Best Practices in Sign Design

Signs grab attention. They are information-light and impact-rich to promote, engage, inform, and sell. According to the Sign Research Foundation, 60% of businesses that added or upgraded their signage enjoyed a 10% increase in sales. Getting the best results, however, requires a knowledgeable salesperson to help clients navigate the many choices in signage types, material choices, design options, and format sizes. Signs viewed indoors from a few feet away require different choices than outdoor signage viewed by drivers from hundreds of feet away. Poor choices in any category will result in a sign that does not function as intended or fit in the intended space. And it may not unlock those additional sales.

 Indoor and Outdoor Signage

Approach choosing the best sign for the job using a decision tree. The first decision point is location — will the sign be used indoors or outdoors? Indoor signage is often used for a shorter period and does not need to be as durable as those used outdoors. Signs placed outdoors must withstand the local weather, including sun exposure, varying temperatures, precipitation, and wind.

Make the Best Design Choices

Where the sign will be located, or its placement, is another closely related design choice. Placement will dictate the type of lighting that will influence how the color is perceived, the viewing distance, and the context of the surrounding environment. An adhesive window graphic installed on the glass partition of a city bus stop is quite different from a window graphic placed inside the window of a restaurant. The bus stop sign will require more durable materials and likely need a design that can be understood at a greater distance.

The physical space and the viewing distance for the sign will influence the finished size and mounting options. State-of-the-art, large format printing equipment allows 4over to print sizes measured in inches to feet in width and length. To help choose the best size, the Print Cafe website and team provide design specs, templates, and guidelines that work best for each type of sign. Remember to consider the constraints of the target location, including wall and ceiling heights, floor space for sign stands, and how close people will pass by the signs.    

The same is true for material choices, where Print Cafe generally offers a limited number of materials that are known to perform well for each type of sign. Outdoor banners, like those used for advertising at ball fields, can be printed on scrim vinyl or mesh. The difference is that scrim vinyl is a solid, reinforced material that may also need wind slits added to allow the breeze to flow through the sign. Woven mesh materials inherently allow wind to flow through.

How the sign will be attached, affixed, mounted, or otherwise installed requires careful consideration. Banners can be hung with grommets, a sleeve, and a pole, or placed in a retractable stand. Road and yard signs made from fluted coroplast commonly use an aluminum frame that can be staked in the ground. Window and floor graphics are affixed using adhesives. The environment will impact the placement and the best method for installation.

Design for Effectiveness

With these decisions made, the final design considerations relate to the artwork and color choices. These are important decisions because the research tells us that small unclear signs do not help a business. The Sign Research Foundation says that 61% of US consumers missed a business location because a needed sign was unclear or too small. 

Bold colors and simplified designs usually work best for most signage because the message needs to capture the viewer’s attention within seconds. Photographs, graphics, and fonts must be sized appropriately. We have all seen signs where the font is too small to read from the highway, street, or sidewalk as we pass by. Do not let your clients make those mistakes. 

Colors not only relate to those used in the artwork design but also to what inks will be used to print the sign. Some signs, due to the materials used, are only printed using four standard inks (cyan, magenta, yellow, and black) on one side, which is often expressed as 4/0 printing. Other types of signs, like coroplast yard signs, are often printed on both sides or printed 4/4. Also, remember that printing on metals or other colored materials must use white ink as a base layer for the colors to “pop” on the sign.

Place with Deliberation

Signs allow smaller companies to compete for attention, even in mall and shopping center locations. A well-placed sign hanging at eye level or on a sidewalk sign by the store entrance gets people to stop and take notice. And once you get them in the store, don’t forget way finding signs to guide customers to the specials. 

For non-retail customers, like event organizers, sports teams, and schools, the same rules apply. Keep the sign designs sharp, vibrant, and easy to find. Ask about feather flags, retractable banners, and other types of portable signage that can be stored between events.

Work through this set of design considerations with your clients to avoid most mistakes before placing an order. Reach out to the experienced team at Print Cafe that is available to answer any more nuanced or specific questions related to your signage requirements. Call 516-561-1468 or Visit Our Website at:www.printcafeli.com

 

5 Main Differences Between Print 

and Online Graphic Design

Graphic design is critical in making marketing effective.

But, unfortunately, you can't just take one well-designed piece and transfer it to another form of advertising. It just doesn't work that way.

