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Sign of the Times for Wide Format Printing – 10 Songs, 10 Signs

Wide Format Printing

Signage has never played a more important role in the success of the printing industry than now. As the digital revolution reshapes the print industry into a marketing/social media/information specialist/print/web amalgomation of its former self, new advancements in wide format printing and substrates have made signage more affordable and versatile than ever. Where signs have always directed people and What use to be the realm of the big players is now open to all businesses and individuals: high quality, branded, professional signs, banners, wall murals, floor graphics, vehicle wraps, billboards. So, to highlight awareness of the power of great signage, we compiled a little musical list in tribute:

The Sign – Ace of Base (1993)

“I saw the sign, and it opened up my mind.” This ABBA-esque quartet from Gothenburg, Sweden had their biggest hit in 1994 with “The Sign.” It spent 6 weeks at #1 on the Billboard Hot 100. Unfortunately, news has come forward now that Ace of Base member Ulf Ekberg, in his youth, was in a Nazi band and had ties to a political party that also leans uncomfortably toward the hate-group side of the spectrum. Not a sign we needed to see.

Sign O’ the Times – Prince (1987)

This was the title song of Prince’s first “solo” album without The Revolution. The “O” in the title was printed as a peace symbol, but that was before the name Prince actually became a symbol. All very symbolic.

A Sign of the Times – Petula Clark (1966)

Catchy, perky pop tune from British singer Petula Clark, which she debuted on the Ed Sullivan Show in February of 1966.

Signs – Five Man Electrical Band (1970)

One of the first 45s I ever purchased. From the heydey of social and political change in the late 60s, the song is actually more of an ANTI-sign anthem, “blocking up the scenery, breaking my mind.”

Sign on the Window – Bob Dylan (1970)

Beautiful, classic Dylan tune from the album “New Morning.” The video link below is a live cover by the singer Melanie from 1975. (Jennifer Warnes does a great cover on her 1979 album “Shot Through the Heart.”)

Love Shack – The b-52’s (1989)

“If you see a faded sign by the side of the road that says ’15 miles to the Love Shack…'” The famous tin roofed shack once stood outside Athens, GA, was home for singer Kate Pierson and the birthplace of the group’s first hit “Rock Lobster.”

Gimme Little Sign – Brenton Wood (1967)

Brenton Wood is a soul singer from Louisiana who had an international hit with this song in 1968. Oddly enough, the exact title never appears in the recording; the chorus repeats “Just gimme some kind of sign…”

Sign on the Door – Edwin McCain (1999)

Soulful Greenville, SC native McCain writes: “My heart used to be / The sweet shop of love / But now the sign on the door / It says sorry we’re closed.”

Signs – Snoop Dogg (2004)

This rap tune features Justin Timberlake and Charlie Wilson, and covers illegal drugs, life in L.A. and the perceived glamour of gang culture.

 

Sounds of Silence – Simon and Garfunkel (1964)

Written in the wake of the assassination of President Kennedy, this song went on to become the duo’s second biggest hit, after “Bridge Over Troubled Water,” and was included on the soundtrack of the film “The Graduate.” “And the sign flashed out its warning / In the words that it was forming / And the sign said, “The words of the prophets are written on the subway walls / And tenement halls.” An iconic tune of the sixties.

Calling All Angels – Train (2003)

From their album “My Private Nation”: “I need a sign to let me know you’re here/ All of these lines are being crossed over the atmosphere.”

Rely on your printer for advice and direction in branding and marketing with signage. They should be able to guide you in the design, creation and application or display of all your signage, murals, graphics, displays… if they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Judging by the Cover: Memorable Book Cover Design

Judging a book by its cover is, in most cases, not a wise idea. But that old adage tends to diminish the importance that a cover plays in the interaction we have with a book. Judging by the cover may be unwise, but the impression a cover gives is very influential. The very mention of a book title can immediately brings to mind the image of its cover – that image becomes tied to the work, the author, the experience of reading the novel. Below are a few samples that got impressed into my memory over the years:

Book Cover Design

The Great Gatsby – F. Scott Fitzgerald

The cover was painted by Francis Cugat, and it is said that Fitzgerald was so enamored with the work (which was completed before he had finished his novel) that he incorporated it into his story. Entitled “Celestial Eyes,” it is probably one of the most iconic and best known covers in publishing history.

