One thing that I encourage clients and agencies to do is to take advantage of all the print techniques that are available. Too many times, whether it be because they are in a rush or it just slips their minds, designers and creative directors opt for more typical printing methods: four-color process on the standard house sheet. Maybe using a spot color if the project warrants it. Read the rest of this entry »
American Apparel. Mac. Crate & Barrel. Target. The list of brands represented with the typeface Helvetica goes on and on. And on.
I recently saw the documentary “Helvetica”, written and directed by the filmmaker Gary Hustwit. The feature-length film uses the famous, yet controversial typeface to tell a comprehensive story about typography and visual culture over the last fifty years. Read the rest of this entry »
All the talk of lead nurturing is pretty exciting. Who doesn’t want to increase their sales by recycling leads that aren’t qualified right now? There is just one big hitch—you can’t nurture people you don’t know.
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It’s a common goal of marketers to start projects with research. (Well, most people want to, but they seldom do it. That’s a topic for another time). The idea is that, armed with some measurements of the audience’s attitudes, needs, and so on, we will have a better chance at structuring a successful solution. It’s assumed that the hard work will be in interpreting and using this data, and almost no one thinks about the data itself. You need to be sure to ask is the data is even accurate.
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