How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

December 30th, 2011

How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

January  2012

Vibrant colors add an exciting dimension to your marketing materials, but no one has to tell you 4-color graphics cost a lot more to print than black and white or 2-color graphics. How do you determine when it’s cost effective to go the distance and get full color?

In my experience, items such as book covers and video/audio/CD packages need to sell themselves on appearance alone. Often impulse buys, these items merit vibrant colors and attention-grabbing graphics or they fade away on the sellers’ shelves. By a phenomenally higher percentage, buyers are more likely to purchase books with a professionally designed, full-color cover than with an amateur cover that has only one or two colors.

For author Lin McNeil, I designed the second edition of her 7 Keys book cover using fresh graphics and full-color printing. Notice how the full-color cover jumps off the page compared with the original two-color version.

Before

After

When a portrait makes up the central graphic element in your piece, you want it to evoke a warm, personable feeling from the natural flesh tones of a full-color original photo. Add to that a colorful garment and action pose. Together, these color elements draw attention to the photo, which is what you want!

In Diane Sieg’s flyer, notice how her personality comes alive with the use of full color. As a result, the most important graphic element—her colorful fun portrait—becomes the focal point of the page.

Before

After

I recommend cutting back to 2-color graphics for your printed stationery and newsletters. That way, you can save your money for full-color printing on projects that demand more pizzazz—those have to jump off the sellers’ shelves.

Eye-Popping Tip: Printing full-color graphics on a traditional offset press becomes cost-effective in quantities above 1000. In many cases, a quantity of 500 usually costs only $30 less than a 1000. Why? Because the printer’s set-up charges make up most of the initial cost.

Want an alternative to offset printing? Consider opting for digital printing or color copies for quantities below 500. Color copies are priced per page without an initial set-up charge. Do your research and determine where the price break is for the quantity you want to print. That will help you decide which option to choose.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

Do your marketing tools focus on YOU or your PROSPECTS? Take a quick quiz!

November 29th, 2011

December 2011

A client pointed out that the projects my team and I create – websites, one-sheets, and other marketing tools – successfully “encapsulate” what the target audience really wants; they don’t simply describe the product or service being sold. In other words, the copy focuses on the benefits and results the target audience receives. I asked my team member Patrice Rhoades-Baum to address this idea. Patrice is a marketing consultant specializing in branding for solopreneurs and micro-businesses, and she’s an expert copywriter for websites and one-sheets.

Do your marketing tools focus on YOU or your PROSPECTS? Take a quick quiz!

By Patrice Rhoades-Baum

Decades ago, I learned this marketing maxim: Your customers are always listening to radio station WIFM: What’s In it For Me? It’s a well-worn phrase, but it’s right on the money.

Throughout my 30-year marketing career, I’ve held onto this adage like a touchstone in a pocket. Why? Because WIFM reminds me to focus on the prospects and their needs or challenges. WIFM reminds me to look for the top benefit or result that prospects receive, whether I’m branding a client’s business or writing copy for websites and one-sheets.

Remember: It’s about THEM. It’s not about you.

Weirdly, the key messages in your brand, on your website, and in your marketing tools shouldn’t place the emphasis on you, your services, or your products. Instead, the focus should be on the prospects’ needs and how your services and products meet those needs. For many solopreneurs, this is a 180-degree shift in thinking.

Why is benefit-driven copy important?

Copy that clearly states the top, resonating benefit helps prospects quickly connect the dots and answer their key question: “What’s in it for me?”

Example 1: Let’s say a corporate manager seeks a teambuilding expert, visits a consultant’s website, and sees this tagline: “We Are the Teambuilding Experts.” The prospect’s response: “Hmm, I know what this business offers, but can this consultant successfully address my challenge? I need to spend more time at this website – or go to another website.”

Example 2: The manager visits another consultant’s website and sees this tagline: “Create a Dynamic, Inspired Team of Leaders.” The prospect’s response: “I’ve landed at the right place! This consultant gets my immediate need – and my long-term goal. I’d like to learn more.”

Is your marketing copy YOU-focused? Take a quick quiz!

Go to your website and print out your Services page (or your Home page, a landing page, or an article you’ve written). Now follow these two steps:

  1. Circle the words we and our in red, count them, and write down the number.
  2. Circle the words you and your in blue, count them, and write down the number.

How did you do? Ideally, the words you and your appear more frequently than the words we and our. If not, rework sentences to shift the focus to the prospect.

