Our friends Print-Print, across the ocean in the U.K., came up with this fun, but also inciteful Infographic on ‘How To Really Annoy a Graphic Designer.’ We have posted articles and stories, over the years, on how to make the printing process smooth for Graphic Designers, so this is a good look at the challenges Graphic Designers have with their own clients. We hope you enjoy it!
Most people, if asked, will agree that color can be a powerful mood influencer, exciting or calming the emotions, which the marketer can use to maximize the attractiveness of the product or service being offered. Marketers have long been aware that meanings are attached to colors, almost the same way meanings are attached to words. Colors have the power to create brand imagery and convey specific moods. Some colors elicit the same emotional responses cross-culturally: blue skies, happy; grey skies, sad. But emotional responses to varying colors are not necessarily universal.
If you were to ask a group of Westerners what comes to mind when they are shown the color red, they might describe it using such words as bold or passionate. But ask a group in China, and the words most frequently associated to that color would be happy or good fortune, red being the color most used on wedding invitations. In contrast, in the U.S. white, silver and gold are the colors most associated with wedding invitations. In Western cultures black is the color of mourning, while in China the color considered most appropriate for funerals would be white.
And despite the cross-culturalization of images due to mass media, it is critical for global marketers to determine the correct color that implies the right meaning when going international. Not only do colors elicit differing emotional responses, they are often tied to political and societal affiliations, as well as being age and gender designators.
The intensity of colors used in logos and packaging can often convey status. In the U.S. Minute Maid juices, Pasta LaBella, Nike and Miller Beers all reveal a level of sophistication by using bold black lettering for their labeling. Fast food and fine dining restaurants reveal their specialization to target customers by using different spectrums of colors. Fast Food restaurant marketers will often apply bright, saturated colors to advertising materials—such as yellow, red and orange—to convey the message: cheerful, inexpensive and fast . Conversely, expensive restaurants will often use a subtler palette of white, shades of tan, as well as more muted natural colors. The use of the colors black and brown for U.S. restaurants garnered such descriptive words as sad or stale. However in Taiwan those same colors telegraphed a more formal dining establishment.
Color is one of the most significant factors in global marketing and has the power to affect the success of a particular product. Choosing the right color, those that reflect the local cultural perceptions, meanings and preferences, is vital to a successful marketing campaign.
We’ve all seen, and laughed over, the newspaper headlines that somehow got by the editorial staff—all those practiced eyeballs scrutinizing the final proofs, and yet somehow missing the mistakes in grammar and spelling.
Mistakes are often made because of time constraints, where a beleaguered and overworked staff is rushing to put out their newspapers, magazines or other printed material to meet their deadlines. Other times it’s simply a matter of not seeing the misprint, even when you’re looking for one.
This is the age of internet searches and autocorrect. But these tools are robotic, relying on preset parameters. In language generated by human beings we rely on human experience, education and training to express more complex or nuanced speech and ideas. Our brains, you could say, are the original autocorrectors. In her book Being Wrong, journalist and author Kathryn Schulz explains how we take sensory messages from the world and unconsciously alter them slightly. She makes the case that, for the most part, these alterations serve us well: take the blind spot, which is the part of the eye where the optic nerve passes through the retina and blocks the reception of visual information. Even though each of us has one, none of us sees blanks in our field of vision, she says, “because our brain automatically corrects the problem”.
But sometimes these retinal blank spots cause a blank spot in the brain—a delay in processing the written word which causes us to miss the mistake because the brain never “caught” it. This is the exact reason why so many publishing and printing houses have multiple eyeballs reviewing printed content. Even so, there are times (fortunately few and far between) when even the group will miss the misprint. It’s what makes us human. . .and gives us the unintentional smile.
Picking the right printing company for your needs may seem simple, but you may be surprised to learn that it is not as easy as you might think. There are a wide amount of choices available, from local printers to online printers based thousands of miles away from you. Often people decide to buy from a printer they already know, or go for the lowest quote and hope for the best. But you quickly realize that quality, service, green credentials, and reliability, are just as important as price. Here are some tips to help you make sure you are taking your printing projects to the best printer.
- Look for quality of the work. Poorly printed products can have a negative impact on your customers. Many times your printed material is the only tangible representation of your company, so it is important to get it right. Ask for samples of work the printer has done before. Is it of the high quality that you want for your own collateral?
- Check for ‘green credentials‘. It helps your image to use a printer that sources sustainable paper, since more than half the trees chopped down in the world are used for paper. Prior to selecting a printer, make sure you know that they have FSC (Forest Stewardship Council) certification. For more information visit www.fsc.org.
- Check out their operation. Your print job is important, so it is worth your time to visit the printing company yourself to see how they operate. Ask for a tour, and ask a lot of questions. You may even want to talk to the staff to get a feel their culture.
- Try to get a feel for the level of service you will get. A good printer can look after all your needs under one roof. It will save you time and stress to have your printer be a true partner in your project. Finding out how you will be treated is very important since you need to be able to trust your printer, and know that they have your best interest at heart.
- Check out their reputation. Have they been around for a while? Do what research as you can, it will be worthwhile in the long term.
Of course we think Ussery Printing excels on all of these points, but we want you to make that determination yourself. Contact us for any needs you have!
Although it is hard to tell, with all the new, state of the art, equipment we have, our company is 60 years old this year. It all started in 1955, when Cecil Ussery bought out another printing firm and formed Ussery Printing Company. Our first location was 3,800 square feet on Gaston Avenue. The entire firm, at that time, consisted of six employees and a delivery boy. Over the years we’ve moved several times, each time expanding our size and equipment list. It was in 1978 that we moved into our current location. Continued growth necessitated an additional building across the street from our main building.
Other printers in the DFW area have come and gone, but it is our philosophy that has kept Ussery on the path we are on today. As long as we treat our clients exactly how we would like to be treated ourselves, we continue to grow from repeat business and referrals. We know our success is due to you and we remember that every day. So thank you and we look forward to the next 60 years of delivering unsurpassed quality to North Texas and beyond.
At Ussery, our Large Format Printing Department seems to only be limited by the imagination of what we can now do. It has opened up a variety of applications that other offset or digital devices cannot match. Sheetfed printing can image onto pressure-sensitive materials, which can then be applied to rigid or unusual surfaces, but only large format printers allow us to image directly onto those surfaces.
The ability to print directly onto rigid substrates, objects such as doors, glass, or wood, gives us a way to increase productivity and decrease your cost on a variety of jobs. Let your own imagination run wild and contact us with your ideas! Or stop by and we’ll show you some of our creations.