Magnetic Marketing: Using Faces to Command Attention

Our faces reveal multitudes about who we are, what we are thinking, and our intentions toward others.

Lying right under your nose is an awesome landscape of skin, muscles, and features. The face is one of the most profound parts of our body, and it packs so much power! Check out these remarkable facial facts:

• Humans are capable of making 10,000 unique facial expressions.
• The face has the biggest range of muscle structure in the human body, and 43 of these muscles are directly linked to facial emotions.
• Humans regularly flash micro-expressions that last less than 1/25 of a second before they consciously or subconsciously neutralize them. These split-second displays can reveal more than a thousand words (or lies!) ever could.
• Genuine facial expressions are almost always symmetrical. From frowns to smiles, people typically reveal authentic feelings evenly on both sides of the face.

Faces Add Impact in Marketing

How does this play into marketing and print?

First, it’s important to recognize the impact of faces so we can prioritize them in design. Research by Catherine Mondloch showed that newborn babies less than an hour old prefer looking at something with facial features. Humans prefer humans, and people buy from people!

It would be careless to overlook these statistics while continually deferring to inanimate objects. When you’re looking to add that personal touch to your marketing mix, remember faces can help you to:

Connect with People

Large, faceless corporations feel cold and manipulative.

To humanize your brand, feature people, not products! Pictures of real people build empathy and trust among viewers. And eye-tracking studies show that the faces of babies and pretty women are two of the most effective subjects you can use.

Putting faces on your brand allows you to connect with your audience in a relatable way. As you position faces in your ads, remember eyes looking right at people will have the greatest emotional impact because the eyes are the most significant part of the face.

Create Curiosity

Humans have a natural tendency to follow the gaze of others, and we have been coached since birth to follow these visual cues about where we should be looking or going.

Want to build curiosity and engage your viewers? If a face on your poster is gazing toward a text box or a product in the margin, readers will track toward that area as well.

Emotions can also be carried from a subject to the viewer as you set a tone within your design. The emotion in the faces you display can draw people to linger longer before your designs or to be drawn deeper into the message itself.

Cultivate Trust

People react to a photo on a page faster than any other design element, and seeing the people behind a business can establish credibility very quickly.

You can use faces to cultivate trust by using staff profiles on a website, facial photos in welcome displays or high traffic areas, or brochures with testimonials and photos from real customers. If viewers can relate to the people enjoying your product, this will seamlessly build positive associations in their own minds.

When used properly, photos of faces can help you connect with people, create curiosity, and cultivate trust.  Bypass resistance and build connections through the magnetic power of people!

Visit Our Website at: www.printcafeli.com

      Use Themed Booklets as a Strategic Marketing Asset

 

When is the last time you enjoyed a good book? What about a good booklet?

Booklets are everywhere – from the magazine rack at the grocery store to the playbill at your local theater. They are typically smaller than a book (between four and 48 pages), and they are an extremely versatile print product thanks to their size, format, and ease of use.

From mini brochures to media kits, booklets might be a great option for you. Here are some creative ideas to share your message through booklets.

Look Books and Product Catalogs

Today’s consumers crave an experience, so catalogs and look books are a surefire way to reach customers directly and get them excited about your brand.

Gone are the days of dull directories! Today’s designers use the catalog format to feature artistic typography, zingy color, and striking photography. Whether your niche is food, fashion, or custom car parts, fun and fresh catalogs help viewers feel they are experiencing your product in person.

Square Brochures

Is it a brochure . . . a booklet . . . or both?

Booklets can come in all different shapes and sizes, and one trendy option is a square booklet. The compact shape offers a style as savvy as your business, from photography or art showcases to new product launches and tradeshow handouts.

Calendars or Planners

Calendars or handheld planners are practical for everyone, offering branded staying power while conveying your business goals in a way that’s customized to the interests of your audience.

And you can double your impact by combining deliberate calendar planning with irresistible product promotions. Every business has crazy seasons and slow seasons, and planning ahead can provide a strategic opportunity to offset these challenges. Do you traditionally see a slump or spike in your business during key months? Call these out in your calendar by placing special promotions in the calendar, or prepping team members with personalized perks or reminders within your calendar design.

Whether it’s the biggest sales day for local bakeries or the period when your shipping company frequently misses delivery guarantees, highlighting seasonal trends can set you up for success.

Portfolios

Businesses that are into creative work (like architecture, custom designs, or photography) often create portfolio books to showcase their best work.

Whether you provide personal care services or interior design consulting, a well-designed portfolio helps your prospects to get a fair idea of the type (and price range) of services you can offer.

