and we click the message to read
further and move onto the intended website. This
process may or may not lead to a sale, but in either
case it builds a small amount of 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 thought
out part of each marketing campaign.

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PRINTING
PAPER
When it comes to printing, paper is the single
most important aspect of the business. Yes, there
are other aspects that go into the process, but the
paper will make all of the difference. Depending
upon the application and final use of the piece,
the correct paper choice can make or break the
outcome of the project.
Printing Solutions has access to almost any type of
paper for your project. Depending upon what you
need, we have the ability to fulfill your need.
Paper is broken down to several different terms of
weight. Weight is the heaviness of the particular
stock. For instance, typical copy paper is called 20#
Bond. 20# refers to the weight of paper. Typical
copy paper comes in 20# and 28# paper.
But for the printing industry, we typically use
a heavier paper for overall appeal. Here is a
breakdown of paper we typically use.

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CHAPTER 6

70# offset-typical uncoated paper thats used for

letterhead and envelopes.
80# text gloss-A semi-glossy paper thats used for
brochures and booklets
100# text gloss-A semi-glossy paper thats used for
brochures and booklets
100# uncoated Cover-A heavier paper that can be
used for business cards.
100# Coated Cover-A heavy paper with a matte
sheen that is used for brochures, flyers, door
hangers, and lightweight postcards.
14pt card stock-Used for business cards, postcards
and greeting cards.
16pt card stock-One of the heaviest stocks of paper
used in paper printing. We use it for business cards,
postcards and greeting cards.

Linen-This high quality paper is textured with

lines and comes in many different types of weights
of paper. We use it for letterhead, envelopes and
business cards, typically.
While this is a list of our typical paper thats used,
there are hundreds of types and finishes to make
your printed piece as unique as you want.

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PRINTING
COATINGS + FINISHES
When it comes to paper, the coating and finish can be
as 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 different look? The choice
is yours. But remember, the way you select your overall
finish can influence the decision your audience makes
based upon the coating you choose.

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 of plastic is added to one or
both sides of the printed piece, giving it a high gloss shine.

Here are some of the finishes and coatings we provide our

clients.

Spot UV-The same process above, except only certain

parts of the job are given a high gloss shine, hence the
name, spot UV, since only certain spots are highlighted
with a UV finish.

Uncoated Paper-Think of copy paper. Uncoated paper

is untreated non-coated paper. This paper has many uses
such as letterhead and envelopes. Easy to write on, but it
can lack in overall strength.

Aqueous Coating-This finish seals the paper, giving it a

semi-gloss shine and helps reduce yellowing over time.

Coated Paper-Extra ingredients are added during

the process which gives coated paper a smooth finish.
Typically, you can write on coated paper with a ballpoint
pen.

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CHAPTER 7

Matte Finish-The most popular type of coated paper. The

finished piece will have a dull look to it.

Silk Laminating-The process is similar to UV coating,

except this finish gives the piece a dull, matte look, while
the feel of the paper is similar to satin or silk; super smooth
and very high end.
Foil-A very reflective sheen coming in many different
colors is stamped onto a printed product. Some popular
foils are gold, silver and can range from there.

PRINTING
CHAPTER 8

Wide Format Printing, also known as large format

refers to the type of 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.
This process typically requires a special digital
printer that can handle larger sizes, often up to 60
in width. The use of inkjet technology gives these
special printers the ability to print on a variety of
materials, including glossy-coated paper and even
on vinyl for signs and posters. The substrate is
fed into the printer where ink is applied directly
to the material, often in shorter runs. In recent
years, wide format printing has become a popular
choice for marketing and advertising departments
throughout the country.
Making an impact and getting your brand in front
of those that may be interested in your products
or services is a challenge that every business
owner understands. In todays ultra competitive
marketplace setting yourself apart from others
is key to building and maintaining a healthy

WIDE FORMAT
customer base. Due to its quick turnaround and
low cost, many companies today are turning to
large format printing to create the buzz that make
their promotions go BOOM on the marketplace.
By virtue of stature alone, large format printing
makes your advertising aggressive by simply being
unable to be ignored. Sometimes bigger is better
and with the right mix of design, content and
pizazz, wide format products can create a longlasting visual memory that keeps your business
fresh in peoples minds.
Trade Show Displays
Trade shows present a perfect forum for wide
format printing with the use of signs, posters,
banners, banner stands and more. Due to the nature
of trade shows and their need for eye-catching
displays that MUST convey their messages very
quickly to make an impact, large format printing
is very commonly used by many companies. At
Printing Solutions we offer a vast array of wide
format products for use in trade show displays. We
present them in catalog format for easy viewing

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

I think its overpriced.

