Powerful Logo Shapes for Your Business

Keep your logo and its design from misrepresenting your business and its values. Understanding how logo shapes impact messaging will help you craft a logo that meaningfully represents your business and its direction.

clashgraphics.com gathered the following information, definition, and tips about powerful logo shapes that can accurately represent your business to its audience and customers.

Logo Shapes

A logo shape is what makes your business and products recognizable over time. You may not have enough time to read the message on a billboard while speeding down the highway, but you will undoubtedly remember the logo in the ad. A logo’s shape and color can remind consumers of the brand, their experiences with it, and how they feel about it.

While brand recognition is one thing, psychology is also at work. A shape invokes a feeling, and successful brands will manipulate their logo design to attract these feelings. Consider the following shapes and what they can represent:

Rectangular Logos

With a balanced nature and defined sides, rectangular logos represent stability, balance, reliability, professionalism, boldness, and confidence. Rectangular logos could be vertical, horizontal, squares, diagonally placed or represented in a 3D depiction.

Intention: Squares and rectangles convey feelings of stability and balance. Subsequently, psychological associations of reliability and stability occur.

Triangular Logos

Triangular logos represent a definitive target. They may represent ambition, focus, science, knowledge, wisdom, excellence, and performance.

A triangle could represent a graph, the way Adidas uses a design that speaks of performance. Or a three-pointed star like Mercedes Benz has owned and used for generations.

Like other logos, a triangle can be integrated with different shapes. The YouTube logo, for example, puts a play button on a rectangle field of red.

Intention: Triangles are a flexible but less common logo shape. Triangles represent stability and ingenuity, as well as the arts. The harsh lines and geometry of triangles can result in very playful logos.

Horizontal Lines in Logos

Logos that inspire secure, well-structured, powerfully grounded, stable, calm, and assured feelings will likely contain horizontal lines.

An example of a horizontally lined logo design is the AT&T logo. As a telecom provider, the lines seem to wrap around the globe, assuring consumers that they will be connected in any corner of the world.

Intention: Horizontal lines also represent dynamism and movement. Delivery companies often add horizontal lines to their logos to convey motion and speed.

Vertical Lines in Logos

Vertical lines can be used to symbolize progress, performance, measurability, achievement, strength, and possibilities. Successful brands use vertical lines in their logos to prove a point.

Intention: Vertical lines strongly suggest stability, strength, and balance. The precision of vertical lines also conveys professionalism. They are often used in corporate logos to promote a sense of professional integrity, reliability, and efficiency.

Organic (Natural) Logos

Organic or natural logos are a representation of creativity. They convey a message without conforming to shapes and geometric design. Natural logos are often inspired by everyday geometry around us. These logo designs are governed by the principles of naturally occurring elements (plants, animals, faces, etc.). The Ferrari logo, for instance, represents the speed of the racehorse on a field of yellow (representing the city of Modena).

Intention: Nature-inspired logos have the power to connect instantly with consumers. These logos invoke feelings of protection, trust, and safety. A company may also use a nature-inspired logo to convey an eco-friendly message.

Circular Logos

Absent of sharp edges, circles are the most wholesome and comforting shapes in the world. Ellipses, ovals, or perfectly round, circular shapes make excellent background components for your brand. They symbolize continuity, safety, reliability, completeness, and perfection.

Brands often combine multiple circles to symbolize different things. The Olympics logo stands for different groups of individuals uniting in the spirit of competitive sportsmanship.

Intention: Circles are universal symbols of wholeness, perfection, completeness, and cyclic motion. They also represent community, friendship, and inclusivity. Circular logos are one of the most popular logo shapes.

Abstract Logos

These logo shapes allow creators to be unique while creating their own shapes and forms.

Among the most recognizable logos in the world is the Nike Swoosh. Today, the logo is so well-known that the brand can place the logo on a product and in marketing campaigns without using any writing.

While Nike’s logo may look like a simple check mark, much thought has gone into it, resulting in its present, minimal rendition.

Intention: An abstract logo is a symbol or image that conceptually represents your business. More importantly, abstract logos can infuse layers of meaning into an image, making yours distinct and memorable.

Brand Recognition

Larger companies have vast budgets and resources to commit to designing long-term brand equity. In comparison, smaller companies won’t always have that luxury. A small local company’s logo’s visual appearance (shape, color, design, etc.) may be what attracts its customers. In such cases, the initial reaction to a logo may have long-lasting impacts on a business’s success and brand.

Logo Design

In this article, you saw logo examples, discovered essential information and tips on what different logo shapes represent and how they convey messages.

Using the right design in your company’s logo can help your customers recognize your business at a glance, trust your products, and invest their loyalty in your brand.

Ignoring the need to use representative shapes in your logo can lead to severe misunderstandings about the intentions and quality of your company and its products.

Sources:
uxplanet.org/knock-design-into-shape-psychology-of-shapes-6e43c6e59955
knowledge.insead.edu/marketing/how-your-logo-shapes-consumer-judgments
mbp9807.cad.rit.edu/interactive1/project2/myarticle.html
cis.rit.edu/htbooks/dtp/elements/shape.html

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How to Plan a Charity Event

Avoid getting fewer donations and not knowing how to plan your charity event. Knowing how to efficiently plan a charity event can supercharge your fundraising efforts while putting on an exciting series of events for your donors.

clashgraphics.com gathered the following essential information on planning a successful charity event from concept to execution.

Charity Event Planning

Before beginning the planning stages of a charity event, you must determine the “why.” Why are you going to hold a charity event? Who or what organization will be its beneficiary? And, most crucial, How will the event be funded?

1. Charity Event Goals

Charity events may seem to be centered around fundraising, and to a certain extent, they are. However, a charity event can be carefully developed to cultivate any of the following:

• Acquiring new donors
• Cultivating repeat donors
• Promoting your cause or gaining publicity
• Recruiting new supporters, members, or volunteers
• Increasing your cause’s awareness
• Developing local and regional connections
• Growing your email list
• Engaging prospective major or corporate donors
• Increasing social media, website, and brand awareness

Your event’s fundraising goals will play a significant role in shaping its size, content, and duration. A popular goal-setting framework is the SMART system. Consider the following:

Specific - The event’s goal should deal with a specific performance or a specific KPI. When setting your fundraising goal(s), clarify the overall context. What do you want to achieve with your fundraising? What is your final goal?

Example: The goal is to raise $50,000.

Measurable - The goal should be measurable. Without measuring progress, you won’t know if you’ve met or surpassed your fundraising goals. Not setting measurable goals can also cause your planning team to be on “different pages.”

Example: The goal is quantifiable and measurable (money raised).

Attainable - Strive to set goals that stretch you and your team, being ambitious enough to challenge you. However, those goals should not be unrealistic.

Example: The amount is more than last year but not unattainable (especially with recurring donors already committed).

Relevant - The event’s goal should be firmly connected to and supportive of the organization’s mission and vision. Before you invest any resources or assets toward achieving a fundraising goal, it’s crucial to verify that your goals are relevant to your organization’s mission and vision.

Example: The goal will provide assistance to the nonprofit’s target audience - single parents.

