Bless whoever thought of having the customer sign off on an approval sheet before allowing a job to go to press. I’m sure that thousands of years ago, when the first newspaper was produced, whoever was running the job on the press had the bright idea of making someone else sign off. By having a client sign an approval, which is a standard procedure in the industry, you basically do one thing – defer blame.

If only the rest of life was so easy! We could all walk around with little approval slips in our pockets. “Excuse me honey, would you mind signing this slip stating that you’ll pick up milk on your way home?” And then, at six o’clock, when we sit down to eat dry mashed potatoes without a drop of milk, I could reach into my pocket and serve him with the signed slip, which would clearly state that he had, in fact, agreed to buy the milk.

There would be no arguing as to whose fault it was that the potatoes were dry!

But, no, real life is not so easy. Luckily, however, our business life can be made more efficient and rewarding if we use simple policies such as having all customers sign proofs on all jobs all the time.

When you’re simply responsible for outputting a document, you need only “flip” the art files onto a proof sheet (or these days, a PDF) and send it off to the client for approval. When you have had no input into the file, it’s not necessary to proofread everything as obsessively. However, it’s still a good idea to give it a quick once-over in case you can save your client from printing a flawed file. Have your graphics department ensure that the files are set up properly before printing.

It’s when you’re responsible for the artwork and layout that things can get tricky. That’s when it’s our responsibility as graphic arts professionals to check, verify, read and re-read. One mistake can not only cause tremendous problems all the way down the line, but can also be costly and affect your health (trust me…sleep does not come easily when an erroneous file has been sent to press).

As with most things, an ounce of prevention is worth a pound of cure. So, even if your client is legally responsible after signing off on a project, you still have a moral responsibility to review it.

A checklist can help designers make sure that they’ve followed all technical steps to ensure that all images, fonts and measurements are included properly. If you’re coordinating the project, whether it’s for an in-house promotion or a customer’s project, it’s well worth the time to review it carefully. Even if it’s technically the client’s responsibility, it’ll just be more headaches for you if there’s a mistake. When it’s time to review the text, it’s best to sit alone in a quiet area where you won’t be disturbed and look over everything carefully. Here are some tips that may help. You can even encourage your clients to follow the same procedures.

1. Work with a printed-out copy rather than working directly from your screen. Use a brightly coloured pen to mark corrections.

2. First review the most important information, such as phone numbers, addresses, e-mail addresses and dates. Compare the information on the file to the information that was given by the client and to the copy that was approved by the client.

3. Read text from back to front to check spelling. This will prevent your eyes from naturally “sweeping” over text and not actually reading it.

4. Check the information off-line by line as you approve it.

5. Let a trusted work associate review the project.

6. Put the project down and take a break before returning to give it a final proofing.

7. Even if it’s a project that you have done several times, always re-verify all information. You never know when someone could have accidentally used the wrong file or re-typed something.

No one is perfect and unfortunately, mistakes do happen. When they do, you need to be pro-active and figure out a solution immediately. While a re-print is sometimes necessary, you can always get creative with other solutions, such as reprinting one colour only over a specific area to change some important information, covering a mis-print with a sticker or embossment, or trimming the job to cut the error right off (yes, it has been done!).

If the mistake is in the right place and you use your creative powers, you might be able to save time, money and produce a job on schedule, while “fixing” the error so that most consumers wouldn’t even notice it.

While deliberating over paper samples, marketers must take into consideration that most promotional material is simply thrown out, often without even being read. If a 2% response rate is standard… that means that a whopping 98% of consumers will simply throw away the promotional materials that you worked so hard on!

How can you stop them? How can you increase the chances that your piece will fall into the hands that influence? Catchy phrases, exciting promotions, and enticing designs are certainly major components in the consumer’s interest level…but what about how the piece feels in their hand?