- Gary Vaynerchuk

and offer design services to be sure your branding

efforts remain consistent. Use the link below to
view the latest Trade Show Product Guide.
www.exhibitors-handbook.com
Custom Banners
Vinyl banners can be printed to almost any size
to match whatever space is available for their
installation. They have a wide variety of 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 fresh in peoples
minds. They are inexpensive to produce and can
incorporate dynamic graphic elements into their
design, therefore your logo and colors can be
prominently featured.

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Window Graphics
Another popular application for wide format
printing is window graphics. Most every business
has a front window and they all have a front door.
Using window graphics to alert customers of
special deals, list your hours of operation, or just
feature the products and services your business
provides is a great way to take full advantage of that
space. They are very versatile and come in almost
any size, shape or color. They are an inexpensive
solution and can be laminated to help them last
indefinitely.

DESIGN
TERMINOLOGY
Bitmap-The collection of individual dots--or
pixels--that make up a screen image.

DPI- (Dots per inch) is a unit of measurement

used to describe the resolution of printed output.

Character-Any letter, figure, punctuation, symbol

or space.

Gradient-The smooth transition of color values in

an object.

Clipping Mask-A filter placed on top of an object

that defines, through black and white values, which
pieces of the object show through.

Halftone-Any image that exists as a series of

small dots of varying size and color density, which
serve to simulate the appearance of continuous
gradations of tone.

Column Gutter-The space between columns of

type.
Complimentary Colors-On a color wheel,
the colors opposite of each other as in Blue and
Orange, Yellow and Violet, Red and Green.
Cropping-Cutting off an undesired portion of a
printed piece, photograph or other image.

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CHAPTER 9

Display Type-In typography, type set in a larger

point size than the text (commonly greater than 14
point), such as in headlines.

Kern-Reduction of letterspacing between certain

character combinations in order to reduce the
space between them.
Leading-the amount of vertical space between two
lines of text.
Margin-Any deliberately unprinted space on a page,
especially surrounding a block of text. Margins
are used not only to aid in the aesthetics and the
readability of a page, but also to provide allowances for
trimming, binding, and other post-press operations.

Oblique-An alternate term for italic, or a term

descriptive of a right-leaning change in the posture
of the characters in a particular typeface.

Sans Serif-Characters (or typefaces) without

serifs, which are lines (sometimes referred to as
tails) crossing the free end of the stroke.

Orphan-In typography, the last line of a paragraph

when it is less than one-third the width of the line-especially when it is the carry-over of a hyphenated
word--carried to the top of a new page or column.

Serif-An all-inclusive term for characters that

have a line crossing the free end of a stroke.

Pixel-The smallest point or dot on a computer

monitor.
Point-Unit of measurement commonly used to
specify type size. There are twelve points in a pica
and 72 points in an inch.
Printers Marks-Trim marks, registration marks,
color bars and page information.

Tracking-The adjusting of the letterspacing

throughout a piece of typeset copy.
Vector Graphic-Elements within an image can be
grouped together and considered by the software
as individual objects. The detail of the image
remains the same whether small in size or scaled
larger.
Weight-The lightness or darkness in print of a
particular typeface, based upon its design and
thickness of line.

Ragged-lines of type that are not justified; that is,

they do not align at the right margin.

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DESIGN
PROCESS
Besides the standard processes of most products,
here are a few that require their own:

BUSINESS CARDS
Initial Concept:
Two business days, three different concepts.
Revision Rounds:
Two business days, three free revision rounds
(extra rounds are $10 each).

LOGO DESIGN
Initial Concept:
Eight business days, three or more concepts.
Revision Rounds:
Two business days, three free revision rounds
(extra rounds are $10 each).