Enormous Changes at the Last Minute – Grace Paley

Edward Hopper’s “Compartment C, Car 293,” an oil painting of a young woman reading on a train, is a beautiful illustration for Gracy Paley’s collection of short stories, all set in New York. Once read, its hard not to see Paley’s narrator Faith as the woman on the train.

Salinger and Burgess

A Clockwork Orange – Anthony Burgess
and The Catcher in the Rye – J.D. Salinger

Such simliar covers for two very different books. The straightforward serif font in yellow on a classic crimson background reveals very little about the story inside Catcher in the Rye, yet is without a doubt inextricably tied to the story in the minds of millions of readers. Similarly Burgess’ futuristic distopian thriller could seem almost too bizarre to evoke in such a simple cover. Amazing how the simple skewing of the sans serif title diagonally across the orange background does the job wonderfully.

Examples of Book Cover Design

The Sun Also Rises – Ernest Hemingway and
Absalom, Absalom! – William Faulkner

Two favorite novels of mine – but not what I would consider great book covers. In a way, they seem lazy – almost as if someone decided “Hey, this image will work, won’t it?” But these two images are what springs to mind whenever I hear these titles. Would a better choice have made for a better reading experience as well?

Book Cover Design from Classic Paintings

It’s interesting to notice the frequency with which classic paintings by great masters, that generally have nothing to do with the novel they are chosen to represent, are so often the choice for cover designs – and are an uncannily perfect fit. Penguin Classics is one publisher that relies heavily on this technique, finding classic portraits that seem to perfectly represent the character in a novel.

 

In my opinion, the best book cover designs often lean toward simplicity and minimalism. There is something powerful in sensing the feel or meaning of a novel’s theme in just the barest of images, or color, or font placement… a simple, eloquent cover that hints at the complexity within. (Regardless of the cover, if you haven’t read the novels above, do yourself a favor and check them out. All great reads.)

 

Rely on your printer for advice and direction in design and branding decisions. They have years of experience working with the entire gamut of design trends and tastes. If they can’t help you, they will know who can! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Design by committee – what do you think?

A camel is a horse designed by a committee

Old adage: a camel is a horse designed by a committee. And it’s true – good design struggles to survive the committee. In the art world, creativity is generally under the direction of one artist or auteur, occasionally it’s a collaboration or the work of a highly skilled, carefully chosen team. But in the world of graphic and commercial design, when a new product, print project or website is presented, generally a committee of people unfamiliar with design is brought together or asked for input. The result, not surprisingly, is less that it could have been. The challenge… to recognize where the committee approach lacks effectiveness and direct the project with a clear focus.

When presented with design, the committee approach starts on the wrong foot by asking the wrong question: “What do you think?” Can you imagine the financial forecast of a business being placed in front of people unskilled in finance and asking them for an off-the-cuff gut reaction at first glance? What this solicits is a round of strange, subjective reactions: “I don’t like blue.” “Why is it so busy.” “Can we put more ‘oompf’ into it?” “I want it to look more modern, but with an old-fashioned flavor.” All reactions may have some truth to them, but are unfocused, random impressions that are not guided by a sense of the overall purpose of the project.

Misstep 2 follows in the wake of these comments when the committee doesn’t really know how to process their own critique or trust their spoken and unspoken reactions. Typically, any real decision gets tabled. “Hmmmm. Let’s think about this for a while. I want to show it to a few folks.”

Now the committee expands. People go home and show the design to their spouse, their kids, their dog. They stop people at the checkout line, email it to Aunt Gladys in Pensacola, post it on Facebook. Again, the question: “What do you think?” And all of that feedback, whether pro or con, begins to color their decision on the design. It’s like crowdsourcing an opinion rather than relying on the skill and aesthetic of a design/marketing team who have worked through the process of why a design is what it is.

