Archive for August, 2011

Print: a Valuable Part of Your Marketing Strategy

August 25, 2011

Turn the clock back a few years to the early days of e-mail marketing, social media, and mobile communicating, and you’ll find many predictions regarding either the death of print or declarations of its future irrelevance as a sales and marketing tool.

Now, after almost of decade of experience with these new communication technologies, we know that they are adjuncts to print, not replacements.

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Through Their Eyes… How the World Sees You on the Web

August 24, 2011

When was your company’s web site first launched? Was it in the dawn of the Internet age when we were still debating whether e-mail and web sites were even necessary to conduct business? Or was it more recent, after we realized that web sites needed to be more than digital display ads? Did you plan and construct the site yourself or turn to your talented teenaged nephew – the acknowledged Internet guru in your family?

No matter when your site was first launched or how it came to be, there is one thing for certain: a web site is now just as important as printed sales material for attracting prospects and informing customers. And just like your printed material, the web site needs to be periodically reviewed for brand consistency, relevancy, and functionality.

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Typography Basics for Documents and Web Sites

August 23, 2011

As we move forward with adding web-based communication methods to traditional print-based ones, it becomes clear that modifications to existing standards for print are needed. This is particularly true of typography since conditions for the web are quite different than for print.

Typography today is the result of Johann Gutenberg’s use of movable type in the mid- 1400s. He was the first European to use individual letters, numbers, and spaces to assemble into words, sentences, and pages that could be disassembled and used again. Movable type, combined with Gutenberg’s invention of oil-based ink and modification of agricultural presses for printing, became the basis for printing for centuries.

The process of manufacturing movable type in metal was continually improved and eventually fostered a true art form – the creation of alphabets, numerals, and characters in a single size, weight, and style (called a font) with distinctive characteristics, artistically rendered and mathematically balanced. Movable type progressed from crafting fonts individually to cutting matrices and casting the fonts with hot metal to compositing machines with molten lead vats that created whole lines of type on-the-fly (hot type). Eventually typecasting yielded to computerization – first as phototypesetting and later as desktop publishing.

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