Pantone’s Color of the Year for 2019 is Living Coral. Pantone selects their Color of the Year based on fashion and design trends, with an eye toward representing the current mood and culture of the creative market. While the color is receiving a lot of attention in the design world, be aware that it – like many colors – also comes with a fairly significant “color shift” when printed in CMYK. Here’s a brief explanation as to why:
Color Gamut Comparison
The human eye sees MANY more colors than are reproducible in print. Your computer monitor (which is RGB) also displays a different set of colors than either of those print processes. And the Pantone color libraries include many more colors than offset or digital CMYK print processes can recreate. Check out this blog for a more detailed explanation of color gamuts – but this chart is a pretty clear explanation of how a color you select out of a Pantone library may or may not fall within the ability of CMYK printing to create.
Pantone tries to prepare us for these facts of life. In their Color Bridge swatch book, you can see the difference in the spot color swatch and its CMYK equivalent. They include the following disclaimers on their “Tools for Designers” portion of the Color of the Year webpage:
*CMYK values are approximate and were established under specific criteria. To be used as a starting point only. When reproducing these colors in CMYK, please have the printer adjust them visually on the specific substrate and within your printing parameters so that the best possible simulation to the color is achieved.
+Please note: The color may appear different under various light sources due to metamerism. This metamerism is to be expected between multiple substrates due to varying methods of product manufacturing. (link)
About Metamerism
Colors that appear to “match” or look the same to the human eye under some lighting conditions but not others are called metamers. The colors are actually different in that they reflect different wavelengths of light, but can appear the same under some conditions of light or the substrates on which they are printed due to the limitations of human sight.
Pantone strives to supply us with a common language to share and interpret colors in our work. That’s a large job. The science of mixing ink for print is different than for dyeing fabric or mixing wall paint. You can imagine the complexity behind maintaining a consistent color definition when the substrates include silk, cotton, wool, polyester, plastic, glass, wood, paper, adhesives, drywall, plaster, and on and on.
Rely on your printer for advice and direction with color and consistency in branding. They should be able to answer any questions ahead of printing, and provide you with everything from initial inspiration to complete design, layout, copywriting, production, multi-purposing, online implmentation and distribution of your marketing outreach. 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.
Just like fashion or the weather, trends in marketing tend to be cyclical – a decade or more ago the old chorus of “Print is Dead” was being sung by many in marketing looking toward the future. The excitement over the power of email, big data, social media, and online advertising worked to diminish an appreciation of the usefulness of paper, printing, and direct mail. And just like the weather, that excitement has been tempered over time with the realization that a mix of all these marketing tools will always be the most effective – and that print/direct mail has unique properties that can drive customer decision-making in ways a phone or laptop screen never will.
The nice part about this for the small business is that this holds true for their local outreach just as much as for the huge corporate players or the tech-savvy, flashy startups with national campaigns. A recent Vox article explored “Why so many hip startups advertise with snail mail.” They note the cyclical trends of marketing and that print is making a comeback (even among the hip!) due to a combination of rising digital pricing and oversaturation of email/digital ads. The Vox article hesitates to actually praise the time-tested value of print advertising too readily:
“Are mailers more effective than online advertising? That’s certainly up for debate. No company Vox spoke with for this story would share numbers that compared the response rate of mailers to digital advertising.” link
Luckily, we don’t really need them to share that in order to see how a multi-channel approach to marketing harnesses the power of both print and digital (and we can check with the DMA for that data). The exact mix of those two that will prove most cost effective and successful varies based on business size, budget, location, goals, etc.
In the non-profit world direct mail has consistently been a staple to fundraising and survival. Check out these stats:
Direct mail increases online donations by 40%.
In 2012, US companies generated incremental sales through direct marketing to the tune of $2.2 trillion.
Advertisers in the US spend $167 per person on direct mail, earning $2,095 worth of goods sold. That’s a 1,255% return on investment.
Non-profits gain 78% of their donations from direct mail.