In this process, I often struggle with what I would call “invalid” feedback. Yes, everyone can have an opinion on how a design project “looks.” But unless they have some insight into what their reaction means, how the project can be improved, why a certain aspect fails while another succeeds, then their input is what I must deem invalid. For example, I once worked on a committee where someone’s first response to design proposals was: “I don’t like them. I can’t really tell you why I don’t like them, but I think we need to see other choices.” That is not valid feedback. It serves no purpose in furthering the work. Someone has to take the initiative and have the vision to say what they want and why.

Also, some people think the “perfect” design concept will leap out at them if they only see it. It follows that same line of thought that designers dread: “I can’t tell you what I want until I see it, I’m a very visual person.” I once encountered a client who requested a design by saying “Show us 25 or so examples and we’ll pick which ones we prefer.” 25? If only they had agreed to an unlimited budget to create that scenario.

Committees often tend to pick and pull at details rather than controlling the overall vision. They rarely see the entire picture or have all the information necessary to evaluate decisions about function and form, and the process suffers. Feedback can often be colored by the inherent power sturcture: the need to impress superiors or establish authority, to appear knowledgeable rather than uninformed, to contribute something… anything rather than be perceived as not participating. In such a situation, who is accountable if the project fails? Everyone chipped in an opinion but no one claimed to be in charge. This “anonymous” or leaderless decision making leaves no one accountable. The result? Bad design, failed projects… and another committee meeting.

So it’s clear I have no solutions here. The committee approach isn’t going away. Facing the pitfalls of the “design by committee” approach can be a good start however. Good design decisions are unique, informed “leaps of faith” that rely on an understanding of the desired aesthetic, full knowledge of a project and ultimately the bravery of making the call on what the design will be. For some great analysis of the topic check out Smashing Mag’s article “Why Design by Committee Should Die”, or another great one from Boag called “Death to Design-by-Committee.”

For help? Rely on your printer for advice and direction in making branding and design decisions. They should have years of experience to share with you. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Generosity – good for business, and…well, just good!

Generous Business Practices and Marketing

Your business reflects your principles. They are part of your brand – the basis of how you interact with your customers and your community. Putting a spirit of generosity in the way you work will always in the end bring benefits to you, your customer, and your bottom line.

Now generosity doesn’t have to mean giving away the farm with some wacky doorbuster special. It means finding ways to show appreciation for each customer – value-added services and perks that can range from something as low-cost as friendly customer service at every contact, all the way to valued gifts and rewards. Your budget and resources will determine what level you can invest in, but the point is to act on a generosity of spirit regardless of the economics.

At ImageSmith, we have sought ways we can show consideration for our customers above and beyond providing quality services on schedule.

  • Friendly, helpful customer service – when you put yourself in the customer’s place, you can see many ways to provide information and guidance to meet their specfic needs, rather than just direct them in a way that will profit your business. Dealing with them while keeping their schedule and priorities in mind will go far in creating good will. generosity is good for business
  • More than expected – seek to give your customers more than they expect. Often for us, as printers, this can mean packaging a few extras from a print run for delivery – pieces that might have just been thrown out as extras can be given free of charge as a way to say “thanks.” When we are embroidering items and have an extra, we include it with the customer’s order as a nice surprise and a way of saying “thank you for your business.”
  • Advertising that is also beneficial to our customers – this means promotional products. The exposure and advertising we receive from our branded promotional products is married to the usefulness of the products themselves. Sports cups, bandage dispensers, t-shirts, office supplies… the variety of available promotional products is vast. Think about which ones best fit with your brand and enjoy the process of giving them out to your customers.
  • Information & “paying it forward” – We live in an information age, and being generous with knowledge and expertise has a greater value than ever. I think there is often an old-school tendency to try to “guard” knowledge – when you have figured out a better way to accomplish a task, you don’t want your competitor to learn it and benefit from your struggle. But here again, being generous with your expertise builds good will, and, perhaps more importantly, establishes your authority and skillfulness in your field. To be a source people trust and turn to for information is a benefit to both them and you. As printers, we specialize in marketing and communication skills. We want our customers to turn to us a marketing consultant who has their best interests in mind.

