Your Life… on Paper. The Power of Print.

 

From conception to expiration, paper and print are there at every important milestone in your life. Consider how print and paper record, accompany, educate, entertain, sustain and preserve your journey…

From Conception to Expiration

Print and Paper on the Journey of Life

 

Print Paper Life

Print and Paper

Recording the journey

(For some great insights into the value of paper in our culture, check out Domtar’s Paper because… campaign.)

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.

Variable Data Printing or VDP Produces Direct Mail Results

Variable Data Printing

During the 2012 presidential campaign, both major political parties spent more on Direct Mail than any other form of advertising except broadcast television. Are you surprised that more was invested in old fashioned snail mail than internet or mobile outreach? It is because the campaigns know that Direct Mail works. Direct Mail with variable data works even better. And to the surprise of many it works more effectively than most email marketing efforts. The reason why says a lot about both the nature of email/web ads and the benefits of smart direct mail print marketing.

Many people’s first impression of “blast” email marketing was that it would save print production costs and revolutionize campaign strategy. What prevented that sea-change however is basic human nature. Most people ignore – even sometimes resent – unsolicited email messages, and easily overlook banner ads or website advertising, especially if it is not accurately customized to their personal interests.

Direct mail has long been a staple in reaching a target audience and producing results. Personalizing the message on direct mail through variable data printing (VDP) can increase ROI even more – anywhere from double the normal return to 10-to-15 times! And the best part is that it works even better when you get creative with the possibilities – use VDP in a way that is unique to your clientele and needs.

Think of VDP as much more than just someone’s first name on the front of the card. For example: if you own a pizza place, you could collect personalized data from customers in house with a survey card – then mail each customer a coupon for the specific pizza they said they enjoyed most, vastly increasing the likelihood of their return over just a generic coupon that goes out to all customers. In this way you begin to profile your customers buying habits, and can target your marketing efforts in a much more effective, powerful way.

For a good overview of VDP, check out Adobe’s VDP Resource Center. Then call us and we’ll brainstorm some exciting VDP solutions for your integrated marketing.

Font Fail: How Not to Design a Wedding Invitation

 

(source)

An interesting print/design item from the gossip world… Levi Johnston’s wedding announcement. You remember Levi – former fiancé of Bristol Palin, father of their son Tripp. Well he recently wed Sunny Oglesby, mother of his second child, Breeze. And while we wish them well in their new marriage, there’s not a lot of hope for their wedding invitation – a textbook lesson in bad design.

Now, I have to admit it’s much easier to be critical than creative. But at the same time, a sound critique is a great tool for identifying and learning from what does NOT work well in print and typography. The Johnston/Ogelsby union unfortunately gives us a great learning tool. Looking more like a page from a type reference book than a formal announcement, I’m counting NINE different fonts on only nine lines! (I don’t know what’s behind the black box used to cover up the contact information, but I’m willing to bet it’s another font.) I’m a little disappointed they didn’t use Comic Sans or Papyrus.

Aside from the font disaster, the first two lines form a sentence fragment; the word “famalies” is misspelled; and I’ve never heard the term “join marriage” used quite that way. Throw in a crazy clip art spree and you’ve got Exhibit A in Typography 101’s course on how not to design. Lesson learned, right? Go easy on the fonts.

Big thanks to Rafi D’Angelo’s awesome blog So Let’s Talk About ______ for showing us this design fail, and of course the source for all things gossipy, TMZ.

 

Rely on your printer for advice and direction. They should be able to provide you with everything from encouragement and advice to complete design, layout, copywriting, production, multi-purposing 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.

3 Logo Makeovers: 3 Reasons for a Brand Refresh

Autumn must be the time of year for updating brands – there seem to be several high profile changes recently. As companies evolve and markets change, brand gurus try to reflect new attributes and appeal to new market segments through relevant upgrades to their corporate identities. Often companies that are approaching a milestone, such as an anniverary, will deem it time to update their image. Changes in the nature of the business, the marketplace, public perceptions, trends, or the company’s mission also can justify a change. Below are three recent examples of corporations that recently responded to change with just such a makeover.

