Mailing-FB-Promo

Direct Mail Marketing: What Are My Options?

Direct mail marketing continues to be an effective way to influence consumer and business buying decisions. Given the digital information overload, a direct mail campaign provides balance and should be part of every marketing program. In order for a direct mail campaign to succeed, certain fundamentals need to be in place.

Getting Started

  • Mailing list quality drives success in direct mail. Mailing information changes frequently; an out-of-date list results in a high percentage of undelivered mailings, and hence a low response rate. The best lists include known customers and prospects.
  • A good campaign strategy is also a necessity. Mailing without a clear purpose — or mailing with too many purposes — confuses recipients and crushes response rates.
  • The ability to measure success is the third pillar of an effective mailing. An example of accurate tracking: using a unique phone number for the mailing so that responses cannot be confused with phone inquiries from other sources.

 

Direct Mail Marketing Options

  • An obvious advantage of postcards is low cost. However, a well-designed postcard with a strong offer is likely to be read (there is no envelope to open) and has high impact.
  • Self-mailers. A self-mailer is a sheet of paper folded and secured to eliminate an envelope. Self-mailers are useful when your message is too detailed for a postcard.
  • Short-form letters. Brief letters, when personalized — more on personalization in a minute — are effective in building an emotional connection and when it is necessary to provide more information and/or value than a postcard or self-mailer can convey.
  • Long-form letters. Multi-page letters, often used for political and charitable fundraising campaigns, are effective for B2B and B2C as well. Long copy is persuasive for products or services that are new to the market or complex in nature.
  • Updating current customers and prospects on company and industry news provides extra “touches,” builds your credibility and helps extend customer retention. 
  • Catalog mailing is an expensive option; something you are likely to work up to as your simpler direct mail campaigns gain traction. Catalogs are a proven winner, but require a whole business infrastructure in addition to a considerable mailing budget.

 

Direct Mail

Direct Mail Postcards

Personalization

Regardless of which option(s) you select, personalizing your mailing will give response rates a considerable boost. Variable data printing technologies enable direct mailers to not only insert the recipient’s name in the address and greeting, but also to match text and imagery to the recipient’s purchasing history and/or demographic information.

In B2B and B2C, each recipient wants to feel as though he/she were your only customer. Generic direct mail pieces addressed to RESIDENT or BUYER are usually discarded immediately. Unless you have an offer so amazing that cannot possibly be refused, make personalization a key component of your mailing design.

Objectives

Mailing objectives can be separated into a few broad categories:

  • Sales generation. The goal here is to obtain an order, schedule an appointment or reservation, or induce some other action that directly creates revenue.
  • Lead generation. In B2B, a typical lead generation mailing asks for an appointment; in B2C, the purpose may be to get someone into a brick-and-mortar store or visit an online store.
  • Customer retention. In addition to presenting special offers (all customers like getting a deal), mailings geared toward customer retention are often newsletters, updates on loyalty program status, and announcements of exclusive, customer-only buying opportunities or special services.
  • Brand awareness. Brand awareness campaigns are especially helpful for products and services that are purchased infrequently, such as copy machines (B2B) or furnaces (B2C). Keeping your name out there leads buyers to think of you when the time comes for a purchase.

Repetition

As just mentioned, repetition is another important factor in successful direct mail marketing. Be mindful to avoid too much repetition. Mailing once a month is a good rule of thumb; more frequent mailings tend to annoy recipients, which will have the effect of producing even lower response rates as time goes on.

Hang in there! If your first two or three mailings fail to garner a strong response, it’s far too early to get discouraged. Recipients may greet your initial mailings with skepticism, but after receiving several, they may begin to see you are a credible business with a serious business plan.

Fashion week invites

10 Most Innovative Fashion Week Invitations

Fashion Week is a global phenomenon heralded by the metropolitan capitals of New York, London, Milan, and Paris. Though the most major shows and presentations focus on trends for the upcoming Autumn/Winter and Spring/Summer, special lines including resort, pre-fall, and capsule collections pop up in the interim across cities all over the globe.