Graphic designers are trained to know how to design for the two forms. Here's a glimpse of what they know…just in case you want to try it yourself. 

5 Main Differences Between Print and Online Graphic Design

1. Print is tactile

When you think of print, you think of a more tactile experience, such as texture, smell, and shape.

This lends itself to a different experience than online. When printing materials, you might try letterpress, embossing, or debossing, which reaches out to one's senses in another way than online. 

2. Web is flexible

For print, all information must be presented within the constraints of the printing surface, whereas designers have almost unlimited flexibility to organize, arrange, and filter information for the web.

However, using different browsers can change the web designer's original layout, requiring testing with various browsers and operating systems.

3. Color differences

Color is another way that print and web design differ.

There are different color spaces for attaining the correct color in print versus on the web. You either use CMYK for print or RGB for the web and knowing the difference will make your images and design shine.

You'll need to know how to use Pantone colors to create the colors from print that you want online. 

4. Font variances

Desktop fonts and web fonts are different.

Besides the basic rules, anything goes in print. For example, you want to avoid clashing styles and give plenty of space between letters and lines. Also, cut down on dangling text fragments and focus on creating a clean alignment.

But in web design, you must make sure it is legible online by using sans-serif or an unembellished serif. Designers have less control over how fonts display across various devices, so enhancing readability (as much as possible) is vital. 

5. File modifications

Deciding on a file type is essential in design.

However, before deciding on a file type, you should first consider the destination of your piece. For example, the TIFF file extension is a good choice if you're designing for print because it can be compressed without sacrificing quality.

If you are designing for the web, two file formats will only work: GIF and SVG. GIF offers the ability to use transparency and animation. But it's worth noting that this format isn't ideal for high-resolution photographs due to its limited color capabilities. In that case, the SVG format works best to preserve quality regardless of how it's scaled.

This is the tip of the iceberg in web and print design differences.

If you need insight on graphic design for your next print project, reach out to us! We would love to help you create the right image for your business.Call Now! 516-561-1468 or Visit Our Website at: www.printcafeli.com Follow us on:

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6 Top Ways to Promote Your 

Brand Via Word of Mouth

You want the word out…the good word! But how does that happen organically?

Sometimes it takes some help to brand your business and get word-of-mouth advertising. There are so many things you can do to help it along. Let’s take a look.

6 Top Ways to Promote Your Brand Via Word of Mouth

1. Hire an influencer

Sometimes using an influencer helps spur word-of-mouth advertising.

This method creates an image in people’s minds and gets people talking about what you offer. A recent study by Sideqik found that 7 out of 10 consumers trust influencers’ recommendations just as much as the opinion of real-world friends.

If you can’t get a significant influencer, try contacting a micro-influencer. Reach out to bloggers, video bloggers, or DIYers with a smaller following whose goal is to share subject matter expertise by producing tutorials, shout-outs, how-to guides, day-in-the-life videos, and so on. 

2. Create a unique experience

Get people to talk about your business because you treated them so well that they can’t stop talking about it.

No company wants bad publicity, but people are quick to speak. So make sure you do all you can to offer what you promise and surpass it.

Try adding a thank you note or a gift to the order. According to SDL, more than half of all consumers (58%) share their positive experiences with a company on social media.

3. Keep branding elements consistent

No matter how you promote your business and brand, you must ensure your language is appropriate for your specific audience. 

Think about the kind of language you use in your marketing materials, signage, and slogan, as well as on your social media profiles. Does it convey the image that you want to associate with your brand?

Additionally, pick engaging colors and fonts but keep them consistent across all print and packaging materials to create a branding impression that remains in your audience’s mind.

4. Solve a real problem

No matter who is talking about you, they will spread the word if you can help them solve an issue.

Make it obvious how you can help. Then, when they try out your product, they can see the truth and tell their friends.

5. Use a visual trigger

Create a space people want to snap pictures with or near and share on social media.

First, play it up if you have a unique decorating style, an unusual prop, a photo, art, or other items. Then, encourage people to take and post pictures next to it.

6. Use a hashtag

Hashtags are a way to categorize content on social media by topic or theme, e.g., #printmarketing. If you create a hashtag that includes your business name and encourage visitors to use it when posting about your business, potential customers can use it to find you online. So it will boost your name recognition.

While tracking whether the sales came from the hashtag or some other channel can be tricky, this simple tactic helps build more vital brand awareness. 

