Posts Tagged ‘Graphic Design’

I’m Tim, and I’m an iPhone addict.

I remember when I first purchased my iPhone. I immediately knew I was holding one of the greatest inventions of all time in my hand. It was, and still is, the coolest and greatest thing I have ever owned. There is no need to explain what the iPhone does because, by now, most everyone on the planet knows.

The people that don’t own iPhones come in two categories: 1) those that know the iPhone is the best choice, but go ahead and buy something else anyway – go figure, and 2) those that also know the iPhone is the best choice, but use any excuse to NOT buy one. “Still in a contract,” “don’t like the carrier,” “doesn’t have an antenna,” “too expensive,” “no cool, plastic keyboard,“ “I like the clunky phone I have now,” “no cool stylus.” I’ve heard them all.

Here’s the deal, do whatever it takes to get an iPhone. The rewards outnumber any short-term sacrifice. The user experience is what sets the iPhone in a class by itself.

Now I’m smiling. Why? Because two of my co-workers just purchased iPhones. Yep, the same people that thought iPhones were merely toys, walked in the door with new iPhones. (They actually left earlier that same day to get new Verizon phones). Go figure. They saw the light. Now they are officially “switchers.” To be fair, the office did just move to an Exchange server for e-mail, which makes iPhone e-mail much easier in the business arena. So, now those same co-workers are excited about their new phones and now understand what I have been saying for years.

I have been an iPhone user since day one (9^th person in line). Yeah, I’m an addict. I have no problem admitting that because I know the iPhone has made my life easier. Now I get to enjoy seeing former disbelievers say “Man, this is the coolest thing!” Interestingly, half of the staff at Coles Marketing now owns an iPhone. Pretty cool.

If you own a computer, backing up your data is the most important thing to do. Although so many computer users never do. One reason is that most users really don’t know how. But for Mac users it’s really quite simple.

With the introduction of the Leopard operating system (OS) in October 2007, Apple included an automatic backup utility called Time Machine. Any Mac user that isn’t currently using Time Machine is missing out on a great utility. It’s simple. First, know the size of your internal hard drive, lets say it’s a 250GB. Second, go and purchase an external drive. Apple suggests purchasing a drive that is twice the size of your internal drive, so for this situation a 500GB drive should be purchased. (If cost is prohibitive, a drive that is the same size as your internal will work.)

Now the easy part begins. Plug in the external drive, connect it to the Mac and turn it on. Go to your System Preferences and click on Time Machine. The setup is easy. Time Machine backs up your entire system once an hour. Time Machine is different from other backup applications in that it not only keeps a spare copy of every file, it remembers how your system looked on a given day — so you can revisit your Mac as it appeared in the past.

Never lose a file again. Check it out here.

Well, it has arrived. The much talked about new product by Apple – the iPad. This new device is being marketed to fill the gap between the iPhone and a MacBook laptop.

The keynote presentation by Steve Jobs was executed perfectly, leaving viewers thinking that they all needed one. Do we all need one? Maybe not. But man, it is one cool piece of hardware. And at a $499 base price, this is truly  “the most advanced technology in a magical and revolutionary device at an unbelievable price.”

To really simplify, it is a huge iPod touch. But, because of it’s size (roughly 8”x10”) it really does fill a gap. I think the iPad has a specific spot in the marketplace because there are many users that don’t utilize or need production-based applications (i.e. Word, Photoshop, InDesign, etc.) – hence a laptop is overkill for them. This is a great product that allows users to do almost everything else, more “entertainment-based” while hanging out on the couch. I think the addition of video chat would have been a great addition, and of course, Flash capabilities (someday). I’ve always been a believer of leaving the “office production tool” in the office, and the “fun, entertainment tool” in the family room. Now don’t get me wrong, the iPad can generate files – my point is that not everyone needs to generate files.

This device allows you to fully browse the Web with full, tactile sensitivity; check your e-mail; view your photos in many ways; watch videos & TV shows; link directly to YouTube and watch the latest HD videos; full iPod capabilities; full access to the iTunes store and the App store; access to the new iBookstore (a free app from the App store) which allows a new way to read and buy books; and full Maps, Notes, Calendar and Contacts applications as well.

As the digital movement continues to grow, the desire for users to read eBooks and eMagazines is growing exponentially. This is a perfect device for that market. And as Coles Marketing continues to create digital content for our clients, we see the potential for beautiful devices such as the iPad.

