StudioAGP Articles

Are You Singing the Recession Blues?

2008-07-15T20:53:00.000-07:00

7 Resourceful Tips That May Help You Hum a Different Tune

It's out there and everyone is talking about it. Unless you're a recluse, you can probably guess what "it" is. I'm talking about the recession. The questions abound: Whose fault is it, how bad is it and how does it affect me? All are important questions, to be sure, but what is more pressing is the underlying sense of fear and anxiety that seems to grip our nation.

But I'd like to pose my own question: does this recession own us? If you answer yes, then you'll likely be singing the blues for some time. If you answer no, then you'll see this scenario for what it is: a temporary economic downturn that will (as it has always done historically) turn into an upswing in a matter of time. When you look at it this way, the song doesn't sound so somber.

As our way of helping you feel encouraged through this time, we've put together a list of 7 Resourceful Tips to help you stay strong and focused.

Keep positive. Keep things in perspective. Economies have always gone up and down. It's only a matter of time before it goes up again. If you remember the lessons you've learned through the difficult times, you'll be happier and wiser the next time a recession occurs.
Don't commit to more than you can handle. The farther you spread yourself, the less time you have to devote to the projects that really mean the most to you and your customers. This is actually a great time to weigh what will give you the best long-term results.
Keep marketing. It doesn't matter if you scale back the amount of marketing you do or the number of demographics, keep placing yourself in front of your customers and remind them that you are there for them through thick and thin.
Plan ahead. Most companies do their planning about 3 months ahead, but if you trim some unnecessary projects from your to-do list, you'll have more time for long-term planning. This will save you so much time and headache come year's end.
Hire a consultant. This may seem counterintuitive, but hiring a consultant who can help you prioritize the types of marketing you do may save you hundreds or even thousands over the next several months. A good consultant will understand your needs and the unique needs of your industry and their advice will be strategic and valuable.
Get to know your customers better. Now is the time to really get to know your consumer base. When the economy is booming, you may not have the luxury of time well spent getting to know your customers, so invest some of your time wisely and take some surveys to find out what's on their mind.
Take a look around. Now may be a great time to look around and see what others in your industry are doing. Perhaps you will see something you can improve upon in your own company. Leverage some of the time you have and take a good look at your playing field...you'll be surprised at what you find!

We'd love to hear from you about what you are doing during this time! Please drop us an email so we can post new tips on our web site. If you have any questions, contact us today toll free at 866.731.7773 or email us.

Make Your Web Site SMART

2008-06-15T10:09:00.000-07:00

Or, Five Life-Saving Elements Your Web Site Needs

As most of us know, having a web site for your company is one of the most important parts of your marketing arsenal. But just having a web site does not necessarily mean it's working for you.

Most marketers are content with a functioning and reasonably up-to-date site. Don't get me wrong, that's quite a feat in itself. But there is so much more than you can do which won't tax your schedule or your budget. Read on to get acquainted with the five life-saving elements of a SMART web site.

1. Strategic SEO. If your sites has the pages it needs, but no site map or effectively written meta data, you're not sending enough of the critical information to the search engine "spiders" so they can rank your page properly. Make sure your description is concise but keyword-rich. Likewise make sure you cover all demographics when writing your keywords as well. And don't forget that site map!

2. Motion. This can be one of the most overlooked aspects of web design. If your design doesn't "lead" the viewer's eye (and mouse), you have a motion problem. You can lead people to where they need to go through color, typography and well-placed ads or motion graphics such as Flash or animated GIFs. Make sure you consult with your designer and have them do a "walk through" from your viewers' perspective.

3. Analytics. Technology is a wonderful thing. So is the server-side software that tracks your visitors as they navigate through your site. Make sure you know how to access your analytics and check them often, especially surrounding events or important campaigns.

4. Relevant content. Not only does the meta data need to be relevant to the site as a whole, but so does the page content. If you have a site about sharks and a page on buying a new car, the spiders may think you have a site that is not "legit."