The possibilities are as endless as your creativity. If you need more ideas, especially in the printed realm, check us out today! Call 516-561-1468 or Visit Our Website at: www.printcafeli.com

6 Ways to Combine Print 

and Email Marketing

What does your marketing plan look like?

Does it include print marketing? What about email marketing?

An approach that combines print and digital marketing, like email, is best to get optimal results for any marketing campaign. Don't forget to include these critical elements in your marketing lineup!

Here are six ways to utilize this multi-channel approach to make your marketing dollars go further. 

6 Ways to Combine Print and Email Marketing

1. Reiterate Your Message

Use email to reiterate what you say in your printed pieces.

That way, you will catch their attention no matter their preferred medium.

2. Try Teasers

Send teasers through email, promoting your direct mail that is coming.

Use this technique to announce a big sale or event. Then when your direct mail is delivered, they can get more information about what you are offering them.

Provide a digital coupon on your direct mailer or give direct mail recipients a unique promo code to redeem an online offer.

3. Get More Subscribers

If someone is on your direct mail list but not on your email list, inform them about your email newsletter by print and ask them to join it. 

Encourage this action by offering a special deal, e.g., free shipping, or a freebie, e.g., a digital download, if they subscribe.

4. Consider QR Codes

You can use QR codes in print marketing to send the customer to a landing page.

For example, one where they can subscribe to your email newsletter. Link QR codes in your print marketing to make sign-up easy. QR codes can also direct customers to make a phone call, watch a video, or download an app. 

5. Make Communications Personal Across Channels

Technology allows you to personalize both print and email marketing efforts, and doing it across marketing channels shows your consumers that you know them.

You can use Variable Data Printing to create variations in text, colors, graphics, and images of printed materials based on the recipient.

Many email newsletter platforms also allow you to personalize communications using first names and other information stored in your database. 

You can further tie the two together using personalized URLs (PURLs). When added to print pieces and emails, PURLs direct customers to landing pages that are highly targeted and customized to them. 

6. Create a Print Newsletter

Use email communication to promote short tidbits of what you will discuss in your printed piece. Get their juices flowing and pique their curiosity.

When you combine technology with proven direct mail, your efforts are doubled, and you are more likely to reach your target audience and capture their attention.

You will reach them where they are—either online or through the mail. Tangible mail is overlooked today, but it's important because people like to hold things in their hands. Direct mail provides a physical object more likely to be read than a mass email ad.

No matter what, we will help your printed piece get noticed. Check us out today! Call 516-561-1468 or Visit Our Website at: www.printcafeli.com

 

Stand Out From the Crowd 

With Textured Business Cards

Business cards are a convenient 3.5" x 2" way to share your business with prospective clients. 

However, with about 10 billion business cards being printed annually, finding ways to make your business card stand out is essential. The texture of your business card can add character, convey meaning, and make you memorable. 

Everything You Need to Know About Textured Business Cards

Finishes That Add Texture

The finish you choose for your business card not only makes it look more polished but also adds texture, creating another dimension to your business card.

Two of our favorite finishes are: 

• Matte. A matte finish is smooth, giving it an expensive appearance. It enables you to write on the card, making it helpful if someone has a personal inquiry that requires more information than can be found on the business card. However, if you want a colorful card, matte can make colors seem duller. 
• Glossy. A glossy finish gives the card a shiny look and increases its longevity by protecting it from water and tearing. Furthermore, colors come out quite well with a glossy finish. Unfortunately, the glossy finish prevents people from writing on the card. 

Materials That Add Texture

Paper is just one of many materials on which you can print business cards. 

Try experimenting with other materials, such as: 

• Metal. It is uniquely appealing, durable, and works well with cutout holes. However, it is expensive and has limited production.
• Plastic. This material is quite durable and lightweight, but it can be costly.
• Wood. Wood is sustainable with a natural texture. However, it is somewhat brittle.
• Cork. Environmentally friendly, but it is not waterproof.
• Fabric. Fabric is versatile but costly because other materials, such as paper, must be added. 

The material you choose will give the card a unique texture and character. 

Techniques That Add Texture

Paper is the most common material for business cards and can be textured through various techniques. 

