Read the article then Complete our 3 question survey about Twitter. I’d love to know what you think.

Yes, AND No.

Microsoft Word is a word processing application, that is quite good at, word processing. It is not a graphic design or page layout app. So if you are only going to print your brochure on your desktop printer, then the answer is yes. Now you may have to jump through hoops to do it, since the professional graphics and typesetting functionality of a page layout app is not available. If your file needs to be professionally printed, then the answer is no. Most printers won’t even accept artwork in MS Word.

Microsoft PowerPoint. Ditto. It’s a slideshow application. While you will be able to print slides on your desktop printer. Professional printing is a no-go.

Microsoft Publisher. Publisher is a page layout app that can be professionally printed provided some snags are overcome. A huge snag is that many printers will not accept Publisher files. If they do, printing may be successful if color space, bleeds, image format and resolution, fonts, and final file format are handled properly.

Bottom line. These applications are not for creating or printing professional artwork. Professional graphic designers do not use them.

Professional graphics applications largely revolve around the Adobe Suite of products. While there are other applications from other manufacturers, the Adobe Suite is the most widely used. Here I’ll cover a few of the apps.

• Photoshop – a pixel based, photo processing/drawing app. (resolution dependent)
• Illustrator – a vector based drawing app. (not resolution dependent)
• InDesign – a page layout app where assets from Photoshop and Illustrator are combined.
• Fonts – though behind the scenes, fonts are applications also.

So, a brochure may be created something like this.

1. Draw any logos or graphics in Adobe Illustrator (vector drawing application).
2. Color correct, crop, size photos in Adobe Photoshop (pixel based image processing application).
3. Import logos, graphics and photos into Adobe InDesign (page layout application). Set up bleeds, page sizes and orientation. Position and typeset the text. Slide in all the graphic assets, backgrounds, etc.
4. Collect all the fonts and visual assets and save in the format the printer requested.
5. Send to professional printer. Print, trim, fold and like magic you have a brochure.

For more information about graphic design terminology visit our online glossary and our FAQ pages. If you can’t find what you need to know contact us so we can add it.

Among the endless information resources we now have available at our fingertips are review sites such as Google Places, Yelp, CitySearch, and TripAdvisor. As business owners we have to be aware of the upside as well as the downside of engaging in any of these resources. While consumers may love the idea of getting third party reviews of local entertainment venues or service providers, those business owners have to realize that they are putting themselves at risk of receiving negative along with positive feedback both of which could easily affect their bottom lines.

Of course, positive reviews combined with the location-finding functionality of these sites can be a boon. Research conducted by Harvard Business School Assistant Professor, Michael Luca, shows that for restaurants each ratings star added on a Yelp review translates to anywhere from a five percent to nine percent positive effect on revenues. In regard to Yelp, Luca says, “The question is, is this a good thing or a bad thing? If the ratings are capturing real quality, then that’s a force for good. To the extent that there is gaming or non-representative views, that’s a problem.”

The problem with anonymous reviews is that it is difficult to know if they are honest and reliable. There have been accusations that some businesses game the system by recruiting people to submit good reviews for them and bad reviews for competitors. In the end, however, businesses who list on these sites should regard their presence as opportunities not only for enjoying rave reviews, but also for quickly turning any negative feedback – legitimate or not – into positive experiences.

We want to know what you think. Are consumers submitting reviews about your business? Tell us about your experience.

Have you ever looked at an ad, brochure or postcard and become disoriented and cross-eyed? Have you wondered, “Where am I supposed to look?”

The problem is probably that some basic design principles were ignored. If the designer had considered contrast, repetition, alignment, proximity, white space, typography and color theory, your eyes would be focused on the advertiser’s message.

The principles listed above are simple and really make a difference. For example,

1. Contrast – Use large type with small or a bright color with a muted one.
2. Repetition – Repeat a graphic element in different sizes or locations.
3. Alignment – Don’t center justify everything, try right or left and stick to it.
4. Proximity – Group like elements together. For example, put your services together in a list, put your contact information together in a block.
5. White Space – Don’t fill up every inch with text and graphics. Leave some blank space so the piece can breathe.
6. Typography – Don’t use 6 different fonts. Use 2 or maybe 3 if the third is used very sparingly.
7. Color Theory – Don’t feel the need to use red, blue, green and yellow for your headlines, body copy and graphics. Black type works too. Make sure colors work together.