5. Targeted design. Know thy market. One of the first commands of marketing is also one of the first commands of design. You must know who you are speaking to and design for that audience. Everything should work together as a cohesive whole...your logo, your color palette, typography and layout...all of it should send a clear message to the intended recipient.

Once you have these five elements under control, you'll begin to see major differences in the way people interact with to your site and react to it. With a healthy understanding of SMART web site marketing, you'll be well on your way to surpassing your marketing goals!

Don't have a SMART web site? Do you have a site you think is SMART but not SMART enough? No matter the situation, contact us today and we'll be happy to perform a FREE consultation to determine the effective of your site. Visit us online or call us today toll free at 866.731.7773.

Featured Solution: Matrix PlusTM

2008-05-01T10:27:00.000-07:00

Are you communicating to your target market as effectively as possible? Are you looking for a gateway to a whole new level of direct mail success? Announcing Matrix Plus^TM mailing program, new from Avant Garde Productions.

Targeted mailings are the best way to reach a specific audience. No credit company should be without a communications matrix that speaks clearly to that audience. If you need to penetrate more deeply into your target markets, our mailing program is perfect for you--regardless of your company's size.

With Matrix Plus^TM, we'll analyze your data and present you with a comprehensive communications program that will deliver your target market timely messages. We'll carefully craft direct mail letters to appeal to different demographics and arm them with compelling reasons to respond. Lastly, we'll pair the targeted messaging system to our eye-catching designs to make the direct mail pieces stand out from the rest of the crowd.

Don't sit and wonder if there's better ways of reaching your market-email us or call us today toll free at 866.731.7773 and let us help you increase your response rate.

Are you Happy with Your Web Site's Page Ranking?

2008-04-01T19:46:00.000-07:00

If the answer is 'no,' read on. Hint: It's Might Have Something to do with How Search Engine Spiders Index Your Pages...

As technology improves and new methods of designing web sites are developed (think Flash-based sites and a host of Web 2.0 technologies), sometimes the basics get overlooked. If you're not careful, the HTML code your site is built upon could be "under optimized" and therefore passed over by search engine spiders. Because it's "in the background," HTML code can sometimes be the "red-headed stepchild" that's overlooked in lieu of cool graphics, built-in Flash or video players or even complex databases. The bottom line is that in order for your site to be properly analyzed and ranked, your HTML code must be up to par.

Here's a quick list of some common obstacles and solutions for how to work around them:

Obstacle 1: HTML Problems Can Prevent Indexing
Your web designer has created a beautiful page with nice graphics and great Flash animations. Unfortunately, it seems that search engines won’t list your website no matter what you do.

This can have several reasons:

1. The HTML Code Of Your Web Pages Is Meaningless To Search Engines
Search engines use very simple software programs to index your web pages. A web page that looks great to the human eye can be totally meaningless to search engines.

Search engines cannot see content presented in images (GIF, JPEG, PNG, etc.), Flash elements, JavaScript and other script languages or other multimedia file formats. If you use JavaScript links for your website navigation then search engines might not be able to find your website page.

Solution: Check your web pages with a search engine spider simulator. Spider simulators will show you how search engines see your web site.

Obstacle 2: The HTML Code Of Your Web Page Contains Errors
Some HTML errors can prevent search engine spiders from indexing your web pages. While most search engine spiders can deal with minor code errors, some of them will send faulty information to search engine spiders.

For example, your web page could contain a tag at the top of the page that tells search engines “the web page ends here” although your main content has not been reached.

Solution: Check the HTML code of your web pages with an HTML validator tool or a professional-grade HTML or text editor.

Obstacle 3: The HTML Code Of Your Web Pages Doesn’t Contain The Right Elements
If you want to get high rankings for a special keyword then this keyword must appear in the right places on your web page, especially in the body text. For example, it usually helps to use the keyword in the web page title.

Solution: Analyze your page with a professional-grade HTML or text editor and make sure the right keywords are mirrored in the page content.

If you want to get top rankings on Google and other search engines then you must make sure that search engines don’t misunderstand your pages. Use the tips above to make sure that search engines see what you want them to see.