Quality of paper on a marketing piece is similar to body language during a business meeting… a silent component that has major effects. It helps to create an image. Simply put, the higher quality the paper, the more notice the customer will take – and the more credibility that will give the company.

Think about how the marketing piece you are creating will be distributed. Will consumers need to pluck it out of a stack of mail? A firmer cardstock cut to a non-standard size will be the first thing that attracts the consumer’s attention (make sure your “non standard size” conforms to post guidelines if distributing through the mail or you will end up paying additional fees!). Will the promotional piece be handed out at a tradeshow? An interesting fold or die cut might grab the attendee’s attention.

Most peoples’ views of a company are subtly, or subconsciously, affected by the very weight of the paper. From the moment they hold a promotional piece in their hand, they begin to judge. Is this a company that I want to do business with? A higher end stock, even for someone who knows nothing about paper, makes the consumer feel that they are associating with a company or organization that is successful and worthy of their attention.

To make your media kit, direct mail package or promotional piece stand apart from the sea of similar items on boring stock try an exciting stock that makes your piece pop. Although a potential buyer will certainly not consciously analyze your paper selection, it will impact their overall perception of the company.

Similarly, there may be times when you don’t want to look too prestigious or high quality-oriented. Perhaps you are creating a flier for a giant “Price Slasher Liquidation” sale. In this case, you want your consumer to feel that they are getting a bargain price – and a textured, thick stock may not be of the utmost importance. Or perhaps you are promoting a charity and don’t want to go overboard with marketing materials. Match your paper selections to your campaign goals.

High end stock selections for packaging or promotional materials will help create a perception around the product that it is elite, high quality, and superior to others. In fact, magazine advertising space pricing can often be correlated to the quality of paper the magazine is printed on. A high end glossy magazine is key in the perceptions of the reader to both its content and advertisements. Use of the same stock throughout an ongoing campaign can lend a sense of continuity to the promotion, even as the design or offer changes.

However, one can’t get away with high quality stock alone! In the end you still have to deliver good product and solid service!

With a new year on its way, we are all encouraged to look ahead, and well we should! It is a wonderful time to make lifestyle changes, re-evaluate goals, and make plans for the future. They say that there comes a time in every person’s life when he must stop looking forward at the person he wishes to become, and instead must look back on the person he has become.

This year, at New Years, instead of making loads of goals for the future (All right, I’ll probably make a couple obligatory resolutions), I suggest looking back on your year in business. What did 2007 bring you? Try to stay away from the numbers–that can be done at tax time!–and think qualitatively about this one.

Were your customers truly satisfied? Did your business grow? Did you have any kinks or problems; and, if so, are you satisfied with how you worked through these issues? What can you do in 2008 that would help your business? Are your employees happy? Are you happy? Have you been showing your customers that you value them all year‚Ķor did you whip a few Christmas cards off the press in mid November and hope that would hold you through for another year in the “customer appreciation” category?

During the holiday season, customer appreciation is something that most companies, even if they have not done so all year, tend to think about! Sending out a mass mailing of holiday cards is a nice gesture, and as printers and designers we often take advantage of the opportunity to show off our silver embossing techniques, our cutting edge designs, or our fancy die cutting abilities. It is also a great time to demonstrate to clients an ability to personalize such items.

But what about the rest of the year? How do you show your clients how valued they are on a daily basis? A Christmas card might be a nice gesture, but to really stand out from the competition, you have to show your clients how much you appreciate their business throughout the year. There is so much competition out there that great customer service is vital to separate the successful from the not-so-successful. And one step up from solid customer service is showing your clients just how much you value them.

For some clients, a simple phone call every couple of months from one business owner to another can help ensure that things are running smoothly. Taking a client out for lunch or for a drink helps to develop a strong relationship and shows the value of their business. Go through your work flow patterns and identify any areas that could be improved. Doing “unexpected things at unexpected times” will definitely increase the impact of your efforts. For example, a bottle of wine sent on December 20th will get lost amidst a growing pile of gifts, while a bottle of wine sent in the middle of March with a hand written note that says “Thanks for all the business recently!” will really make your client take notice of you.