Instruction Manuals

These booklets are also called owner’s manuals.

They contain important information regarding a particular product. Instruction manuals provide step-by-step instructions on how to assemble or install the product. They also contain warranty and guarantee details.

Reference Guides or Reports

Reference guides are like instruction manuals. However, they are usually brief and contain essential details about a product such as do’s and don’ts, features, benefits, and more.

Reports professionally document your company’s progress, financial growth, and mission in an accessible booklet for your shareholders. Data can be boring, so when you display your finances and various charts and graphics, make it pretty or clever (like these infographics, for example). Booklets are an excellent tool for presenting easy-to-read data visualizations!

Find the Best Product for Your Bottom Line

In times of fierce competition, booklets can go a long way toward elevating your message.

But, beyond design, they must be user friendly and durable. Want to turn heads and get the best product for your budget? When you’re ready to visit about paper stocks, binding, or other booklet questions, we’re here to help!

For More Information Go To:https://www.printcafeli.com/store/product-view.html/97-Booklets

Or Call 516-561-1468

 

  4 Must-Know Strategies for Hosting Virtual Events

4 Must-Know Strategies for Hosting Virtual Events

How you choose to promote an event can have a direct impact on how successful that event is.

For brands that have established a rhythm for online events, promotion efforts don’t need to be particularly intense. But if you’re new to hosting online events, it can be difficult to build engagement.

The Milken Institute, a financial think tank that thrives on bringing people and ideas together through large events, had to postpone their live flagship annual event, the Global Conference, which convenes more than 4,000 executives and thought leaders from around the world. In its place, the Institute has started hosting regular virtual summits, including smaller local webinar gatherings called “The COVID-19 Conference Call Series.”

Here’s what Milken’s new business development director Ira Rosen said about this change:

“People have gotten creative with what they can now do online, but people are discovering that hosting events online isn’t necessarily easier than in-person events. If you’ve never held a digital event before, there are a few things you have to consider.”

Here are a few starter steps:

 
1. Create an Attention-Grabbing Event Page

This is the place where everyone goes to learn about your event.

Use a simple tool like Cvent Flex to make it stand out, and entice people to sign up by including eye-catching graphics, professional pictures, and engaging clips of keynote speakers, workshop leaders, and performers. Keep people from wandering away from your page by embedding all relevant videos, pictures, and other media, so they don’t have to find it elsewhere.

Finally, include all of the essential details so your event page is a one-stop-shop for information and attendee actions. This includes: 

• Time and date(s) of the event
• An agenda 
• Speaker bios 
• Sponsor information
• Registration links
• Secure payment options  

2. Ask Partners or Sponsors to Spread the Word

When your sponsors and partners promote your virtual event, it markets your program exponentially—this benefits all stakeholders.

Put yourself out there by directly asking others to promote your virtual event. Provide the affiliate link, printed publicity, and any hashtags or online videos that might make it easier to build momentum.

3. Keep Participants Engaged

Being confined behind a screen can make it harder for speakers to engage with the audience during the event, but there are ways to encourage interaction.

Research shows that 47% of people are more likely to ask a question at a virtual event, and 37% are more likely to speak to a person in a virtual booth than a real one. View virtual events as an opportunity to engage with your audience rather than an obstacle. Take time to conduct a poll, ask questions, or play a video in the middle of your presentation.”

Other ways to engage viewers include trivia segments, participant voting options for upcoming segments, or even “virtual booths” (like breakout rooms) participants can visit after the event’s conclusion.

4. Build Content that Promotes Your Event

No matter what kind of event you promote, planning it in a vacuum is never a good idea.

If regular content production is part of your marketing mix, these efforts should overlap with the event you’re promoting. From a weekly podcast or newsletter to printed inserts or your website, any platform you control can be used to build interest. 

Need an extra publicity boost? Contact us today to spread the word through print!

www.printcafeli.com or Call 516-561-1468

Leadership is unlocking people's potential to become better.

How Fantastic Managers Bring Out the Best in Each Person

Have you ever had a “bad” boss?

If you’ve ever led a team, you’ve probably encountered a life-sucking person, problem, or habit that’s restricting your potential. But a challenging situation doesn’t guarantee a poor outcome, especially if there’s a good manager in the mix!

Managers have the power to make or break their organization. Strong managers can lead teams, help them grow, and bring out the best in each person. These leaders don’t just produce great work; they inspire it. Why is that?

While effective managers are goal-oriented, they also have an innate ability to bring out the best in people.  And while these people come in many flavors, there is one quality that sets truly great managers apart from the rest: They discover what is unique about each person and then capitalize on it.

