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Typography Tips
WHAT IS TYPOGRAPHY?
To answer this question, we’ll first define typesetting: “Typesetting
is to simply compose, or set in type, a page.” Typography, which
is often referred to as “design” is the art of laying out copy
on a page, including font selection, graphics handling and overall
design, and overseeing to all the elements of the final printed
piece.
The following tips are provided to help you determine how you
would like your work designed to ensure a quality result.
CHECKLIST
- Do you have any preferences for fonts?
- Do you want parts of the typesetting in bold? in italics? outlined?
shadowed?
- Do you have any preferences for typesizes?
- Have you clearly shown where caps or lower case are to be used?
- Have you clearly indicated alignment needs? (i.e. aligned left,
right, centered, or justified.)
- How critical are the dimensions or spacing of the typesetting?
Does it need to fit in a particular area or does space need to
be allowed for placement of artwork?
If you prefer, we’ll be glad to use our judgment in satisfying
these needs. The above checklist simply helps us satisfy any preferences
you do have.
LETTERHEAD, ENVELOPES and BUSINESS CARDS
Your letterhead, envelopes and, more importantly, your business
card will often give a potential customer or client an important
first impression of your business or organization. As you know,
first impressions mean a lot in today’s business world. Keeping
this in mind when designing these items will help you create the
image you wish to convey for your business or organization.
All of these items should have matching or complementary designs.
If you have a logo, you will want to use it on both your letterhead
and business card and, more often than not, on your envelope as
well. Use typestyles for your text that will complement your logo,
and not clash with or distract from it. Careful attention should
be paid when selecting a typeface as each typeface is unique and
projects a certain image. Some are professional, some are more
relaxed, and others are just plain fun. Choose one appropriate
for your needs.
The letterhead, envelope and business cards should all contain
your company name and address. Additionally, both letterhead and
business card should contain your phone and fax (if available)
numbers. In this computer age, you may also wish to include your
eMail and home page address. You may also wish to include a company
slogan or a brief list of products or services you have to offer.
Also, the business card, and in some cases the letterhead, should
have you or your representative’s name and title on it.
FLYERS and BROCHURES
In many cases, your flyer or brochure will be the first item a
potential customer or client will receive from your company or
organization. The impression and information these items provide
will be the key to gaining that new customer or client. Therefore,
your flyer or brochure should be carefully thought out. Writing
these items in a hurried and rushed manner may get them to press
sooner, but you will probably not achieve this item’s full potential.
The following will guide you in designing either of these items.
This may seem obvious, but it is surprising how many times it
is overlooked: include your company’s name and where the customer
or client can reach you, by phone, fax, mail, etc.
First off, capture your reader’s attention. You should determine
who your product or service will be used by, and tailor your flyer
or brochure to interest them. You may wish to give some background
information on your company, explaining how you decided to go
into business, what market need you saw, etc. You may also wish
to inform them of your business philosophy. Or, you may wish to
give pertinent background information on you and your principal
employees (if any). What kind of education do you have? Experience?
What qualifies you to do what you do? In short, a brief resume.
These things will tell your potential buyer why he should care
about your business, and why she would wish to buy from you. You
may wish to list the benefits you have to offer in this section,
to keep your potential client or customer interested. Also, what
makes you different from your competition? Quality? Price? Service?
A combination of these? All of these?
Your flyer or brochure should highlight your product or service,
or the main ones if you have several. These items should be written
to answer what the potential buyer’s important questions would
be about your product. Give a brief description of what you do
or sell. How does it work? What does it do? How can it be used?
Why does your potential buyer need it? Also, how much does it
cost? Photos or quality line drawings can be used to show your
product and/or point out important features.
If you are holding a grand opening special, offering special sale
prices, or a coupon, don’t forget to mention or include them!
As with letterheads, envelopes, and business cards, choose typefaces
that will convey the appropriate image for your business or organization.
Or, choose typefaces that will make your flyer or brochure stand
out from everything else. In general, however, you will want your
brochure to match the look of your stationery and business cards.
Let the flyer do the crazy, wild, outlandish things!
We hope these tips are of some use to you. But, while we have
kept your mind whirling with decisions on typefaces, layout, clip
art, text, etc., you also need to select appropriate paper stocks
and ink colors. Be sure those complement your design specifications.
Have fun!
PROVIDING YOUR ART ON DISK
We use the following desktop publishing programs: Adobe Illustrator,
Adobe PageMaker, Adobe Photoshop, Adobe Streamline. We are also
able to utilize artwork from both Macintosh and PC files.
If providing graphics or logos on disk or eMail, we would prefer
EPS vector graphics, or TIFFs or JPEGs. If using EPS vector graphics,
please be sure you have converted fonts to outlines in the graphic.
If you do not have EPS, TIFF or JPEG capabilities, we can work
with most other formats as well.
We are also able to accept files as Adobe Acrobat PDFs.
To learn more about how we can help you with your next printing
project, call (513) 777-7468 or eMail us now to get started! Or, click here to return to our list of service categories.
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