For a typical author, it’s all about the content. That’s as it should be. Creating a book of any kind, whether it’s a novel, a how-to, or a travel book, takes a tremendous amount of creativity, thought and hard work. The last thing an author wants to think about, usually, is the mechanics of production […]
I’ve mentioned before that it’s important to choose your typefaces (not “fonts,” which are particular styles, like bold or italic, of a given typeface) carefully and not simply accept the defaults offered by Microsoft Word or PowerPoint. This goes for your business letters and for your advertising, packaging and signage.
When I’m consulting with businesses about the “look” of their corporate communications, one of the hot questions is always, “Which font should we use?” In an earlier Creative Tips post I touched on this subject as far as saying “At least don’t use the defaults” without going into much detail as to how you would decide […]
By now, if you read the last post, you’re starting to think that designers seems to place as much importance on the spaces around and between things as on the things themselves. And you’re right. One of the great concert pianists of the 20th Century once remarked that what defines a great performer is not […]
Space: it may well be the Final Frontier, because when it comes to documents it’s clear that it was never taught in high school. I think we were only ever flunked on content, and so we fixated on the text and forgot the page it was sitting on. When you write a letter, a proposal […]
Microsoft Office is everywhere. There’s hardly a company, from enterprise to small business, that doesn’t use it to create letters, proposals, estimates, promotional emails, even flyers and (gasp!) ads for the Yellow Pages. The “desktop publishing revolution” was supposed to put great-looking documents within reach of Everyman and change the world, feed the poor, end […]
Some of my recent projects have run into what I call the “too many cooks” problem. Different parts of the client’s branding or collateral were done by different people at different times. The result is that none of the parts — website, identity items like logo and business cards, marketing emails, brochures — look like […]
We’ve all seen great ads that stuck in our minds because they had a touch (or a bagful) of humor in them. Who can forget the kid in the Darth Vader costume who “starts” his dad’s Passat using The Force?
Nike’s ad agency in Turkey came out with one of the most original and playful example of correct positioning I’ve seen lately. You know Nike — athletics, “Just Do It” and that iconic swoosh — even if you’ve never owned a pair of their athletic shoes. In this video, the agency combines a strong message […]
I’ve mentioned Ultra Essence before. They were the subject of an earlier post because they provided a great example of how a correctly designed advertising display increases sales. The company has a new skin-care product for men, “Ultra Handy Man” or simply “Handy Man,” that gives me the chance to write about a simple case […]