 

While fashions are certainly the main focus, designers are coming up with increasingly innovative ways to anticipate the unveiling of their work with cleverly designed invitations. As new innovations in printing technologies continue to develop, these cutting edge designs are proving that the printing medium is long but dead.
Not to be overshadowed by apparel and accessories alone, here’s a look at 10 of the most innovative Fashion Week invitations from recent seasons past:

 

Downtown NYC darling Charlotte Ronson disobeyed the cardinal rule of dieting pre-Fashion Week fiestas by delivering her S/S 2015 invites with a special edition pizza, the “Ronsonrita,” delivered by Italian eatery Asellina.

Downtown NYC darling Charlotte Ronson disobeyed the cardinal rule of dieting pre-Fashion Week fiestas by delivering her S/S 2015 invites with a special edition pizza, the “Ronsonrita,” delivered by Italian eatery Asellina. (Source: Asellina)

Burberry Prorsum’s S/S 2014 invitation featured a laser-cut popup of some of London’s most iconic sites, giving heed to the patriotism of one of Britain’s most iconic fashion houses. (Source: WWD)

Burberry Prorsum’s S/S 2014 invitation featured a laser-cut popup of some of London’s most iconic sites, giving heed to the patriotism of one of Britain’s most iconic fashion houses. (Source: WWD)

Leave it to over the top septuagenarian Betsey Johnson to shake up her invitation game, literally, by filling prescription bottles with details on her S/S 2014 show with mints. (Bonus points go to Betsey for continuing to do a show-closing cartwheel on the runway season after season.) (Source: WWD)

Leave it to over the top septuagenarian Betsey Johnson to shake up her invitation game, literally, by filling prescription bottles with details on her S/S 2014 show with mints.
(Source: WWD)

Edgy streetwear brand KYE offered a frisbee as the invite for their S/S 2015 presentation, bringing their recurrent hand motif to life, as is originally offered by their creatively styled logo. (Source: Refinery29)

Edgy streetwear brand KYE offered a frisbee as the invite for their S/S 2015 presentation, bringing their recurrent hand motif to life, as is originally offered by their creatively styled logo.
(Source: Refinery29)

Fashion mainstay Kenneth Cole blended creativity and utility with his S/S 2014 reflective mirror invitation, allowing stylistas to check on their hair and makeup in the midst of the madness between the shows. (Source: Pinterest)

Fashion mainstay Kenneth Cole blended creativity and utility with his S/S 2014 reflective mirror invitation, allowing stylistas to check on their hair and makeup in the midst of the madness between the shows.
(Source: Pinterest)

French shoe design house Roger Vivier included a series of multi-layered laser-cut images of Parisian landmarks to set the tone for its A/W 2012 presentation. (Source: Elements Magazine)

French shoe design house Roger Vivier included a series of multi-layered laser-cut images of Parisian landmarks to set the tone for its A/W 2012 presentation.
(Source: Elements Magazine)

Korean men’s streetwear line General Idea both warmed the hands and won the hearts of their S/S 2012 show attendees by printing their invites on disposable handwarmers. (Source: Pinterest)

Korean men’s streetwear line General Idea both warmed the hands and won the hearts of their S/S 2012 show attendees by printing their invites on disposable handwarmers.
(Source: Pinterest)

Barcelona-based streetwear line Desigual is known for its showstopping prints and intense geometric designs, an aesthetic that goes without saying in their A/W 2014 origami heart memos. (Source: Cargo Collective)

Barcelona-based streetwear line Desigual is known for its showstopping prints and intense geometric designs, an aesthetic that goes without saying in their A/W 2014 origami heart memos.
(Source: Cargo Collective)

The S/S 2014 invite from Chinese designer Masha Ma reflected her signature minimalist aesthetic with clean lines and stark white debossed lettering. (Source: Wallpaper)

The S/S 2014 invite from Chinese designer Masha Ma reflected her signature minimalist aesthetic with clean lines and stark white debossed lettering.
(Source: Wallpaper)

 

As fashion design continues to evolve with the collections presented each new season, graphic designers and printers alike are gaining exposure by showcasing the multifarious abilities of their joint ventures. Trends like laser-cut stenciling and folds on creases are able to be produced at faster rates with increased efficiency, offering high quality design with more effective workflows.

