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Article :: Three Ways to Decide Exactly What You Need

As a business professional, projecting the right image is crucial to having your clients and prospects understand what you do in a clear and concise manner. There are methods your Graphic Designer can use to assure you’re being portrayed in the most effective manner.

1. Brochures, Booklets and Rack Cards: Depending on your purpose in creating one of these formats along with the amount of information you want to include and your budget, your designer will recommend the most appropriate format to utilize. Rack Cards are generally printed on one of several thicknesses of cardstock and are most often for the least amount of information. Like brochures, they are meant to give just enough information to make the client or prospect want to know more about your business. Think of them like appetizers before a main meal. Neither brochures nor Rack Cards are meant to tell the whole story. They are, however, meant to generate interest and lead your client or prospect to call to learn more. Both brochures and Rack Cards are cost-effective and can be used in stand-up brochure display holders. Brochures can contain more information than Rack Cards and come in various sizes. The most common type of brochures are those that are bi-folded, tri-folded or quad-folded. There are other Interesting options for brochures, depending on your needs and your budget. Booklets, on the other hand, have several purposes: to teach, to explain, to present or to provide information. They can have nearly any amount of pages (primarily in multiples of 4) and can either be folded (like a single-sheet 11” x 17” page consisting of 4 “pages”), saddle-stitched (stapled) or Perfect Bound (a seamless book that is glued instead of stapled and contains usually at least 28 pages).
2. Full Color versus One Color: The choice of printing full-color versus one-color depends on your budget and your use. What is the marketing piece designed to do? Printing an information sheet for people already familiar with your company or one that will be included in an item your client has purchased from you might warrant a simple one-color print. But, if you’re trying to attract new clients, promote a special event or provide a marketing piece that you’d like your clients to keep, the better option would be printing in full-color. Take a look around you and see where your eyes focus. In most cases, what will attract attention is something that is in color. It’s the visual equivalent of monotone versus animated speech. Color is powerful and marketing pieces designed with color will generally be received more favorably. That’s not to say that a one-color design cannot be powerful on its own. Your designer can make recommendations that best reflect your business and your strategy.
3. Banner Choices: While the two types of banners most requested are retractable banners and vinyl or fabric banners that are attached to walls, tents or poles, there are other types to consider. Even retractable banners have a variety of options and sizes, including tabletop banners and sturdier outdoor banners that are wind-resistant. Other types of banners include several types of outdoor feather flags and banner walls, indoor x-banner stands, pop-ups and wallboxes. Banners can be simple or elaborate, depending on a variety of factors. Ask your designer to discuss the many possibilities with you.

The more information you can provide to your designer, the better she will be able to match products with your needs. Ask to see photos or samples that meet your specifications and inquire why certain suggestions are given. It’s a collaborative effort and your input is important.

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