Another time to show the value of your client is during a–real or perceived–emergency. They need the artwork an hour ago. The cards were to be delivered last week. In these situations, you are able to show how much you care by going beyond the call of duty and helping your client out, whether that means working overtime, making a quick in-person delivery, or pulling yourself away from another project to focus on the client in need. The client will remember how you helped pull through and it will encourage them to stick with you, as they know how you really “step up to bat” when necessary.

All of this, of course, is not to say that a bottle of wine will go unappreciated over the holidays! After all, between the added deadline pressures, the increased social obligations, and the family get togethers, I think we could all use a glass…or two! Enjoy the Season!

If you are thinking about setting up your own business, you’ll want to start by checking locally available resources. There is a wealth of information accessible and best of all, it’s often free. Check out what your city or town offers in terms of economic development for local entrepreneurs, or go online and seek help. Even if you are a seasoned self-starter, you could be surprised at the opportunities and resources that are out there.

After researching local resources, it’s time to put together a comprehensive business plan. At this time, it is also prudent to take some time to think about your personal goals as well as your career goals. Goal setting is an essential habit of successful people and allows you to put down on paper what is important to you. Ensure that your personal goals are in line with your career goals and weave the two together to create an “all inclusive” plan for your future. Studies have shown that people who consciously set goals, write them down, and review them regularly have much greater success than those who do not focus on such targeted aspirations.

It’s your business; so your business plan can be as long or as short as you would like, though it is certainly advisable to be as thorough as possible. Depending on whether you are creating the plan for your own personal use or as an application for a loan or a grant, there may be different paths for you to follow at this stage. It is important to carefully determine the main goals and objectives of your company, while including well thought out financial plans and cash flow forecasts.

A meeting with an accountant will send you in the right direction as you begin the steps of registering your new business. Decide if you are going to be a Sole Proprietorship, a Partnership, or a Corporation. Each has its own merits so you need to decide which works best for you at this point. If you are creating a partnership, it is essential that you form a clear contract indicating in unambiguous terms whom is entitled to what in the event that the partnership dissolves or is terminated. Once you have decided which type of business best suits your needs, get yourself legally set up to do business by obtaining the appropriate business numbers, import/export accounts, and tax accounts as necessary.

Have you thought of a name for your business? Ensure that the company name reflects what you do and who you are. These days, a quick Google search can help you determine if the name is already being used, but it is still prudent—depending on which province you live in—to perform a name search before moving forward. A lawyer can help you with any trademarks, should you decide to go ahead in that direction.

Next it will be time to create a corporate image for yourself; the artwork of which should be included in your business plan. If you are starting a graphic design business, this is the fun part (and you’ve probably already done it)! If you’re not a designer, then find someone who can do the work for you at a fair price. Remember to obtain a high resolution eps of your logo so you can continue to access it should you lose touch with your designer. Your corporate image, depending on your business, will include logo development, signage, business cards and promotional materials, and a website.

You are now ready to start into business. Startups are often expensive, so if you are short on cash for advertising, then get creative with ways to market your new business. Consider joining local interest groups (such as Women in Business groups, Young Entrepreneurs, etc.) to make contacts and begin to move forward.

The above isn’t a comprehensive guide to starting your business, but merely a few pointers to guide your thoughts. Having your own business can be rewarding, offering increased income opportunities (albeit often at a higher risk), the ability to be your own boss, and of course flexibility—you can work whichever 24 hours of the day you choose.

Best of luck!

In the graphic arts industry, working from home can be a great alternative to full-time employment. Working from home provides great flexibility and allows you to work whenever you choose—so if those creative juices flow at midnight, working from home could be a great alternative to a nine-to-five job.

