January/February, 1998
Previous Lasting Impressions Now Archived
Thank You...
MacMillan Graphics would like to thank all of you
for making 1997 such a great year. Best wishes to you and yours for a joyful
and prosperous 1998. We look forward to our continued relationship. Have
a wonderful year!
The rest of the story...
More of Robin Williams' 13 telltale signs of a do-it-yourself desktop
publishing job:
- Borders around everything. Empty space itself is a border,
and it doesn't make the designer seem insecure.
- Half inch indents. This as another throw back to typewriters.
A standard typographic indent is a space as wide as the point size of the
type. (10 point type gets a 10 point wide space.)
- Hyphens for bullets. The round-dot bullet is better.
- Outlined shadowed type. When you let the computer add
the shadow with the click of a button, you have no control over how big
it is. Most of the time it looks junky.
- Twelve point type and auto leading. Copy for a paragraph
should be 10 or 11 point. Leading should be 1 or 1.5 points larger than
the type.
- Underline. An underline means one thing: "Italicize
this word."
- All caps. All caps are more difficult read. If it's a
script font, all caps is impossible to read.
E-ya later...
E-mail can be a great way to promote your business
on-line! By including information about your business in your e-mail signature
(such as: your physical address, a brief description of services or products
offered, even current specials), you will encourage potential customers
to call or even visit your business. Given the choice, it's always better
to meet prospects in person than through a computer screen.
Picture
perfect...
Make any marketing piece more effective by getting the product into
the reader's hands. This does not mean give him a sample, but visually get
the product closer to him. People need to take a car for a test drive. The
closer they get the product to them, the closer they get to wanting it.
Do this by:
- Making photos and illustrations as large as possible.
- Cropping out all unnecessary material.
- Involving the reader in the picture. Have life-size hands
coming in from the side of the page that could be his.
- Showing the product in actual use, if possible.
Quote of the month...
"Take a chance! The man who goes furthest is generally the one who
is willing to do and dare." Dale Carnegie
Previous Lasting Impressions Now Archived
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