Changing Consumer Demand: Arby’s

I recently wrote about Wendy’s upcoming image remake and their accompanying planned changes to their restaurants and menu. Arby’s, in the same fast-food market, has similar updates planned in their attempt to appeal to health-conscious consumers looking for fast food choices that are also healthy, organic and interesting. Responding to competition from other chains, both Wendy’s and Arby’s see the importance of updating their menus and the importance of reflecting positive changes in their image. (Read more on these changes at Arby’s in a great article from NPR.)

I’ve always enjoyed the cowboy hat in the Arby’s logo, but am not a fan of the new bevel or extruded filter on the shape now. It seems unnecessary and a little dated. The typography of the name “Arby’s” has changed to all lower case, and the apostrophe now has an odd design in it, one I assume MIGHT be representative of a meat slicer? It’s hard to tell. The new tagline, however, is “Slicing Up Freshness™.” All this emphasis on sliced meat is perhaps due to the popularity of fresh-sliced meats such as Boar’s Head and an appeal to the postive image of fresh deli sandwiches.

 

Changing Technology and Marketplace: USA Today

USA Today, approaching its 30th anniversary and in the midst of a comprehensive sea change in the very nature of newspapers and print media, has redesigned its logo/masthead in a fresh, minimalistic remake that references the original logo yet moves ahead in a versatile, modern and concise way. I really like the simplicity of this change and the appropriateness of the symbolism. The new mark evolves the dated blue globe of the original logo into a simple, large circle that will vary in color to encompass diverse news sections and topics. It has a sleeker look, similar to many website icons. The new brand and the fresh page design reference a future for the newspaper that is open to all the electronic avenues into which media will flow. (Read an excellent review of the USA Today changes at The Branding Source.)

 

Changing Internal/Corporate Structure: Duke Energy

A third inspiration for a brand redesign is when a corporation’s structure changes and grows. Duke Energy is updating its logo to reflect the acquisition of another power company, Progress Energy. You want an image that remains comfortable to consumers of both brands but relevant to the evolution of the overall business. When you view these two logos side by side with the new one, you can see the attempt to retain characteristics from both marks. The most drastic change overall is in the color palette – moving to blues and greens, probably to reflect a more earth-friendly, sustainable image in a marketplace that is increasingly attentive to such concerns.

These marketing changes illustrate the importance of keeping your brand fresh. A total redesign is generally not necessary, but unless your logo is established as a thoroughly iconic image (by that I mean you are Coke or McDonalds!), most logos and marks need to consistently be evaluated and evolve over time to avoid becoming stale and giving the public an impression you do not want. Time to get started?

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.

5 Tips for Customized Holiday Greeting Cards: Keep Up the Tradition

Personalized Holiday Cards

E-cards make an impression – often not the one intended. Email messages lack the physical impact of a traditional, printed holiday greeting card sent the old-fashioned way through good old snail mail. Even with a dancing flash elf that sings your name, an e-card generally says, “This is easy, cheap and (worst of all) impersonal.” The traditional mailed greeting card can be viewed as just another piece of “junk mail,” but with personalization and a targeted approach, will be a pleasing personal reminder of gratitude during the holidays. Here are a few tips to encourage you to print and mail your holiday greetings rather than e-blast them – and hopefully save both time and money in the process since both are at a premium during the holiday season.