Time-Based - The goal should have a kickoff and a deadline. Every successful fundraising campaign has a beginning and an end. Campaigns without deadlines can become overwhelming and un-motivating for your team, volunteers, and donors alike. If a goal lacks a deadline, you can procrastinate your efforts indefinitely.

Example: The campaign begins on Thanksgiving Day and ends on Christmas Day.

2. Selecting a Theme

A theme makes your event appealing and offers a guideline for its attractions and events. This is crucial; people often believe that charity events raising awareness for a dire cause must be conducted in a serious or somber fashion. It doesn’t have to be that way; you can create a lively atmosphere with a relevant and fun theme. Consider these theme ideas:

Bowling Night - Bowling is cost-effective, family-friendly, and highly accessible. Most communities have at least one bowling alley within a reasonable distance. As an added plus, bowling is indoors, so severe weather won’t be an issue.

Casino Night - Set up various card game tables where guests can wager against Lady Luck. This type of activity helps bring in additional funds. Guests can always donate the money or prizes they win back to the organization.

Gala - Galas aren’t for every organization but may be the best charity event for your brand if you want to host an annual, elegant event. As long as you have the budget, support from your board, and substantial interest from your audience, a gala is a winning option.

Carnival Night - This is an excellent theme if your guests are bringing their children or your organization benefits children’s causes. Attendees can purchase tokens for use at carnival game booths or special event seating.

Tip: Your event theme(s) should be fun, engaging, and inclusive of live or online audiences and multiple age groups.

3. Venue Selection

You want to find an impressionable venue, but remember that is typically the single most significant cost of the event. Consider the following:

• Choose a venue that supports your theme. If it’s a carnival theme, for example, then there should be ample indoor and outdoor access.
• Does the venue have enough space to accommodate your expected turnout, as well as any additional equipment, like lighting, cameras, game booths, etc.?
• Consider venues routinely used for high-profile charity events (these will be familiar to your donors), and you can market the venue as such.

Tip: You can lower event expenses by seeking donor funding specifically for venue costs.

4. Marketing Your Event

Social media is the best place to start promoting your charity event while keeping expenses under control. In the months leading up to your event, launch its website or go live with a page on your organization’s website, and in the weeks leading up to the event, create an event hashtag and use it on your posts across all platforms and encourage participants and donors to do the same.

Launch your direct mail or Every Door Direct Mail (EDDM) campaign so that initial flyers or brochures reach their destinations 7 to 10 days before the event. The second round of printed material should be sent, so it arrives 2 to 3 days before the event. This way, you have introduced the event to your prospective attendees and reminded them about it.

Launch an email campaign using your current database urging potential donors to attend your charity event in person or online.

Tip: Be sure to offer your online attendees a “one-click” way to attend your event and donate to your organization.

In the days leading up to your event, book radio ad time to promote the event and the charity. You can get this time discounted by offering sponsorship and even have the station remotely broadcast from your event.

5. Post-Event Promotion

Awareness and contributions can continue long after the event has ended. Continue using the event’s hashtag for a few more days/weeks, and encourage people to donate. You can do this while keeping your followers and attendees updated on contribution amounts and how the collected funds will be used.

Share news, pics, and posts related to any positive post-event activity. Show your audience what their donations have supported, built, or changed.

People donate to charitable organizations because they care about the cause or movement, so give them reminders of the change, betterment, and difference they are a part of.

Planning a Charity Event

In this article, you discovered valuable information to help you plan, market, and pull off a successful charity event.

Knowing how to efficiently organize and budget a charitable event will help you meet your organization’s goals and provide much-needed support to those it serves.

Ignoring the need to follow a well-structured plan for your charity event will result in an embarrassing and unorganized event that will struggle to get funding or donations.

Sources:
donorbox.org/nonprofit-blog/set-and-meet-fundraising-goals
teenagecancertrust.org/get-involved/fundraising-ideas-and-support/how-organise-charity-event
ticketpass.org/articles/planning-charity-event-budget

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2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
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To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/how-to-plan-a-charity-event/

The 12 Graphic Design Principles Explained

Avoid taking longer to produce the quality of graphics that will enable you to impress and demand the pay you desire. Knowing how the 12 principles of graphic design work together to create an image or convey a message will help you improve your work and give it meaning.

clashgraphics.com gathered the following information about graphic design principles and explained what they mean.

What are the Principles of Graphic Design?

Graphic design is a discipline of creative activities that projects visual signals intended to convey messages to specific demographics with clear and predetermined objectives. To help you achieve the ideal layout and composition, there are twelve succinct and recognized principles of graphic design, including:

• Contrast
• Balance
• Emphasis
• Proportion
• Hierarchy
• Repetition
• Rhythm
• Pattern
• White Space
• Movement
• Variety
• Unity

These principles work together in creating visually appealing and functional designs that make sense and convey information to viewers. Consider the following fundamentals, definitions and applications of each principle:

Principle #1 - Contrast

Contrast occurs when two or more elements in a composition differ. In design, use contrast to generate impact, highlight significance, create exciting graphics, and generate visual interest and dynamics.

Principle #2 - Balance

Balance in graphic design is offsetting how the weight of components balance or interact with each other on either side of a design to create satisfaction, completion, and cohesion. To accomplish visual balance, your composition will ideally balance diagonally, horizontally, vertically, or foreground versus background.

Principle #3 - Emphasis

The role of emphasis in graphic design is straightforward. It means having a focal point for your artwork. In the image, it can be any object or text area you see as the most crucial part of the message.

Principle #4 - Proportion

Proportion is the relationship between one design component and another on the whole design. It is a comparison or contrast of sizes, shapes, and quantities.

Principle #5 - Hierarchy

Hierarchy in graphic design uses several fundamental principles, including size, color, contrast, alignment, repetition, and brightness, to emphasize specific design characteristics. It controls those factors to show their importance or gravity within the design as a whole.

Principle #6 - Repetition

Repetition uses the same element over and over again. Repetition is an outstanding way to add texture to your design. Not only does it create an element of unity, but repetition can also help create texture and bring your project to life.

Principle #7 - Rhythm

Rhythm uses repeating elements in graphic design. Repeating elements, like shapes, lines, or colors, attract the observer's eye from one section of the piece to another in a cadenced way. Rhythm can simultaneously create a sense of order and a sense of movement.

Principle #8 - Pattern

Pattern is the repetition of multiple design elements. While repetition focuses on a single component, pattern represents multiple elements repeated throughout your design.

Principle #9 - White Space

White space also referred to as “negative space,” is empty space around and between your content and other functional elements of a design. The fundamental role of white space is to allow your design to breathe (or give viewers a rest) by reducing the amount of text and functional elements they must see and analyze at once.

Principle #10 - Movement

You can use movement to guide a viewer's eye in, through, and out of a composition. Movement is the path a viewer's eye takes through a design and reveals the intended message or objective. In an image, the kinds of lines, shapes, and forms you use can significantly affect this movement.

Principle #11 - Variety

Variety in design creates visual interest with varied shapes, colors, lines, and movement that strives to keep your viewers engaged with or interested in your design.