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CHAPTER 10

WEBSITE DESIGN
Wireframe:
Five business days, three or more concepts.
Homepage Concept:
Ten business days.
Homepage Concept Revision Rounds:
Three free revision rounds (extra rounds are $20
each).
Interior Page Concept:
Five business days after the homepage is approved.
Interior Page Concept Revision Rounds:
Three free revision rounds (extra rounds are $20
each).

DESIGN
CHAPTER 11

EFFECTIVE ADVERTISING

TELL A STORY
Simple copy will not attract anyones attention. Take
movies for example, not many people are content
to walk out in the middle of a movie and never hear
the end of it. Once that story is started, theyll want
to follow it all the way to the end, provided its an
interesting story. In the same way, if you offer up
an interesting story in your ad, viewers are more
likely to read what you have to say. Take a look at
the Geico ad. They start their story by playing on
the Geckos height. Its humorous and interesting.
They carry it all the way through with, What the
Gecko lacks in stature he certainly makes up for
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 of height.

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USE AN ATTENTION GRABBING GRAPHIC:

More important than telling a story, is having a focal
point of interest. The brain processes images before
text and content. By using an image that follows 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 from graphic to header to copy. Its
important to keep a header simple and easy to read
in one glance. The purpose being to be so interesting
as to pull the viewer in to read the rest of the copy.
The Geico ad uses humor to do just that. The me &
lee ad is a perfect example of how to tie in the header
with the graphic.

ARISTOTELIAN RHETORIC:

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Used in every noteworthy argumentative essay, book,

and ad, Aristotles Rhetoric involves ethos, pathos, and
logos. For any argument or persuasion to be effective, all
three of these must be used.

Minimalism is not subtraction for the sake of subtraction.

Minimalism is subtraction for the sake of focus.

- Anonymous

a. Ethos: Establish credibility. Looking at the Geico ad,

youll see A note on 70 years in car insurance from one
of the giants in the industry. This shows their credibility
by telling how long theyve been in business, and that
they are one of the Giants in the industry.
b. Pathos: Establish an emotional or motivational appeal
that connects with the viewer. This can be accomplished
in a few different ways. The Geico ad portrays pathos by
using loaded language. Words like Giants and inspired
are used to strike a chord in the reader. The me & lee
ad preys upon the fear of growing old and then offers
a solution.
c. Logos: Establish logic to support the claim (found
in facts and statistics). This can be as simple as,
This product will make your skin smoother, and as
complex as 95% of people who use this show reduced
wrinkles in six months. The 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.

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8 RULES OF EFFECTIVE ADVERTISING

1. 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 figure it out for
themselves.
4. Dont be afraid to innovate: People are not robots,
they wont do whatever you say. Dont take yourself
too seriously.
5. Be humble: Its a good way to attract sympathy.
6. Support peoples causes: But only if you are really a
part of it. Dont jump on the band wagon.
7. No one really cares: Everybody is too busy with
more important stuff to care as much as you wanted.
Accept it.
8. If you dont have anything good to say, say
something funny.

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DESIGN
CHAPTER 12

COLOR PSYCHOLOGY

Colors are a form of non verbal communication

that can speak volumes in a fraction of a second.
They 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
powerful effect.

magnetic, assertive, impulsive, adventurous,

demanding, stirring, spontaneous, motivating,
overly aggressive, violent, warlike, temperamental,
antagonistic, danger

PINK

The amount of red is directly related to the level of

energy perceived. It draws attention and a keen use
of red as an accent can immediately focus attention
on a particular element. It increases enthusiasm.
Stimulates energy and can increase the blood
pressure, respiration, heartbeat and pulse rate.
Encourages action and confidence. Provides a
sense of protection from fears and anxiety.

Brighter pinks are youthful, fun, and exciting,

while vibrant pinks have the same energy as red;
they are sensual and passionate without being
too aggressive. Toning down the passion of red
with the purity of white results in the softer pinks
that are associated with romance and the blush
of a young womans cheeks. It stimulates energy
and can increase the blood pressure, respiration,
heartbeat and pulse rate. It encourages action and
confidence. Pink has been used in prison holding
cells to effectively reduce erratic behavior.

