Ah, Autumn! The weather turns cool, the leaves turn colors, and we can all bundle up in warm cozy sweaters and drink cocoa around a crackling fire! At least…some people can do that. Here in Houston, of course, it stays a balmy eighty or ninety degrees until well into October. Leaves stay green, grass keeps growing, and the only time it would make sense to drink cocoa is when you’re trapped in an air-conditioned office all day!
This is exactly why we are loving Color Marketing Group’s September color alert, “Etnico.” With a little of this warm, earthy orange in your life, it really does feel like fall! “Etnico” reminds us of autumn leaves and pumpkin pie, and we think it’s the perfect addition to your fall ad campaign.
Here’s what Color Marketing Group has to say:
“Bringing to mind hardened earth, baked pottery and, indeed, the orange of the setting sun, the color embeds
itself deeply in products. It celebrates when enhanced with a metallic effect, seduces with a matte richness and glows with a polished gloss.
Not just a simple terra cotta, Etnico takes orange to a new level in home and office. It is becoming a new staple for leather and a solid color coordinate to copper. Count on it to accent classic hues like plum, navy blue, and ivory, and to create a new twist with charcoal grey, wine and olive green.
Earthy, yes, but also sophisticated, charming and energized.”
Love it, love it, love it! Take a cue from the experts and incorporate a little “Etnico” into your next design for a bold, warm, earthy look.
Creating the perfect ad campaign for your business can be tough, which is why it’s so important to have a great graphic designer in your corner. Of course, we know that sometimes working with a designer can be hard, too! Maybe you don’t quite know what you’re looking for in a design, or you have ideas, but you and your designer are not speaking the same language.
Don’t worry! We can help. Last month we gave a detailed breakdown of the top 10 things that every designer hates—and how to avoid misunderstandings and stress when building your perfect ad, logo, or website!
If you haven’t had the chance to read the full series, don’t worry! We’ve gathered up the whole list right here. Now is a perfect time to get up-to-date on the things your designer hates—plus how to avoid common snafus, and keep your design process running smoothly!
Ads with too much text can be stressful to read, hard to design, and not very pretty. Keep it clean and simple, and your designer will be happy—plus, your eye-catching ad will attract new customers who can see how savvy you are!
While it is sometimes ok to borrow an image from another website if proper credit is given (as above), many images are copyrighted, and there are complicated rules for when it can be used and when it can’t. Instead of copying something you like online, work with your designer to create something unique for your business.
What in the world is a rate card? Basically, it tells you everything you need to know to place an ad in a given publication—and it’s different for every single one! We broke down the basics of where to find the rate card and how to use it to keep your process running smoothly. Check it out!
Do what now? This is basically a term for a simple process by which your fonts are included as part of a document you send your designer—so they can see those fonts, even if they don’t have them on their computer already. Follow the link for helpful tips on what “embedding fonts” even means, why it matters, and how to do it! Easy!
Simple! Sort of. Actually it’s a little complicated. If you’re interested in the nitty-gritty, we explained it all in the original post. Suffice to say, it will look different from screen to page, so make sure to request a color proof, and use the delightful Pantone color guide shown above to help predict how your ad will look printed.
Resolution is another one that takes some time to fully explain, but the basic principle is this: send your designer the biggest image possible. This will allow it to be printed larger without blurring. If you’re not sure if it’s big enough, ask your designer! Or, check out the longer article to learn how to identify high- or low-resolution images, and make sure the pictures in your ad are crystal clear!
Allow me to repeat myself: Nooooooooo! Alterations that a client thinks are “quick” may or may not be, and your designer may have to work overtime to get that ad to print by the deadline. Missing the deadline can mean big hassle and even extra fees from a printer if the process is delayed! If you schedule plenty of buffer for your design process, you’ll ensure that last-minute changes are never necessary, and keep your designer (and your wallet) happy.
In general, the client owns the final ad, but not the working design files or various component parts of the ad. This can vary in different situations—we get more specific about that here. Making sure your agreement is crystal clear at the outset can prevent misunderstandings down the road!
This kind of request is a little too vague, and it puts a lot of pressure on a designer to guess what you might love. We always want to give our clients what they want—but first we have to know what that is. Make sure you know what you’re looking for, or be ready to trust your designer to come up with something awesome! Specific thoughts about color and style can point your designer in the right direction, and examples can be helpful, too!
If you want to learn about our collaboration and design skills firsthand, get more information here or call us at 713-627-1177 to set up your free consultation!
Imagine this familiar scenario: You have a font you want to use. You type up your copy in Microsoft Word, save it as a .docx document, and send it to your designer. Unfortunately, your designer doesn’t have that font on file, which means that when the document is opened on your designer’s computer, it defaults to some other font…like maybe Wingdings 3.
The formatting you worked so hard on is ruined, and your designer has no idea what you were trying to send. Time to start over.
All this trouble can be avoided by the simple process of embedding your fonts. What does that mean?
“Embedding” fonts means including the font you want to use as part of the document when you send it to your designer. This can be done quite simply: often, when saving ad document as a PDF you will be prompted to embed the fonts. That’s about as easy as it gets!
If this doesn’t happen (like if you’re using an older version of Word or Adobe Acrobat) you can follow these simple instructions here or here.
And voila! This simple process avoids confusion and keeps communicating with your designer clear and efficient. Everybody wins!
Welcome back to our blog series, “Top 10 Things Designers Hate!” If you haven’t already, definitely go check out our previous posts in this series, about “borrowed” images, rate cards, and ads with too much text! Today’s post will cover another topic that is near and dear to the hearts of many designers: Fonts.
7) You say, “Let’s use something fun, like Comic Sans!”
One of the most important things to know about design is that Comic Sans is not your friend. Nor are Papyrus, Times New Roman, or any other over-used fonts that can be found in Microsoft Word.
Designers see fonts like this as a “lazy” design choice. Since they are so frequently used, they are perceived as all-purpose fonts. That means they are not going to provide that specific, individualized tone that you’re hoping to achieve with your ad. There are even websites devoted to pointing out bad uses of popular fonts.
Your designer likely has a stockpile of hundreds of fonts that aren’t immediately recognizable by the average person. They will certainly have something with the feel you’re looking for, but with the added advantage that clients will not recognize it. That means that they’ll think of the font as unique, and associate it with your business—instead of with the Sunday funny-papers.
A great font can help send the message that you want to send, and tell your story, visually. Instead of asking for a specific font you already know about, try focusing on a general look and tone that you want for your ad! It may help to bring in examples of ads you like, and explain what about them works for you. With that information, your designer will be able to generate a design (with a font) that is perfect for you and your business.