Principle #12 - Unity

Unity is appropriately the last principle, and it pulls all the other elements of your design together. Your design should be deliberate and focused on its intended message, with each element of your piece belonging there and supporting its overall idea or concept, rather than standing out in isolation or failing to fit with the rest of the design’s elements.

Why Use Graphic Design Principles?

Graphic design principles are the most crucial components of any design process. Without these principles, it would be challenging for the viewers to understand the messaging the designer is trying to communicate. Design fundamentally differs from art, in that design must have a purpose while art can be random.

Graphic Design Principles

In this article, you discovered definitions and applications for the 12 graphic design principles you must utilize to produce compelling and effective design work.

Deepening your comprehension of graphic design principles will help you meet or exceed your client’s expectations for superb and well-conceived graphic designs.

Skip wasting your time and not knowing the principles that ensure your designs are well done, recognized, and valued.

Sources:
pavilion.dinfos.edu/Article/Article/2705890/graphic-design-fundamentals-layout-composition/
extensionpublications.unl.edu/assets/html/g2031/build/g2031.htm
rasmussen.edu/degrees/design/blog/what-is-graphic-design/

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What Is a Vector in Graphic Design

Avoid inferior designs that get blurry and can’t be resized or used in large formats. Knowing how to create or use vector-based graphics will allow you to resize logos and other designs without sacrificing crispness or image quality.

clashgraphics.com gathered the following information about the definition, use, and advantages of vector-based images.

What is a Vector Graphic?

Vector graphics are computer images created with a sequence of commands or mathematical statements placing lines and shapes in a two-dimensional or three-dimensional space. In vector graphics, a graphic artist's work, or file, is created and saved as a sequence of vector statements.

Note: Vector images and designs are typically saved as EPS, AI, or SVGs (Scalable Vector Graphics).

How is Vector Graphics Used?

Graphic designers typically use vector graphics to create high-quality designs that need to be scaled. The nature of vector graphics, where each line, curve, shape, and color is mathematically defined, creates images that can be scaled down for stationery like a business card, or scaled up for use on a billboard.

What is the Advantage of Vector Graphics?

Vector images have smaller file sizes when compared to other file types. Since there are no pixels of information in vector files, just mathematical points, the file size can remain small even when scaled very large.

Note: Vector images are editable, meaning you can modify individual elements without disturbing or distorting other components in the image.

What is the Difference Between jpg and Vector Images?

A JPG (Joint Photographic Experts Group) is a file format referring to a compressed image. This is a common file type for digital images from cameras and operating systems. These files often feature high resolution and image quality, which makes them ideal for printing, creating realistic paintings, and for general editing purposes. Since JPGs are very common, many graphic artists start their design or editing projects with JPG images and then export them (as a different file type) to suit their needs.

A vector image is a file format that establishes points on a grid to make the image appear more defined. Design programs can often open and allow you access to most of the vector formats (EPS, SVG, AI). These vector images will often feature a clear background, which makes these graphics helpful in graphic design and presentation projects, as they integrate on top or blend well with any background. 

When a designer wants to print a logo or other design on a red t-shirt, they will turn the design into a vector file, enabling it a transparent background and to seamlessly print on a colored shirt.

Note: Raster image files include PNG, JPG, and GIF formats while a Scalable Vector Graphic (SVG) or EPS format is that of a vector file.

Why do Graphic Designers Use Vectors?

Vector images are clearer and more scalable. There is also a question of memory use. For raster graphics, computers must store information for every raster image pixel. Vector images only store the series of points that need to be connected by lines, curves, shapes, and colors.

How do I convert a JPG to a vector image?

You may choose to convert a JPG to a vector image (SVG) to obtain a graphic that is better suited for scaling and printing at larger sizes. To convert a JPG file into a vector using Adobe Illustrator, follow these steps:

1. Open Adobe Illustrator
2. Insert the JPG image you want to convert
3. Select a "tracing" workspace (switch to the "tracing" workspace in Illustrator)
4. Select the JPG
5. Adjust the color complexity settings
6. Adjust the pixels (advanced settings under the color complexity scale)
7. Change settings to adjust the image’s edges (use the "corners" sliding scale under the "paths" section)
8. Adjust pixel grouping (use the "noise" slider found below the "corners" one)
9. Review your changes (click "trace" to view your changes)
10. Click “Expand" (this converts it to a vector image you can save)
11. Save your image as an “Ai” (Adobe Illustrator) file and then as a vector (“SVG” for websites or “PDF” for printing)

Tip: Saving the file as an AI image first allows you to return to your project for further editing.

When you want to convert a vector image (SVG) to a JPG, follow these steps:

1. Open the SVG image file or drag & drop it on a pre-sized canvas in Photoshop, Illustrator, or CorelDraw
2. Go to File
3. Select Export
4. Click Export As
5. Select JPG format from the drop-down menu
6. Adjust the image size and canvas size as needed
7. Click “Export all” and save your new JPG image

Note: The “SVG” file format is the most popular tool for displaying two-dimensional graphics, designs, charts, and illustrations on websites. Plus, as a vector file, it can be scaled up or down without losing any resolution.

What Computer Programs Open an SVG File?

Google Chrome, Safari, Firefox, IE, Opera, and every popular web browser should be able to render and view SVG image files. SVG files are also supported in most text editors and high-end Graphics editors like Adobe Illustrator and CorelDRAW.

Vectors in Graphic Design

In this article, you discovered the definition, applications, and advantages of working with vectors or SVGs in your graphic design projects.

Knowing how to use and apply vector-based images will drastically improve your images when scaled up or down or applied to colored backgrounds.

Not using vector-based graphics will make your designs look less professional, appealing, and make you look like an inexperienced designer.

Source:
web.simmons.edu/~grovesd/comm328/modules/svg/creating-svgs
guides.lib.umich.edu/c.php?g=282942&p=1885352
pavilion.dinfos.edu/Article/Article/2223089/vector-vs-raster-images-choosing-the-right-format/

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2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
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Custom Stationery Printing - Everything You Need to Know

Don't be ignorant to the possibilities of custom printed stationery. Knowing how to design and print the highest-quality stationery will help you put your best foot forward when engaging with new customers, clients, and fans.

clashgraphics.com gathered the following information about custom stationery printing, what items you can have customized, and how to get it professionally printed.

Custom Stationery

Personalized or custom stationery includes any type of paper or writing utensil that is customized to a specific user or business needs. For centuries, people have used custom stationery to make unique invitations, calling cards, letterhead, and other business-related paper goods.

Custom Stationery Design

Custom stationery can include an infinite combination of words, colors, images, and designs. The following steps will help you quickly create your stationery design using Adobe InDesign, Illustrator, Microsoft Word, Publisher, Apple Pages, QuarkXPress, or CorelDraw.

1. Start with a design template
2. Add your own images and logo
3. Add personalized text and select fonts
4. Choose color combinations that suit your brand
5. Print your design in-house or send it out

Note: Stationery design covers all the writing equipment and office supplies you normally require for day-to-day use, like paper, letterheads, pens, pencils, folders, business cards, post-its, and cases.