 

edge-business-card-new-1

Business Card Tips: Make Yours The Right Way

Business cards play a major role in first impressions, especially in the business world.  We’ve been in print for a long time, so we’ve got our own list of tips and tricks to share. These business card tips aren’t intended to build the whole card for you–don’t worry, theres still room for creativity on your part–but they are intended to make creating your business card a lot easier. Covering everything from the paper stock to the amount of tolerable white space, the following will act as a foundation for your cards.

1) Quality Paper Stock Only

Paper Stocks

 

The paper stock that you use illustrates your commitment to quality. A card that bends and feels flimsy isn’t going to let you put your best foot forward. You don’t have to settle for cheap cardstock; using a thick, quality stock doesn’t necessarily mean it will cost an arm and a leg. For instance, Day2Day Printing offers 16pt. cardstock at affordable prices with its all it’s business cards. Trust us when we say that making the effort to choose the right paper will pay off.

2) Include a Catchy Slogan

Don’t take yourself too seriously unless you are in a super conservative industry. Use a catchy, perhaps funny slogan on the card. Make sure that it’s short and memorable, people love humor; well, most people.

3) Have Fun with Your Logo

Day2Day Printing Logo

 

If you don’t have a logo already, we encourage you to design one or have one designed for you. If you want to get creative, consider playing with the logo and putting it on the back of the card. Perhaps shrink it down or create an abstract of the logo, as long as it’s still recognizable. Adding touches of bright color (when appropriate) help bring out the logo even more.

4) Color, Yes Color

Colors (PMS)

 

Yes, use color. Black and white cards just don’t create the same type of impact as cards with color. Don’t get too carried away just yet tho. This doesn’t mean that you have to go over the top with colors. People need a place to focus their eyes and also they need to be able to see the contact info. Stick with one particular color scheme, warm colors with warm and cool colors with cool. Also, if you just want to add a bit of color but want to keep things simple, consider using dark navy blue instead of black ink for the text.

5) Use up All of Your Space

This last tip is pretty straight forward. If you can, you might want to consider using the back of the business card. One of the main reasons you would leave it blank is if you plan to write personal notes on the business cards. Otherwise, add an interesting graphic, photograph or design. This is a great spot for that logo!

Silk + Foil Business Cards

Silk Laminated Foil Business Cards: Go Above The Standard

Sometimes the standard just doesn’t cut it. Sometimes you require something more. At Day2Day Printing we are well aware of this and have kept the idea in mind while preparing our new site. With the launch this past week, we have decided to offer our clients that “something more”—Foil Stamped Silk Business Cards.

Silk Laminated Foil Stamped Business Cards

Silk Lam + Silver Foil

Silk lamination provides a smooth elegant feel to the cards, while foiling gives off a shine that’s hard to ignore. Notice how on image 1, the designer put foil stamping to good use by emphasizing a vital piece of information–his phone number.

 

Silk Laminated Foil Stamped Business Cards

Silk Lam + Gold Foil

 

Why invest so much into a business card you may ask? The answer is simple. Handing out cards like these shows that you care about presentation and makes a great first impression with new contacts. Attention to detail is big in any business, and implies a sense of professionalism. Image 2 showcases gold foil and how such a  finishing can add a vividness and sense of elegance to the simplest design elements.

Business Cards in Holder

Not only does handing out a quality business card look good, but it also provides you with benefits that you may not even think about consciously. When things are organized, clean, high in quality, a sense of trustworthiness is subconsciously associated. There’s no doubt that handing out a high quality business card is effective in getting someone to trust and remember you. Trust us when we say: “A little customization goes a long way”.

 

Source: Sean Winters http://bit.ly/1yJu8Ra

Magazines and Marketing: A Vital Connection

With the online world seeming to increase in importance in the lives of many, marketing gurus tend to overlook tried-and-true forms of publicity–like placing ads in magazines. As we all know, print is a medium that is still alive and well. Although online publications do have their place, magazine presses are still rolling and marketing teams should take note of this fact.