As the digital age continues to grow into every facet of our daily lives, personal and professional, I am amazed at the speed in which it grows. Most everyone I know has a smartphone of some sort (my choice is an iPhone). Everyone seems to own a computer, often more than one per household. No one really seems to remember a “film camera.” And “hanging out” with someone now means chatting with them on Facebook.

Today, as I was checking in on one of my favorite Web sites, macrumors.com, I came across an article that outlines how Time Inc. is developing their Sports Illustrated magazine to go digital. Yep, it has begun. Magazine publishers are moving (many of them already have) away from printing their magazines to loading them online so they can be accessed by computers, smartphones and tablets.

As the anticipation of Apple’s new tablet grows, Time Inc. posted this video showing the direction they are moving towards in preparation for tablet computers. The functionality of the magazine is impressive. The video also shows why there should be no need for a physical keyboard on a tablet. The keyboard only appears when you need it, maximizing visual real estate for content viewing. Get ready people, this is the shape of things to come.

How many times have you heard this: “Just go and pull the logo off the Web site.” That is not one of the top ten phrases a graphic designer wants to hear when creating your company’s print ad.

There are two different worlds a graphic designer works within: 1) the Web world, and 2) the print world. Unfortunately they are a universe apart. I will try to simplify.

In the print world, graphics and images are produced/created in “high-resolution” or (typically) 300 pixels-per-inch (ppi). Prior to the advent of the digital age, resolution was referred to as dots-per-inch (dpi). Printing presses produce imagery on paper using technology that results in a very crisp and detailed image.

In the Web world, graphics and images are produced/created in “low-resolution” or 72 ppi because that is the resolution that computer monitors use to display images on the screen. If the designer uses images that are larger than 72ppi, the file size increases but the quality of the image does not change. Web graphics need to stay as small as possible so images load faster, since the data is traveling through cables.

Before assuming, discuss your project’s intent with a designer so you can provide the correct content for them to work with. Knowing the end-use of the project, Web or print, will tell a creative professional what steps need to be taken to ensure a well-executed end result.

As a creative designer, I am always thinking of different ways to produce marketing collateral. Depending on the end use of the piece, additional techniques may be implemented to create a “wow factor.” Printing on gloss paper as opposed to paper with a matte finish has traditionally been the standard way to make colors pop more. To take visual techniques a step further, think of printing on a matte finish paper then adding a spot gloss varnish or spot UV coating to make a specific graphic element stand out. Maybe a foil stamp or an emboss treatment is just what the doctor ordered. Additionally, a custom die-cut can be applied to really make a statement.

Utilizing enhanced visual printing techniques may add to the cost of the project, but keep in mind the end result from the consumers point of view: the more attractive the visual is, the more likely the response will be higher. That being said, not all projects need “wow factor” elements. Simplicity can, at times, be the perfect statement.

Listen to the designer. Often times they can visualize the end product during the concept phase and can explain their ideas as to why they think certain techniques should or should not be used. The goal of a designer is to deliver a great end result.

Brian Coles has been named vice president of marketing at Coles Marketing Communications in Indianapolis, overseeing strategy and tactics of both traditional and non-traditional client campaigns.

A 1999 graduate of Indiana University, he joined the agency in 2003. His past experience includes assisting a new business in Colorado launch its operations and leading its management function, product manager of Technuity and inventory manager for Batteries.com. Coles has experience providing market research for Endress+Hauser Consult AG, a Swiss company specializing in measurement products. He has also served in corporate communications for Indiana Mills and Manufacturing. In his free time, Coles volunteers with the Alzheimer’s Association and St. Mary’s Child Center. He is also a past board member of AdClub Indianapolis and a past committee member of the Alzheimer’s Memory Walk.

Since 1985, Coles Marketing Communications has provided marketing, communications, creative, Word of Mouth and social networking council to local, regional and national clients in the government, healthcare, education, financial, logistics, real estate, hospitality and technology industries. Coles Marketing Communications is a member of Pinnacle Worldwide, Public Relations Society of America, Better Business Bureau and the Counselor’s Academy.

Adobe released a new Photoshop app for iPhone users today. Photoshop.com for iPhone allows users to edit photos from both their phone and their online library on Photoshop.com. Adobe’s Photoshop.com online service has a 2GB limit for free, which can be expanded with an annual paid storage plan.