  • Order EARLY for the best prices AND to free up your busy schedule. Your time is even more valuable during a rushed holiday season so plan ahead, ordering by the end of October. You can also reliably schedule when the cards will be mailed out to avoid any last minute confusion.
  • If time permits, consider actually SIGNING your cards. I know, that could be a lot of work! But if your list is not up in the hundreds, a signature is manageable if you decide there is not enough time for a personal note. The extra effort can go a long way in making a card memorable and appreciated. Maybe just think of yourself as a celebrity signing autographs!
  • DESIGN a customized card that is uniquely your own. You can choose online from many high-quality cards and personalize them with your business name and your own message. If you want to invest more, design your card from scratch to fit your brand perfectly and even include variable data where each card is individualized for its recipient. Also consider branded gifts for your best customers to show your appreciation.
  • For large LISTS, save time and money by mailing with your printer or a professional mail service. You can send your snail mail at First Class rates, or realize even more savings with bulk rate postage. For a more personalized look, ask your printer or mail house about using precancelled stamps in lieu of a preprinted bulk mail indicia – the cards will look more personal and less automated.
  • CONSIDER the public’s wide variety of feelings about religious holidays. Some folks will be offended if you assume they would appreciate a card with a Christian, Jewish or other specific religious sentiment. A safe way to avoid any unintentional offense when sending to a large number of people is to choose a card and greeting that simply wishes gratitude for their business at the close of the current year, or a wish for good health and happiness in the new year.

To browse customizable designs and place your order online, visit www.imagesmith.cceasy.com, or give us a call at (828) 684-4512 to discuss more money-saving holiday options.

Print is a vital component of any successful integrated marketing campaign. It works in tandem with your website, email, signage and other outreach – yet the unique power of print lies in physically reaching the hands of your potential customers. Rely on your printer for advice and direction in the creation of all your marketing materials. They should be able to guide you in everything from copy writing to the latest technology to help get your message out… 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 John Lennon Letters: When Your Whole Life is on Paper

Lennon and Life on Paper

“I don’t keep a diary and I throw away nearly all the paper I might have kept. I don’t keep an archive. There’s something worrying about my make-up that I try to leave no trace of myself apart from my plays. “
– Tom Stoppard

 

Our lives on paper live on after we are gone. And if you are famous, every scrap of paper will be saved. A newly released collection of correspondence entitled The John Lennon Letters, edited by Lennon biographer Hunter Davies, contains over 400 pages of annotated correspondence from Lennon. (Hardcover, Little, Brown and Company,  list price 29.99) Most reviewers, however, note that practically all informative correspondence from Lennon had already been published, and Davies collection is being skewered by the critics as a “scraping of the bottom of the barrel” – an attempt to profit from anything written by the hand of the famous Beatle. Here is a painstakingly organized collection of letters, notes, post-its, postcards and paper scraps that seems in total to reveal very little others than mundane details of the former Beatles’ daily life and some not-so-flattering personal qualities. Reviewer Neil McCormick of The Telegraph says all we really learn about Lennon from this mountain of paper is: “Well, he couldn’t spell. He liked to doodle. And he had way too much spare time on his hands.”

Not exactly a glowing review. Often the correspondence of famous people, whether writers, musicians or politicians, contains a wealth of valuable insight and factual data about the person’s life, private thoughts, emotional state and philosophy of life. Successfully published collections include the letters of Emily Dickinson, Winston Churchill, Ernest Hemingway, Graham Greene, Richard Nixon… and a long list of works that have made many publishers very happy. In many cases, the only hard evidence we have of the private thoughts and feelings of these luminaries are in the archive of their journals, correspondence and personal papers.

However, we are leaving less and less of a paper trail through life. I wonder how in the digital age the role of paper will be different for the famous and infamous. Libraries and historical societies collect the correspondence of great thinkers, artists and politicians to serve as a primary source for further research. Even bar napkins, margin notes scribbled in books, newspaper clippings or anything bearing the subject’s handwriting is considered significant. But we put less of those things onto paper now than ever before. As our ‘footprints’ become increasingly virtual rather than physical, will these archives be data banks rather than stacks of paper? Will they catalogue blogs, emails, Twitter timelines, social media connections and text messages? Will people, wary of a lack of security when “writing” on a computer, still keep private handwritten journals or diaries?

And what about the rest of us? Are we leaving behind us a trail of thoughts, words and feelings that can be accumulated, researched and categorized without our control or input? The days of tossing the diary into the fire or shoving documents through a paper shredder to hide them for eternity seem to be gone. It will take newly refined skills in research and interpretation to assess the changing archive of information we leave behind as everything from our important documents to our shopping lists live on in computer memory.