Here’s an example:

  • WE-focused: We have provided reliable, award-winning products since 2003. Plus, we offer our customers 24×7 customer service.
  • YOU-focused: Since 2003, customers like you have turned to us for reliable, award-winning products. Plus, if you need assistance, our 24×7 customer-service reps are here to help you.

With benefit-driven marketing tools, your prospects will instantly grasp the top benefit without puzzling out “how does this relate to me?” And they can immediately answer their key question: “What’s in it for me?”

About Patrice Rhoades-Baum, Branding & Website Expert

Specializing in Small-Biz Branding and Expert Copywriting for Websites and One-Sheets

Backed by 30 years of strategic marketing communications, Patrice teams with professional speakers, authors, and consultants to clarify their brand and write copy for their new website and one-sheet. An expert copywriter, Patrice has been published in Fortune magazine. She is creator of the forthcoming product Nail Your Brand: A 5-Step System to Brand Your Business. Learn more at www.BrandingAndWebsites.com.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

Common Acronyms Used in Publishing, Printing, Design and Graphics

October 25th, 2011

November 2011

Common Acronyms Used in Publishing, Printing, Design and Graphics

Are you stumped by new acronyms that have suddenly as popped up and become part of the current lexicon in the publishing, marketing or advertising arenas? I’ve notice new acronyms are born whenever there is a new leap in technology, such as the emerging field of ebook publishing. Here are definitions of some common and newly coined acronyms you’ll be sure to hear about, if you haven’t already.

AI — Adobe Illustrator

A vector-based graphic file format developed by Adobe.

BMP — Bitmap

A raster-based file format.

CMYK— Cyan-Magenta-Yellow-Black

A four-ink color system used by printers to print full color images. This is “process color” printing.

CTP — Computer to Plate

A technology used in the printing industry. A desktop-published document is imaged directly onto a computer plate, skipping the film negative state.

DPI — Dots Per Inch

A measurement for gauging resolution in printing. In printing it refers to the number of dots placed in a line within one linear inch in a halftone image.

DRM — Digital Rights Management

A proprietary file encryption that helps publishers limit the illegal sale of copyrighted books.

EBOOK —  Electronic Book

A book in electronic form. Ebook files have file extensions of .mobi, .prc, .pdf, or .epub.

EPS — Encapsulated PostScript

A graphics file format developed by Adobe.

EPUB — Electronic Publishing

A file format for electronic books and Web publishing. The Apple ipad tablet with the ibookstore app, the Sony Nook, and the Adobe Digital Editions application all use this format to open ebooks.

FTP — File Transfer Protocol

A standard network protocol used to transfer files from one server to another over the Internet. Very efficient and fast.

GIF — Graphics Interchange Format

A file format developed by CompuServe and is used for bitmap images used on the Internet.

HTML — HyperText Markup Language

Standard coding protocol used for formatting and displaying text and graphics on the Internet. This language is used in formatting ebooks now too.

ISBN — International Standard Book Number

A unique 13-digit book identifier. Publishers purchase a separate ISBN number from Bowker.com for each book and every format of that book.

ISSN — International Standard Serial Number

An 8-digit unique identifier for a printed or electronic periodical publication.

JPG — Joint Photographic Experts Group

A file format was developed by the this group to standardize compressed graphics files. Often used for images on the Internet, photos and large graphics.

LCCN — Library of Congress Control Number

A serially based system for numbering catalog records (books) in the Library of Congress.

MOBI — Mobipocket

A file format for ebooks used on the Amazon Kindle, Mobipocket Reader and other ereader devices.

OCR — Optical Character Recognition

Software that scans images of handwritten or typed words and translates them into editable text. It is widely used to convert printed books and other large documents into electronic formats.

PDF — Portable Document Language

A versatile file format allows you to view the document on a variety of platforms (Macintosh, PC, UNIX, etc) using the free Adobe Acrobat reader.

PHP — Hypertext Preprocessor

A scripting language used to create dynamic web pages

PMS — Pantone Matching System

A proprietary color ink system by Pantone. These premixed spot colors are used in the printing industry.

PNG — Portable Network Graphics

A file format for bitmap images that incorporates compression. It was created to replace the GIF format for Internet graphics and photos.

POD — Print on Demand

A printing technology that allows individual books to be printed one at a time, as they are ordered.

PPC —  Pay Per Click

An Internet advertising model to direct traffic to websites. The advertisers pay the publisher (i.e. Amazon) each time the ad is clicked.