Yes, direct mail requires an investment upfront that can be larger than digital, but the longevity, focus, and the physical qualities of print reap larger rewards with name retention, response rates and ultimately ROI. The Digital Marketing Association reports that their 2017 research shows:
“Once again, direct mail response rates rank stronger than digital channels, sometimes exponentially: at 5.1% for house lists and 2.9% for prospect lists, mail response rates consistently exceed the 2% response rate of all digital channels combined.”
Rather than seeing an EITHER/OR situation between direct mail and new digital alternatives, embrace the opportunities of mobile marketing, qr codes, email, social media and website e-commerce as a whole new box of tools to get our your message and/or drive sales. To abandon print and it’s proven effectiveness in that transition will prove costly!
Rely on your printer for advice and direction with integrated marketing. They should be able to provide you with everything from encouragement along the way to complete design, layout, copywriting, production, multi-purposing, online implmentation and distribution of your marketing outreach. 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.
The new tax law passed by Congress in December 2017 has charitable fundraisers and nonprofits from the local level to the international level concerned. According to some estimates, the changes will potentially drain from $16 billion to $24 billion from the nonprofit sector each year. The reasons are clear: the law doubles the standard deduction for individuals and couples, making it unreasonable for millions to itemize their deductions and therefore eliminating an incentive to make or increase charitable contributions. Also, by raising the estate tax, the law erodes incentive to receive tax benefits by leaving bequests to charitable foundations. Many feel that smaller, locally based charities will be hit the hardest.
Of course, the generosity of Americans will not be diminished by changes in tax law (and not all of the changes are necessarily bad news for nonprofits). But the concerns overall are very real, and highlight the importance of giving now more than ever. Brian Gallagher, president of United Way International, feels that while people will still give they will not give as much. Why? Charitable contributions for the majority of people will be taxed.
These developments mean nonprofits will be more eager than ever to take advantage of smart, proven marketing/fundraising strategies. The strategic use of quality direct mail for charities and nonprofits is a proven winner, and should not be overlooked in marketing strategy plans for the years ahead.
Over at PrintisBig.com, you will find some eye-opening statistics about the print industry, and specifically about the power of direct mail – yes, good old-fashined direct mail, even in a digital age. While I would attribute part of the continued effectiveness of direct mail campaigns for marketing to their integration with other online and offline marketing methods, it looks like the preference of consumers for the physical nature of printed matter still pays off in increased conversion rates and marketing ROI. Also, small companies and non-profits are reaping the benefits of VDP personalization in increasingly targeted campaigns that drive up response rates as their database management matures. A couple of the stats from PrintisBig:
Direct mail increases online donations by 40%.
In 2012, US companies generated incremental sales through direct marketing to the tune of $2.2 trillion.
Advertisers in the US spend $167 per person on direct mail, earning $2,095 worth of goods sold. That’s a 1,255% return on investment.
Non-profits gain 78% of their donations from direct mail.
Rather than seeing an EITHER/OR situation between direct mail and new digital alternatives, embrace the opportunities of mobile marketing, qr codes, email, social media and website e-commerce as a whole new box of tools to get our your message and/or drive sales. To abandon print and it’s proven effectiveness in that transition will prove costly!
Current wisdom seems to say that millennials are less influenced by traditional print marketing in favor of online, digital ads. But the facts dispute this. Direct mail for millennials is still a trusted, welcome source of information and studies are showing that the most effective strategies always involve a mix of print and digital. Many who eventually donate online will have found you because they were first interested in a direct mail piece which directed them to the convenience of online giving.
As a nonprofit or charity fundraiser, rely on your printer for advice and direction with integrated marketing. They should be able to provide you with everything from encouragement along the way to complete design, layout, copywriting, production, multi-purposing, online implmentation and distribution of your marketing outreach. 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.
The USPS continues to excel with great design, print and marketing ideas in their innovative new postage stamps. Their newest releases take the plain printed stamp to a whole new experience level. They combine cool, engaging print techniques with a topical interest in current events and culture.
