FREE Graphic Design Tips:

Your printed materials are YOUR image - your BRAND to the world and a major expense for many businesses. Professionally produced printed and electronic materials help your potential customer to separate the successful business from the novice. You want your materials to look right, say the right things and work for you.

A business package, brochure, flyer, newsletter, web site. and the many creative print materials you may produce can back up your sales efforts and show quick, effective results. Understanding the special requirements of any print project will help to insure that you are pleased with the outcome.

Like any material production, this is an area of complexity and subtlety. We can't give you all the details here, but it's enough to help you work on your Marketing Brand.

Rule #1: Determine the purpose of your materials before you produce them.

The nature of your materials will be determined by what you hope to accomplish with them. Is this a direct mailer? Is it meant to support a sales effort? To whom is this directed? Answering these and many other questions has important implications for your project.

Rule #2: Copy writing is everything.

You have a 5 second "window of time" for your reader to either get interested in your piece or toss it away. You must get the readers attention IMMEDIATELY by saying the right things in an imaginative way. Professional copy writers are wordsmiths who can hammer out precisely the right words and tone to appeal to your potential customer. Poorly written text does not sell and is a waste of your investment.

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Proof reading is the responsibility of the client. Do not assume that the work is sloppy because you find typos, that's why proofs are provided. Expect to be permitted several changes on your first proof. Look for errors, omissions and typos on your second proof, but changes or additions to text at this point may result in additional charges.

If you miss deadlines, expect to adjust your completion date or risk rush charges. Expect that additions or changes in copy will change deadlines.

There are design tricks that can help to lower costs while still looking dramatic. Marketing consultants who are looking after your interests know the tricks and put them to use for you.

Color matters and can make a significant difference in the general sophistication of your materials. Each color may increase the printing costs of your piece approximately 40%. For the price of three colors, you may be better off with a full-color piece.

White space sells. Do not pack your materials with too many words. They will not be read.

The quantity you print does not affect the price as much as the number of colors. The grade, brand and weight of paper does affect the price, so choose papers carefully. We do not recommend that you buy your own paper. You are unlikely to save money this way.

Each type of print or electronic project has a distinctly different purpose and should be approached as a unique undertaking.

You must be happy with the color, design, and copy in any printed materials. You will be the one looking at it day after day, and it is a direct reflection on you. Your piece must fit your targeted market, but it must also make you proud it is yours.

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