PPI — Pixels per inch

A measurement for gauging resolution in video or printing. In video it refers to spacing between the red, green and blue dots and in printing, it’s the number of pixels that appear in one inch.

PRC —  Palm Resource Code

An alternate file format for ebook documents used on Amazon Kindle, Mobipocket Reader and other ereader devices.

QR Code — Quick Response Code

A square matrix barcode made up of little black and white squares. You’ll see them printed on products, marketing pieces and ads. When you use your smart phone to scan them, you’ll be taken to a website where a video or more information about the product or service is found.

RSS — Resource Description Framework (RDF) Site Summary

A family of web feed formats to publish updated works such as blogs, audios and videos.

SEM — Search Engine Marketing

A form of Internet marketing that promotes web page visibility in search engine results.

SEO — Search engine Optimization

The process of improving a webpage rank with search engines such as Google.

TIF — Tagged Image File

A format for raster-based images such as photos.

URL ­ — Uniform Resource Locator

The address of a particular file or page on the Internet. It usually begins with http://www as in: http://www.macgraphics.net

XTML — Extensible HyperText Markup Language

An update of HTML which works as well or better than HTML, but has certain additional requirements in coding.

FROYO — Frozen Yogurt

Just seeing if you’ve read through the whole list!

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

What are Your Options for Binding Books and Other Materials?

September 28th, 2011

October 2011

What are Your Options for Binding Books and Other Materials?

Just as you have many choices for printers, paper, and folding, you’ll find lots of options for binding your projects, too. Each binding method has a specific benefit, whether it’s low cost, durability, or the ability to lie flat when open. Be sure to ask your printer for advice on choosing the appropriate binding for your project.

Here are some of the most common binding methods and applications for each of them.

Case Bound (Hard Cover)

You would likely choose this kind of binding for reference books, archival materials, textbooks, children’s books, and gift books.

With case bound binding, the signatures of paper (usually one signature is 32 pages) are glued together, then glued to a gauze strip. After that, the entire book block is glued with end sheets onto hard covers. For added durability, the signatures can be sewn together first, allowing the book to lie flatter than a perfect bound book (see on the next page) but not as flat as Wire-O® or spiral bound books (see on the following pages). The spine of the book can be squared or rounded depending on the equipment that the case binder has. Notice it has hinges (grooves) along the edges of the cover near the spine.

Some hard covers feature printed artwork laminated to the boards. Others can have dust covers, which are the paper “jackets” you see on books. Those books with dust covers usually have a cloth covering on the boards. Alternatively, they could have paper covers that look like cloth, but are less expensive. The title of the book may be foil stamped onto the spine and/or front cover.

Perfect Bound (Soft Cover)

Most commonly used for paperback books and documents, soft covers are bound in a similar way as hard cover books. Perfect binding is also used to bind novels, annual reports, and self-help books.

With this type, after the signatures are gathered, the spine is ground to create a rough surface and then glued to a paper cover. For added durability, the spine can be notched (cut with v-shaped slits), allowing more surface for glue. This is called notch-perfect binding. While the glue is still hot, the paper cover gets wrapped around the spine. Alternatively, you can ask to have the signatures sewn instead of glued. The sewn option allows the book to open somewhat flat, though not as much as other kinds of bindings.

Otabind or Lay Flat

Otabind or Lay Flat binding is frequently used for technical manuals, directories, cookbooks, and reference books. In this type of binding, the signatures are gathered and glue is applied to the spine, then the book block is capped covering only the glue. The capping is side glued and a cover is applied, adhering only to the side glue and detached from the spine. This particular process was patented, but the patent has expired, which is why you’ll hear the term “Lay Flat” binding more often than Otabind.

Its advantage is in its name; a book with Lay Flat binding opens completely. You’ll find it’s much easier to use a cookbook that lies flat on a counter than one you have to hold in your hands to read.

Spiral Bound

You’ll find that spiral binding is well suited for short prints runs of reports, brochures, presentation materials, workbooks, and manuals.

With this type of binding, the cover and interior pages are punched with holes through which a single plastic or wire spiral is inserted. You’ll find the plastic spirals available in many colors and wire spirals mostly available in black. This versatile, inexpensive binding allows the pages to lie flat, although they may not align exactly. Beware: The ends of the spiral can snag fabric and other things.

Wire-O® Binding

Used for reference manuals, address books, cookbooks, and journals, this type of versatile, durable binding will allow the pages to lie perfectly flat on a counter or table.