If you prefer a non-traditional work environment and work well on your own, working from home can be a life-changing improvement.  For those with children, the flexibility of working from home can be especially welcome. Say goodbye to commuting, traffic headaches, and parking and gas expenses.

However, working from home is not for everyone. Some people thrive on the energy that develops in an office environment, and require the creative input of a team. Some may find it hard to get motivated when working alone, or may dislike having their work and home in the same space. Spouses and children may find it difficult to understand that even though you’re at home, you are still “at work.” Before deciding that working from home is for you, it is wise to think about all the pros and cons, and perhaps take on some small home-based projects, before committing to the lifestyle.

If you decide that a home office is the right option for you, it is important to set aside a space that is your “work zone.” If you have the luxury of an actual home office, take the time to set it up to your liking so it is a space that you enjoy. Getting dressed nicely can also help you stay motivated—it’s hard to feel like conquering the world if you are wearing your bathrobe!

Set goals for yourself and keep your files organized. Check with your accountant to make sure that you are taking full advantage of any tax benefits you are entitled to with a home office. Working from home, or creating a web-based business, can also give you the opportunity to work with a wide variety of clients from all across the world.

Keep in mind that even though you don’t have to keep a 9 to 5 schedule, the rest of the world does! This means that many stages of your work, such as approvals and deadlines, will likely take place while other people, such as suppliers or clients, are at the office.

If you are the one hiring a graphic designer, hiring a home-based freelancer can be a great option. Be sure to iron out details before you sign the contract—no one likes to pay by the hour when they can’t be sure of how many hours a job really takes, so I do recommend agreeing on a set price whenever possible.

With all the technology available today, it is easier than ever before to work from home. Between instant messaging, FTP sites, email, webcams, and online meeting sites, a graphic designer is often able to work completely from home. It is a good idea, however, to still meet with clients face-to-face every now and then, in order to maintain a solid relationship and ensure that you have a firm understanding of their needs and expectations.

Some clients also prefer to see a hard copy proof prior to printing to ensure that the final product meets their approval. Online proofs can be acceptable, especially for repeat orders or jobs for which the client is not picky about colours. Be sure to remind customers that the colours on their screen will likely vary from the printed colours. My preferred way of exchanging proofs is via a PDF equipped with comment-adding functionality.

Working from home is solitary. Try volunteering somewhere, joining an online community, or getting a part-time job “on the outside.”
Graphic design is a career that lends itself well to working from home, and if you are motivated and self-disciplined it can be a great way to move forward with your work.
    
Jasmine Brooks, Project Coordinator
MPR Communication
jbrooks@mprcommunication.com

At the core of most, if not all, graphic design is typography.  Graphic design, for the most part, is a combination of words and art, creating a visual image for the consumer to interpret.  The way a designer chooses to work with a given text has a major impact on a promotional piece!
A quick search on typography at wikipedia.com (If you are not familiar with this site, check it out.  It is an online user-contributed encyclopedia.), gives the following definition for Typography:

Typography is the art and technique of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing.

Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, and clerical workers. Until the Digital Age typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users.

Whether you are a seasoned designer or just at home making birthday cards, you’ve certainly played with text on your computer to make it look “just right.” So, if you consider yourself a pro when it comes to arranging type (and you ought to be if you’re a graphic designer!), then go right ahead and add “Typography Specialist” to your resume!

Font selection is integral to graphic design, and often designers fall into a bit of a “font rut”—a few fonts become the mainstay and are applied to a wide variety of clients.  While there is nothing wrong with developing a certain look for your work, breaking out of your comfortable font routine could give your work a fresh new image.

Keep your work trendy and up-to-date by scouring printed media and taking note of font trends.  Got a new client?  Check out your client’s competition and take note of serif, sans-serif, and script fonts.  Changing the font so your client stands out from the crowd is sometimes the solution, but your client may prefer to follow suit in order to create a professional image and show that they are part of the industry.   