Tip: Consult a graphic designer to help you sharpen and de-clutter your work so it can be applied to all of your stationery needs.

What Paper is Best for Stationery?

Traditionally, high-quality stationery is made of heavy cardstock. For more formal occasions, white and ivory are most common, but pale blue or grey are often the colors of choice. Consider the following when selecting paper for business stationery:

• Letterheads are typically printed on bond or text paper. For bonds, the most popular weights are 20Lbs and 24Lbs, while for text paper, the most popular weight is 70Lbs.
• Envelopes are created from the same weight and color paper as the corresponding letterheads in a process called converting. Large sheets or rolls of stationery-grade paper are loaded into a machine that cuts a pattern from the sheet, then folds and glues the pattern creating an envelope.
• Business cards are typically printed on cover stock with a weight of 65Lbs or 80Lbs. The thickness of the stock is determined by the finish, not its weight.

Tip: Your paper selection will significantly influence the finish and presentation of your stationery, before approving large runs, request samples on multiple parer weights and colors.

What Finishes Can be Applied to Paper Stationery?

Finishes can visually and texturally transform your paper selection. Finishes can be applied to paper inline (during the manufacturing process) or offline (after manufacturing).

Inline finishes are made with rollers that form a pattern in the paper while it is still wet. Offline finishes are created with steel rollers that press a pattern into the paper and are commonly known as embossed finishes.

Popular finishes for stationery paper include:

• Cockle, which simulates handmade paper
• Laid which appears to have translucent lines horizontally and vertically in the paper
• Linen which resembles linen cloth
• Smooth, which has a smooth, polished appearance
• Vellum which has an eggshell appearance (consistent and even)
• Wove, which has a slight texture with an even finish

Note: A watermark is an embossed design made during its manufacturing. The design typically identifies the paper and its manufacturer. Watermarks are visible when the sheet is held to light and is considered a hallmark of a superior paper grade.

Custom Writing Utensils

Custom writing utensils are an integral part of your professional stationery collection. They provide a sense of preparedness and style. Doctors, lawyers, elected officials, and public figures often need to sign important documents, and the right customized pen can leave a lasting impression.

When you give away customized pens as promotional material or “swag” (pens, pencils, post-it pads, mouse pads, t-shirts, bags, etc.), there are three principal benefits you get in return. These benefits include:

Exceptional ROI - A great advantage of promotional pens is that they are incredibly budget-friendly. Everyone uses pens, making them a great return on investment. This allows you excellent exposure as pens are used repeatedly.

Building Brand Awareness - Brand awareness is key to capturing and retaining customers. Functional promotional items like pens have a wide reach. Not only are they given to your current clients, but they are seen and received by others.

Note: This printed stationery allows your brand to be on someone's mind when they are looking for a solution that you offer. With this awareness, they are more likely to reach out to you than search for one of your competitors.

Keep Your Customers Happy - Offering free promotional swag - useful to your customers - allows you to create lasting impressions on them. Small gifts make big impressions and can significantly improve your customer's experience with your brand.

Tip: This type of interaction can be more memorable than distributing business cards, which often get filed or thrown away.

Stationery Design

In this article, you discovered essential information and tips on custom stationery printing, what you can customize, and how to get it professionally printed.

By custom designing your business stationery, you can create a powerful image and representation of your product and business ethics.

Ignoring the possibilities of custom printed stationery will leave your projects dull and not as visually appealing.

Sources:
graphicdesign.sfcc.spokane.edu/dZine/mujica/printproduction/2019/lecture/l13_Choosing%20Paper.pdf
online.ndm.edu/news/business/small-business-branding/
scu.edu/mobi/resources--tools/blog-posts/how-to-brand-your-business-and-your-products/
merriam-webster.com/dictionary/stationery

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/custom-stationery-printing-everything-you-need-to-know/

What are the Best Colors for Marketing

Avoid using the wrong colors and creating visuals that detract from and hurt your brand identity. Knowing which colors are most well-received by the general population will help you structure better product presentations, improving sales and company revenue.

clashgraphics.com gathered the following information about which colors are the most popular and most utilized in marketing and product presentation.

Which Color is Best for Business?

When it comes to marketing success, color can make or break a line of products and the company behind them. While there is some debate over which color is the best for business, consider the following and apply your own product/sales data and market research:

Marketing with Red

Marketing colors like red are typically utilized to capture attention. Red is associated with excitement, passion, erotica, danger, energy, and action. Some brands use red for 'order now' buttons, calls to action (CTAs), or for their packaging as a way to differentiate their product(s) on the shelf.

Note: Red has a range of symbolic and historical meanings through different cultures, including life, health, vigor, war, courage, anger, love, and religious uprising.

Marketing with Blue

Due to the color blue’s association with water, this color is known to arouse feelings of calmness and tranquility. Blue can also signify peace, gentleness, and relaxation, and some blue shades may trigger sadness. Blue is also frequently associated with trust, and you see many financial institutions using it in their product marketing and overall branding.

Note: The color blue commonly represents both the sky and the sea and is associated with open spaces, freedom, intuition, imagination, inspiration, and sensitivity. Blue also evokes meanings of depth, trust, loyalty, sincerity, wisdom, confidence, stability, faith, and elevated intelligence.

Marketing with Black

Consumers will notice black being used on high-end, luxury, or elite product websites. The high contrast that black provides other colors allows certain webpage elements (like backgrounds) to recede, so the user's focus can be coerced to product images without the overall layout appearing forced or overdone.

Note: Black is popular in retail. In color psychology, black's color meaning is symbolic of mystery, power, elegance, and sophistication. In contrast, the color black can also evoke emotions like sadness and anger. Many fashion retailers use black in their products and logos.

Marketing with Yellow

Use yellow shades to evoke pleasant, cheerful feelings. Choose yellow to advertise and promote children's products and anything related to leisure. Yellow is highly effective for attracting attention. Use it to highlight the most significant elements of your design.

Note: Yellow is commonly known as the color of the sun (the sun is actually white), smiley faces, and sunflowers. It is recognized as a happy, youthful color, full of hope and positivity. It's another color that grabs your attention and, for that reason, is also used to signify caution, like red and orange.

Marketing with Green

As opposed to red, green represents safety; it is the color of free passage (“go”) in road traffic. You can use green to indicate safety when advertising typically unpopular products like drugs and medical items. Green is directly related to nature and is frequently used to promote 'green' or sustainable products.

Note: Typically, shades of green symbolize life, fertility, spiritual renewal, regrowth, and resurrection. Green is a combination of yellow (symbolizing glory and energy) and blue (relating to God and the heavens).

Marketing with Orange

In marketing, orange often represents youth, playfulness, and being bold. Orange is typically seen as healthy, energizing, and attention-grabbing. As seen in branding like that of Amazon, Nickelodeon, and The Home Depot.

Note: Orange often represents meanings or feelings of joy, warmth, sunshine, enthusiasm, success, encouragement, change, determination, health, stimulation, fun, balance, sexuality, freedom, expression, and fascination. Orange is seen as the color of happiness and creativity.