Marcus Buckingham, head of people and performance research at the ADP Research Institute, characterized it this way:

“Great managers know and value the unique abilities and even the eccentricities of their employees, and they learn how best to integrate them into a coordinated plan of attack. This is the exact opposite of what great leaders do. Great leaders discover what is universal and capitalize on it. Their job is to rally people toward a better future. Leaders can succeed in this only when they can cut through differences of race, sex, age, nationality, and personality and, using stories and celebrating heroes, tap into those very few needs we all share. The job of a manager, meanwhile, is to turn one person’s particular talent into performance. Managers will succeed only when they can identify and deploy the differences among people, challenging each employee to excel in his or her own way.”

Positioning People for Success

When you want to bring out the best in your team, here are some specific steps to consider:

1. Ask the Right Questions

To assess your team’s strengths and skills, try using questions like these:

• What do you like best about your work?
• What skills do you have that are being underused?
• What was the best day you had at work in the last three months? Why?
• What was the worst day you had at work in the last three months? What drains you?

2. Find Optimal Triggers

Everyone works for a purpose.

Some work for money. Some for the personal challenge. And still others for relational equity they build through personal and professional friendships.

Managers can bring out the best in people by finding unique ways to motivate people. One company that does this exceptionally well is HBSC, a London-based bank. Each year it presents its top individual consumer-lending performers with “Dream Awards.” Each winner receives a unique prize, precisely tailored to something especially motivational to each employee (though capped at $10,000 and redeemable in prize form only). At the end of the year, HBSC hosts a Dream Awards gala and shows a video about the winning employee and why this person selected a particular prize. From college tuition funds to dream vacation airline tickets, the celebration of individual dreams is a win for the entire company.

Beyond individual awards, other performance triggers may include financial incentives, ownership shares, public recognition, increased autonomy over key projects, workday perks, or even quality time with key leaders.

When you tailor perks to your team’s unique strengths, they will feel more motivated to give their best effort.

3. Invest in Training Opportunities

People are more likely to excel when they feel valued.

One simple way to invest in people is through training. Did you know an astonishing 87% of Millennials say that career development opportunities are very important to them? When you want to motivate and shape your people, look beyond daily tasks, and encourage people to grow their skills. And as you’re evaluating training opportunities, look for those that fit each person’s unique learning style, like analyzing, watching, or doing.

Great managers look to build and mobilize people. By investing in individual people, you will work with them, not above them. And that’s a win for everybody!

www.printcafeli.com

 

6 Ways to Add Bleed (and How to Choose the Best One)

Missing bleed is one of the most common problems on print files. Bleed is the extension of the artwork on each side to allow for cutter variance, so it’s an essential part of a good print file. Bleed requirements differ among printers but a commonly minimum is 0.125” on each side.

Many of your clients may not know how to add bleed, leaving the task in your hands. There are several different ways to add bleed. Naturally, each has its own advantages and disadvantages.

We’ll cover them in this article so that you can easily choose the best way to add bleed to your clients’ files.

Adding Bleeding to Your Print Files

1. Release or Remove Masks

Sometimes the bleed is just hidden by a mask that’s set around the edge of the trim area. When you release or remove the mask, it appears, so you’re therefore not truly adding bleed; you’re just unmasking it.

Pros

• It won’t distort the artwork or change image resolution.
• The client may have provided the bleed that they wanted underneath.
• It can be quick and easy if the file is built simply.

Cons

• There may not be any bleed hidden after all.
• You risk unmasking other elements that were intentionally hidden.
• Time consuming if the file is complex with multiple masks.

2. Increase Artwork Size

Another way to add bleed is to increase the size of the entire artwork, or part of it (e.g. the background). This method is most suitable when there are no important elements close to the trim edge.

Pros

• When enlarging the entire artwork, the ratio won’t get distorted.
• It’s a fast and easy fix.
• Most clients won’t be able to tell if their artwork was increased by 1-2%.

Cons

• Elements close to the edge may get cut off (e.g. thin borders).
• Enlarging raster images will slightly affect their resolution.
• The client may be able to tell that their artwork was enlarged.

3. Decrease Artwork Size

Similarly, you can shrink the artwork. This leaves a white border. You’re not actually adding bleed, just eliminating the need for one. Alternatively, you may choose to add a color to this border and add bleed to that.

Pros

• It’s a fast and easy fix.
• It actually slightly improves the resolution.
• None of the artwork will get cut off.

Cons

• There is a very obvious change in the artwork, which may not be wanted.
• You risk having uneven borders due to both resizing and cutter movement.
• Small type may become harder to read.