Benefits of Advertising in Magazines

Print magazines have several benefits for advertisers that other forms of media cannot offer. A few of the more notable benefits include:

  • Targeted audience. Magazines are specialty publications that cater to specific audiences. Whether targeted at teenage girls, golf enthusiasts, foodies, or any other group, chances are there is a publication reaching a target audience that perfectly suits your business. Advertising in such a magazine is an efficient way to ensure you reach the people who are already inclined to show an interest in your products and services.
  • Wide distribution. Magazine subscriptions reach people across the country, are oftentimes shared between multiple people, and reach more than just subscribers in places like the doctor’s office waiting room.
  • Long-lasting reach. Most people save and reread or repurpose old magazines, which means your advertisement will be seen again and again.
  • Print ads are more highly respected. Readers are wary of clicking on ads online due to the chance of a virus infecting their computer or other such mishaps. However, print ads pose no such threat. Plus, the mere fact that your ad is printed on glossy paper makes your product seem far more legitimate. Magazine ads, especially full page spreads, are far less irritating and more visually appealing than advertisements that clutter online media.

How to Maximize Your Magazine Marketing

Whether or not you already advertise in magazines, the following tips are important to keep in mind when designing and placing your ad. Like in other areas of marketing, there is no perfect formula for your campaign, though there certainly are right and wrong ways to go about advertising your product.

These tips will help your strategy be more effective, no matter what your product is.

  • Advertise in appropriate publications. The moral of the story is not that advertising in any magazine is good; you need to place your ads in the right magazines to see results. Each magazine has a target audience and a mission statement, so dig around to find publications that cater to your own target audience.
  • Use headlines and sub-headlines appropriately. Headlines are meant to grab the reader’s attention while sub-headlines should give them more information. With only a quick scan, readers should be able to know your business’s name and what you are selling.
  • Resolve to use only high resolution. Nothing looks tackier than a pixelated image, and any publication worth its salt will not run an ad that is not sufficiently high in resolution. Your ad should have at least 300 DPI (dots per inch)–regardless of the size the final print of the ad will be.
  • Use images to enhance the ad, not hide it. If your ad is heavily image-based, you will have to be cautious about your work blending in with the rest of the magazine. Striking images or other effects are great for catching a reader’s attention, but make sure your choices are tasteful, align with the style of the magazine, and make it clear what you are selling.
  • Test your ad in print before publication. Most designers know that you should make a professional-level print of an ad for final review before submitting it. Seeing the ad in print will give you an idea of how it looks in the three dimensional world and it will be easier to get feedback from others regarding the effectiveness of the ad on paper.
  • Right is better than left. Psychological studies have shown that people tend to prefer options that are on their right as opposed to their left. Take advantage of this human peculiarity and make sure that the important information – like the business’s name and call to action – are aligned to the right. If you have the option to be printed on a right-hand page, this is an added bonus.
  • Proofread your ad. This should go without saying that proofreading is essential; nothing destroys your credibility like a grammatical error. If you can’t pay attention to formalities in your advertisements, readers will doubt that you pay attention to quality in other aspects of business as well.

Advertising in magazines is a great marketing strategy that should not be overlooked in the digital age. Print is not dead, and neither are print advertisements.

Nurturing Sales Funnel

Nurturing the Sales Funnel Using Social Media

 

Imagine you live in a world where you can show everyone exactly who you are; dropping the cheesy sales-speak and turning relative strangers into loyal advocates.

Businesses are dropping the weird tricks and letting their hair down. And it’s happening through the evolving frontier of social media. Play your chess pieces right, and you can win not just a customer’s loyalty, but gain an unlikely army of promoters for your business in the process.

As for the traditional set-it-and-forget-it advertisements, you can kiss that goodbye. Statistics show that 14% of people trust ads. In fact, the vast majority is checking reviews and ratings before they even think to click the “Buy It Now” button. Feeling a little pressure? You’re not alone. Forbes Michael Fertik spoke about this challenge when saying:

“For many small businesses, social media feels like a never-ending party where attendance alone is insufficient – one must make a Big, Continuous Splash.”

But with the right strategy, even the most socially challenged businesses can make their foray into the social ocean of potential consumers.

The first step starts with awareness and interest. Seeing the trends that exist online, you can carve out a tidy niche for yourself simply by creating engaging content and responding to what people are saying online. Be careful with your content, however. Fertik speaks about establishing a level of consistency as “social users start out strong and then peter out when the demands become overwhelming.”

