You can write the most compelling copy possible, but if your final type is too hard to read, it will simply die on the page. Take a look at all of your marketing materials. Are you breaking any of the following rules?
• type that is smaller than 10-point
• more than two lines of centered type
• type that’s justified on both sides
• more than three lines of reverse type
• sentences longer than 15 words
• paragraph blocks that are more than six lines long
If you answered yes to any of the above, chances are you are losing readers. We do recognize that there are exceptions to the above rules, but if you want people to read your text, then make it easy to do so.
The predictable stock photo or, worse, the even more predictable (and often cheesy) clip art are so obvious that no one pays attention. And very often, they reflect a poor image of your company or product. Visuals are very critical components of your marketing messages. This is not the place to get cheap or lazy. This is the place to be creative and shine. Don’t allow the visuals to lessen the impact of your overall message.
In today’s world of desktop printing and on-the-fly graphics, many marketers have forgotten the value of the press check. Why create great graphics if they are not produced to their fullest potential?
A good production manager is worth his/her weight in ink. They not only save you time and money, but they can make your printing dollars go much farther and increase the quality of the finished product. They understand color, inks, printing processes, vendor capabilities, paper selection, press sizes, printing techniques such as duo-tones, emboss and deboss, aqueous coatings and much, much more. These are all critical elements in creating the highest possible quality.
Here at Gumas, we are very fortunate to have a staff of highly experienced production professionals. Here are a few things that we look for when we do our press checks that you may want to incorporate if you do your own.
- Check the color. Look for variations between your original expectations and the proofs. We pay particularly close attention to screened areas to make sure they are not lighter or darker than we want. Also, we always ask for densitometer readings of the color bars and check them for slurs.
- Check the text layout. Look closely to see if the text wraps correctly from line to line. Look for any fonts that may have changed or shifted. In today’s digital layout world, it’s not uncommon for files to get changed from the original file to printer’s proof and to the actual plate, especially if it has been sent electronically.
- Check to see if the photos are properly placed and cropped.
- On multiple page projects, ask to see a paper “dummy” and the folded, backed-up proof. This will allow you to check the page sequence and final assembly. Check for creep and folding, especially crossovers. We always make sure to trim and fold our proofs, just to make sure the layout is correct.
- For digital projects, be sure to request that your proof be printed on the actual stock whenever possible. Always get an ink draw down, especially if you are printing on a stock that is color or off-color. This gives you a real idea of what the final piece will look and feel like.
- Check the ink for consistency, especially where large solids are present, and ghosting and streaks on back-up.
There are obviously many more signs to look for. We feel that these are the most basic and common and should be a critical part of any press check.
Image and brand is critical to your company’s success. And a press check is a great way to make sure your printed materials project your company’s best image.
Until next month…
Many companies utilizing print media as part of the media mix, be it magazines, newspapers or newsletters, can’t always afford to use full-page ads every time they advertise. Advertisers should consider small space ads as a tactic to extend the impact of their existing media budget.
Small space ads can be extremely effective. But all too often they are executed poorly, or they are not properly integrated into the overall media strategy. And guess what… they fail.
If you are going to use print advertising, and don’t have the media budget of your larger competitors, you should utilize tactical small space advertising as a way to make your budget and marketing impact go further.
Here are some tips to help you reap the benefits from tactical small space advertising:
- Remember that you only have two to three seconds to grab the reader’s attention.
- Don’t try to fit two tons of potatoes in a one ton truck. The most common mistake is to pack your small space ad with too many images or too much copy.
- White space and simplicity are your best friends.
- They have to be able to read it. Reducing the size of the type is only practical to a point. Try not to go smaller than 11-point type.
- Use one strong single image that tells the story quickly.
- When possible, use color for emphasis. Color will help grab attention and guide the flow of your ad for increased effectiveness. However, there are some exceptions to this rule. Ask your advertising agency for guidance on this if you’re not sure.
- Show your ad to a target sample. If they can’t understand the ad in five seconds or less, start again.
Don’t let a small advertising budget minimize your potential effectiveness. When done right, small space ads can be a very powerful tactical tool that will help you generate more response for less money. So think small and watch your profits grow.
Until next month…
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