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Think about common paper sizes. Your printer buys paper from paper mills in standard sizes. Hopefully your printer will try to help you minimize your costs and maximize the amount of the sheet that will be used, so you are not paying for paper that you won’t use or waste. The most common sizes of paper [...] To continue with our last post about the power of color, we stumbled across a site called Information is Beautiful that posted a great chart that featured 84 feelings and emotions and the colors associated with them in the following cultures: Western/American, Japanese, Hindu, Native American, Chinese, Asian, Eastern European, Muslim, African and South American. Some [...] One of our favorite authors, Pat Friesen, discussed fonts in a recent issue of Target Marketing Magazine. Select typefaces and fonts for their readability. A typeface is a set of fonts in the same family, such as Arial or Goudy. A font is a single kind of typeface, whether it is Times New Roman bold or [...] The DMNews told a story of how several companies have had success with envelope customization. Marketers are making use of recent developments in printing and production technology to enhance the outer envelope with customized messages, four-color printing and other embellishments. “The more information we can put on the outside of the envelope without it looking funky, [...] In a recent BNET post about ways to improve presentations, the author, Sean Silverthorne, looked to Steve Jobs for inspiration. This got us thinking about ways to improve overall marketing messages and especially direct mail messages. To translate some of those ideas: Color: What about a clean use of signature color? Can interest be heightened with simplicity? Space: Give [...] In a column for Deliver Magazine titled “Power in the Mailbox” author Steve Cuno, told about a friend who received a personal note from the president of her bank, just to check up and make sure the bank was treating her well. Thanks (perhaps ironically) to e-mail and the Internet, direct mail may now be [...] Switching fonts could save money and ink. The University of Wisconsin Green Bay’s IT department has changed the default font for all users of Outlook to Century Gothic, and urges users to switch the default font in other applications too. The IT department said Century Gothic requires 30% less ink in printouts than Arial, the [...] Marcia Yudkin wrote some ideas in her weekly email “The Marketing Minute” for ways to involve the senses of readers in marketing copy. She was attracted to a magazine ad for Puerto Plata, Dominican Republic: “You’re welcomed by warm smiles, slapping dominoes and whispering trade winds. Here, you can share sunsets with artists and fishermen as [...] |
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