 

Printer’s love paper. They also love the exciting new means of communication and marketing in an interconnected world. Your printer should be able to provide you with everything from encouragement all the way to the complete design, layout, copywriting, production, multi-purposing 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.

Get On Your Mark: Crop Marks, Bleed Marks, Registration Marks Explained

Marks, bleeds, crops, slug

Our prepress department sees a lot of files from a lot of sources. One of the most common confusions over a fairly simple issue concerns the inclusion of crop and bleed marks and defining the bleed and slug areas of a digital print file. While it’s usually an easy fix, you can save yourself time – and additional prepress charges – by working with a clear understanding of what those little marks mean, which to use and how important their position and function can be.

When you produce a pdf file from your page layout or design program such as InDesign in the Adobe Creative Suite, you will see options on how to control the bleed area and marks on your final file. If your file is to be used on a webpage or other digital output, you generally want the file to include no marks or bleed area, naturally. But for printing, either digital or offset, if any graphic elements extend to the edge of the finished piece, you must design them to continue off the “page” and then include an extra border area to accommodate some trim. Presses and digital printers cannot truly print all the way to the edge of a finished sheet reliably over a run; the piece must be printed on larger paper and then trimmed down for a good finished product. Understanding the following terms will make it clear which boxes you need to tic on the “Marks and Bleeds” window when creating your pdf.

Defining bleed and slug areas, registration marks, crop marks

Crop Marks: are small lines offset from the edge of the finished piece that instruct where to cut or trim the final page to a finished size. These will not appear on the finished piece. You definitely need to click these on. There will be some default settings that decide how these marks look… their stroke weight and offset distance. As a general rule, do not change these defaults unless you know a specific reason to do so. Adding crop marks at this stage WILL INCREASE the dimension of your pdf – ie, you have to have extra real estate on which to place the marks. It is helpful to stay aware of the final dimensions of your pdf.

Bleed Marks: They look just like crop marks, but instead of defining the finished cut size, they define the alloted bleed area of the document. The bleed area these marks define is itself part of the printed area. Note that just like adding crop marks, they increase the dimension of your eventual pdf even further, as it now must accommodate both the bleed area and the offset bleed marks. With each set of marks you add, the dimension of the pdf increases.

Registration Marks (and Color Bars): These sit outside the printed area and are used to correlate the different colors or plates used in offset lithography. Every type of printing uses a different, or many different, versions of the registration mark. This alone is a good reason not to add it on yourself when making the pdf. My advice is to not include these marks or color bars unless your print provider prefers that you do. Your service provider will add onto their press sheet the type of mark they need in the location they need it.

Bleed area and crop marks

Bleed Area: the space you define outside the finished edge to hold the printed bleed. When you first set up your document, you can define the bleed area, but again when making the pdf you have the chance to either use or override that original definition. Many printers require at least 1/8 of an inch (.125″) minimum of ink coverage for a suitable bleed, however the defined bleed area itself can be wider. We always ask for 1/2 inch bleed area (not necessarily ink coverage, but area – meaning you do not have to fill this entire .5″ with color or images, these can stop at the 1/8″ minimum). The reason is this will accommodate the necessary bleed, the standard crop marks AND make the pdf size be a nice, easy-to-manipulate number. This can be a great time-saver. For example, a design that has an 8.5″ x 11″ finished size with .5″ bleed on all sides will create a pdf that is 9.5″ x 12″; where if you just let Acrobat put on crop marks and don’t specify a bleed area, it will render a file that is 9.08″ x 11.58″ – just enough to hold the crop marks, and to make your math difficult if you want to impose onto a larger size sheet for printing! Even worse, when creating a small size pdf such as an individual business card, and you add registration marks and page information, the resulting pdf will not only be an irregular size, it will also be off-center as it tries to make extra room at the bottom for the page info. Keep the math simple – add .5″ as a bleed area. It will hold all marks, information, and the bleed with room to spare.