4. Stretch Elements

This technique is most suitable when objects that are missing bleed are rectangular vector elements with no curves, as you can easily stretch them out without distortion or pulling parts too close to the edge.

Pros

• It will only impact the element that is getting stretched.
• It can be quick and easy on certain types of artwork.
• Most clients won’t be able to tell if you stretch an unimportant part of the artwork.

Cons

• Distortion will occur on non-rectangular vector elements and raster images.
• Parts of the stretched element may get cut off if they’re close to the trim edge.
• You may also have to delete masks.

5. Add Objects

Adding shapes to the bleed area works best when the artwork at the trim edge is a solid color. It’s still possible if it isn’t, but takes much more time. Ideally, you are purely adding bleed and not touching anything else.

Pros

• You are not changing any artwork within the trim area.
• It can be done using even simple image editing software.
• If done well on the right type of artwork, clients won’t be able to tell the difference.

Cons

• The added bleed may not perfectly match the edge of the original artwork.
• It can be time consuming.
• The difficulty level can be high depending on the artwork.

6. Flip the Artwork

Flipping the artwork at the trim edge to create a reflected mirror image for the bleed is a function available in some programs and plugins. This produces a symmetrical image with the line of symmetry at the trim. There is no hard rule for what works best here, so you may have to test it out to see whether the result visually “makes sense.”

Pros

• With the right plugin/program tool it can be fast and easy.
• It won’t distort or change the artwork within the trim area.
• It matches the same colors and shapes in the artwork.

Cons

• It requires a higher level image editing software/plugin.
• The results may appear nonsensical and not what the client intended.
• It won’t work if there’s a thin border or if the artwork doesn’t fully touch the trim edge.

Conclusion: Using Good Judgement

A good bleed makes a big difference, but not all bleed is good bleed. The methods that we shared here produce different results depending on the nature of the artwork, so always exercise your own good judgement in addition to the tips we’ve provided. Sometimes you may even choose not to add bleed.

For More Information on this Topic or any other Technical Questions Go to:https://www.printcafeli.com/help/index.html

Five Things Every Graphic Designer Should Be Doing to Promote Themselves

Five Things Every Graphic Designer Should Be Doing to Promote Themselves      

1. Create a Brand for Yourself

Before you do anything else, you need to brand yourself. This includes identifying your style, specifying the types of designer you are (e.g. print designer, web designer, etc.), creating a logo and more. Think about what makes your designs special, and why you design at all. Then translate that into your branding, whether it’s in your slogan, design portfolio,business cards, or anything else.

An established brand helps potential clients (and current clients) identify your business and understand why they should choose your services. Perhaps they identify with your values or find your style a perfect match for their business.

2. Create a Website

This is your “real estate” where you can get creative. We recommend creating your website on a platform that gives you traffic insights (e.g. WordPress). Your website is where you can take your branding to its highest level. Tell your story, show your designs, and make contacting you easy. Ensure that it is user-friendly and that it includes a quote form.

3. Promote on Social Media

Social media is also a great place to showcase your brand and drive traffic to your website. Many designers already use it, but make sure that you’re one step ahead by maximizing social media’s potential. First, separate your personal account from your business account to keep it professional. Many social media platforms also allow special features for business accounts, so be sure to take advantage of them.

Second, join groups—not just groups for designers but also groups related to potential clients and business partners. For example, if you specialize in designing for print, considering joining a print-related group. Not only will you get valuable information that could help your designing process, but these groups could also hook you up with some good deals in the future.

4. Network at Social Events

Networking online is important, but so is networking in person at social events. These include not just traditional networking events but also job fairs, trade shows, conventions, and more. Attending in person helps build trust between you and your potential customers or business partners.

Networking events are especially important for graphic designers because your clients will often be people who are a little less tech savvy. That’s why they need your help. So instead of interacting with you on social media, they may feel a lot more comfortable talking to you face to face.

Tip: If you design for print, social networking events are a great opportunity for handing out printed samples of your designs.

5. Start a Blog

When you create a blog packed with informative content, appealing designs and unique branding, you demonstrate that you’re a knowledgeable professional who is consistently producing high quality designs. Don’t forget to use SEO to increase your online presence, so that those searching online can find you.

Having a blog also gives you more things to post on social media. Link back to your blog when you repost the content on social media. And finally, interact with other design blogs to expand your professional network. 

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Promoting your graphic design business is a step that every freelancer needs to take, from branding yourself to updating your blog frequently. Make sure your promotional strategy includes at least these 5 tactics so that you can expand your client base and grow your business.

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