With this type, the cover and interior pages are punched with holes through which a double looped wire is inserted. Why a double looped wire? Because it allows for nearly perfect alignment between pages. Ask your designer or printer for additional variations available.

Saddle Stitched

Used on thin booklets, brochures, newsletters, and catalogs, saddle stitching is among the most widely used and inexpensive kinds of binding available.

With this type of binding, the signatures are all gathered and folded together. Then they are placed over a “saddle” and stapled along the spine. The book lies relatively flat, but it doesn’t have a spine and may not last under heavy use. Quick to assemble, saddle stitching can accommodate gate folds and foldouts.

If your document is thicker than a quarter of an inch, you likely won’t be able to use this style of binding.

Side Stitched

Also a fast, easy, and inexpensive type of binding, side stitching requires a minimum of a one-inch margin on the spine side. It’s commonly used for digitally produced documents, manuals, and large brochures.

With this type of binding, the loose pages and cover are stitched together with staples on the outside of the book block. The cover can be two sheets or one sheet wrapped around the spine. It won’t allow the pages to lie flat and thickness of the document is limited.

From these choices, it becomes clear that various applications call for different kinds of bindings. Ask your printer for the kind best recommended for your project.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

What to Consider When Buying a Desktop Scanner

August 29th, 2011

September 2011

What to Consider When Buying a Desktop Scanner

In this digital age most photos are created as electronic jpg files inside our cameras, but sometimes we need to scan old photos, drawings or paintings as digital images for projects. Currently we are designing the cover and interior or a biographical book. Many of the old photos we plan to use in the book were taken decades before the invention of the digital camera.

I would like to share some basic information about scanners so you know what to consider when buying a scanner. Some of our clients prefer to scan the old photos and give us the files.

Scanners are popular tools for doing desktop publishing and web design. You’ll find a wide range of scanners available—from a low-cost black and white hand-held variety to high-quality, professional color devices. For the highest quality, printers and service bureaus use expensive drum scanners. The high-quality scans they produce are required for high-end printing projects such as book and magazine covers, images for coffee table books, and advertisements. A skilled operator using a CCD (charge-coupled device) flatbed scanner can produce similar high-quality scans.

Optical Resolution

When determining which scanner to use for your work, look for optical resolution specifications. These are two numbers that indicate how many pixels per inch (e.g., 600 x 600 PPI) are scanned in each direction. (I suggest you ignore the interpolated resolution numbers—these are measurements made when the scanner inserts new pixels between scanned ones.)

How much resolution your scan needs depends on how you plan to use your scanned images. For example, photos for offset printing are usually scanned at 300 PPI. Line art (such as black and white pen and ink illustrations) for offset printing need to be scanned at 1200 PPI to ensure that the lines are smooth. Images to be printed on desktop laser or color inkjet printers are scanned at 100 to 200 PPI. Photos and line art for the Internet are scanned at 72 PPI while images for PC-PowerPoint presentations are 96 PPI. Text that will be converted to text characters (using OCR technology) are scanned at 300 to 400 PPI.

Eye-Popping Tip. Always scan your images at the final size you plan to use them. Do not enlarge your scans, as they will lose resolution.

Dynamic Range

Most flatbed scanners have a dynamic range of about 2.4. If you need to display better detail in shadow areas or you plan to scan negatives and slides, you may be better off using a top-quality color flatbed or drum scanner that can provide a dynamic range of 2.8 to 3.2.

Bit Depth

Most color scanners are at least 24-bit, which results in near-photographic quality in terms of the range of colors. Scanners that are 30-bit and 36-bit can capture billions of colors. I recommend these for scanning slides and negatives, but beware that few software packages can open these files. Note: Not all monitors can display 24-bit color. If you’re using an 8-bit (256-color) monitor, then a 24-bit image may look blotchy on screen.

Other Considerations

In general, CCD (charge-coupled devices) produce better scans than low profile, less expensive scanners. Make sure the scanning bed is large enough for your documents. Consider the scanner’s speed and determine if you need a slide adapter. Sheetfed scanners take up less room on your desktop, but you can’t scan a 3-D object or book using this kind of scanner.

An option that may come with a scanner and affect its cost is software. Yes, you will need to have photo-editing software (such as Adobe Photoshop) to create quality scans, especially from less-than-perfect originals.

Eye-Popping Tip: OCR (optical character recognition) software allows a scanner to read handwritten or printed text, then convert it into text characters that can be read by any word processing software. OmniPage and Text Bridge are examples of two OCR software programs.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.