Posts tagged ‘design’

Connect With Customers Through Color

Watched HGTV lately? Color trends come and go in the interior design world, so I thought it would be interesting to see if the print world follows suit. Do you know what colors are currently forecasted to be “hot?” How often do you reinvent your print collateral to coincide with such trends? Is your color palette universal enough to stand the test of time?

Believe it or not, color speaks to people with great emotion. What are your paper products saying to your customers?

“Color trends are not conjured up using a crystal ball. They are the result of much observation of our surrounding natural world as well as the influences that will impact our world in the future,” Leatrice Eiseman, executive director of the Pantone Color Institute®

According to Pantone, an X-Rite company, and the global authority on color and provider of professional color standards for design industries, name a few factors that play into the selection of color trends: socioeconomic issues, technology, lifestyles, entertainment, AND MOST IMPORTANTLY, the needs, moods, fantasies and aspirations of CONSUMERS!

Eight featured palettes in PANTONE VIEW home + interiors 2010 offers the newest colors and combinations to best express directional themes for 2010. CMYK printing equivalents are ALSO supplied to accurately reproduce the forecasted colors in marketing materials, in-store signs and packaging.

With our unpredictable economy, is it worthwhile to look at our print materials with an eye to color? What do our color palettes need to convey in such economic unrest?

I believe consumers are looking more to the “old days” for a sense of elegance and a return to quality. Making the old new again appeals to our sense of practicality and resourcefulness – qualities which are definitely back in style. Products and services that also connect emotionally have a better chance of appealing to our cautious consumerism.

What SINGLE color do you think can take us back and make us feel nostalgic and secure…Pantone has announced that the Color of the Year 2010 is… PANTONE 15-5519 Turquoise, an inviting, luminous hue.

Combining the serene qualities of blue and the invigorating aspects of green, Turquoise inspires thoughts of soothing, tropical waters and a comforting escape from the everyday troubles of the world, while at the same time restoring our sense of wellbeing.”

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According to Pantone, whether envisioned as a tranquil ocean surrounding a tropical island or a protective stone warding off evil spirits, Turquoise is a color that most people respond to positively. It is universally flattering, has appeal for men and women, and translates easily to fashion and interiors. With both warm and cool undertones, Turquoise pairs nicely with any other color in the spectrum. Turquoise adds a splash of excitement to neutrals and browns, complements reds and pinks, creates a classic maritime look with deep blues, livens up all other greens, and is especially trend-setting with yellow-greens.

Looks like we can’t go wrong with turquoise – add a splash where it works within your current style guidelines. Perhaps your design already has a placeholder for each year’s current color trend. If not, give it some thought!

May 19, 2010 at 7:07 am Leave a comment

Something Worth Holding

As gizmos like the iPad and Kindle take technology to new levels of customer comfort, messaging through interactive touch is the new “little black dress.” Thankfully, for tactical –minded people, holding something, feeling its texture, sensing its smell, and evaluating its texture and quality is in fashion.

For those in the print world, this might seem to scream, “Quit taking our beloved paper goods away!” But alas, this is a golden opportunity to take advantage of the romance with touch. Get creative with your print materials. Have a little fun with some redesigns and actually give your customers something worth holding!

Let’s talk specifics. What about your business card design?

Designs are a journey, they connect people. They connect the consumer with the producer through a product or service.

According to fellow blogger Nick Barker,

“Design is all around us – the chair you are sitting on, the keyboard you are touching and the building you find yourself in. Design is at the heart of everything. I believe what makes a good design is a holistic creation right through a product or service. A design should effectively connect the consumer with the product or service.”

(more…)

May 10, 2010 at 12:11 pm Leave a comment

The Difference Between RGB and CMYK Colors for Web to Print Ventures

As anyone who has ever had the basic science class lecture about color spectrum knows, interpreting all the millions of different colors we see each day is a very complicated process for the human eye and brain. It’s all the more difficult when trying to design and program a monitor or computer program to correctly receive and display similar color information. Various different file formats, technologies and display types only further complicate the matter, but developing a competent sense of these aspects and their key differences is essential to success in any web to print venture. The two major types of color displays used in computing environments are RGB and CMYK.

The first type, RGB, is an acronym for red, green, blue and is known as an additive coloration mode. In order to understand this terminology, it helps to first think of the computer screen and its totally black background. It is upon this black background that the tiny networks of lights in the screen display their various hues, essentially adding coloration to the black of the background in order to make up the final target value which the user sees displayed. The RGB coloration mode is typically used to render colors within monitors and computer screens.

The second type, CMYK, which stands for cyan, magenta, yellow, black, is known as a subtractive coloration mode. Ultimately intended to be applied to white printer paper, CMYK is considered subtractive because it calculates its correct hues by subtracting from the initial brightness of the paper in order to make up the final target value. For this very reason, CMYK uses lighter secondary colors than those used by RGB coloration modes. This is due to the fact that producing darker tones via the CMYK method would require a great deal more ink. The CMYK coloration mode is intended for use in paper printing applications.