If you have any questions or would like a complimentary consultation on how to optimize your web site to get the best page ranking, feel free to contact Avant Garde today.

What is web development and how does it affect my website?

2008-03-01T15:40:00.000-08:00

What you need to know before you create your website!

In today's business world, ladies and gentlemen, a web presence is not optional, it is mandatory. It establishes or reinforces your brand and communicates to the world at large your corporate philosophy, identity and intent. For some, it is a vital part of your sales efforts. Regardless of the reasons for having a website, it is imperative that your website communicate clearly and effectively to your audience.

Wikipedia, the ferociously popular online encyclopedia, defines web development as "...incorporating all areas of creating a website for the World Wide Web. This includes web design (graphic design, XHTML, CSS, usability and semantics), programming, server administration, content management, marketing, testing and deployment. The term can also specifically be used to refer to the "back end", that is, programming and server administration. There are usually more than one member that works on a given Web Development team, each specializing in his or her own field."

More concisely put, web development is something you must consider when creating or re-designing a website. It is the plan of attack, the strategy and the bringing together of the professionals you need to design a site that carries your message and achieves your results. When putting together a web development team, ask yourself these questions: What is my main message? Am I selling a product or service? Am I offering information,a product or service or potentially both? These few simple questions will be the start of the process.

Make no mistake, web development is a process. The first step is clarifying your intentions. The next is figuring out how you want your audience to interact with you site. Consider these questions: Am I capturing my audience's information? Am I going to need a shopping cart? Am I using my site as a lead generator? This line of questioning will help you determine if your site needs a database or not.

You can also determine if you need multimedia components by thinking about the look of the site and what you are offering. Some questions to address are: Am I offering audio or video as previews or downloads on my site? What kind of interactivity do I want in terms of navigation or site structure? Do I want elements of my site to contain motion or video?

Web site development is indeed a large undertaking for companies of any size but can be accomplished with the right professionals. The usual suspects for creating sites are project managers (web development project lead), web designers, programmers and multimedia producers. Some professionals offer more than one service, so "doubling up" is not unheard of in this industry.

When you're considering creating a website, a roadmap is essential. So if you have any questions about how to assemble your roadmap or to staff your web development project with the right people, give Avant Garde Productions a call or drop us an email. We'll be glad to help get you on the right path!

Copyright 2006 Avant Garde Productions. Questions or comments? Contact us today.

Overworked or Understaffed?

2008-02-01T11:21:00.000-08:00

How outsourcing some of your marketing needs can save your organization time, money and more than a few headaches.

"As a marketing manager, I found my staff overwhelmed at high volume work points during the year. My initial reaction was to hire another designer. Luckily, my CFO had the foresight to recommend outsourcing instead. It turned out to be the right course of action." --AGP Client

Whether you need marketing support, design or copywriting, there's more than just salary to compare when deciding whether to outsource or hire. At initial glance, it might appear that an outsourced designer, as compared to an in-house designer, is far more costly. But in reality, are you really comparing apples to apples?

In today's economy, the average workplace compensation package comes in at around $21,700. Keep in mind, this is an average, actual costs can be greater. This includes everything from a bare bones health plan (approx. $6,000), 401K, bonus plans and Employment Assistant Programs (EAP). What about work flow? Do you find that at certain times of the year your work flow is heavy, yet there are sometimes when it's just right? Bringing in marketing support at the right time can help balance out your work flow when you truly need it.

When benchmarked against a design firm with a median hourly rate of $95.00 an hour, here's what the numbers look like over the course of a fiscal year.

At first glance, when viewing the hourly rate by itself, it looks as if outsourcing is far more costly than hiring a new employee, but take a look at the bigger picture and you'll see exactly what the CFO saw, namely, that it's more cost effective to outsource work flow overages and save the cost of a new hire compensation package and salary.

If you think your organization might be a good candidate for outsourcing your marketing needs, such as graphic design or copywriting, please contact Avant Garde today!

