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

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. WHAT IS GRAPHIC DESIGN?

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. MISCOMMUNICATION

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. 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. Logos gone bad
Dental Clinic Logo
not quite the right image
©2007 QUEMAC quintessential marketing and communications

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. 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. INSPIRATION

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. 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. 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. 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. DIY TIPS

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. 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. Pitfall #2
Trying to do too many things
with one marketing piece.
©2007 QUEMAC quintessential marketing and communications

19. Pitfall #3
Using jargon and insider language.
Not speaking the language of the
audience.
©2007 QUEMAC quintessential marketing and communications

20. Pitfall #4
TYPOS! Mistakes reflect badly
on your company image and they
dilute your message.
©2007 QUEMAC quintessential marketing and communications

21. Your Message: Terms to Remember
USP
Call to Action
©2007 QUEMAC quintessential marketing and communications

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. 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. HANDS-ON
RESOLUTION
VECTORS VS. PIXELS
THE COLOR SPECTRUM
FILE FORMATS
PAPER
THE WORLD-WIDE WEB

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. 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. 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. 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. 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. Show your true colors
CMYK – Subtractive colors
Cyan, Magenta,Yellow, Black
Used for commercial
four color printing
©2007 QUEMAC quintessential marketing and communications

31. Show your true colors
PMS
Pantone Color Matching System
Commercial Offset Printing
©2007 QUEMAC quintessential marketing and communications

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. 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. 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. Thank you!
QUEMAC
QUINTESSENTIAL MARKETING AND COMMUNICATIONS
860·331·8010
WWW.QUEMAC.COM
©2007 QUEMAC quintessential marketing and communications