Blogging is a great way to provide information to customers – and to receive feedback from them. Also, the world of social media allows you a powerful venue to help establish your principles in the minds of your customers. Use it to attract attention with helpful information. Being generous just makes good business sense. Box of printed material with sticker

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Print Power: Six Tips for Creating Custom Rack Cards

Rack Cards are High Impact, Low Cost Marketing

Rack cards are a staple of print marketing, and perhaps their greatest asset is their size. The standard 4″ x 9″ size makes it convenient, concise and appealing. As opposed to a flyer, pamphlet or folder of materials, the rack card is just the right size to pick up, slip into a coat pocket or purse and carry for later reference. This size forces you as a designer or copy writer to edit down your information and graphics a bit – leaving the essential information, but not an overload of details or offers. Here are a few tips to get the most out of your next rack card design:

  1. The TOP half is your prime real estate: depending on both the way rack cards are typically displayed and the natural path the human eye travels across a page, the top half of the front of your rack card needs to include an eyecatching image, graphic, or type. The split second in which a person’s eye passes over the rack card is the only chance you will have to catch their attention and entice them to stop, take in the image or word and hopefully pick up the card to read further. Do not bury the main impact of the design at the bottom of the card, as many times this will be covered up in a rack display.
  2. Include a clear call to action: The size of the card will encourage you to include only the important information. But be sure this has both a clear and easy to follow call to action: i.e., call this number, click this QR code, bring this card in today for 10% off. And don’t forget your contact information – phone number, website, and physical address. Hopefully they will be referring back to this card to find you.
  3. Plan a series: Rack cards can be used effectively to advertise or inform about a series of products or services. Design a set with the the same graphic features, but vary the color of each so they are all complimentary. You could do one card for each of your business’ services, product lines, sale promotions, company policies, etc.
  4. Mail ’em out to a targeted audience: Rack cards are 4″ x 9″ for a good reason – a standard #10 envelope is 4.125″ x 9.5″. Rack cards are built to be mailed. You can design them with a mail panel and use them as a “self-mailer,” saving the expense of envelopes. Target your mail recipients with a purchased list selected based on location or household income or other specifications. Also, print some pieces on heavy card stock to be used as in-store displays or handouts, and others on text weight paper to be included in mailings, billing, or any other bulk mail that you are sending out. If you are already contacting customers for another reason by mail, don’t miss the chance to include a text weight rack card insert that won’t increase your per piece mail cost.
  5. Invest in good display racks: keep a well stocked display of your rack cards in your lobby, waiting area or near registers where customers or clients will normally pause. You can also have employees hand them out during the course of other transactions, and keep them handy for people to pick up as they come and go.
  6. Include a QR code: quick response codes will help link your print marketing to your website and online marketing efforts in a trackable manner. Most folks are now familiar with what a QR code looks like and how to “click” it with a smart phone to access more online information. Let your rack cards serve as a link between your on and off line business.

Finally, choose a printer that can help you define the look of your printed materials, keep your products in line with the look of your brand, advise you on marketing strategies, mail and e-commerce solutions, and who can suggest other options you may not have thought about for your marketing budget. That advice comes to you free of charge – an amazing bonus of working with a quality, professional print/marketing provider.