Check font sites often to see the newest and nicest fonts out there. Many fonts are available for free download, or for a small fee (which is usually negligible if you are charging a market value for your services).   My favourite font site is www.fontfreak.com. If you’re working on a logo or a special heading, try converting your selected font to outlines in Illustrator and play with it a bit to make it unique.

One thing that designers often forget is that at the end of the day the point of their work is to convey a message.  That’s why typography—and specifically, readability—is so important.  Check your work thoroughly for legibility in leading (the space between each line), kerning (the space between each letter) and general consistency in typography.  For example, if your subtitles are Bold 14pt., make sure all your subtitles are Bold 14pt!  These seemingly small things can be the difference between sloppy work and a professional image.  

On the subject of legibility, there have been countless studies to determine which type of font—serif or sans serift—is easier to read. (“Serifs” are the small finishing strokes on the end of a character. “Sans serif” fonts do not have these small finishing strokes.  Think Times New Roman (serif) vs. Arial (sans serif)) The original mentality behind serif fonts was that the small lines of the serifs aid the reader in determining where one letter ends and the next begins. However, most readability studies have proved inconclusive.  It is generally a matter of taste.

Typography is just one more thing that we all encounter every day; yet, like many everyday things, we rarely give it a thought.  I have always believed that in order to fully offer a great service to clients, we must be true professionals in the field—and that means having a firm understanding of typography.  The information is at your fingertips, so next time you have a few free minutes, hop online and bring yourself up to speed—and tap into typography!
    
Jasmine Brooks, Project Coordinator
MPR Communication
jbrooks@mprcommunication.com

My birthday’s coming up this month, and I’m planning on giving myself the best present ever. This year, I’m giving myself more than a million dollars for my birthday.

Let me explain: if you replace the words “million dollars,” with “RRSP”, you may start to understand where I’m coming from. It’s springtime, and since I like to think of my birthday as a “fresh start” (I also apply this methodology to New Year’s Eve, September, and sometimes Mondays), I figured it would be the perfect time to get started on saving.

Have you thought about your financial well–being lately? If you’re like most Canadians, you’re probably thinking, “I’d like to save some money for the future, but I don’t have enough to start now.” Well, I’m here to tell you that you do have enough! According to The Automatic Millionaire, by David Back, everyone has enough money to set some aside. It’s just a question of how you think.

Bach explains that if you invested just $200 every two weeks for 25 years in a retirement account that earned an annual return of 10 percent, you would end up with $1 678 293.78. Now, I don’t know about you, but I could definitely use that much money some day down the road. But to be honest, $100 a week sounds like a lot. It’s $14 a day (which, according to my book, is actually only $10—you’ll have to pick up a copy to find out why).

Do remember that putting money into an RRSP reduces your taxable income—so most people are actually better off to put the money into an RRSP than to declare it part of their income (it’s not a total tax loophole, though—you’ll have to pay the taxes when you take your money out). Bach and other writers call it “paying yourself first.” There’s also something he calls the “Latte factor,” which explains how most people spend a bit of money each day on small purchases such as coffees, muffins, and cigarettes. “Over time, money compounds. Over a lot of time, money compounds dramatically,” according to Bach.

You can start today to get your money working for you. Meet with a personal financial consultant who can advise you on the best investments for your situation, income needs, and risk tolerance. Setting aside a part of your income today will ensure you have a safety net tomorrow.
Saving does not come naturally to many of us. We want what we want when we want it. But if we follow some simple strategies, it will become easier and easier. Here’s what I plan on doing:

1Make it Automatic: I can barely remember to pay my bills on time, let alone make a cheque out every month for some retirement plan I won’t see for another forty years! If I set up my bank account to take “x” out of my account each month, I’ll rarely have to think about it.