In honor of the America’s favorite sports, the USPS chose the kick off of the U.S. Open golf championship to debut a series of stamps with an actual “feel.” The Have a Ball! Forever stamps are round, and honor the sports of baseball, basketball, football, golf, kickball, soccer, tennis, and volleyball. Each has a special textured coating to simulate the surface of each ball. You can feel the baseball’s stitching, the golf ball’s dimples, the tennis ball’s seams, raised panels on a soccer ball and volleyball, and the unique patterns of a football, basketball and kickball. For the philatelist, you can order first-day-of-issue postmarks and first-day covers here. On Twitter, follow the hashtag of #Haveaballstamps.
To top that creative print idea, the USPS will commemorate a rare total solar eclipse, which crosses the entire width of the continental United States on August 21, with the Total Eclipse of the Sun Forever stamp. What makes this stamp as unique as the eclipse which it commemorates? The heat of your finger pressed onto the stamp will transform the image of the darkened moon blocking the sun into an image of the full moon. This is the first time the USPS has used thermochromic ink in printing stamps. This ink is vulnerable to UV light and, since it is a forever stamp, should not be exposed to direct sunlight to preserve the effect. For collectors, you can also purchase a special envelope to help protect the stamp pane. On Twitter, follow the hashtag #EclipseStamps.
Remember, the USPS receives no tax dollars for operating expenses. They fund their operations through the sale of postage, products and services.
Using an actual stamp – as opposed to a permit imprint –helps to boost “open rates” for direct mail marketing, providing a personal touch. For a specially targeted mailing of limited size, these textured and innovative forever stamps might prove eye-catching enough to pay for themselves in improved response.
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Trade show booths, converted envelopes, coffee mugs, die cut folders, POS displays, folded mailpieces… what first step do all these design projects share? In each case, you will want to ask for a template from your printer before you design.
The print, signage and promotional products world continues to diversify with custom branding opportunities that allow you to print on just about any object you could want. Throw in the creative use of die-cuts, spot coatings, textures, and folds and starting your project layout on the right foot becomes all the more important. For the designer, that means working with vendor-supplied templates to make sure your design ends up printing in the right spot with no expensive surprises or added cost.
Vendors are usually glad to supply a pre-press template for your specific project. In fact, many require your files be submitted on their template – and for very good reason. The positioning, size, and bleed area are critical for successful output on projects using various substrates and printing surfaces, and complex bindery or finishing processes. When you submit files that need no adjustments, you save prepress and art department fees that would be needed to correct or modify your files, or perhaps save having to pay for a job that did not print as you hoped.
Often, however, instructions are vague about exactly HOW to work with the template. Here are a few pointers that may help. In MOST cases, the template you will receive is a PDF. If you are using the most common desktop publishing software – anything from Quark Xpress to the Adobe Creative Cloud Suite – the PDF can be used in several ways to guide your layout without getting in the way of your work.
We love Illustrator for many great reasons and it is generally our preferred software for design of promotional products, wide format signage, vehicle wraps, and even some regular print jobs that have complex die cuts or folds. The PDF template can be placed into Illustrator like an object, on its own layer, and used as a guide. But the most helpful way is to begin by choosing File–Open With (rather than just File Open) and pick Illustrator as your app rather than Acrobat. (If, as sometimes happens, the template PDF uses fonts that your computer does not have, just ignore the warnings. While they may not print well on your end, the vendor who made the template will have them, so no problem.)
Templates are almost always vector objects that will open and be editable in Illustrator. Of course you don’t want to edit the template, but it can be helpful to have the ability to manipulate it when using many layers or when you need to hide parts of the template in order to proof your project to a customer. You may also need to copy and use curved shapes or other features of the template when creating masks or other design elements.
Many PDF templates are very user-friendly in Illustrator. They use specific non-printing colors to designate the layout and help you see the placement of things like folds, edges and dyelines while specifying how much bleed area you need to allow as well. They will generally have the template elements on locked layers so you don’t accidentally edit them. Most have a blank layer already prepared for you to work on. If not, always leave the template on it’s own layer(s) and create a new layer to contain your print elements.