Disclosures
Based upon a real world 2006-07 Avant Garde Productions client where high volume work flow periods accumulated to approximately 20 percent of the calendar year. Please note that departmental work flow will vary depending on your organization.

Sources: Federal Agency for Healthcare and Quality (AHRQ) Medical Expenditure Panel Survey (MEPS); AIGA Professional Association of Design; 2006 National Credit Union Salary and Compensation Survey; and 2006-07 AGP client.

Copyright 2006 Avant Garde Productions. Questions or comments? Contact us today.

What Does Your Logo Say About You?

2008-01-15T11:51:00.000-08:00

Providing Visual Value to Your Organization

"My staff are already overloaded with their day-to-day work schedule. They often don't have the time to spend to properly research a product before developing its logo. Logo concepts should be well thought out, not rushed. We deserve better and so do our end users."--AGP Client

Your logo is the core of your organization or product's brand identity. It's important that it positively reflects the visual value of your organization as a whole or at a product level.

Before you get started on a new logo, whether it is created internally or outsourced, sit down and brain storm a list of consumer benefits of the product or organization along with two to three key feelings you want people to take away when they see it.

Your next step is to select a name using the benefit information from your brainstorming session. The product or organization name you select should not only reflect the benefits of your product, but it should also properly distinguish you from your competition, a fact often overlooked by many small to mid-size businesses.

Next, you want to set the mood or tone by selecting the proper use of color, font, placement and images for the design. Think about what feelings you want to convey. For example, did you want to create a mood of excitement for a new cutting edge product you have? If so, you may use bright colors, heavy contrast and sharp edges. On the contrary, if you want people walking away with a more relaxed feeling you could use neutral/pastel tones with little contrast and rounded edges. There are literally hundreds of variables to consider when creating a logo, so it's important that you use someone who knows effective design.

If it's time to create a new logo or breathe life into an existing logo, contact Avant Garde today!
Steps at a Glance

1. Brainstorm product/organization benefits and key take-away emotions
2. Select a name that properly reflects the benefits of your product/organization
3. Choose a color, font, image, and placement that reflects the tone of your product/organization

Copyright 2006 Avant Garde Productions. Questions or comments? Contact us today.

Communicate Your Message With Color

2008-01-01T12:02:00.000-08:00

Hot Colors for 2007

Since colors can change their meaning and are essential in setting the tone of your message, it's important you are up-to-date on the hot colors and their definitions so you can effectively communicate your marketing message.

Colors can change their meaning depending on what's going on socially, what fashion is hot "right now," what the Desperate Housewives are wearing on television this week, or even the color trends car manufacturers dream up. For example, what comes to mind when you think of pink? Women's breast cancer, right? Or ever notice how one year it's all bold primary colors such as reds, blues, and yellows, and then the next year it's pastels. Just pick up a magazine or watch a little television and you'll see the media is often a trendsetter when it comes to deciding annual color palettes.

There are traditionally three colors that never change: black, white and metallics. Black is sophisticated and upscale, and according to Pantone, it's statistically shown that people will pay more money for packaging in black. White indicates purity and cleanliness while metallics attract the human eye because they mimic movement.

According to Pantone, red hot for 2007 are the brown, beige, and natural colors. The hot new green is emerald, representing preservation and ecology. Orange is back and no longer cheap, while pink is turning from innocent to serious. Other popular colors include yellow green, yellow, and peach. Use the chart below to be sure you are sending the right message to your clients and customers.

Now you're ready to get started on your color palettes for 2007. If you need any help with your hot designs for 2007, contact Avant Garde Productions today!

*It's noteworthy, that when using yellow text, outline it in black to improve your readability. However be careful, too much black with yellow means caution.

Copyright2006 Avant Garde Productions. Questions or comments? Contact us today.

Print Design vs. Web Design

2007-12-15T12:10:00.000-08:00

Fundamentally Not the Same

To the dismay of time and budget efficient marketers across the nation, you can't just post your print design up on your web site and call it a day. They are two entirely different forms of communication and consumers don't react to them the same.