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Creative Gift Ideas: Why Promotional Products Work

Branded Merchandise and Promotinal Products work

Don’t bypass promotional products – they are a powerful, affordable marketing tool. In addition to the high-tech reach of web marketing and social media, actually putting a physical gift into someone’s hands that they can use will keep your brand recognized and relevant in their mind. When you are considering investing a portion of your marketing budget into branded merchandise or promotional products, think about these characteristics that make them so effective:

Brand, brand, brand: promotional products generate brand awareness and exposure. You can choose an object that relates to your enterprise itself or to a specific message you want your business to convey. For instance, if you are an auto repair business, you could distribute vehicle cup holders, sunglasses, visor clips, or other such items useful to a driver. But, if your emphasis is on helping clients solve problems, choose a calculator; if you want to highlight your timeliness – a dashboard clock or calendar.

People Like Gifts: unlike a flyer, banner ad on a website or text message, branded merchandise has a physical presence and value. Promotional items are not thrown away, but often regarded as a gift. Their value and usefulness will keep them on your customers desk, in their purse, on their keychain… and that keeps your brand refreshed in their mind each time they see it. When you become part of a person’s daily life in that small way, you are more connected to them than a competitor. In a more literal way, give the item itself value as a coupon. For instance, a restaurant could brand drink coasters with a coupon on the back for a free appetizer at next visit. The coaster stays with them, reminding them of your brand with each glance or use.

Low Cost: when you order promotional products, you receive a price per piece that is far lower than the usual retail cost, and the selection is vast. Some items are very inexpensive, and others are much more high end. Test the waters with a low cost item, or reward valuable customers with a keepsake item for the holidays… all branded with your logo, contact information and message. When the product is something that will be used in public – such as an umbrella, sports equipment or iPad case– you get even more value for your marketing dollar as your logo is seen by others on a product they would also use.

Creative relevance: with such a diverse selection of products to choose from, you have a great oppportunity to get creative. Work out a tagline that makes sense with the product and work it into your larger marketing campaign. A quick example: if you run a insurance business, you could give away branded rain ponchos or small umbrellas with the tagline “We’ve got you covered.” If you want to emphasize the your company’s environmental commitment, think about seed packets, herb garden starter kits, or products made from recyclable materials. You get the idea… get creative.

Check out the diversity of items you can incorporate into your marketing plan: frisbees to hot sauce, yo yo’s to surgery scrubs. The variety is really eye-opening. Do yourself a favor and browse the promotional products catalog – you’ll get inspired with products that can get your business noticed and remembered.

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Now THAT is Integrated Marketing – Taco Bell Shows How its Done

Taco Bell uses QR codes, AR and social media for huge product launch

We have all heard the discussion about what the true value of social media and marketing via Facebook, Twitter, etc. is for small and medium sized businesses. Everyone wants to know the ROI – we want hard and fast data proving this much money in, this much money out. But the reality that is gradually being revealed is a brave new tech world where the old business school models don’t always hold up in the face of “viral” product buzz. For both B-to-B or B-to-C models, the emerging evidence indicates that building a social network of customers, clients, acquaintances or like-minded individuals both locally and internationally holds an undeniably great marketing potential for any enterprise. This instant connectivity has never been possible before, and it’s value is rich.

The question for marketers becomes how to leverage this newfound social network into everything from product buzz to hard and fast profits. Take a look at how Taco Bell is making this work. They have 167,000 Twitter followers and over 8 million Facebook fans – a definitely solid base to begin a project like this with. The product being launched: Doritos Locos Tacos, which also provides sponsorship for a series of concerts called “Feed the Beat.” Packaging on the taco has a QR code to link those who scan it to exclusive video of these music concerts. An AR (augmented reality) code on other packaging lets consumers connect via a Taco Bell mobile app to view live Tweets and Facebook comments.

Now the brilliant draw in all this, even more than the online music and connectivity, is that TacoBell will be displayhing selected tweets using the #DoritosLocosTacos hashtag on digital billboards in Times Square in New York City and Sunset Boulevard in LA. The payoff for fans is to see their name up in lights (so to speak) in such iconic locations. The payoff for TacoBell and Doritos? Well you can see that clearly.

The Whole Enchilada…. er, Taco

Print, web, social media, signage, mobile marketing, product packaging… a truly integrated campaign uses all available media, and leverages that content through the connectivity of a solid social network. The best advice here for any small business appears to be develop your social network online, and then get creative about using that base to get your message out.