Given these basic stipulations, successful and efficient development of web to print applications and products requires some consideration of which coloration modes are best suited to a particular project, as well as the respective advantages and disadvantages of each. For example, consider the fact that, due to its method of building up printed colors on a white page, the RGB coloration method must repeatedly blend a great deal of ink together in order to achieve the color black, since it can only combine red, green and blue. CMYK, on the other hand, has a true black available and can therefore apply a single tone of appropriate intensity.

This ability of the CMYK model significantly reduces the amount of image blurring and paper stress that can occur whenever an RGB coloration model is attempting to achieve black. RGB also underperforms in this situation because its constant re-applications of the three colors usually serves to overly saturate the printing medium. It can also ultimately fail to achieve a rich enough black by blending only red, green and blue. In short, the differences between RGB and CMYK are pronounced, and cannot be overlooked in web to print projects.

April 16, 2010 at 9:50 am Leave a comment

Bored With Your Marketing Campaign?

Seeing the same marketing collateral day in and day out might get boring as a company insider, but is it actually boring to your audience? That’s the operative question here. Before going to the drawing board and reinventing your image, ask your design and executive teams the following questions:

1. Is your campaign fully integrated? i.e. does your logo appear on all materials in accordance with your style guidelines? i.e. does your campaign cover all markets such as print, viral, social, etc.? Do you and your printer have full and complete brand control?

2. Does your campaign reflect your company’s environmental philosophy? i.e. Are you using recycled paper with a credentialed printer?

3. Are you seeing quantitative results with the current campaign? i.e. are sales up, is your service being used, are you competing strongly in your industry? Does your printer provide full records management that allows you to track collateral usage as a productivity indicator?

4. Are your materials being created uniformly, efficiently and in a cost productive manner? i.e. are you using a print house that uses a marketing supply chain management system?

5. And lastly, are you unique to your specific niche market? i.e. are you trying to be everything to everyone or are you staying within your market purview and business competency?

These five questions are VITALLY important to the decision making process involved with creating, maintaining, altering or completely reinventing a current marketing campaign. Obviously budget is a huge factor, as is timing.

So, if your answer to any of the above questions is ‘NO’ then boredom might not be the only ill effect of your current identity. In fact, it might be time to check the budget, ramp up the design team and get your print shop account rep on the calendar.

If this seems overwhelming, remember that effective marketing is often what separates rapidly growing companies from those slower growing or even stalled companies within like industries. If you expect your business to continually grow, you must be or become an effective marketer, advertiser and promoter of your business.

Be smart – understand your position in the market place, research your campaign, think it through for execution and longevity, test it, and implement it fully! Keep in mind, you’re likely to grow your business to the extent that you master your marketing campaign. Visit us at Prisma Graphic to learn more.

April 7, 2010 at 12:16 pm Leave a comment

The End of the Rainbow?

Where does our hunger for a given color-combo come from? Can you X-ray our collective unconscious for the colors we crave at a given cultural moment—and hazard a theory as to why?

via The End of the Rainbow?.

March 9, 2010 at 3:40 pm Leave a comment

Get Creative with your Real Estate Marketing

Marketing your real estate doesn’t have to be hard. Lucky for you, we are providing some inspiration here for you to help get the creative juices flowing. Using high quality graphic design elements, alittle creativity, and quality and professional commercial printing, you can create a winning real estate marketing campaign. Below are some quick tips to help you get started, before you hire a design or start sketching yourself.

Represent Yourself

1. Find Out Who You Are Marketing To. Are you looking to market yourself as the Home Town Neighborhood Agent or the Upscale Property Expert? Do you want to target First Time Buyers or Premium Commercial Clients? Answering who your target market is will help determine how to market and how to build your brand. Your marketing brand will include flyers, postcards, informational packets, brochures, CD and DVD’s and other marketing material.

2. Be You and Not Like Everyone Else. Many agents use the same formula when creating their Real Estate Marketing material. Call it “mediocrity in three parts.” The first part is the agent’s photo, the second part is the carbon-copy message, and the third part is the “call today for a no-obligation consultation.” Seriously. Give your potential clients something unique. Just make sure that you are staying true to step #1 and knowing your market.

3. “I can save a little money and do it all myself”… Wait! Don’t do that. Creating a brand requires professional help. Consult a local graphic designer and commercial printer to handle what they do best…making high quality marketing materials.

Take alook at some of the examples of creative printed brochures, postcards and other marketing materials from the real estate industry as well as others and use it for inspiration on how you can market to your potential clients.

Perforated Postcards

Surrounding Area Information

Real Estate Property Listings

Property Listing in a Box

Brochures, Postcards, and Binder

Tri Fold Binder

Print Advertising

Contact Prisma Graphic and let us help you, with our network of graphic designers, come up with a Real Estate Brand Marketing Package for you.

March 2, 2010 at 5:08 pm 2 comments

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