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

mature, sumptuous, cultivated, robust
Brick Red: earthy, warm, strong, sturdy,
established, Bright Red: exciting, energizing,
sexy, passionate, hot, dynamic, stimulating,
provocative, dramatic, powerful, courageous,

Bright Pink: exciting, theatrical, playful, hot,

attention-getting, high-energy, sensual, wild,
tropical, festive, vibrant, stimulating, flirtatious,
gaudy
Dusty Pink: subtle, cozy, gentle, composed,
nostalgic

RED

Inherently Exciting

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Light Pink: romantic, affectionate, compassionate,

soft, sweet tasting, sweet smelling, tender, delicate,
innocent, fragile, youthful
Peach: nurturing, soft, fuzzy, tactile, delicious,
fruity, sweet tasting, sweet smelling, inviting, warm,
physical comfort, intimate, modest, embracing
Coral: life force, energizing, flexibility, 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 flamboyant orange radiates warmth and
energy. It stimulates activity and appetite, and
encourages socialization.

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Tangerine: vital, juicy, fruitful, energizing, tangy

Vibrant Orange: fun, whimsical, childlike, happy,
glowing, sunset, hot, energizing, active, gregarious,
friendly, good natured, expansive, spontaneous,
optimistic, communicative, jovial, sociable, self-

assured, persuasive, animated, loud, raucous,

frivolous
Ginger: spicy, flavorful, tangy, pungent, exotic
Terra Cotta: earthy, warm, country, wholesome,
welcoming, abundance

YELLOW
Shines with optimism, enlightenment, and
happiness. Advances from surrounding colors
and sparks creative thought. Yellow stimulates
mental processes and the nervous system,
activates memory, encourages communication.
Golden Yellow: nourishing, buttery, tasty, sunbaked, wheat, hospitable, comfort, comfort food.
carries the promise of a positive future
Bright Yellow: illuminating, joyful, hot, lively,
friendly, luminous, enlightening, energetic,
sunshine, stimulating, innovative, radiating,
awareness, surprise, caution, cowardice, betrayal,
hazard
Light Yellow: cheering, happy, soft, sunny,
warming, sweet, easy, pleasing, babies
Chartreuse: artsy, bold, trendy, startling, sharp,
pungent, gaudy, tacky, slimy, sickening, mold

Mere color can speak to the soul

in a thousand different ways..

- Anonymous

GREEN
Occupies more space in the spectrum visible
to the human eye than most colors, and is
second only to blue as a favorite 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 offers a
sense of renewal, self-control, and harmony.
Light Green: calm, quiet, soothing, neutral,
lightweight
Olive Green: fresh, citrusy, youthful, acidic, tart,
refreshing
Dark Green: nature, trustworthy, refreshing, cool,
restful, stately, forest, hushed, woodsy, traditional,
reliable, money, prosperity
Foliage Greens: natural, fertile, healthy,
balance, life, growth, soothing, harmony,
restful, restoration, reassurance, environmental
awareness, new beginnings
Bright Green: fresh, grass, lively, spring, renewal

Emerald: luxurious, jewel-like, up-scale

BLUE
Seen as trustworthy, dependable, and committed.
The color of 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, refreshing, cleansing, young, babies,
cool, dreamy, soft, lightweight
Turquoise: infinity, compassionate, protective,
faithful, water, coolness, sky, gemstone, tropical,
oceans
Teal: severance, cool, tasteful, sophisticated,
confident
Sky Blue: calming, cool, heavenly, constant,
faithful, true, dependable, restful, contentment,
tranquil, reassuring, trusting, serene, expansive,
open, infinity, transcendent, distance
Light Blue: calm, quiet, patient, peaceful, cool,
water, clean
Periwinkle: genial, lively, sprightly, convivial,
cordial

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Bright Blue: electric, energy, brisk, vibrant,

flags, stirring, impressive, aquatic, high spirits,
exhilarating
Deep Blue: credible, authoritative, basic,
conservative, classic, strong, reliable, traditional,
uniforms, service, nautical, loyal, confident,
professional, thought-provoking, introspective,
aids concentration, clarify thoughts, aloof, distant,
melancholy

PURPLE
Embodies the balance of reds stimulation and
blues calm. Sense of mystic and royal qualities.
Often well liked by very creative or eccentric
types and is the favorite color of adolescent girls.
It uplifts, calms the mind and nerves, offers a
sense of spirituality, and encourages creativity.