Sometimes, it is preferable to prepare your layout in InDesign or another page layout application. You can simply File–Place the PDF template into your document. It makes sense to create – and lock – a layer just for the template file. You can then turn visibility on and off as needed and move it up or down in the layer order as well. Your document size in InDesign should be the same size as the entire template, including crop marks if applicable. Upon export, you would generally turn all fonts to outlines and create your PDF/X1A with no crops or bleeds other than whats included in the template.
These PDF templates generally include other important information to guide your design. They will specify whether you need to use PMS spot colors or stick to all process. They define needed bleed area. And they usually spell out the resolution, size, and embedding specs for any images you include.
Templates save time, headache, and money throughout the course of your design project. Make it a practice to ask ahead of time for a template, and make the template your friend.
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Playful or angry? Radical or bland reproduction? Utilitarian or chaotic? Brutalism in graphic design thrives on uncertainties.
A common goal of design, especially in a print marketing or web commerce environment, is to stand out from the crowd – to grab attention. As a result, the current or hottest trends in the design world are often reactionary… an effort to gain notice by their difference, unique nature or even shock value. While this may not be a good fit for everyone’s brand message, it can convey the spirit of innovation, freshness and creativity that just following the norms can never accomplish.
The latest trend, according to many experts in the design world, is a current reimagination of the genre of Brutalism. Brutalism is based in the modernist architecture movement of the 1940s-1970s, closely associated with the work of Le Corbusier. The word itself is from the French for “raw,” as in the raw exposed concrete used on much of the buildings’ facades. Think stark, rugged, cold, institutional – much like the architecture that comes to mind when you think of gray cities in eastern Europe during the Cold War era. The structure and utility of the object is shown, not hidden. There is little room for ornamentation. Perhaps the best way to describe Brutalism is to define what it is not: the goal of a brutalist approach is not to appear easy or comfortable. It is not light, fun or friendly.
A great place to get a feel for the range and style of a brutalist aesthetic is the Washington Post’s gallery of Brutalist Websites. The Post describes the genre in this way: “In its ruggedness and lack of concern to look comfortable or easy, Brutalism can be seen as a reaction by a younger generation to the lightness, optimism, and frivolity of today’s web design.” Often it bears a resemblance to the images of the early days of digital graphic design and the internet – pixellation, jarring color combos and clunky typography – a partial nod to the retro or nostalgic approach.
Check out the creative work all over the internet now and see if your brand or marketing might benefit. It will mean breaking a lot of rules design school taught you never to attempt – in color choice, font selection, imagery, content and even the coding of webpage development.
(For a humorous take, look at ux.design.cc for their idea of what an imaginary framework for what a brutalist design process might look like.)
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
We discussed the conflict between transparency and spot colors, and the ensuing print problems, in a previous blog post. That content is included below, but in addition we added some more information on how to resolve this conflict if you have already created your files in InDesign or Illustrator and either been contacted by your printer for file revisions, or worse, received a print job with “unexpected results.”
Using a spot or PMS color in a layout often makes sense to the designer – after all, we all want to ensure correct color output across our brand. But when you place a spot color logo, for example, in a project bound for CMYK process printing, you may be setting up a conflict that can ruin your print output. When you go to save or output your file to pdf, you may see the above warning – and it is an important one! If you have used a spot or PMS color in your InDesign, Quark or Illustrator layout and then applied some type of transparency effect — drop shadows, blending modes, gradients, feathering, etc — then this warning is telling you that your file will NOT print correctly. Your file will look fine on screen, and often even when printed from a desktop printer, but high quality print output will be compromised. Controlling your Swatches palette and color usage, and understanding color definitions, can prevent this problem. First a little background…
With the release of InDesign 2.0 back in 2001, Adobe integrated transparency effects directly into its layout program. New tools allowed us to apply editable transparency effects to text, graphics, and images, the result being a greatly enhanced set of design tools. PDF 1.4 debuted in Acrobat 5 at this time as the first version of PDF that supported transparency. The only catch was that most printer’s RIPs at the time were not ready to handle the transparency effects. Havoc ensued.
Times have changed since then and Postscript level 3 processors and pdf workflows effectively manage the flattening of transparent files at the correct time to produce accurate output. But the conflict between spot or PMS colors and transparency lives on. Saving your file as a PDF/X-1a doesn’t prevent the problem either as the X-1a definition allows for both spot and cmyk color definitions.