Nurturing a social media sales funnel is a tricky process that needs tender loving care, consistency and passion. It can be an arduous challenge, but those who can jump in the water swim to golden waves of profit and promotion. As Seth Godin noted:

“You can use social media to turn strangers into friends, friends into customers, and customers into salespeople.”

You can’t pay for respect on these tough social media streets, but you can get started in the right direction by checking out this priceless infographic on nurturing the social media sales funnel.

Beginners Guide to Infographics

The Beginner’s Guide to Designing Infographics

Maybe you’ve noticed, the type of content that gets shared by businesses has changed. It’s all about the visuals. Pictures, graphics, videos, whatever it is it better be interesting and it better be shareable. Few things are as shareable and have as much potential to drive traffic to your site as an infographic. But before you hop aboard the infographic train, you need to know that there are a vast amount of infographics out there. Your infographic needs to be majestic.

Erm, what exactly is an infographic? Simply put, infographics are images that visually represent information. They break down complex data into easily digestible pieces that are appealing to a wide audiences.Hopefully, your infographic is so interesting/shocking/funny/relatable that people will feel compelled to share it, spreading your brand far and wide (great for both brand awareness and SEO!). No matter what niche you’re in, there is always a way to make a generally appealing infographic.

Exhibit A: Here’s an infographic created by a tax services company on the history of food trucks. Is anyone interested in taxes? No. How about food trucks? Who isn’t! See what they did there? They took a tangentially related topic, food truck taxes, and made a widely appealing infographic that people are actually interested in.

History of Food Trucks
History of Food Trucks Infographic by Liberty Tax

That’s interesting and all, but why should I spend my time and energy on shareable digital images? Sure, infographics are fun for audiences to look at, but, from a business standpoint, are they effective? The basic answer is: Yes. In fact, businesses who utilize infographics in their marketing strategies see a 12% growth in web traffic over those that don’t. Why? As described in this handy infographic about infographics, infographics are successful because they:

• Educate and inform their target market about their brand.

• Appeal to the 90% of the brain that is designed to process visual information.

• Increase search visibility.

What is an Infographic?
Created by Customer Magnetism.

You sold me. So, what makes a majestic infographic? Data and design are both absolutely critical for success. For an infographic to be successful, it should include:

• Accurate data from reliable sources. If you can procure your own data from a survey or other study, great. If not, using a dependable source is critical (think government surveys, think tank reports, data released by large corporations, etc.).

• A clean design that combines easy-to-read text and a combination of bold and muted colors.

• Data that appeals to your target market and is relevant to your niche.

• An easy to follow flow – start with the basic, wider information and funnel it down to the details as you go.

• White space. Your infographic shouldn’t be so crowded with information that viewers are overwhelmed and immediately click away.

The example below, by a company specializing in caring wildlife control products shares in-depth information relating to the exotic pet trade. It presents data and statistics that matter to individuals interested in a manner that’s easy to read and comprehend. The use of white space adds to its effectiveness. Watch and learn. But what about my business? Is anyone really interested in sharing content about flux capacitors? (Answer: yes. Always)

Perhaps you’re unsure of whether infographics would be right for your business. The simple, basic truth is that any business can find an idea for a highly sharable infographic in their niche. Take a look at how a car parts dealer used their infographic. The infographic doesn’t focus on car parts, but cars in general. By focusing on the most and least ticketed cars, it becomes relevant to every person that drives a car, not just those that care enough about their car to seek out specialty replacement parts.

Please include attribution to https://blog.cjponyparts.com/ with this graphic.

The Most and Least Ticketed Types, Makes, and Colors of Cars

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So how do I come up with these intriguing, widely-appealing topics? The key to a successful infographic is relevancy. For an infographic to be interesting enough to motivate your target audience to share it across the web, it must be relevant. This means that in order to develop an infographic topic, you should:

• Consider the interests of your audience. What matters to them?

• Think about your business. What products and services do you provide? How can these be influential in creating a useful graphic?

• What information could you easily collect data on? For an infographic to be successful, accurate data is critical. What news sources and industry leaders do you pay attention to or monitor? How can you impart this information to your target market?

• Chances are, you’ve positioned yourself as an expert in one area or another. What questions do your customers regularly ask you? The more complex answers could make excellent infographics.