What's the Difference
The strategy behind print design is linear, based on the reactive movement of the eye. Remember the old "Z" graphic representation that shows where the eye will follow on a page? Print design is all about space and direction. On the contrary, web design is based on movement of the hand. Your hand controls what direction you will go and where you will select to view. It's impossible to use a linear model because everyone uses different screens, has different resolutions, and reacts differently to a web page. Web design must be functional, interactive, and creative.

Planning Your Layout
Print is a very controlled media outlet. You have your choice of colors, fonts, and ultimately define what the consumer will view in the end with minimal distraction. Therefore it's not always necessary to map it out ahead of time. You can often explore and find a visually stimulating way to communicate your message through an image, font, or color. Web design on the other hand has limitations because you don't have 100 percent control of what the consumer chooses to view and on top of that, you have limitations on your fonts and use of color. Also, if a consumer cannot easily navigate your web site or web page, they won't. It is therefore essential to map out your navigation and/or web page before starting the actual design. User interaction and navigation is key and can also play an important role in your design. Explore the different directions your page may be viewed and make sure your message is not cluttered by utilizing lots of white space.

Logos, Fonts, and Color Usage
For print pieces EPS or vector files are the preferred file of choice for line art. TIFFs work well for printed photographs. On the contrary, the web requires a GIF or JPEG. GIF files work well for line art while JPEG files work for photographs or high gradient images. As for fonts, of course you have no limitations with print. You control the final piece the consumer is viewing. For the web, you can only use common fonts that most people have on their computers such Times New Roman, Verdana, Ariel, etc. You can create a text graphic that will maintain the look of your font on the web, however functionality is key and too many pictures create a longer download time for your impatient viewers as well as limiting the ability of "spiders" to catalog your site information. Also, your image resolution should not exceed 72 ppi. Anything larger will take too long to download and be lost on the screen anyway. Remember, fifty percent of visitors will already be scrolling through your document before the page downloads are complete. As for fonts, the skies the limit with print; however with web design you are limited to 216 web safe colors plus an array of Hex values, which may or may not replicate specific spot colors or CMYK values.

The one thing print and web design have in common is the end result: clarity of your message. Choose the right path for your outlet and your message will be communicated effectively.

If you have further questions on the difference between print and web design, or would like assistance with your print or web design, contact Avant Garde today!

How to Gain Publicity over the Holiday Season

2007-11-30T15:51:00.000-08:00

Maximize Your Exposure During a Hectic Time!

Not sure how to go about getting some good publicity for your company during this hectic season? The holidays are the perfect time to share your holiday spirit.

Charitable Donations
Organize a charitable gift drive with staff. There are larger organizations such as Toys for Tots, but there are also many smaller ones in your area. Find a place specific to the market you serve that doesn't receive a lot of assistance, such as a battered women's shelter or a local church. Take photographs of the staff bringing in their gifts to work and be sure to arrange a photo opportunity with the place of donation.

Volunteering
If your employees are willing, encourage volunteerism within the community. Be ready to document your volunteer activities and get plenty of "in action" photographs of you and your staff. Tasks such as painting a house, planting a garden, building a home, etc., are priceless. If your work flow allows, consider offering time off from work as a trade for volunteering for a day.

Toot Your Staff"s Horn
If you have staff members who are already volunteering, you may not have to leave your own office. Don't forget to ask your staff what they do to participate within the community. Are a group of them participating in a special run/walk for charity? You may only need to ask to receive photographs and a story, many times a very personal one.

Now that you have your photographs and your story, you're ready to send it to your local media. Pick up local magazines around the community and decide which will give you the most reach for your member or customer base. Inside the publication you'll want to find the community editor, or if it's a very small publication, there may only be one editor. Contact the editor to pitch your story. If you don't have success with the first paper, keep trying. Persistence is key.

If you need a simple press release for a holiday event or if you need a PR plan for the next year, contact Avant Garde today!