Marketing with Purple

Purple is associated with luxury, royalty, dreams, mystery, and elegance. Light shades of purple are seen as soothing and work well for beauty-orientated advertising and branding.

Note: Purple often represents royalty, nobility, luxury, power, and ambition. Purple also signifies wealth, extravagance, creativity, wisdom, dignity, grandeur, devotion, peace, pride, mystery, independence, and of course, magic.

Marketing with White

In advertising, white represents coolness, sanitation, and cleanliness. Use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations as angels are typically portrayed as wearing white garments and robes.

Note: White is clean, simple, and pure. It stands in direct opposition to black, and its significance is unequivocal. As white light contains all the colors of the spectrum, it’s an inclusive, impartial color, favoring no one hue, unable to take sides.

Best Colors for Marketing and Advertising

In this article, you discovered essential information about the meanings and applications of the best colors for marketing and branding.

Understanding how advertising and marketing are profoundly influenced by the organization and combination of colors will help guide your company’s and product’s visual presentation. The right color combination for the right product, brand, or philosophy can translate to popularity, success, and significantly increased revenue.

By haphazardly using color schemes and mismatched color tones, you risk jeopardizing your business’ prosperity, popularity, and longevity.

Sources:
gcu.edu/blog/performing-arts-digital-arts/how-advertisers-use-color
appliedpsychologydegree.usc.edu/blog/color-psychology-used-in-marketing-an-overview/
citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.975.839&rep=rep1&type=pdf

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/what-are-the-best-colors-for-marketing/

How To Learn Graphic Design

Don't waste your time and take longer than it requires to pickup the skill to become a designer. Learning graphic design will open up new professional and personal possibilities.

clashgraphics.com gathered the following information about graphic design and what you can do to learn it.

What Is Graphic Design?

Graphic design refers to the profession and discipline of activities that project visual signals or communications intended to convey well-defined messages to specific demographic groups with clear and predetermined objectives.

Learning Graphic Design

As with any new subject, there are many new things to learn. Getting acquainted with the basics is your first step on your journey. Having determined that graphic design is the career or skill you want to pursue, you’ll need some guidance on the steps to take in order to achieve your goal. Consider the following advice and tips:

Familiarize Yourself With Graphic Design History - There are many places where you can get started with graphic design history, from podcasts to documentaries and design books.

Increase Your knowledge of Design Principles and Process Skills - Graphic designers should know the 5 principles of design:

1. Alignment
2. Repetition
3. Contrast
4. Hierarchy
5. Balance

These principles work together to create a cohesive design, stability, organization, consistency, impact, and clear message. Following these principles, designers can articulate and solve visual and conceptual problems as a part of the design process, from the research phase to idea development and the final outcome that gives their client the desired results.

Deepen Your Knowledge of Typography - Typography helps you give character to a brand and is crucial to graphic design, including magazine copy, advertisements, logos, and much more. Understanding typography allows you to justify typographic choices in your own work and significantly elevates your design work.

Learn the Fundamentals of Color - Color is an essential part of design because it is used to affect the mood of the design and the brand. Color is used as a powerful tool to persuade and entice. Experienced designers have a profound understanding of:

• The meaning of each color
• Color combinations
• How color palettes are used for emotive impact

When choosing colors for a design, having a solid foundation of color meaning and the science behind it will help you produce superior designs.

Become Proficient in Design Programs - Pursuing a career in graphic design will require you to learn how Illustrator, InDesign, and Photoshop (Adobe Creative Cloud), and Sketch work together to create stunning designs.

Use Social Network Platforms - Social media platforms like Pinterest, Facebook, and Instagram are tremendous resources for connecting with and discovering works by other designers and artists.

Join National and International Design Groups - Attending local, national, and international design events (in-person or virtually) affords you the opportunity to network with other designers and artists, building your connections and popularity in the industry. Networking with these people can help you accelerate and advance in your design career.

Continue Your education - Being self-taught can take you a long way in the graphic design industry, but without a higher education, you may find it challenging to secure employment in high-level positions or in larger corporations.

At the college or university level, graphic design schools are typically a department or academic unit within a larger institution offering undergraduate and graduate degree programs in graphic design and related fields. Such programs may include:

• An Associate’s Degree in Graphic Design (a two-year program)
• A Bachelor’s Degree in Graphic Design (a four-year undergraduate program)
• A Master’s Degree in Graphic Design (a post-graduate course of study typically requiring two years to complete)
• A Certificate in Graphic Design (a standalone credential for those transitioning into the graphic design field)

In this post-pandemic era, most graphic design colleges have eliminated separate designations for on-campus and online degrees. Instead, these institutions now list their graphic design courses as either “in person” or “online.” Among the nation’s best graphic design schools are:

• Pratt Institute - pratt.edu/academics/school-of-design
• Rhode Island School of Design - risd.edu/academics/graphic-design
• Carnegie Mellon University School of Art - design.cmu.edu
• ArtCenter College of Design - artcenter.edu/academics/undergraduate-degrees/graphic-design/overview.html
• Parsons, The New School for Design - newschool.edu/parsons/bfa-communication-design

Required Skills for Graphic Designers

Applying for a new or better position as a graphic designer requires you to use all of the essential skills that make you a graphic designer. Here are some of the skills that employers will consider when hiring a graphic designer:

• Creativity
• Communication Skills
• Strategic Thinking
• Design App Experience
• Coding Knowledge

Uniting the multiple skills required for you to be a graphic designer will increase your value to the work market. Read more about required graphic design skills at clashgraphics.com/printing-tips/essential-graphic-design-skills/

Mastering Graphic Design

In this article, you discovered information about learning graphic design, how to further your education in the field, and the skills you must possess to excel in the profession.

Embracing the need to seek more information and education in the graphic design field will help you progress professionally and develop a more meaningful career.

Not knowing the most efficient way to become a graphic designer can leave you with less prominent positions or delay the process and cost more.

Sources:
newschoolarch.edu/blog/how-to-become-a-graphic-designer-step-by-step/
rasmussen.edu/degrees/design/blog/what-is-graphic-design/
northcentralcollege.edu/news/2022/03/02/what-do-graphic-designers-do

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/how-to-learn-graphic-design/

7 Types of Printing

Prevent your lack of knowledge of the best type of printing for your project from wasting your money, or causing you to print an inferior product. Knowing different types of printing and how they are used can significantly increase your production quality and reduce your expense.

clashgraphics.com gathered information about seven types of printing for modern creators to produce higher product volumes with superior results.

1. Sublimation Printing

The sublimination printing process involves printing text or an image onto a special sheet of paper, then transferring the image onto another material (polyester or a polyester hybrid). In this process, solids (printed ink in this case) turn into a gas without phasing through the liquid stage.

Pros: Outstanding for fine lines and details, and arguably one of the best printing methods for all-over (seam to seam) printing and helps reduce waste by using less ink during product production and saves water when cleaning up afterward since no ink or paint comes into contact with fabric at any stage.

Cons: Sublimation items must have a white or light-colored print area, black or dark-colored surfaces can't be sublimated. The item may lose color over months due to UV ray effects if exposed to direct sunlight for long periods. And, like all inkjet printers, the printheads can clog up if not used regularly.