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Lavender: romantic, nostalgic, fanciful,

lightweight, lightly scented
Mauve: wistful, sentimental, thoughtful
Amethyst: curative, protective, peace of mind

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 of intellect, knowledge, and wisdom. It is
perceived as long-lasting, classic, and often as
sleek or refined. It is dignified, conservative, and
carries authority. A perfect neutral, which is why
designers often use it as a background color. It
unsettles and creates expectations.
Neutral Gray: classic, sober, corporate, practical,
timeless, qualify, quiet, neutrality, logical,
unobtrusive, deliberate, reserved, fundamental,
basic, modest, efficient, dutiful, methodical
Charcoal Gray: steadfast, responsible, staunch,
accountable, conscientious, resolute, restrained,
conservative, professional, classic, sophisticated,
solid, enduring, mature, business-like, dull,
conformist, detached

Tan: rugged, outdoor, rustic, woodsy

Chocolate/Coffee 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
Taupe: classic, neutral, practical, timeless, quality,
basic authentic, organic, versatile, inconspicuous,
understated, discreet compromising, modest,
bland, tasteless
Ivory: classic, neutral, soft, warm, comforting,
good taste, creamy, smooth, subtle, natural, bridal
Silver Metallic: sleek, classy, stylish, modern, cool
Black: powerful, 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, efficient, sterile, cold,
clinical

CHAKRAS
Crown/ Sahasrara: violet; representative of pure
thought
Brow/Ajna: indigo; also know as third-eye chakra
Throat/Visuddha: blue; connected with
speech and hearing, and encourages spiritual
communication
Heart/Anahatna: green; located at the center of
the chest area
Solar Plexus/Manipura: yellow; located in the
stomach area
Sacral/Svadhisthana: orange; located beneath the
naval
Base/Muladhara: red; located at the base of the
spine; allows us to be grounded and connect to
the universal energies

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DESIGN
TYPOGRAPHY
Developing skills in typography requires an
extensive education. Here are a few 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 clarify the
content & contributes to the concept of a piece.
b. Shift your type to the right or left of a piece.
It creates tension that counteracts the openness of
the space it has left.
c. Move a line off the horizontal center. It will
break up the space proportionally.
d. Vary the proportions. The more even the
proportions of the zones, the more neutral and
passive the composition. The more varied the
proportions, the more dynamic.

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2. Introduce visual interest.

a. Adjust proportions.
b. Use wider margins. The help focus the eye and
create a sense of calm or stability.

CHAPTER 13

c. Use asymmetry.
3. Use only two type families within a project for
visual variety.
4. There are four main categories of type families:
a. slab

b. serif
c. san-serif
d. script
5. Use serif fonts for print copy. Serifs make the
individual letters more distinctive and easier for
our brains to recognize quickly.
6. Use san-serif fonts for the web. Printed works
generally have a resolution of 1000ppi, whereas
computer monitors generally have resolution of
100ppi. The loss in resolution makes it harder for
the tails on serif fonts to come across clearly.

DESIGN
CHAPTER 14

PRINT READY ARTWORK

There are a few things to consider when preparing

files to send to a print company. In order to
expedite the process, avoid confusion, and have a
great experience, make sure your files follow these
requirements:
1. Ensure that the file contains 1/8in bleed. For
example, if your cut size is 3.5x2, its size with bleed
would be 3.75x2.25.
2. Include all printers marks on the document.
This includes trim marks, registration marks, color
bars, and page information.
3. Unless you are undoubtedly printing in pantones,
convert all colors within the file to CMYK.
4. Convert all fonts to outlines.
5. Check the files for overprint issues.
6. Embed all links.
7. Ensure that the file, and all images within the
file, are 300dpi.

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DESIGN
BRANDING
BRAND

Design plays an essential role in creating and

A brand stands out in a densely crowded

marketplace and has three primary functions:
1. navigation: help a consumer choose from a
bewildering array of choices
2. reassurance: communicates the intrinsic
quality of the product and reassures the consumer
that they made the right choice
3. engagement: uses distinctive imagery,
language, and associations to encourage customers
to identify with the brand

building brands. Design differentiates and embodies

People fall in love with brands, trust them, and

believe in their superiority.