Strategic Planning for 2008

2007-11-01T15:42:00.000-07:00

How to Create a Budget that's Focused on the Future

It's that time of year again. It's time to create your budget for 2008. Below are a few tips to assist you in making sure your budget is aligned for the future.

Technology
With the advent of the Podcasts, webinars, iPhones, etc., it's no surprise that technology should be at the forefront of your budget. If you aren't already, then you should start allocating on average ten percent of your budget each year towards new technology. This can be used for web development, new streamlined housekeeping/productivity software, or perhaps a new product that helps you better penetrate your market.

Extended Markets
Occasionally your board or senior management may make plans to market to an entirely new target audience next year, without allocating additional funds. As a general rule of thumb, new target markets require adding a minimum of 30 percent to your existing budget. If you are having trouble selling the idea to senior management or your board, show them real world examples of successes and failures to try to appropriate funding.

Benchmarking
If you're just starting your marketing efforts, or want to see how you are doing in correlation with peers in your industry, benchmark. Due your homework and find out what your peer groups are spending per customer. Better yet, find an organization that is doing well and use their sales figures as a benchmark. Above all, don't reinvent the wheel--look for a non-competitive company to ask what they are doing and if they have any tips for you.

Now you're ready to get started on your budget for 2008. Remember, if you need some great new marketing ideas, budget justification/research or help with next year's strategic plan, contact Avant Garde today!

How to Win Awards: Make Your Company a Superstar

2007-10-01T15:29:00.000-07:00

"The most common mistake I find when judging marketing awards is miscalculated results. If you don't know how to calculate percentages, ask for help."
Credit Union Industry Marketing Award Judge

It never fails--you're completely bogged down with projects and up pops a reminder that award entries are due. You now have less than two weeks to prepare. You ask yourself, "has it been a year already?" You ransack the department looking for that campaign with the exceptional results and then you scramble to piece the application together by rushing through the instructions and flubbing the math. If this sounds like you, you might as well just save yourself some time and mail the awarding organization a check. Or, read on to learn the tools to a successful entry.

Here's a great hint: Start early! Write your campaign overview, strategy and results at least two months ahead of the application deadline. Check out the award site to see what you'll need to complete each award. While you are there, also check to see who won last year and how many awards won in each category. That way, if your entry falls into more than one category, you can strategically choose the least entered category to enter.

When completing your overview or background, be sure to include who you are as an organization in as much as detail as space will allow. It will help judges better comprehend your strategy if they have a complete understanding of your history or mission.

Read and follow all instructions carefully. This cannot be stressed enough! Have at least two people cross reference the instructions and proofread, especially the math. Some marketers are good at creativity and math, some are good at just creativity.

A big pet peeve for judges is adding items they don't ask for. If they don't want it in a pretty pink folder, then don't put your submission in a pretty pink folder. If they only want one copy, don't send them three. You will only add more complexity to their adjudication.

Lastly, if you aren't already, be sure to compile all the pieces to your successful campaigns throughout the year to get a head start. Save yourself the time and stress of last minute hunting by keeping an archive of award-worthy pieces on hand.

For help with your next award submission or for help creating an award-winning campaign, contact Avant Garde today!

A Brief History of Typeface and Fonts

2007-09-01T15:10:00.000-07:00

Part II: Font Types and Their Application

There are several font types in existence today which have different applications. If you're a designer, the different types are relatively easy to identify and use accordingly. But to the uninitiated, one type may not seem different than any other. In an attempt to demystify this subject, let's go over some of the most common fonts types in existence today.

Type I
Adobe later released the Type 1 format as a published standard for anyone to use. Each Windows Type 1 font has two files that work together--a .PFM (Printer Font Metrics, your screen font) and a .PFB (Printer Font Binary, your printer font) file. A dog-eared page icon with a lower case script 'a' (for Adobe) represents both files. The file with the .PFM extension contains information for displaying the font on your screen. The file with the .PFB extension contains information to print the font. To display and print properly you must have both of the font files installed for each Type 1 font.