2. Screen Printing

Screen printing is the transferring of a stenciled design onto a flat surface using a mesh screen, ink, and a squeegee. Fabric and paper are the preferred screen-printing surfaces. With specialized ink, it's also to print on wood, metal, plastic, and glass substrates.

Pros: Screen printing produces a higher quality and more durable output than digital prints. This method can be used on a variety of different print materials.

Cons: This process has a much higher setup cost than digital printing and takes more time. It also has a slower turnaround time than other print methods, and small runs aren't ideal.

3. Offset Printing

Offset printing is a common printing method in which inked images are transferred from a plate to a rubber blanket and then to the selected printing surface.

Pros: High definition and quality for any project. With offset printing, you can expect a high-quality printed image every time, lower costs, and a fast turnaround time. You can use this process to print on most surfaces or shapes efficiently. Printing plates save time and money.

Cons: For low-quantity print jobs, offset printing can be costly and time-consuming. It takes a long time to create a plate and set up an offset printer. If you only need a few copies, the time spent on the initial setup will make offset printing a more expensive method than digital printing.

4. Letterpress Printing

Letterpress printing is a form of relief printing. Using a printing press allows multiple copies to be produced by repeated direct impressions of an inked, raised surface against sheets or a continuous roll.

Pros: The process is quite simple, and after an elevated first investment, it is not necessary to make any more outlandish expenses. It is possible to personalize prints and obtain them with a much more marked and different relief than with other printing methods.

Cons: This is a slower process where the application of color is limited, printing costs can be considerably more than other printing methods, and this method is dependent on the operator’s expertise.

5. LED UV Printing

Using UV printing, it is possible to print unique designs, images, text, and textures on a range of materials or products. UV inks are exposed to the UV-LED lights built into the printer, which almost instantly cure the ink, turning it from a liquid to a solid.

Pros: Quick drying. Since the ink dries quickly (almost immediately) on the substrate, the chemical interaction with the substrate is significantly reduced, scratch-resistant, faster production, and comes out to lower cost.

Cons: UV inks won't dry without being cured, spills are incredibly difficult to clean up, initial startup costs are higher, and operators need to avoid skin contact.

6. Flexography Printing

Flexography is a printing process utilizing a flexible relief plate. It is like a modern version of the letterpress that can be used for printing on nearly any substrate, including plastic, metallic films, cellophane, and paper.

Pros: Besides supporting multiple colors, it can be used with either water-based or oil-based inks. Currently, water-based inks have gained popularity due to their non-toxicity.

Cons: Flexography is not an ideal printing solution for small runs. Although the process is highly automated, setup can be very time-consuming.

7. Digital Printing

Digital printing prints digital-based images directly onto a variety of substrates. There is no need for a printing plate, unlike offset printing.

Pros: This low-cost, simple printing method allows multiple design possibilities with full color and gradation print (without the limitation of colors).

Cons: The range of printable fabrics is somewhat restricted when compared to screen printing, and due to fixed pricing, bulk print jobs don’t offer reduced costs.

Types of printing

In this article, you discovered seven types of printing to help you achieve superior artistic design and its efficient application to the substrate of your choice.

Knowing which printing types are available to you can increase your potential to create bigger, better, and more evolving concepts as an artist or designer.

Not learning the different types of printing at your disposal may leave your project inferior or cause you to use a more expensive process that's not necessary.

Sources:
web.tech.uh.edu/digitalmedia/materials/3350/Flexography.html
printcopymail.umich.edu/copysvcs/digitalprinting.htm
scholarworks.lib.csusb.edu/cgi/viewcontent.cgi?article=1032&context=cap-curr
print.iastate.edu/productsservices/offset/
quod.lib.umich.edu/d/did/did2222.0001.562/--letterpress-printing?rgn=main;view=fulltext
news.clemson.edu/from-intelligent-packaging-materials-to-flexographic-uv-printing-clemson-university-unpacks-sustainable-packaging/
makingcenter.parsons.edu/wp-content/uploads/2016/09/DyeSub_2021.pdf

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/7-types-of-printing/

What is Sublimation Printing

Avoid being forced to use old printing styles to try and accomplish your marketing and advertising needs. Knowing what sublimation printing is and how it works will help you produce more attractive and marketable products.

clashgraphics.com gathered information about sublimation printing, how the process works, and answered some frequently asked questions.

Sublimation Printing Definition

Sublimation (dye sublimation) printing is a process that first prints text or images onto special transfer paper, then transfers that from the paper to another material (typically polyester or a polyester mix). The ink is then heated until it disintegrates (sublimates) into the fabric.

How Does Sublimation Printing Work

Sublimation printing uses heat and pressure to bring ink and fabric together as one.

First, a design or text is printed onto special transfer paper. These specialized inks turn into gas when brought under heat (sublimation), then combine with the fabric, permanently printing its content onto the fabric. The results are permanent and much less prone to fading, as the ink is embedded in the fabric or substrate rather than resting on it like a standard print.

This printing process is quite similar to getting a tattoo, but instead of skin, it’s for a chosen product. Heat opens the substrate’s pores, then with applied pressure, the ink cools and returns to a solid form.

The result is a permanent, full-color image that won’t crack, peel, fade, or wash away from the substrate. This process sees the ink go from a solid to a gas without turning into liquid. The conversion is initiated by heat, then controlled by pressure.

Pros of Sublimation Printing

The most exciting benefit of sublimation printing is the absolute freedom you have with your designs, which is not always the case with other printing methods.

You can go as design crazy as you like. You can print an entire t-shirt that looks like a stapler? Or a cow jumping over the moon with a galaxy background? You may choose to keep it classy with an outline or photo of a famous city skyline or landscape. The possibilities are truly limitless.

Design longevity is another pro, with a design that won’t crack, peel or fade. Even after being washed in the washing machine multiple times, your garment will likely fall to pieces before the printed design fades.

Sublimation printing is most suitable for smaller orders, seam-to-seam designs, and garments with a large number of design variations and applications.

Cons of Sublimation Printing

Sublimation printing cons are seen mostly with the selection of fabric materials. Sublimation printing is only suitable for garments that include polyester (100% polyester or a polyester blend). Although sublimation can be applied to other materials like cotton, the image will not be permanent.

If you are aiming for a vintage or distressed look, choosing a fabric or garment with a lower percentage of polyester content would certainly give you that finish.

Another potential challenge is white creasing. Sublimation works by printing a design into white fabric, and if there are spaces in the garment that are unreached by the sublimed design, they’ll remain white. This can occur from accidental folding or moisture accumulated on the transfer paper.

Frequently Asked Questions

Question: Is Sublimation Better Than Screen Printing?

Answer: If you have extra money to spend and plan on creating shirts with photo-realistic designs, or only plan on small printing runs, sublimation is your best option. However, if you are planning large runs or are trying to start doing garment customization on a restricted budget, screen printing may be your preferred option. Read more about sublimation and comparisons of print methods at 'Benefits of Screen Printing vs. Sublimation and Offset vs. Digital Printing'.