If your InDesign or Illustrator color palette is using nothing but CMYK (or RGB and LAB) colors, you can use transparency with no problems. If you place, for example, your logo or a piece of art with a predefined PMS or spot color into your layout, then you have imported that color into your Swatches palette. In turn, if you apply that swatch to color text or graphics and use a transparency effect on them, a high resolution output from offset or digital printing will result in the object printing as a blank or with an unintended color. Your print provider will most likely NOT be able to convert the spot color to process and retain the correct transparency effect. You must convert the spot color to process in your native file(s) and re-export to pdf.
The PMS Green with a transparency effect added will appear correctly on screen (left), but print as a solid (right).
The Fix: Keep Strict Control Over the Colors & Color Definitions in Your Swatches Palette
If you place your Spot Color logo into InDesign, that PMS color shows up in your Swatches palette and can not be removed or edited. (Deleting the logo will allow you to remove the swatch or change it.) So the simplest way to avoid any problems – and save time and prepress charges – is to create a CMYK version of your Spot Color logo for use in all projects bound for CMYK output, and to keep a close eye on all the colors that show up in your palette.
If you have already designed your project with spot colors brought in from placed artwork, getting rid of or redefining all those colors can be difficult. Replacing the artwork with CMYK versions is the first step. Once you have done that, the palette will allow you to delete and replace any UNUSED PMS swatches, or to redefine them to CMYK. This weeding out process can be complex, depending on how many colors have been created. In InDesign, you can delete color swatches tied only to native InDesign elements (i.e., not originating in any placed artwork) and be prompted to choose another color for all those elements currently using the one you are deleting. The final test is to choose “Remove all Unused Colors” from the pop-out menu on the Swatches Palette. If any PMS color swatches still remain, that color is being used somewhere in your layout. If it doesn’t interact in any way with a transparency effect, that will be fine. But if it does, you will get those dreaded “unexpected results.”
The Swatches Palette can quickly become a swamp of colors with conflicting names and definitions.
Obviously, the easiest fix is to be aware as you build your file of the colors in your palette, and notice how they change with each piece of artwork you place. If you see a PMS color show up, you know that last placed logo or element is bringing in that color. If you then use that color for a drop shadow, gradient, or transparent effect, it will not output correctly. Learn to control your swatches by experimenting with editing, changing and deleting them – getting an understanding of the differences in CMYK, LAB, RGB and spot color modes.
Why is “Transparency” Creating Trouble?
Before being “flattened”, transparency is considered “live” and exists as an optical effect onscreen and in video. It must be flattened in order to print. At this stage, the tranparent region is broken up into smaller non-transparent sections that can then be translated by the RIP (raster image processor) into a printable image. It is, however, a complex process and trouble spots arise from the use of spot colors as discussed above, where text or vector objects overlap pixel-based objects, and possibly with the overlapping of RGB and CMYK images. You can read Adobe’s Designers Guide for Transparency and Print at this link for further reference.
Rely on your printer for advice and direction with any questions you have when designing files that use transparency. They should be able to provide you with the time and money saving technical advice, and work with you on file preparation and submission. If they can’t, you have the wrong printer. The best advice, always, is to ASK YOUR PRINTER!
Shop our full ImageSmith catalog online here. We can work with you to find the best option to suit your needs. Please note, prices in online catalog do not include decoration, but call us for a quote at 828.684.4512. 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.
Brands make lucrative use of the visual and emotional appeal of animals in their design strategies – perhaps the epitome of the brand “mascot” is man’s best friend himself: the lovable dog. Remember the terrier on RCA Victor‘s record labels with the title “His Master’s Voice”? Dogs are a natural fit for a surprisingly wide range of enterprises, from beer to high finance – and the reason is pretty clear. Dogs have an almost universal appeal as faithful companions, loyal and fierce protectors, and they share a nature that is intelligent, calming, comforting, and speaks of home and hearth.
