Raised Ink and Machine Guns: What they have in common!

What does Raised Printing (Thermography) and Machine guns have in common? Not much really, except it’s what drew several longstanding friends closer together in July of 2009. Several printing company owners belonging to – and the Executive Director of – the Worldwide Thermographers Association got together after their convention recently at the Horseshoe Bay Resort near Austin and enjoyed this rather unusual recreation in the quiet Texas countryside.

As you will see in the video the targets were rather unusual, computer screens… “they blow up so nice.” One of the friend’s wife was interested enough to ask for a turn. Having done it once, she was heard to say it’s something she can cross off her bucket list now.

After all these years as friends in their raised printing businesses and belonging to the same organization, they only recently discovered their common passion for guns and used the occasion to refine that passion. “There are guns, then there are machine guns – it’s a world of difference.”

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What does your business card say about you?

Your business card is a mini presentation of you and your company. You have one chance to have your business card kept or discarded.  What makes your card memorable?  What differentiates your card from hundreds filed away? In his article, Mark Gwilliam lays out the basics of an ideal business card…

I am often asked about what details should go on a business card.  This article attempts to give my views.

In this day and age, information technology has become so advanced that everything, it seems, is done online.  Marketing is no exception – search engine optimization (SEO); pay-per-click (PPC) advertising; article marketing; directory placements, and such internet marketing tools have become buzzwords in the marketing world as a result of this ‘going online’ trend.

Nonetheless, the increasing level of internet usage and penetration (70.2% for the United States as of July 2007 according to Nielsen/Net Ratings) does not mean that you no longer have need for business cards.

Business Cards – Why do you need them?

In the world of stiff-necked, Saville Row suited businessmen (or their 20th century, dress-shirt-and-slacks equivalent) you’d feel mightily out of place if you didn’t have a business card to give out.  Truly, exchanging business cards with new acquaintances and possible business contacts is a tradition that you should never neglect.

It’s tradition…

Business cards are something that people expect to give out and be given whenever they meet someone new.  Business cards are not exchanged merely for advertising or marketing purposes; they are necessary reminders of people you have newly met.  Business cards, in effect, are actually some sort of social lubricant – easing new meetings along and making remembering other people easier on all the parties concerned.

Smooth operator…

Business cards also provide you with a way to advertise your services without seeming crass or obvious.  Upon introducing yourself and relating what you do, you simply hand out your business card and let it do your advertising and pre-selling for you.  No overt selling is required.  You can simply become the epitome of the perfect businessman – smooth, savvy and trustworthy – and thereby create a favourable impression on your potential client.  This way, you leave a lasting impression on your prospect without having to resort to pushy marketing techniques.

Latent marketing…

Business cards are effective marketing tools, too.  People usually collect and keep business cards – if not on their wallet or purse, then on their own card case or their cards drawer at their office.  People like being prepared for every possible eventuality so they are likely to keep your business card just in case they have need of your services in the future.

That’s the main advantage of business cards – staying power and latent marketing.  Even if those people who have your business card do not call you immediately, if and when they do need a service that you offer, they’d be much more likely to call you than some anonymous person or company that they find in the phone directory.  After all, they have met you or – in cases where their friends gave them your business card – at least their friends know you.  Business cards, therefore, give businessmen –especially small businessmen in the services industry – a trust-based, potential market.

The Ideal Business Card

Indeed, business cards are a definite requirement for any businessman, especially startup entrepreneurs.  If you don’t have them, be sure to have some printed out – fast.  Not all business cards are equally effective, though, so before you order some business cards, remember the following design basics.

The size…

Your business card should be small enough to carry around in your prospect clients’ wallet.  It should also fit standard card holders.  A business card with a 3.5” x 2” dimensions should do.

The look…

Definitely, your business card should look attractive.  Be sure to use colours that repeat your company colours but first, make sure that your colour combination really works for the target clients that you have in mind.  Your business card should be easy to read, too, so steer clear of fancy fonts that take too much effort to decipher.

The content…

Do not fill your business card with superfluous information (marital status and interests are definitely out).  Just put in the basics:  your name, company logo, company tag line or motto, company name, company address, telephone number/s, email address and company website – if you have one.

These are just the design basics.  You can innovate all you want – go for rounded corners, zany colors, etc. if you want.  Just remember not to go beyond the bounds of good taste.  Your business cards are not there to show that you’re creative (unless you’re in the creative designs field) but mainly to give your prospects a no-sweat means of getting in touch with you.  Therefore, one primary rule stands:  make your business cards easy on the eyes and easy to understand.

Article Source: Mark Gwilliam

The Buzz: Vali Eaton

Spotlight on Vali Eaton

Commercial Design Manager for the Taylor Corporation

Vali Eaton’s design path started with a fine arts education. She earned her BFA in painting and photography from Minnesota State University located in Mankato, MN. During her college years, she took a few classes in graphic design in which she learned to design comps and mock up a brochure.

While attending Minnesota State, Vali worked as a typesetter at Carlson Craft, a full service provider of business stationery located in North Mankato, MN. She typeset wedding invitations and also worked in the pre-press department touching up customers’ artwork with a technical pen. The majority of artwork that Vali worked on, both business and social, was usually printed in thermography. According to Vali, “This is where I learned the aspects of design that are important to consider when working with thermography. For example, what type styles work well with thermography and how to register two or more colors in thermography.”

Once Vali graduated, she continued working at Carlson Craft and was involved with customer orders. After a few years, she accepted a job in the Ad Design department at the Taylor Corporation, one of the largest specialty printers in the U.S. The Ad Design department designs the catalogs that showcase Taylor’s extensive line of products that use thermography. One of Vali’s responsibilities was to design the samples shown in the catalogs. Vali felt this job was a great way to combine her art background with her knowledge of thermography.

What is Vali’s favorite type of thermography design? “I enjoy designing folders because there is a large space that can be used to showcase different ink colors and thermographic applications. I also enjoy projects where I can produce custom art using 4-color thermography.”

Vali has been promoted to her current position as Commercial Design Manager in the Commercial Design Department at Taylor, where she supervises a staff of five designers. The majority of the catalogs her department designs are for the Carlson Craft Commercial division of the Taylor Corporation.

Thermography Design Tip from Vali:

“When designing for thermography – most importantly – do not be limited by color. You can use any color and any number of colors. Be creative and have fun. Be sure you talk to your printer about how to prepare the artwork. Some printers will prefer that you color separate according to process or color. Always communicate with your printer before you do your final artwork!”