• What’s happening in your industry? If there’s a news topic that could use some explaining or something you’ve heard discussions about lately, use it!

I’m done with my infographic! What was that you said about sharing it? Infographics exist to be shared. The more majestic your infographic, the more it is begging to be spread far and wide across the interwebs. Try these some of these tactics:

• Share the infographic on your website and blog. You want to drive traffic and to create a permanent home for your new creation.

• Post links and previews to your infographic on your social media pages. This allows you to get in front of your fans and followers in real time.

• Ask your followers to share your infographic and make it easy to do so. Be sure that social share buttons are available on your brand’s website.

• Don’t forget your email lists. Your email lists and social media followers may be different groups.

• Make sure your infographic is branded with your company logo; you want your infographic to be shared elsewhere, but you don’t want to lose credit for its creation.

Creating an infographic doesn’t have to be a long, confusing process with unknown results. If you pay attention to this comprehensive guide, you’ll have your very own majestic infographic in no time.

http://www.africandigitalart.com/2012/02/design-indaba-day-1/

Famous Designers | Eddie Opara

Recently, Fast Company placed Mr. Opara on their January 2014 list, “Most Creative People in Business 1000.”

Fame in the graphic design world, however, typically does not come with the fanfare you would see on the red carpet. If you asked Eddie Opara during one of his university lectures, interviews, or Ted X talks who he is wearing, he may not say Prada. If you asked Prada, however, about the artists that have designed their environmental graphics for their New York Prada Epicenter, then you will definitely hear Mr. Opara’s name. He may not be on Hollywood’s A-List, but he’s on several people’s short-lists of famous designers.

Mr. Opara’s clients have ranged from Prada to Morgan Stanley, from UCLA to Studio Museum in Harlem, and from The New York City Department of Design and Construction (DDC) to JWT — the list being almost as eclectic as his artwork.

A Londoner with an MFA from Yale — where he is now a visiting critic — Eddie Opara currently works as a partner at Pentagram, the world’s largest independent design consultancy. He is an artist who is constantly searching for the interesting tangent to the normal path to find solutions that excite him and others and broaden his collection of strategy, technology and design work. His collection includes traditional print, infographics, interactive tables, software and multimedia — to name a few.

Below, we explore this transformative artist through five of our favorite works from his multifarious collection:

Color Works | Design Book

Book Final

http://new.pentagram.com/2014/02/new-work-color-works/

Color Works, a book co-written and designed by Eddie Opara, provides designers with everything they need to know about color in relation to design. It provides insights on scientific theories and the cultural significances of color. This collaborative piece helped Eddie analyze his own use of color and demonstrates Opara’s talent to tell a story through visual and graphical representations.

St. Regis Hotel Wine Bar | User Interface

http://new.pentagram.com/2010/10/eddie-opara-joins-pentagram/

Opara designed the user interface of this interactive installation at the St. Regis Hotel wine bar inside New York City’s Adour restaurant. The technological design helps people learn about wine by simply flipping the virtual petals displayed on the table in front of them. This design reinforces Opara’s belief that people should utilize tools and technology to share knowledge.

Stealth | Poster/Wallcover

Steath Poster | Wallcover

http://new.pentagram.com/2010/10/eddie-opara-joins-pentagram/

Opara’s use of black and white geometric shapes in this Stealth Poster/Wallcovering mimics the form of Stealth Bombers. Inspiration for this work came from the book, “The Invisible Man” by Ralph Ellison, which explores the struggles of being African American in the early 20th century. Opara’s piece is a physical representation of being literally visible, but figuratively invisible — a subject that really impacted and influenced him in his youth.

Sorg Architects | Identity

Oparas Identity Design for Sorg

http://new.pentagram.com/2010/10/eddie-opara-joins-pentagram/

Sorg Architects is a female-owned company that, among other services, designs modern architecture in urban settings all over the world. The owners wanted a logo that represented what they believed in rather than their gender or a gender. Opara met the challenge by creating virtual letter blocks that display Sorg’s focus on construction, organization, modularity and transformation — as well as Opara’s playfulness.