Those warm and fuzzy canine qualities are a valuable fit in the branding strategy of many businesses, and not just for vet clinics, pet shops or animal services. This blogpost looks at a few local Asheville and western NC ventures that make creative use of canine appeal extending beyond the field of animal care.
Beer
Probably the only thing more popular than our beloved pets in WNC is beer. The business of craft brewing has boomed internationally over recent years, and the dog makes frequent appearances in both the names and logos of breweries and of their specific beers. Red Dog, Blue Dog, Mad Dog, Flying Dog… its a long list. Just Google “beer, logo, dog” to get a feel for the popularity of this trend. Locally, canine-friendly Asheville Brewing Company has a great offering in their Lemon Space Dog Wheat, a wheat ale with lemondrop hops.
Sanctuary Brewing Company in Hendersonville, NC is ” a nano brewery and tap room committed to enriching the lives of humans through our excellent craft beer, and benefiting animals through local advocacy.” The owners work with local shelters and animal advocacy groups as part of their mission to rescue and benefit animals in the area. A great combo!
Pink Dog Creative
Art studios and retail space in Asheville’s booming River Arts District, Pink Dog Creative uses just that – the shape of a large, tooth-baring pink dog as it’s logo. The huge pink dog on the buildings wall mural has become symbolic of the resurgence of the River Arts District and of the role the arts have played in Asheville’s success.
Plum Dog Financial
A dog represents trust and dependability, as well as the idea of home. That is why you see a dog in the logo and marketing of Plum Dog Financial, mortgage brokers and financial experts located in the Montford neighborhood downtown. Creatively, its a natural fit and definitely works to bring the potentially distant and unfriendly world of finance down to a personal, approachable level. Smart marketing!
The Park on Main Hotel
A 24-suite luxury hotel in Highlands, NC, The Park on Main Hotel cleverly uses the image of a scottish terrier in their print and social media branding. And what a perfect fit – the hotel is a pet-friendly business marketing specifically to pet owners. The idea of the loyal family dog emphasizes a comfortable, home-away-from-home atmosphere that all hotels desire. The terrier, Mr. Pickles, even has his own Twitter feed and proves to be the ideal mascot.
Is your own pet primed to be your small business mascot? If you had to choose an animal to represent your business, which would be the best fit? Perhaps there is a creative connection there that would work well for your marketing strategy. If that brings up any ideas for you, talk to your printer about where that could lead: anything from a seasonal promo idea to a brand refresh or redesign. Remember, if you have the right printer they are your marketing consultant and specialist as well!
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Celebrating the beauty of a “living laboratory” calls for a beautiful exhibit. The Haywood Community College Foundation in Clyde, NC is doing just that for the anniversary of the HCC Campus Arboretum and “First Fifty Years of Stewardship” in their exhibit Forest, Farm + Garden, 1966 – 2016. Through a mix of print, mounting and lighting techniques, the exhibited historical information and images combine to engage and inform visitors in a museum-quality experience. Visiting is a great way to learn more about local landscapes and horticulture – as well as check out in person some quality print examples, substrates and display ideas.
The landscape, gardens and collections of Haywood Community College and its Campus Arboretum are recognized as “one of the most beautifully landscaped areas in Haywood County.” The current exhibit honors the original vision of landscape architect Doan Ogden as well as the years of continued stewardship over the campus and its collections: greenhouses, a dahlia garden, orchard, working vegetable gardens, rhododendron garden, mill pond and grist mill. The HCC campus today stands as a “tapestry of landscapes that together capture the heritage of he Southern Appalachian Mountains and its people.” This HCC display is made possible through generous gifts from the Charitable Foundation of the International Dendrology Society and individual society members. Proceeds from the sale of exhibit catalog, photos and posters will be used to further education, outreach and stewardship of the Campus Arboretum.
Photo by Benjamin Porter
The exhibit is located in the Mary Cornwell Gallery of the Creative Arts Building on the HCC campus, and will be open from October 1 through November 19, 2016.
Forest, Farm + Garden, 1966 – 2016 employs a blend of different print, mounting and display techniques to tell the story of 50 years of stewardship on the HCC campus. New photographs by Benjamin Porter as well as historic plans, photos and maps from the founding director John Palmer’s records bring to life the history and achievements. Check out below some of the print techniques that can be used for any permanent or temporary display to engage viewers.
