Color influences us in many ways. It affects our thought process, guides our emotional response, and can even provoke a physical reaction. We use color-based phrases to describe emotion (seeing red, feeling blue or being green with envy) or attribute characteristics (cowardly yellow, black hearted, red blooded). Lack of color is associated with deprivation, while vibrant color connotes richness and vitality.
It has been more than 20 years since Paul Brainerd, the founder of Aldus Corporation, coined the term desktop publishing to distinguish his software program PageMaker from professional typesetting. Over that time period, typesetting has migrated from the world of commercial printing and publishing to homes and offices. The quality of type produced by today’s inexpensive and readily-available software programs is very different from the primitive appearance of type generated by early desktop publishing programs.
Commit the seven “deadly sins” of direct marketing at your peril!
Good copy and presentation is easy to recognize after the fact – it got results. What comes a little harder is recognizing what will work – and what is doomed to fail – before your direct mail package drops in the mail. These fundamental flaws can undermine any direct marketing campaign.
Whether you use them for product identification or shipping, for security or promotion, or for any other use, labels are a part of every business’s inventory of printed items. The earliest use of labels was for product identification; uses now include a wide range of applications across many industries.
Label, sticker or decal?
For most businesses there is more than just one typical customer, and many ways to reach each of them.
All marketing is a substitute for face to face conversation, and it follows that the more you can tailor your advertising messages to the specific needs and concerns of each reader, the more effective it will be. Segmentation is a way to work toward that ideal economically, by looking at your universe of customers and breaking it down into smaller groups, or segments, and delivering messages that appeal to the motivating concerns of each group.
You’ll generate more sales with a brochure if you first determine its specific purpose and goals.
Develop a use strategy for a brochure, product presentation kit, sales flyer or any number of other print media pieces first, before you concern yourself with creating and printing it. A use strategy simple means that you determine exactly how you will “use” the brochure, so your investment in it will generate a pre-set sales goal.
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