Question: What Items Can I Sublimate to?
Answer: Sublimation printing possibilities are practically endless. Consider the following:

• coffee mugs
• travel cups
• earrings
• wallets
• wine totes
• purses
• canteens
• business cards
• hats
• wine tumblers
• blankets
• pillowcases
• sheets
• bags
• shirts
• socks
• towels
• dog collars
• flags
• bracelets
• ornaments
• keychains
• phone cases
• puzzles
• totes
• coasters

These items can be printed for use around your household or developed and produced in larger quantities and marketed to the public.

Question: Can you use a regular printer for sublimation?
Answer: Sometimes. Printers utilizing a Micro Piezo printing head can be used for sublimation printing. Before this transition can occur, the system must be completely flushed. The color and chemical makeup of the two ink types are not the same.

Question: Which is better, heat transfer or sublimation?
Answer: If your business or hobby focuses on white and light-colored polyester apparel, sublimation printing is a great option. Your prints will have the greatest durability and washability. However, if you want the flexibility to print on any color garment or material type, heat transfer will be a better option.

Question: What are other examples of sublimation?
Answer: Sublimation is when a solid substance bypasses its liquid form and goes directly to its gaseous state. Some examples include:

• Dry Ice
• Mothballs
• Iodine at 100°C

Sublimation occurs all around us all the time. While this technology is relatively new in the printing industry, it is a common and ancient occurrence in nature.

Sublimation Printing

In this article, you discovered information about sublimation printing, how it works, some of its pros and cons, and answers to several frequently asked questions.

Sublimation printing will help you design, craft, and print more eclectic and desirable products that won’t fade, peel, or wash away.

Not using sublimation printing can severely limit the quality of your final products and cost you revenue from an unforgiving client base.

Sources:
makingcenter.parsons.edu/wp-content/uploads/2016/09/DyeSub_2021.pdf
chem.ucla.edu/~harding/IGOC/S/sublimation.html
citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.378.2831&rep=rep1&type=pdf

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/what-is-sublimation-printing/

How To Increase Business Revenue

Prevent shrinking revenue from forcing you to reduce staff, cut benefits, or close locations. Knowing how to increase your business’s revenue will help you create a better work environment while growing your business.

clashgraphics.com gathered the following information about innovative ideas and tips on how to increase your business’s revenue.

Ways To Increase Revenue

Here are 15 strategies for your business to substantially increase sales and revenue:

1. Use Every Door Direct Mail (EDDM®)

Every Door Direct Mail® is targeted bulk mailing, offered by the United States Postal Service, helping your marketing strategy reach potential customers without maintaining a mailing list or even knowing their actual address. Just choose the mailing routes you determine to be high priorities (by neighborhood, city, or ZIP code), and your mailers will be delivered to each home on those routes.

2. Use Door Hanger Advertising

Like direct mail marketing, door hangers present your company and its product to a targeted consumer. Where door hangers excel is that they are not mixed in and lost in a pile of mail but have to be physically removed from a door handle. This act alone provides an extra couple of seconds for you to get the individualized attention of your potential customer.

3. Increase Customer Service Quality

As consumers, we tend to readily give our long-term patronage to businesses that treat us with respect and make us feel like the most crucial part of their business. This is principally achieved through superior quality customer service.

4. Redesign Your Business Cards

Knowing what information should go on a business card, what should be omitted, and how to use the card’s negative space will give you a higher probability of creating a unique and memorable business card.

5. Use Guerilla Marketing Tactics

This marketing strategy drives publicity by employing unorthodox methods designed to conjure the public’s wonder, surprise, or shock. Guerilla marketing presents businesses with a unique opportunity to increase public awareness of its brand, capture new customers, and entice existing customers to become repeat customers.

6. Review Your Online Presence

Optimize your website to emphasize sales versus clicks by determining which search terms (keywords) and website designs are bringing in sales. Consider how you can optimize your site or rewrite your online advertising to maximize sales and increase revenue.

7. Develop Special Incentives

If you have consistent communication with your customer base, you can use any special occasion to build on their loyalty by offering holiday specials, birthday rewards, and discounts or registries for landmark occasions like weddings or births.

8. Lower or Eliminate Shipping and Delivery Charges

Your customers might pay more for a product if its shipping and handling are free. For online sales, consider ways to build shipping and handling costs into the item’s overall cost instead of including two line items in the price.

9. Expand Payment Methods

Increase sales by offering more payment methods that your customers may find more convenient. Set up whichever infrastructure is necessary to accept whatever payment method you don't currently possess, whether it's credit cards, digital currency, a cash exchange app, etc.

10. Add Relevant Products to Your Line

Another way to increase sales per customer is to offer products that your customer needs. You should consider products that a customer would buy to use or pair with your current product or service your customers might require.

11. Expand Your Reach

You can grow physically by opening a new location. Expand the geographic area of your customers by increasing the distance you can deliver your products or services.

13. Offer Product Discounts

Properly marketed discounts create an incentive for your consumers to start buying. Such discounts can be on limited products like “quantity discounts” offered on two or more products, seasonal discounts, or discounts on all of your products in a store-wide or online sale.

13. Value Your Repeat Customers

Instead of spending vast resources trying to secure new customers, focus on upselling your current customers. This approach is more effective and cost-efficient because your existing customers are already familiar with your products and services.

14. Reevaluate Your Pricing Strategy

Price is the most important determining factor when purchasing a product or service. An adjustment to these prices should reflect your market situation and your company’s revenue goals.

15. Determine Your Company’s Revenue Goals

Start with a clear marketing strategy aligned with your revenue goals. You should identify sales and revenue milestones for your company and develop a strategy to get there.

Increased Business Revenue

In this article, you discovered expert tips and ideas to help you significantly increase your business’s revenue.

By continually innovating and keeping your business “fresh,” your existing customers are more likely to become repeat customers as you attract new ones, increasing sales and revenue.

Ignoring your business’s appearance and messaging, you risk rapidly losing customers and revenue, leaving you on a path without reward, income, and inevitably losing your business.

Sources:
patriotfcu.org/blog/ways-to-build-more-revenue-in-a-business/
learning.skysthelimit.org/operations/tips-to-increase-revenue

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/how-to-increase-business-revenue/

Product Manager vs. Product Marketing Manager

Avoid confusing the roles of product managers and product marketing managers. Understanding how these roles differ and who is responsible for what dramatically enhances an organization’s ability to successfully bring its best products to market.

clashgraphics.com gathered the following information about the differences between a product manager and a product marketing manager, what they do, and how they interact.

Product and Product Marketing Managers

In a well-structured organization, product managers and product marketing managers collaborate closely. However, things go horribly wrong when the two managers and their teams get out of sync and are derailed by inconsistent messaging, botched launch dates, and confusion about the product’s function and its real value to potential customers.

Success, however, can be achieved by working together and understanding how these two roles differ:

What Is a Product Manager?

A product manager holds the ultimate and final responsibility for a product’s success or failure. A product manager’s role often includes;

• Owning and guiding the product’s strategy
• Curating the product’s roadmap
• Conveying that roadmap to the product development team to guide them as they build the product according to plan.

What Is a Product Marketing Manager?