TrueType
TrueType accompanied the launch of Mac OS System 7 and Windows 3.1 in 1991. Adobe created Adobe Type Manager (ATM) to scale Type 1 fonts on-screen and for output to any printer, much like TrueType fonts. Although there was an initial cost cot purchase ATM, it became a de facto standard for desktop publishing. Under Windows, a dog-eared page icon with two overlapping T's (for TrueType) represents TrueType fonts. All Windows TrueType fonts have a .TTF extension.

In partnership with Monotype, Microsoft created a set of TrueType fonts that were compatible with the core fonts bundled with PostScript equipment at the time. This included the fonts that are standard with Windows to this day: Times New Roman (compatible with Times Roman), Arial (compatible with Helvetica) and Courier New (compatible with Courier). "Compatible" means that the fonts are similar but not the same in look and have the same character widths so they can typeset documents without reformatting the text.

Open Type
In 1996, Adobe and Microsoft teamed to merge TrueType and Type 1 into a font format called OpenType. Apple extended TrueType with the launch of TrueType GX in 1994, a smart font technology that was part of QuickDraw GX. OpenType has now become the dominant smart font technology. The OpenType font format is an extension or new version of TrueType that can also contain PostScript data. OpenType fonts can contain many more glyphs (characters) than other font formats. In Windows, OpenType fonts can have an .OTF or .TTF suffix. The .OTF fonts contain PostScript data. TrueType fonts converted to OpenType to take advantage of the cross-platform capabilities retain the .TTF extension. The icon for an OpenType font is a dog-eared page icon with an 'O' (for OpenType).

TrueType and PostScript Type 1 fonts come in both Macintosh and Windows formats. You can't use Mac TrueType or Type 1 fonts on a PC running Windows. The newer OpenType font format is cross-platform.

Best Font Format
You may hear often that most printers prefer PostScript Type 1 fonts or that Type 1 fonts are superior to TrueType. Despite some resistance, today Type 1 has no real advantage over TrueType fonts in most cases. However, it is still a good idea to check with your printing service to see if they have a preference (this includes the use of OpenType fonts as well).

While you can have TrueType, OpenType, and Type 1 fonts all installed at the same time, it can cause problems (e.g. display or printing errors) if you have two fonts with the same name in two different formats installed at the same time or use more than one font format in the same document, even if they are different fonts.

It is best to use only one font format (all TrueType/OpenType or all Type 1) in a document, especially for documents destined for commercial printing.

There are approximately 100,000 or more digital fonts, 30,000 of which Adobe identifies are Type 1 fonts. For designers, the barrel of choices just keeps getting bigger.

The Secret to Quality PDFs: How to Make Great-Looking PDFs Every Time!

2007-08-01T15:15:00.000-07:00

"Often times when I transfer a file to an Adobe PDF I lose fonts and/or image quality. What am I doing wrong?"
Avant Garde Productions Client

A quality PDF begins with an original application file using such programs as QuarkXPress or Adobe InDesign or even Microsoft products like Word and Excel. The key to a quality PDF lies in the appropriate use of not only the PDF settings, but making sure your original file contains appropriate bleeds, images with adequate resolution, images in the correct color space, non-corrupt fonts and four-color process colors (as opposed to RGB or spot colors).

Images
Poor PDF images result from poor resolution photos, over-compression, and using the wrong color space. When determining the proper use of resolution, as a rule of thumb is to use PPI (pixels per inch) two times the print job's LPI (lines per inch). The two major ways to compress are ZIP and JPEG.ZIP. Only use ZIP for large color jobs and to assure quality with the JPEG use a low compression setting. Important tip: Always, always convert RGB jobs to CMYK for print jobs! If color is critical, than request a color profile from your printer.

Fonts
Certain fonts will not transfer due to licensing agreements. If you are going to purchase fonts, always test them first by adding them to a document and then converting it into a PDF. If a warning box pops up that means the font cannot be imbedded. Always tests fonts from obscure or freeware sites before starting your work.

