BASED ON A TRUE STORY The scriptorium (writing room) at the Abbey of Our Lady of Perpetual Wordage, 835 A.D.. Monks are seen diligently copying text into new volumes. The chief scribe, Brother Mark, is meeting with Brother John about the Abbot’s new book, which he hopes will become a new best-seller. Brother John has […]
A manuscript you submit to a publisher or literary agent will follow certain guidelines — plain fonts, black text on white paper, no fancy formatting, generous margins and double-spaced lines. Individual publishers have their own preferred submission format, which you’ll find quite easily on their website. Any of these apply when you submit to an […]
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.
To hear most Internet marketers and email marketers tell it, you’d think the only things that exist are the ‘Net and email. Snail mail? What’s that? But here in the real world, people who actually have to build successful companies know that’s not the whole story. Not by a long stretch.
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 […]
A client commented to me the other day, “I think I get some of your best work from you,” right after he’d commented that my “best” work was at the back of my portfolio. I was a bit taken aback; a design professional tends not to think in those terms. It got me thinking. What […]
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 […]