Platform | Idenity at MIT Media Lab

Platform | Identity

http://new.pentagram.com/category/partners/eddie-opara/page/2/

Platform is a nonprofit organization aiming to increase the interest and participation of underrepresented groups — particularly African Americans, Latinos and Americans — in technology and entrepreneurship. In pursuit of this mission, Platform aims to provide these groups access to leaders and role models and help them cross currently limiting boundaries. The achievement of this goal is symbolically represented in the directional signage designed by Opara that extends from the wall across the floor to form a distinct boundary that is repeatedly crossed by people within the space. The identity is intended to be adaptable and flexible as Platform grows — much like Mr. Opara’s approach to his artistry.

 

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4 Easy Guidelines to Designing a Lookbook

Working directly with print on a daily basis, I have seen my fair share of fashion lookbooks and catalogs. Seeing as Fashion Week is on approach, I thought it appropriate to put together a brief checklist of tips I found to be quite useful in designing a lookbook.

 Product has to be centralized:

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You don’t want to have your lookbook full of pages that make it hard to tell what it is you’re actually trying to display. You want your viewer to easily identify your goods and not have to spend too much time scanning each page. In checking this, I like to use a personal method of mine that I’ve named the “stop sign rule”. The reader should be able to clearly identify what is being showcased on the page, within the time they should spend at a stop sign. Any time longer than this to identify a product, in my opinion, could cost you your readers attention. If any additional content is required for a page displaying a product, such as text, a rule of thumb i like to use is, that it should never take up more than ¼ the page.

Categorize your products:

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If you’re selling different categories of products, make sure they have some sort of grouping. For example, a company displaying hats, shirts, pants, and shoes, should have a method for keeping each category together. Whether they have there own section of the lookbook (front, back, or middle), or are grouped on individual pages, its always nice to see products together. Having similar products in a designated area in your book help readers to refer back to a product that caught their eye, with ease.

Image quality:

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This one may be obvious, but I thought it important to mention nonetheless. One of the most significant elements of your lookbook is going to be the detail in each of the products. You want to be sure that you have a high enough resolution on each of your images so that they come out sharp and crisp. At the very least, I recommend submitting files that are 300 dpi in resolution to avoid any kind of image distortion. A misconception is that people think they can up the resolution by bumping it in photoshop. This is not the case. In order to achieve a true resolution, the original image must be at or above the desired resolution.

Feel and look of the book:

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When it comes to what type of paper stock and type of finish you use on your book, it’s not necessarily always a “make-it or break-it” deal, but it does make you and your book stand out.  Lay out all the content for your book before deciding on its material and finish. Standard paper stocks that you usually see used in lookbooks include the 100lb gloss or matte book for the insides, and the 100lb cover stock for the book covers. I always recommend adding some sort of customization to your book to make it stand out. One option I am particularly fond of in lookbooks is when matte paper is used for the inside pages. It provides a smooth feel when flipping through the book. Although, one thing to be aware of is that images may not look as vivid as a gloss stock would.

 

Holiday Gift Tag Printing

Holiday Design Printing

The Holidays are on quick approach. It’s always exciting to see the different designs people come up with when printing. Holidays almost always turn up some of the most creative and visually appealing designs. You too can turn digital artwork into tangible items. Day2Day Printing is here to help bring your creative ideas to life. Take a look at these inspiring designs intended for print:

Holiday Postcards

Nick Matej

Holiday Card Designs

Postcards with a Holiday theme are sure to put loved ones and friends in the spirit.

Christmas Greeting Cards

Alice Young

Holday Greeting Cards

A nice set of simple, yet elegant Christmas Greeting Cards.

Thanksgiving/Christmas Event Poster

Travis Purringotn

Holiday Poster

A creative and nicely done event poster.

Christmas Themed Stickers

Federico Bonifacini

Christmas Themed Stickers

A set of brilliantly designed Christmas stickers.

Seasonal calendar*

Yanna Chintsova

Seaonal Calendar

A beautifully done calendar that reflects the change in season as each month passes.

*To see the rest of the calendars’ design, just click the image to visit its url.

Hopefully these creative designs gave you some inspiration. Seeing your creative visions realized in print–something tangible is always an exciting experience.

 Featured Iimage by: Nick Matej @ http://bit.ly/17Qbi1e