2Pay My Credit Cards Off in Full: OK, I admit, I actually do this anyway. So I know for sure that I have one financial goal accomplished! Racking up high–interest credit card debt is easy to do, especially in our credit–based society. If you only spend what you have, and look at the credit card as a convenient pay method rather than a Maybe–I’ll–Pay–It–Off–One–Day–But–Now–I–Really–Want–Those–Boots–Card, you’ll find it easier and easier to pay off the full amount each month. So, bring on the airmiles, establish your credit, and pay it off in full.

3The Latte Factor: I’m not a coffee–holic, but I do frequent a little sushi shop down the street on my lunch hour. Dramatic lifestyle changes are not necessary, but cutting back a little here or there will really help with my $14 a day goal!

4Pay Myself First: According to Bach, we should all be “paying ourselves first,” which basically means that you should take a percentage of your income and set it aside for your RRSP before you spend it on other items.

If you feel like you wish you had started earlier, don’t despair. Go see a financial planner to help you get on the right track. Numbers can be boring, but if you’re glazing over, just picture yourself on a cruise ship sipping a Bahama Mama when you are sixty five, saying “I’m so glad I put that money away when I was young!!” It is never too late to start—David Bach also wrote a book called Start Late, Finish Rich.
    
Jasmine Brooks, Project Coordinator
MPR Communication
jbrooks@mprcommunication.com

Our company recently put an ad in the local paper seeking a graphic designer. I never expected to get such an overwhelming response! Perhaps you, or someone you know, have recently decided that you would like to enter the profession full–time. If you love doodling, picking colours, creating, and using computer programs, a career as a graphic designer might be just right for you.

You may wish to start off by taking a course. Graphic design courses range from a few months to a few years, so it is important to research the program prior to making a commitment. Most graphic design courses include classes in specific computer programs, portfolio development, and an internship.     Many graphic designers are self taught. Taking this route involves a lot of commitment, hard work, and a true love of the industry. Whether you decide to take a course (which I would recommend) or want to try designing on your own, your goals will be as follows: Build a portfolio. Gain experience. Make money doing something you love.

Once you’ve determined your course (or non–course) of study, your first objective is to build a portfolio. Fill it with everything you’ve been involved in—and if that’s not much, then it is time to get involved. Offer to design logos and stationary for friends who have their own businesses. Design birthday cards or invitations for family events. Why not volunteer your services to a not–for–profit organization—it will allow you to gain some experience and make great potential contacts.

Be sure to keep samples of all of your work. If you don’t feel that your portfolio is extensive enough, there is nothing wrong with getting creative! Make up companies and develop ad campaigns for them. Find a logo for a company and present a “before and after” of how you would improve it. Including hand–drawn illustrations will show you that you are a competent visual artist. Draw, illustrate, and click your way to success!

Now that you’ve created your samples present them well. As Calvin (of Calvin and Hobbes) once said, “A clear plastic binder makes all the difference.” A portfolio case is like a well–chosen picture frame—it should highlight your work and help it to jump off the page. Frankly, shoving a few samples into a folder and trying to sell yourself on that will not work; professionalism is key to becoming a graphic design professional.

Ideally, you should develop both a digital and a hard copy of your portfolio. For your hard copy, purchase a black portfolio case to showcase your work. Your pride in presentation will illustrate your style, attention to detail, and workmanship. Print out high quality colour prints if you do not have actual print samples. Arrange your work tastefully.

Your digital portfolio can be on a website or simply on a CD. Ensure it is user friendly, and, once again, attractively presented. Both portfolios should remain well–maintained and up–to–date.

Armed with your stylish portfolio, it is now time to gain some more experience in the workforce. You may want to start by taking on non–remunerated internships; internships provide great experience, and you’re often hired at the end! Contact local print and graphic shops and they will likely be happy to take you on for a few weeks. It’s a help to them (not many entrepreneurs will say no to free labour) and it’s a great opportunity for you to further your skills and, of course, grow your portfolio.