The development of a social network on outlets such as Twitter and Facebook is itself an asset. Many have questioned the profitability of spending the time and manpower to cultivate such a network. Enterprises like this Taco Bell campaign are blazing the trail to show how such connection can be leveraged into a big – and increasingly essential – marketing win.

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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A Bloody Little Lesson about the Power of Promotional Products

I had a lesson this morning in the way promotional products have an impact above and beyond other traditional pieces of marketing. We’ve all had a paper cut. If you ever worked in the print industry, you’ve had a lot of them – and are aware of the degrees of severity these cuts can have: from the “one sheet slice” that occurs when opening a letter or shuffling papers on the desk, to the pain and hemmoraging caused by sliding your hand down the length of a stack of 100# gloss cover at just the right angle while trying to hurriedly load a digital press.

Branded Merchandise comes in handy in an emergency

First thing this morning I inflicted the bleeder seen above. Not huge, but painful (why do paper cuts hurt as bad as they do? Read up on that here.)  – and as I’m right-handed, it pretty much makes everything you do impossible until you stop the bleeding. A few cuts like this and you learn to show respect when handling paper. A good supply of bandages is always smart to keep close by in a print shop, but today I was out of the ones I keep at my desk. Then I remembered ImageSmith has a handy bandage dispenser as a promotional product: imprinted with our logo and contact information, and even containing zebra-striped adhesive bandages to promote our marketing tagline “Earning our stripes… every day.” A supply is displayed up front to give to customers.

Finding this bandage dispenser at the right moment was a clear lesson to me in the impact that branded merchandise can have. Most folks will hang onto this item as they know its handy to keep a few bandages nearby for an emergency. Your logo and message are refreshed in the person’s mind each time they notice it at their workstation. At the moment of need… when you really do need a bandage to stop the bleeding… the message of the product is a powerful one.

What message is this product implying when it functions in this way?

  • “I’m helpful.”
  • “I’m close at hand when you have a serious need.”
  • “I was thinking ahead, knowing you might need me some day.”
  • “I stay one step ahead, and can help you.”

Pretty powerful messages, right?

Think about how branded merchandise could be used for your company to put your logo and message directly into the hands of your public. Make it a gift that they will want to use, find helpful and keep handy. The longevity of these items outstrips other promotional media by far, as people have a need for the items beyond their marketing message. The variety of products available is HUGE. Enter a search term here and take a look at what you can order.

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
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Spring Forward with Branded Merchandise

Promotional products branded with your logo and message

The swag bags given away at the Oscars this year were valued at over $62,000 each. That investment would never be made by these masters of marketing if there was not a solid return on such an investment. These folks understand the power of promotional products! Giving away branded merchandise that is relevant to your business, desired by your customer base and branded with your mark, colors and message is a proven way to increase customer loyalty, attract attention and get noticed.

Branded merchandise keeps your company name right in the hands of your customers for far longer than other media – a steady reminder of your quality and generosity. The variety of products you can choose to brand is HUGE… select something appropriate for the season, for your current promotions, or based on your customer’s interests. In spring and summer, products that appeal to the athlete or outdoor lover work great: drinkware, lanyards, sunglasses, caribiner clips with bottles of sunblock or skin lotion. Finding a product that is relevant to your business and desired by your customer base should be easy… in fact the hard decision will be narrowing down which item you want to invest in to promote your business. These promotional products branded with your color, look, and logo will go far in helping you create brand loyalty and recognition in a way other media cannot match.

To browse through a huge selection of promotional products that are available for branding, go online at online store. You may also want to read our other blog articles for information and ideas on branding, promotions and integrated marketing. Remember, the more useful and desired the item is, the longer it will stay in the hands of your potential customer. A banner ad on a website is seen for a few seconds – they can hang onto that handy flash drive or water bottle bearing your logo and compliments for months to come.

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.