Layout
Missing bleeds is a common problem that can easily be remedied in your original file. In the export box in QuarkXPress or Adobe In Design there is an option to include both symmetrical (typically 1/8 inch) and asymmetrical bleeds.

Don't forget, your printer can also be an excellent resource for you. Ask for the Adobe PDF settings that they recommend for creating PDFs for print production.

If you have further questions, contact Avant Garde today!

A Brief History of Typeface and Fonts

2007-07-01T15:10:00.000-07:00

Part I: From the 1880's to the Present

The world of Typeface began with the Linotype in 1886. The Linotype was used for generations by newspapers and general printing. It produces a solid line of type. It has a magazine with 90 channels to hold 26 caps, 26 lowercase, 10 numerals, 16 punctuation, and other symbols accessed one key at a time. Compositors used to assemble characters in a composing stick, one piece of metal at a time. The most frequently used characters were closer to the assembling "elevator" and the keyboard was arranged ETAOIN SHRDLU. Early phototypesetter film strips also had 90 characters.

Ninety characters did not prove to be enough, so Pi fonts gave us additional collections of math and other symbols. Pi fonts used to be any font that does not have standard letters for setting text. These days they are commonly called Symbolic fonts. The modern Pi fonts are the fonts with special typographical symbols such as Dingbats or Windings. Compugraphic in the late 1980s developed FAIS, a scalable font format to do battle with Type 1 and Apple’s TrueType. It used rub-down sheets of Pi symbols to supplement their film fonts. It continues to be used inside today's Hewlett Packard laser printers.

In the early 1980s, Adobe teamed with Apple to develop PostScript as a way of displaying type on screen as well as in print. Printer fonts for the Apple LaserWriter were based on PostScript Type 1 outlines, resulting in an excellent output at any size. They also developed Bass (a scalable font format) and in turn licensed it to Microsoft. They called it TrueType.

With the boom of desktop publishing, digital fonts were originally stored as bitmap font files that specified pixel locations for a font at each particular size. Each font file contains information that describes what characters are in the font. Early versions had to have a separate font for every point size.

Next month: Part II, Font Types and Their Application

How to Negotiate Media Buys

2007-06-01T15:05:00.000-07:00

Media Buys from the Ground Up

There is only one rule of thumb when purchasing your media buys: the first proposal you receive will never be the best one you can negotiate. Whether you are interested in a reduction in cost or simply more bang for your buck, negotiation is essential to get the best media buy for your product.

Rate Negotiation
There is an endless array of rate discounts you can negotiate. Including frequency discounts, seasonal discounts, corporate discounts, and direct response rate discounts. Seasonal and frequency discount are used the most often. Frequency discounts are package deals where you agree to purchase a certain amount of media space and receive a reduction in cost. Seasonal discounts are a reduction in price depending on the time you plan to purchase, less than prime season in most forms of media buys is less expensive. Corporate discounts and direct response rate discount are used less often. Corporate discounts are special discounts offered by the media organization; while response rate discounts are based on the PI (per-inquiry) reaction by consumers to the media buy.

Position Negotiating
Never purchase a media buy without first knowing when and where it will be positioned. Always ask for the prime real estate first. The worst they can say is no. Depending on what form of media you are purchasing, position can be either space on a page or a time slot on the radio. If you are not familiar with what space is the best, do your research first. Another hint is to take a look at the pricing. The prime locations are usually more expensive. Because of this, they do not always sell. This is a key opportunity for you to negotiate for that unused spot. Lastly, always make sure your competitors are not in the same vicinity of your advertisement or media buy.

Other Negotiation Tools
Other negotiation tools include opportunities with sister companies. Does the radio station have a partnership with a local newspaper? Is the station or newspaper sponsoring a local event? Look for package opportunities that allow you to hit multiple forms of media in one swoop. Another often overlooked negotiation tool is partnerships, partner with other organizations, industry cooperatives, or marketing agencies that can increase your buying power.

If you have further questions on negotiating a media buy negotiations or creating content to market to a wider demographic, contact Avant Garde today.