Once you officially enter the workforce, you have two basic options: freelance or full–time. If you decide to freelance, it would be wise to take a course in running a small business, as you will be responsible for setting up your own business. Along with the freedom that many entrepreneurs enjoy, you will have to take control of your marketing, financing, accounting, and all other tasks relating to running a company. You may find that you love running your own business. Or you may find that you prefer to focus on what you love—designing—while letting someone else take care of the administrative details.

However you decide to work, you will have to sell yourself—either to clients or to employers. An honorable work ethic and a commitment to quality and creativity are both vital as you strive for success. As with most challenges, “it is our Attitude, not our Aptitude, that determines our Altitude!” Good luck! 

Jasmine Brooks, Project Coordinator
MPR Communication
jbrooks@mprcommunication.com

Did you wake up this morning and get dressed in a pink shirt? If you’re a fashionable young heterosexual man these days, the answer could very well be “Yes!” Ten years ago,  you would have been laughed at—but today, pink is a perfectly acceptable colour choice for any man.
Think pink is just a fad? Even if it is, the colours in the world around us affect our moods, our desires, and our choices. In the world of graphic arts, it is important to have a solid knowledge of current colour trends. Who decided that it would be suitable for all men to wear pink? Why is brown “the new black”? And how do these trends transcend fashion to become part of our graphic world?

There are various organizations devoted entirely to colours, believe it or not. Color Marketing Group is based in the United States. Each year, their 400 members go through a series of strategic workshops and decide on colours that are in or out. I touched base with Amy Larrabee of CMG, and asked her a few questions about how colour trends happen.

It turns out that everything from lipstick shades to kitchen appliances have their colours carefully analyzed before production. Manufacturers and marketers understand that consumers are driven by colours, as well as by their shades and combinations.

Staying up–to–date on trends is important in many industries, and this is particularly true in the field of graphic design. Looking through fashion and d'cor magazines will give you a good idea of current trends, as these industries are always a little ahead of others. Whether you are designing a logo, a magazine ad, a flyer or a brochure, colour sells! It sells your graphics, and, once approved by your client, it will sell their product or service.

If your time is limited and you’re not sure where to look to learn about upcoming and current trends, here are a few hints about stylish hues for the coming months and years (colours generally have at least a season of staying power and are considered trendy for another couple of years). For example, brown has been a hot colour for about a year and will be for another year, but the current trend is to earthy, subtle browns, rather than the rich chocolates of the previous season.

Here’s what the Color Marketing Group has to say about current trends:
“Green” rules! “Going green” is both figurative and literal. Look for softer, botanical greens inspired by nature.
Blues from Nature The color of the sky or the color of water, true blues from nature will be everywhere.

New Natural Neutrals The newest neutrals, especially medium to dark browns, are soul–satisfying. Beiges, browns and tans will be more earthy and grounded—reflecting the colors of rock and stone and soil.

Rich, Ethnic Accents Lighter, neutral settings will be punctuated by warmed–up accent colors from a rich mix of countries and cultures. Deep, rich ethnic reds and warm, glowing oranges are the “punch” colors for 2007.

When it comes to actual colours, purples are coming in with a vengeance. Purple will explode in 2007, or so the colour trendsetters forecast! Red is also a big colour for 2007, largely due to the fact that it is such an important colour in North America’s growing Latin and Asian communities. In Russia, red is considered to be a neutral! Our society’s search for relaxation and serenity will also draw us to pale blues this year.

Trends are important, but when working with logos, it is important to think about the future. After all, a company logo should be around for a long time. Trends like “brown and pink together” might come and go but corporate colours such as navy blue and burgundy have a lot more staying power.

According to the Color Marketing Group, “Environmentalism is the big push this year for trends: blues, greens, and neutrals are stemming from environmental cues.” How does CMG know? They hold international conferences twice a year, which bring together over four hundred colour experts who work out the coming trends and determine colour strategies. Economy, environment, and culture all affect colour popularity. According to a representative from CMG, when the economy is lagging you see more soothing colours, when the economy is doing well, the colours are brighter.

