Quemac - Marketing 101

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Marketing 101 - how not to design your next marketing piece.

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Quemac - Marketing 101

  1. 1. EXPERT HELP WITH PROBLEMS HAVE A WAY OF TURNING INTO SOLUTIONS. MARKETING 101 H O W N OT TO D E S I G N YO U R N E X T C O M M U N I C AT I O N P I E C E ©2007 QUEMAC quintessential marketing and communications
  2. 2. WHAT IS GRAPHIC DESIGN?
  3. 3. What is graphic design? Pretty pictures? Communication? Do you think of graphic design as solving communication problems? Imagine a world without signs ©2007 QUEMAC quintessential marketing and communications
  4. 4. MISCOMMUNICATION
  5. 5. Graphic design = information presented in a clear, concise manner In 1990 only 65% of the US population responded to the Census. ©2007 QUEMAC quintessential marketing and communications
  6. 6. Graphic design = information presented in a clear, concise manner The objectives for the redesign: 1. increase the response rate; 2. decrease skipped or missed questions; 3. improve the accuracy of answers. ©2007 QUEMAC quintessential marketing and communications
  7. 7. Logos gone bad Dental Clinic Logo not quite the right image ©2007 QUEMAC quintessential marketing and communications
  8. 8. Logos gone bad 2012 Olympics Logo Development Time: 1 year Cost: $800,000 The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  9. 9. Logos gone bad Barbie pink color variation The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  10. 10. INSPIRATION
  11. 11. Fortune 500 Logos Company: Coca Cola Logo Style: Type and Symbol The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  12. 12. Fortune 500 Logos Company: Apple Computer Logo Style: Symbol The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  13. 13. Fortune 500 Logos Company: Apple Computer Logo evolution over the course of several years The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  14. 14. Fortune 500 Logos Company: Microsoft Logo Style: Type Treatment The logo shown is for informational purpose only and is the property of its rightful owner and protected under copyright law. ©2007 QUEMAC quintessential marketing and communications
  15. 15. DIY TIPS
  16. 16. Your Message Copy and graphics work TOGETHER to create the feel of the piece and reinforce your message. ©2007 QUEMAC quintessential marketing and communications
  17. 17. Pitfall #1 Starting without a clear idea of WHO you are talking to and WHAT you want them to do. ©2007 QUEMAC quintessential marketing and communications
  18. 18. Pitfall #2 Trying to do too many things with one marketing piece. ©2007 QUEMAC quintessential marketing and communications
  19. 19. Pitfall #3 Using jargon and insider language. Not speaking the language of the audience. ©2007 QUEMAC quintessential marketing and communications
  20. 20. Pitfall #4 TYPOS! Mistakes reflect badly on your company image and they dilute your message. ©2007 QUEMAC quintessential marketing and communications
  21. 21. Your Message: Terms to Remember USP Call to Action ©2007 QUEMAC quintessential marketing and communications
  22. 22. Your design Keep it clean. Your logo should be a clean symbol that is easily reproducible. Don’t use every font at your disposal. You’re creating a marketing piece, not a ransom note. Do study the science of color. Be sure they communicate the appropriate message. ©2007 QUEMAC quintessential marketing and communications
  23. 23. To imitate or not to imitate, that is the question Don’t imitate the design/layout of sales materials. Don’t imitate the content or style of your competitor’s copywriting, or you’ll literally sound just like the competition. Don’t imitate the primary color your competitor uses. Don’t imitate the name of your competitor – make yours as different as possible. ©2007 QUEMAC quintessential marketing and communications
  24. 24. HANDS-ON RESOLUTION VECTORS VS. PIXELS THE COLOR SPECTRUM FILE FORMATS PAPER THE WORLD-WIDE WEB
  25. 25. Resolution > confusion 72 dpi Used for web sites 150-250 dpi Suitable for desktop printers and newspaper print 300 dpi + For commercial printing and glossy magazine advertisements ©2007 QUEMAC quintessential marketing and communications
  26. 26. Vectors, pixels – what’s the difference? Vectors - smooth edges Vector graphics no matter what size Scalable to any size without loss of image quality. ©2007 QUEMAC quintessential marketing and communications
  27. 27. Vectors, pixels – what’s the difference? Pixels - smooth edges at the original size Blurred edges when resized Pixel graphics Significant loss of quality when resized. ©2007 QUEMAC quintessential marketing and communications
  28. 28. The color spectrum The visible spectrum consists of billions of colors a monitor can display millions a high quality printer is only capable of producing thousands of colors and older computer systems may be limited to 216 cross- platform colors ©2007 QUEMAC quintessential marketing and communications
  29. 29. Show your true colors RGB – Additive mixture of colored LIGHT 1. Red, Green, Blue 2. monitors and TV screens use the RGB color space ©2007 QUEMAC quintessential marketing and communications
  30. 30. Show your true colors CMYK – Subtractive colors Cyan, Magenta,Yellow, Black Used for commercial four color printing ©2007 QUEMAC quintessential marketing and communications
  31. 31. Show your true colors PMS Pantone Color Matching System Commercial Offset Printing ©2007 QUEMAC quintessential marketing and communications
  32. 32. Don’t get into a tiff Common image file formats TIFF – desktop and commercial printing JPEG – web, desktop and commercial printing EPS – desktop and commercial printing GIF – web PNG – web (limited browser support) ©2007 QUEMAC quintessential marketing and communications
  33. 33. Let’s not forget about paper When it comes to choosing the right paper for the job, consider two key factors: the type of document you plan to create and the technology you plan to use. ©2007 QUEMAC quintessential marketing and communications
  34. 34. The world-wide web Don’t: put too much personalization on the homepage be too flashy create confusion leave bad links and outdated material posted ©2007 QUEMAC quintessential marketing and communications
  35. 35. Thank you! QUEMAC QUINTESSENTIAL MARKETING AND COMMUNICATIONS 860·331·8010 WWW.QUEMAC.COM ©2007 QUEMAC quintessential marketing and communications

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