BRAND IDENTITY
Brand Identity fuels recognition, amplifies
differentiation, 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.

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CHAPTER 15

the intangibles - emotion, context, and essence that matter most to consumers.
- Moira Cullen
Senior Director, Global Design The Hershey Company

BRANDING
Branding requires a mandate from the top
and readiness to invest in the future. It builds
awareness, extends customer loyalty and seizes
every opportunity to express why people should
choose one brand over another. Branding expresses
a 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 itself in every
touchpoint of the brand and becomes intrinsic to

Brand is not what you say it is.

Its what they say it is.

- Marty Neumeier, The Brand Gap

a companys culture-a constant symbol of its core

values and its heritage.
Steady investment in design is rewarded by lasting
competitiveness.

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 for, as you are building a precious asset.

- Design Council UK

BRANDING ESSENTIALS
The intangible value of a brand is often much
greater than the corporations tangible assets.
Make it easy for consumers to buy: Identity helps
manage the perception and differentiates it from
its competitors. It conveys respect for the customer
and makes it easy to understand features and
benefits.
Make it easy for the sales force to sell: By
making intelligence visible, effective identity
seeks to communicate a companys unique value
proposition. The coherence of communications
across various media sends a strong signal to the
customer about the laser like focus of a company.

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 their
perceptions, preferences, dreams, values, and
lifestyles.
6. Identify touchpoints - places in which
customers interface with the product or service.
7. Use brand identity to create sensory magnets to
attract and retain customers.

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A brand becomes stronger when you

narrow the focus.

- Al Ries and Laura Ries

BRAND STRATEGY

NAMES

Brand Strategy provides a central, unifying

idea around which all behavior, actions, and
communications are aligned. The best brand
strategies are so differentiated and powerful that they
deflect the competition and are easy to talk about. It
defines positioning, differentiation, the competitive
advantage, and a unique value proposition.

Effective names are meaningful, distinctive,

future-oriented, modular, protectable, positive,
and visual.

BIG IDEA
A big idea functions as an organizational totem
pole around which strategy, behavior, actions, and
communications are aligned.

Tell the story behind your new name and it will be
a memorable part of who you are.
- Howard Fish

1. Apple: Think Different
2. Coca Cola: Happiness in a Bottle
3. Disney: Make People Happy

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BRAND IDEALS
Vision
Meaning
Authenticity
Differentiation
Sustainability
Coherence
Flexibility
Commitment
Value

DESIGN
CHAPTER 16

DESIGN IS A FIGHT
AGAINST THE UGLINESS.
It is anything but a happy accident. It is a
thoughtfully crafted product of hard work that
has to be honed and distilled. Effective 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 specifically to a target
audience.
Effective design takes use of a process:
Research, audience study, storyboards, critiques,
and organization.
Effective design takes use of accurately
portrayed elements:
Color, type, image, whitespace, positive and
negative space, and rule of thirds.
Effective design takes use of motion:
Direction, continuance, and rhythm.

EFFECTIVE DESIGN
Effective design takes use of modification:
Contrast, emphasis, and simplicity.
Effective design takes use of arrangement:
Alignment, closure, dominance, and proportion.
Effective design takes use of relationship:
Balance, hierarchy, similarity, and unity or
proximity.
Effective design takes use of motion:
Direction, continuance, rhythm.

DESIGN CAN DO SO MUCH MORE THAN

JUST PROMOTE OR SELL.
Design can unify: American Flag
Design can help us remember: Towers of light at
ground zero
Design can simplify our lives: Metro Card
Design can make the world a safer place: Medication
Pamphlets
Design can help people rally behind a cause, inform
and teach, raise money, make us more tolerant, and
make us feel better.

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DESIGN
PRINT VS. WEB
There are a few minor but important
considerations to take into account when
designing for 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 digital
screens use rgb outputs.
b. Use pixels for 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 the
color youre trying to achieve as the ink mixed for
print is cmyk.
b. Use inches for measurement in the US.

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CHAPTER 17

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exposeyourself

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