So, next time you are working on a graphic design project, think about why you are selecting the colours you are selecting—they should reflect your style, current trends, and the image you are trying to portray.     

MPR Communication is a design and print company located in Lachine, Quebec. Jasmine Brooks is MPR’s Project Coordinator. E: jbrooks@mprcommunication.com

How loyal are your customers?  It’s often true that 80% of your business comes from 20% of your customers, but with the plethora of printing options available to your customers today, it’s not enough to simply assume that customers will keep coming just because they always have.

The need to keep repeat customers has resulted in loyalty programs, an innovative marketing strategy that has become the norm for many businesses in the last decade.  Loyalty programs are everywhere: from the local coffee shop that gives you a free coffee for every ten you purchase to large corporations that offer unique benefit plans to repeat customers. It seems that every store you enter offers some sort of program to encourage repeat business.  

Why have loyalty programs had such widespread success?  The reason is simple: they work.  Whether you are accumulating air miles, Petro points, free pedicures, or bonus gifts, the loyalty program has created a buying environment that offers distinct rewards to customers who come back again.  

Customer loyalty programs began in the 1980s in the airline industry.  Loyalty programs have since exploded, as evidenced by my and others’ wallets. 75% of consumers own at least one loyalty card.  I have an Aeroplan card, a Body Shop card, a La Senza card, an Indigo/Chapters card, a coffee card, a pedicure card, a Sears card, and a Blockbuster card.  Each one gives me a different benefit such as point accumulation, discounted shopping, or free products. Do I favour these retail destinations because of their rewards? Absolutely.  
If you think your business is too small to benefit from such a program, you’re mistaken.  Rewarding your best customers for repeat business will help solidify business relationships, gain long–term loyalty, and encourage word–of–mouth advertising from your customers.  Loyalty programs are an effective strategy that can be implemented by small, medium, or large businesses.

A loyalty program can be as simple or as complicated as you desire.  A simple loyalty program involves giving customers a benefit for being loyal to your print shop or graphic design company.  It could be as easy as saying “Hey Jim, you’ve been a great client.  To show you how thankful I am for your business, I would be happy to give you a ten percent discount on your next order.”

 more complicated program would be to have a website where customers upload their orders.  You can then give points (which can later be exchanged for goods or services) for each dollar spent or each order placed.  This encourages consumers to visit your website, rather than the website of a competitor, the next time they need some printed materials.

Your customer is not the only one who benefits from a loyalty program—businesses don’t just give out reward points to be nice.  Loyalty cards allow companies to track buyers’ spending habits, providing valuable consumer data to business managers.  For example, a business manager might learn from her loyalty data that 80% of her clients are female.  This knowledge will allow her to better target future marketing campaigns.

A loyalty program also gives a certain air of professionalism to your company.  It makes customers feel that you value their business and encourages them to come back to you.  Here are some ideas for easy–to–create loyalty programs that you can customize to your business:
Track sales and offer rebates for spending a certain dollar amount; for example, if your customer spends $1000, give him a $50 credit.
Track orders and create a buy–ten–get–one offer; if a customer places ten orders for 1000 business cards, she gets her eleventh order free of charge.

Offer a discounted rate for customers who have been with you for a certain amount of time—clients who have been with you for over one year could receive 5% off their orders.

Provide a discount card to favoured clients so they get 10% off upon presentation of the card.
Create a “VIP Package” which can be given to customers which contains a variety of valuable coupons.
However you choose to structure your loyalty program, it can and should grow as your business grows.  Remember, encouraging a customer you have already attracted to come back again is much easier than soliciting a brand new client!    

MPR Communication is a design and print company located in Lachine, Quebec. Jasmine Brooks is MPR’s Project Coordinator. E: jbrooks@mprcommunication.com