A product marketing manager’s primary responsibility is communicating a product’s specific or overall value to its market. A product marketing manager’s responsibilities typically involve:

• Educating a company’s sales force on the value of the product and how to sell it
• Creating marketing materials and strategies that clearly convey product features
• Developing the marketing tools and campaigns to generate new interest and consumers.

Note: If your competitor has a remarkably similar product to yours, it’s your product manager that develops a desired trait or feature and your product marketing manager that creates the storytelling and differentiating value your customers seek.

Product Management vs. Product Marketing Management

A product manager could be considered the voice of a product within the company(often asking: Does this product solve our customer’s problem?), and a Product Marketing Manager would be considered the product’s voice to the world outside the company (often asking: How can we communicate to customers that it solves their problem?).

To further understand these differences, consider the following:

Strategy

The product manager establishes the company’s vision for the product and defines the goals, milestones, initiatives, and targets that will help achieve that vision.

The product marketing manager uses the vision and strategy to develop a “go-to-market” strategy. This strategy details the work that needs to be done to launch a product or expand into a new market.

Roadmap

The product manager develops the product’s roadmap, a visual representation of the direction, plan, milestones, and dates for executing the work.

The product marketing manager assembles the “go-to-market” roadmap, capturing and coordinating the timing of interdepartmental activities needed to successfully release a new or improved customer experience.

Consumer

The product manager focuses on the end-user, developing an understanding of what people want to achieve by acquiring and using the product. This requires collecting feedback from customers about their experiences and suggestions.

The product marketing manager is focused on the consumer’s spending/buying characteristics, gaining a deeper understanding of what people need to know about the product and how it solves their problem to finally make a purchase.

Team Efforts

The product manager is an advocate for the user and the final product. This requires a combination of strategic and tactical effort across engineering, marketing, sales, and support teams.

The product marketing manager ensures that all teams know how to best represent the benefits of the product to the customer. This can involve collaborating with marketing to better define messaging, providing advanced training to sales and support teams, and aligning the website to follow the product’s “go-to-market.”

Note: Both managers want to please the customers and grow the business. And through Frequent communication, regular meetings, and planning sessions, departments can stay in sync to achieve both objectives.

Product and Product Marketing Department Collaboration

In this article, you discovered information about the often confused roles of product managers and product marketing managers and how they perform different tasks to mutually ensure a product’s success.

Knowing the differences between a project manager’s role and that of a project marketing manager will help you address product issues with the correct department.

Your failure to recognize how the duties of your project manager differ from your project marketing manager can lead to miscommunications and failure to meet milestones and product launch dates.

Sources:

blogs.haas.berkeley.edu/the-berkeley-mba/product-management-vs.-product-marketing
wgu.edu/blog/understanding-product-manager-role2003.html
business.vanderbilt.edu/news/2019/10/25/what-is-product-management-top-5-skills-for-success/

Clash Graphics Print Shop Atlanta Flyer Printing

2233 Peachtree Rd NE Ste 202 Atlanta, GA 30309
(678) 235-3464

To view the original version on Clash Graphics, visit: https://www.clashgraphics.com/printing-tips/product-manager-vs-product-marketing-manager/

Clever Ways to Avoid Information Overload

Avoid breakdowns, missed deadlines, and other mistakes due to information overload. Knowing how to simplify incoming and outgoing information will help you better manage your business, employees, responsibilities, and anxiety.

clashgraphics.com gathered the following information about information overload, its definition, causes, and innovative solutions.

What is Information Overload?

Information overload refers to the excess of information available to a person intending to complete a task or come to a decision. This “overload” interferes with work quality and disrupts the decision-making process, resulting in a poor decision or no decision at all.

What Causes Information Overload?

Information anxiety, infobesity, cognitive intoxication, and information explosion are all used to describe a state of information overload, which can be caused by any or a combination of the following:

Electronic Devices, Programs, Apps, and Platforms - “Where do you get your information from?” Your answer may be any of the following: television, radio, mobile phones, electronic devices, emails, podcasts, search engines, social media, etc.

A perfect example of this is depicted with nearly every search made on any search engine for almost any subject. When the results appear, you are presented with page after page of results compiled and ranked using the search engine’s algorithm and parameters.

In this example, you may have to sift through dozens of pages of inaccurate, misleading, or erroneous content (all trying to lure you into clicking their links) before finding any useful or verifiable results.

Modern Day Journalism - News sources in today’s world are a prime cause of information overload. They constantly seek the most bombastic headlines and shocking footage to encourage viral sharing across social media platforms, and users may see the same headlines dozens of times shared by dozens of other users.

Poorly Sourced Content - Using unverified or superfluous content can lead to flawed results, inaccurate data, and bad decisions.

When researching serious matters like “cancer,” pay particular attention to the source of the content you will use to build your understanding and formulate your decisions. Would you rather use data/research produced by Johns Hopkins University or the content of a young blogger trying to market a new clothing line?

Too Much Advertising - Digital advertising alone can seem overwhelming and often intrusive when you just want to watch a “cat” video. Add physical content (door hangers, flyers, mailers, business cards, etc.), and it all can quickly become a nuisance!

In addition, the following are common reasons for modern information overload:

• The increasing volume of available historical data
• Exceedingly high volumes of conflicting, contradictory, and inaccurate information
• Volumes of new information/content being constantly created
• Increasing pressure to create and compete in information provision. This stress leads to a “quantity over quality” philosophy in multiple industries
• The incredible simplicity of creating, regurgitating, duplicating, and sharing of information online

Information Overload Solutions

How we can help alleviate the pressure of information overload in a professional or personal environment?

1. Simplicity (Less is More) - The less information to absorb, the easier it will be to understand.
2. Relevance - All information should meet your needs and relate to the subject at hand.
3. Clarity - Instructions and content should be simple and to the point.
4. Supporting information - If you require more information, source/support material should be readily accessible.
5. Learn how to Skim - The vast majority of modern content is built around a single point or two. Find that and move on.
6. Delegate tasks - If you are part of a team, use multiple people to research and gather relevant information.
7. Use filters - Use inbox, messaging, and search engine filters to eliminate irrelevant or unimportant data and content.
8. Ignore it - It is impossible to absorb everything about something. In the end, you will have to ignore some or most of that content.

Note: People generally can execute a task more efficiently when their instructions are kept basic and free of extras. Take roadsigns and wayfinding for example: When driving, these signs provide simple and direct information at a glance.

Tip: Sometimes, the ability to focus and rationalize can be affected by mental health conditions like anxiety disorders and PTSD. Anticipation, fatigue, and stress can all contribute to a sensory overload experience, making it near impossible to collect, process, or deliver any content or information.

Eliminating Information Overload

In this article, you discovered crucial information about the definition, causes, and solutions for information overload.

When you simplify and reduce the amount of incoming “irrelevant” information, you can better manage and accomplish your responsibilities with reduced stress and anxiety.

Information overloads can paralyze your productivity, cloud your judgment, and lead to horrible, baseless decisions.

Sources:
interactivity.ucsd.edu/articles/Overload/published.html
lesley.edu/article/why-brain-overload-happens

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