chiesman center - principles of print
DESCRIPTION
A presentation made to a group of nonprofits at the Chiesman Foundation for Democracy in 2011 to give a broad overview of print advertising.TRANSCRIPT
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PRINT Does it
Even really
matter
anymore? Dustin Floyd
TDG Communications
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Does print matter?
Magazines & Newspapers are failing.
Everything is becoming digital. …right?
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Marketing isn’t about a single medium.
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People still rely on print. Who are they?
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43% of Americans read a newspaper yesterday. 62% of Americans 65 or older did. 55% of postgraduates said the same.
-Scarborough Research, 2010
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Older, better educated people read print publications most often.
A significant part of the population relies on the print media.
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OTHER KINDS OF PRINT Collateral Out-of-Home Phone Books/Directories
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NEWSPAPER/MAGAZINES •Can reach older, educated audiences •Expensive •Need repetition: as many as 17 times •Buy several smaller ads vs. a big one •Keep design & message simple •Don’t target people who aren’t reading •Negotiate non-profit rates
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Out-of-Home •Growing 13.5% per year •Digital/print crossover: supermarkets •Unusual displays get great ROI
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Collateral Print Material •Tangible, long-lasting impression •Some need print: can’t get e-mail •A little flash can create a big impact •Eco-printing becoming more affordable
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What print materials will work for me?
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What’s my budget? What audience are you targeting? What action should they take? Don’t know? Then ask!
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It’s important to measure. It’s possible with print… …to a degree.
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Tools for designing on a budget.
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GIMP – www.gimp.org
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Blender – www.blender.org
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Inkscape – www.inkscape.org
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Scribus – www.scribus.net
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www.urbanfonts.com
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www.sxc.hu
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www.everystockphoto.com
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commons.wikimedia.com
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Consider hiring a professional.
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Tips for Working with the Pros •Many of them will give you a discount, or work pro bono for recognition. Ask. •Ask about their experience. •Do they know about marketing? •Are they in it for the long-haul? •Be upfront about cost savings.
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Writing for Print Pieces •Ad copy needs to be very short. •Eight to 11 words on a billboard. •Reject promotional text. •Embrace action. •Be benefits-driven. •Don’t use jargon. •Be compelling. •Find a proof reader.
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Eight tips for creating great design:
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1. Design is about communicating effectively.
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2. Communicate the benefits.
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3. It doesn’t matter what you think.
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4. Typography is important.
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5. Less is more.
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6. Don’t be afraid of negative space.
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7. Repetition and consistency.
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8. Create hierarchy.
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The Good, the Bad & the Ugly.
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Dustin Floyd
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 605 .722 .7111
Mobile: 605 .920 .1053