Slug Area: Slug area is EVERYTHING outside the finished edge – this includes the defined bleed area and beyond. Crop marks and bleed area both live within the Slug area. You can define a larger slug area that will include the registration marks, color bars, and any other information you might want the printer to see, but that will be cut off from the finished piece. If you do not define a slug area, Acrobat will simply add on the space needed to hold the marks and instructions you have already specified, or it will use the bleed area you defined as your slug area.

 

Rely on your printer for advice and direction when creating your files. They should be able to provide you with everything from encouragement along the way to complete design, layout, copywriting, production, multi-purposing 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.

Printing Custom Flyers: 7 Ideas to Get Your Money’s Worth

printed full color versatile flyers

Custom, full color flyers are a true workhorse of any solid marketing effort. They function as handouts, sales sheets, product cards, event announcements, coupons, direct mail, or invitations. Even with today’s online competitive marketplace, they remain a central, effective tool for putting into your potential customers’ hands the information you need them to have. Digital printing now allows you to customize and personlize flyers as never before for shorter runs at lower costs with very quick turnaround times.

Here are a few tips to keep in mind when designing and purchasing flyers in order to get the most bang for your buck:

Power Up Your Brand: quality graphic design is within the reach of every budget today thanks to the amazing advancements in desktop design software. Take advantage of that! Every time you are lucky enough to catch a potential customer’s eye, you want your look to be consistent and to carry the same impression. That instant of positive recognition is your brand at work. Be vigilant in making sure all your printed material coordinates with your online presence, your signage, your store displays… and a flyer is probably the easiest place to manage that look you want. Choose a printer that can assure you of the proper color match, paper choice, “look and feel” and can design everything you need with your precise brand specifications.

Repurpose as Direct Mail pieces: When you print flyers for in-store distribution or use at an event or trade show, follow up that effort with a direct mail distribution using the exact same piece. You will save printing costs by producing more at one time. Design your flyer to be a “self-mailer.” One third of the back will be a mailing panel with your return address and the mail indicia you need so that when folded and tabbed shut, it will mail at automation-compatible rates through the USPS.  Also a standard letter-sized piece of paper which is folded into thirds will fit into a regular #10 envelope along with any other pieces you want to distribute.

Consider VDP: The more personalized a direct mail piece is, the more successful. VDP, or variable data printing, uses a source spreadsheet of recipients to personalize each individual flyer you print. That can be as simple as including the person’s name in the “Dear John” salutation, to actually switching out the images within a flyer’s design, or targeting individual offers to individual people within the same printing and mailing. Remember that your database of current and potential customers is marketing gold… the more precise and detailed your spreadsheet is, the more flexibility you have in targeting specific groups with specific offers.

Connect to your website through QR codes: Ever made a QR code yourself? Go here to try it out and see how easy it is. Do people really “click” and use QR (or quick response) codes? Studies show QR code usage has exploded over the past year, and they are free to create and easy to include on your flyer, providing a link from the physical part of your marketing to the virtual. Even if someone doesn’t scan and follow the code to your website, seeing it on the product lets them know there is more to be found from you online – a fact that might influence them later on. Include the QR code!

Produce a set of matching flyers:  one each for your product lines or services, or to highlight different aspects of your offerings. When you create all of these at the same time, you will save both design and production costs, as well as ensuring a consistent branding on all the materials. They look great displayed together, or collected into a folder for sales calls.

Include a coupon: Give people a reason to hang onto your flyer. The longer it is in their possession, the stronger the impact you are making. Design an eye-catching coupon that can be torn off and redeemed. You will be able to track the results and see how effective your promotion was, whether they are redeemed online or in person. Coupons are also a good way to collect contact information from customers so they get into your database for future targeted marketing: at the very least, ask for name, address, and email on your coupon!

Be specific! Give people the information they need to know in order to do what you want them to do. Seems simple, but can so easily be overlooked! Tell them the exact price, availability, sale dates, return policy, hours of operation, delivery information, etc. If you solve any nagging questions up front, they are more likely to consider their purchase right away, or choose you over someone who’s procedures seem murky or confusing.

Rely on your printer for advice and direction in choosing and branding your promotional items. They should be able to provide you access to just about any item you can imagine. 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.