Professional graphic designers will use these principles at the outset before they even start to get creative. The result will be artwork that makes a great impression, captures people’s interest and gives the advertiser an opportunity to deliver his message.

OK, I think we all know that the Internet is an important tool that businesses should be using for marketing purposes. Most businesses have websites and many are now using Facebook and Twitter just to mention two social media platforms. Of course, now Google’s G+ is also attracting attention and I’m sure more platforms are on the way.

Another online communication tool that has become popular is blogging.

Blogging can
1. Increase your visibility among global audiences 24/7
2. Enhance your reputation as an authority in your field
3. Build trust among those within your industry
4. Build a following of current and potential clients
5. Establish and build your brand
6. Start conversations among people whom otherwise you would never reach
7. Get your business found by search engines

Blogging can be used to spread your latest product news and offerings. But, it requires the commitment of time and perhaps a small investment. Blog articles don’t write themselves and a blog that is not constantly updated is no blog at all. A posting once every six months won’t accomplish any of the things I’ve mentioned. A frequency of once a week or even once a day may be needed for blogging to be effective. You’ll also need to build anticipation for each post leading readers back to your site time and again. Once a schedule is decided upon, a good blogger must adhere to it. So, don’t begin blogging if you are not committed for the long run.

One of the key things blogging can do is start conversations with people who might become future colleagues or customers. Be mindful of the tone. Keep it simple, conversational without using insider jargon or buzz words. Encouraging feedback is a great way to get people talking. But, remember that responding to all feedback is key. The conversation will be over if you don’t respond in a timely fashion. If done properly, readers will feel that you are truly listening to them.

Like any marketing strategy, return on investment must be considered. Since blogging requires more time than money, it could be a profitable investment. So, if you have the will and the time, try it. Begin blogging.

This will piggy back on last month’s issue where we warned about downloading images from the web and trying to print them.

For this discussion we’ll assume our images are all in 8 bit mode and the dimensions are 1” x 1”. Note that web images only require 72 pixels per inch of resolution, while printable images require at least 300 pixels per inch of resolution.

So let’s play with our 1” x 1” image. If the file is 72 ppi that means that it has 72 pixels across and 72 pixels down. At 300 ppi it’s 300×300. Both files are still 1” x 1”. Which do you think will look better when professionally printed? The 300 ppi file has over 80,000 more pixels than the 72 ppi version!

Let’s say we want to turn out 1” x 1”, 72 ppi file into 300 ppi. There are two things we can do, and chances are neither will be any good to us. We can,

1) Change the resolution to 300 ppi WITHOUT UPSAMPLING. The result is a 300 ppi file. But, instead of 1” x 1”, the image is only .24” x .24”. So, we’ve created a 300 ppi file without creating any new pixels but the file may be to small for us to use.

2) Change the resolution to 300 ppi WITH UPSAMPLING. Upsampling means that the software is going to create new pixels out of thin air based on surrounding pixels. Now we have a 300 ppi that is still 1” x 1”. But, what have we done? We’ve created a jaggy, fuzzy image that will not look good when it is printed. AVOID UPSAMPLING AT ALL COSTS.

Resolution and dimensions go hand in hand, so be careful when changing either.

Another note, pixels per inch and dots per inch refer to two different things though they transfer directly. PPI refers to file/image resolution while DPI refers to printer resolution.

For more information about graphic design terminology visit our online glossary and our FAQ pages. If you can’t find what you need to know contact us so we can add it.

How much weight does public opinion carry when it comes to changing your brand? A recent article on CNN.com got me thinking. Read ‘The internet kills Gap’s new logo’.

In this case, The Gap asked for the public’s opinion of its new logo and may not have gotten the response it was expecting. The response was so negative that The Gap is returning to its old logo. So, was asking for public input a good decision or was it a case of too many chefs in the kitchen?

Testing of logos and other marketing communications among members of your target audience is good. But, does that realistically include everyone on Facebook and Twitter? Did those commenting have to ‘Like’ the Gap page before they could respond? How many were just Debbie Downers?

From a designer’s point of view, this doesn’t feel very good. Does this mean that instead of just satisfying the decision makers at a company, we now have to consider satisfying everyone who uses social media? So, we go from one, or ten, or twenty five pairs of eyes to millions. Scary!