But what is really cool is the Photoshop.com iPhone app. The app is free and offers basic tools such as crop, image rotation color controls, and simple one-touch filter effects that can be applied in real-time. With just a flick of a finger an effect can be applied. Don’t like the effect? No problem, just touch the undo button. The app works from gestures, simple finger swipes change the effects. This is the best mobile phone photo editing app I have seen. And it’s free. And you don’t have to be a Photoshop whiz to use it. Ok, you can’t create an alpha channel, or remove a zit, or whiten teeth (insert a smile here), but for simple, on-the-go effects, it can’t be beat.

Your small business has purchased an advertisement in a local magazine. Not having a graphic designer on staff, you must rely on an outside agency or the magazine’s graphic department to produce your ad. Regardless of how talented your outsourced designer may be, the ad will sink or swim based on the components you provide to the designer and the timeframe you give the designer have to complete the project.

Chances are good that the ad, or any printed materials, will NOT come off very well unless you have put some effort into compiling the raw materials – in usable shape – beforehand and given the designer time to create. The risks of poor planning are great, as potential customers judge you in large part by the quality of your marketing materials.

All Logos are NOT Created Equally
Let’s look at the elements you will need to consider. At the most basic level, you will want your logo in the ad. It is critical to know that what works on the Internet, does not work well in print. Don’t say, “Just grab my logo off the Web site.” If you do, your printed logo will assuredly look awful. This is because Web sites only need to display images at 72 dots per inch (dpi). The standard requirement to look good in print is 300 dpi. So always have a good, high-resolution logo stored away for printing purposes.

For the same reasons, it is wise to file away good, high-resolution photographs that may be used in ads. Once again, just because they look good on the Web site does not ensure they will in print. If saved electronically, they must be at least 300 dpi. Most designers can also easily scan a photograph.

Understand Copyrights
Another consideration before using photographs is copyright law. The photographer holds the rights to the picture unless he or she gives permission for you to use it. This holds for headshots of CEOs as well as pictures you contract for, such as building and product shots. Talk with your photographer before hiring him or her about your intended usage and rights involved. You never want a picture pulled at the last second because you didn’t have permission to use it.

Give Yourself Time
Quality printed materials require time. Work far ahead of deadlines to give your designers ample time to create. Sure, they may be able to throw an ad or a brochure together in a couple hours, but it will be reflective of the effort, or lack thereof, that was put into it. Allow them several days, if possible, to think about your project, knowing that inspiration could come at any time of the day or night. A comfortable timeframe also allows your designer to consider various approaches or to research graphics that might make your ad compelling.

Less is More!
Consider wordiness. A designer’s worst nightmare is to be handed paragraphs of text to fit into a small area. You don’t have to say everything about your business in every advertisement. Less is more in design. What you do need is a compelling thought, question or headline. Allow your designer to answer this visually and possibly with a “call to action” urging the reader to visit your Web site or call for more information.

Dos and Don’ts
Do…
• Communicate and listen
• Supply high-resolution graphics/photos
• Obtain copyright permission
• Give a project time

Don’t…
• Be too wordy
• Be afraid of white space
• Rush anything through

Whether a small black and white ad in a church bulletin, a full-color spread in a magazine, or a company brochure, the quality of the final product is dependent largely upon you. The greatest designer in the world cannot do much with a low-resolution logo, fuzzy photographs, too much text and one hour to deliver the final product.

Thinking ahead will give you the time to obtain a high-quality logo and photography, a concise message for your business and a long horizon with which to give your designer time to create a compelling final product. The results are well worth the effort. If potential customers don’t believe you can execute an advertisement or brochure, how will they trust their business to you?

Two Leopards reside within the creative department here at Coles Marketing. Although they are tame, we never try to anger them. I am speaking about two of our Macintosh computers that have recently upgraded their operating systems (OS) to the new Leopard OS. Leopard has been out for a while, but any real Mac user (or PC user for that matter) knows to “wait until the bugs have been worked out” before upgrading. Well it has been a long time coming and we are officially upgraded. The Macs are purring along. This was an important step in staying current with technology – the technology that our clients have come to rely on. This upgrade will allow us to better streamline our workflow between computers, servers and backup systems to ensure more reliable projects for our clients.

Typically the leopard stalks its prey silently and at the last minute pounces on its prey and strangles its throat with a quick bite. During some project deadlines our designers have been known to take on that role as well. Feel free to stop by or office sometime to see the leopards in action. I promise they won’t bite.