Dye-Sublimation Fabric Printing – colorful graphics and text come alive on the rich texture of fabrics through a process known as dye-sublimation, or “Dye Diffusion Thermal Transfer Printering.” This “soft signage” preserves the drape and texture of fabric, and has the bonus of being lighter in weight and less expensive to ship than heavier traditional signage.
Mounted, Adhesive Vinyl, Wide Format Prints – sharp photographic quality prints on glossy vinyl are great for any large-scale display. The adhesive vinyl substrate provides high quality, colorfast output with vibrant colors. Mounting the finished prints onto foam core, corrugated plastic, or PVC backing provides depth and relief to a wall-mounted display in the same way traditional framing does, but without the expense or hardware.
Flatbed UV Printing – signage can also be printed directly onto substrates up to 6 inches in depth on a flatbed printer, eliminating the need for mounting. UV print bonds directly to the surface of the substrate and provides clear, full-color output in one step. Print pre-mounted plastic, wood or metal surfaces or even pre-stretched canvases for a stand-out wall display.
Contour Cut Vinyl Lettering – for a great visual display of the written word, contour cut vinyl lettering combines great typography with mountable adhesive for an exhibit with a museum-quality finish. Letters are laser cut from any color of adhesive vinyl, the excess areas “weeded” away, and the text can then be mounted directly on a wall or display. Printed in reverse, the letters can be mounted on the back of glass or other clear substrates for a see-through effect as well.
Talk to your printer about these and more great ideas to create your own one-of-a-kind exhibit or display for everything from an event or opening to a tradeshow or retail window or lobby display.
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Free? No registration? No size limits? Mobile friendly? And specifically designed for designers?!!
SMASH is a new digital content sharing service based on a model designed to truly give users exactly what we all want when sharing digital files: free, unlimited file size, drag-and-drop simplicity. Throw in mobile accessibility, and easy previews with absolutely no ads and Smash can win you over with one use.
The idea for Smash came out of a group of creatives in Lyon, France who wanted an easy, no-limits, user-friendly file sharing service that would also bring creatives into closer collaboration. While waiting for your files to transfer, the screen showcases creative works and gives useful information about exhibits and events of interest to creative professionals. The potential here for other great collaborative ideas is huge and the founders are still incubating ideas.
Smash lays out in their news release the benefits and unique characteristics of their file-sharing site in a few simple points:
Ability to preview all, then select which files to download
The process is perfectly intuitive: drag and drop files, enter your recipient’s email and a message if desired, then they receive an email with a link to the files where they see previews and can choose what to download. You receive a confirmation email with the links as well, and another notification once your recipient downloads files. The files stay securely on the Smash servers for 7 days and are then deleted. Sweet!
Launched in February 2016, SMASH encourages a growing community of artists, designers, architects and creative professionals to get involved – showcasing works in their Artist’s Corner, and as a work in progress, the site also encourages suggestions for additions/new features/capabilities for Smash in the future at Smash Ideas.
How can they afford to do this with an ad-free interface? Smash answers: “Smash is free… and will always stay this way! In order to finance Smash, we are working on a new offer that would include many more features, so stay tuned!”
Your recipient will see a preview of the attached files and can choose if and which to download.
Give Smash a try and see that file transfer can truly be easy, seamless and free of charge. I hope they are successful and can maintain that model and reach their goal of being able to “impact crucially the creative world.”
Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
ImageSmith is now partnered with Extreme Awards & Personalization – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.
Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Pantone tries to prepare us for these facts of life. In their Color Bridge swatch book, you can see the difference in the spot color swatch and its CMYK equivalent. They include the following disclaimers on their “Tools for Designers” portion of the Color of the Year webpage:
Rely on your printer for advice and direction with color and consistency in branding. They should be able to answer any questions ahead of printing, and provide you with everything from initial inspiration to complete design, layout, copywriting, production, multi-purposing, online implmentation and distribution of your marketing outreach. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!