Now, if I had chimed in, I’d choose the old Gap logo, too. But, should I be voting?

I know that I’ve posed lots of questions and given few answers. Let me know what you think. How much control are you willing to give or give up?

So, you recently had what you thought was a great sales call. You were really pumped up because you thought, for sure, you got the business. But, in the end, you thought wrong.

Let’s take a look at this checklist to see what happened.
1. Did you go on and on about all the features of YOUR product, YOUR service?
2. Did you really dig deep to find out if the prospect really needed what you offer?
3. Did you find out what ‘pain’ you could relieve with your product/service?
4. Did you try to close the sale by asking for the business then and there?
5. Did you make arrangements to follow up after your great meeting?

Some simple adjustments could turn the situation around next time.
1. Don’t talk features. Talk benefits so the prospect knows what’s in it for him or her.
2. Recognize that not all prospects are a fit for you so ask probing questions early to find out if you can truly be of benefit to the prospect.
3. If you realize you can benefit the prospective client, clearly explain how.
4. Be open and firm, not pushy, in asking for the business on the spot. Don’t use the “What can I do to put you in [fill in the blank] today?” routine.
5. Agree on a time and method for a follow-up discussion. For example, “Is it alright if I call you on Thursday at 10:00 a.m. to follow up?”

Give it a try. Maybe a few small corrections could get your sales efforts soaring.

GrooveMaster Graphics provides top quality, personalized graphic design services. Our goal is to add to our clients’ success by enhancing their image, increasing their visibility and projecting a positive image among existing and prospective customers. As always, we’re committed to providing the benefit of maximum results at a maximum value.

JPEG (pronounced “jay peg”) – This is a compressed, ‘lossy’ (some data is thrown away) format most often used for photographs. It supports a full range of color. The format allows you to choose how much compression is applied. Large compression = smaller files and lower quality. Small compression = larger files and higher quality. When used properly, high quality JPEGs can be used for professional printing, but they are not the ideal choice.

GIF (pronounced “gif”) – This is a compressed format that supports only 256 colors. The files are very small and can be displayed on any computer. They might print OK on a desktop printer, but are not usable for professional printing.

PNG (pronounced “ping”) – This is a compressed format that was developed as an alternative to the GIF format. It supports full color and eliminates the rough edges often seen in GIFs. They are not usable for professional printing.

Important Note: Many people copy/download logos and other images in these formats from web sites, thinking they can be imported into layouts for postcards, brochures, etc. This is not correct. The first problem is resolution. Images on the web are displayed at 72 pixels per inch. Professional printing requires at least 300 ppi. Second, the dimensions of most web images are small. They can’t be enlarged without the appearance of artifacts and jaggy edges. There are other problems, as well. So, the bottom line is, if the image came from the web, don’t use it for professionally printed documents.

For more information about graphic design terminology visit our online glossary and our FAQ pages. If you can’t find what you need to know contact us so we can add it.

Have you ever heard a business owner say, “I don’t advertise, all my business comes from referrals?” Sounds like a great position to be in. Good news is that with a little effort, we all can be in that same luxurious position.

So where’s the best place to get a referral? The #1 place is from our satisfied customers. When? At the height of their satisfaction which is right after a successfully-completed project or purchase. And, as an aside, it is also a great time to ask for a written testimonial. What better place to seek referrals then from clients who already know and trust you. This type of referral is gold and so much more powerful than a warm lead or cold call. Ask your client for a personal recommendation. A recommendation from someone a prospect trusts goes a long way toward your gaining that new client. So, I suggest asking clients for a referral each time you work with them. It’s also a good idea to do so on a periodic basis.

Another avenue to take is building co-marketing strategies with trusted power partners. It’s key that the parties really know and trust each other. The power partner should be a business that serves the same kind of client you do, but is not a direct competitor. The arrangement possibly could involve monetary payments for converted referrals. If money is involved, the trust component is key.

In terms of tactics, each partner could include the others insert in mailings or with invoices. Or, add reciprocal links on your websites. Any tactic where there is cross-promotion definitely could work. Of course, if the partners can connect the parties through verbal referrals, all the better. In the end, it’s important to track the effectiveness of your power partnerships by asking how a new client heard about and came to you.

Give it a try, it’s free.