• Letterpress. It is created by applying an inked, raised surface against sheets, and it has a vintage feel and adds texture through raised and lowered letters.
• Blind deboss. The blind deboss is like a letterpress but without ink. Therefore, the words and designs are seen by being raised or lowered. Impressed words and graphics are in the background, giving you the ability to have multiple layers.
• Woven, dotted, and geometric textures. A blind deboss creates a business card with various background designs that add texture.
• Die cut. A sharp die cuts various shapes or letters into the card.
• Spot varnish texture. Clear ink is added to certain card parts to create texture or shine, making those areas pop. 

The texture-added choices you make allow you to add depth to the design. Not only can you convey information with words, but also with the card's design. 

Texture can make your business cards and, subsequently, your business unforgettable. Contact us to create a set of special business cards today! Call 516-561-1468 or Visit Our Website at: www.printcafeli.com

 

3 Tips for Using Behavioral 

Science to Increase 

Direct Mail Response

Regardless of how you look at it, direct mail marketing isn't just successful - it's positively thriving. 
 
According to a recent study, approximately 73% of consumers say they prefer to be contacted by brands using direct mail rather than by alternative means like email. This preference is because they can read physical mail at their convenience. Not only that, but about 40% of direct mail recipients either fully read or, at the very least, scan what they receive - as opposed to something like an email that is far too easy to ignore.  

But as effective as direct mail is by its very nature, there are still ways to increase the engagement you can generate between you and the members of your target audience. Behavioral science is a great way to accomplish that, but it is a concept that will require you to keep a few critical things in mind. 

3 Tips for Using Behavioral Science to Increase Direct Mail Response 

Don't Neglect "Magnet" Words

One of the best ways you can use behavioral science to increase direct mail response is using what are called "magnet" words. 
 
People lead busy lives - you can only expect them to read some of the last words on a piece of direct mail marketing that you send out. What they're likely to do is skim. 
 
While doing so, if they see words like "now," "announcing," or "introducing," they're much more likely to pay attention. That's because these types of magnet words bring a natural sense of urgency, which can capture someone's interest and get them to pay attention to the rest of your message.  

Do Whatever You Can to Stand Out

Think briefly about all the mail you receive on a given day. 
 
Most of it probably looks incredibly similar - it's pieces of mail in a standard envelope size that are virtually indistinguishable from one another. Therefore, even something seemingly simple as sending out print marketing pieces that are an "unusual size" can be a great way to attract attention. It differentiates your marketing materials from everything else someone might receive that day. 
 
At the very least, it gets them to pay attention in a way that will likely be more engaging than something similar to everything else in their mailbox.  

The Power of Testimonials

Another of the best ways to use behavioral science to increase direct mail response involves including testimonials in your print marketing whenever possible. 
 
People aren't just going to take your word for it that your products and services can do what you say they can. They want to hear it from people they trust, and if they can't hear that from a friend or family member, that's okay - testimonials and quotes from honest, satisfied customers will work just as well. 
 
Testimonials show someone that another customer has been in a situation similar to the one they now find themselves in, and yours was the business that helped answer a question, solve a problem, or generally provide value to their lives in some way. Once the testimonial convinces them, they're much more likely to listen to the rest of what you have to say - which can get them to come down off the proverbial fence and make a purchase before you know it.  
 
If you'd like to find out more about increasing your direct mail response rates or have any additional questions, please don't hesitate to contact us today! Call 516-561-1468 or Visit Our Website at: www.printcafeli.com

 

Effectively Engaging With 

Customers Using Direct Mail

In today’s tech-savvy world, it might be easy to assume that the best way to catch the attention of your potential customers is through digital ads. In reality, according to Marketing Sherpa, 76% of consumers said they would trust printed ads they received in the mail when making a purchase, while only 25% said they would trust online pop-ups. 
 
The advertisements you’re sending out through the mail can significantly impact customers. Here are seven ways to design direct mail to make your company stand out! 

7 Tips to Refresh Your Direct Mail Strategy

1. For direct mail, BIGGER IS BETTER!

Research has found that using a larger envelope increases the response rate from customers by 53% when compared with the same content being sent in a standard-sized envelope. 
 
Try something new by sending out your mail in larger, oversized envelopes to intrigue your recipients to read what’s inside! 

2. Use POSTCARDS instead of letters for your direct mail.

In addition to being a cost-effective choice for your company (no envelopes necessary!), using postcards can be a unique way to switch up your mailing strategy. 
 
Postcards are eye-catching, concisely deliver your message, and are often more interesting for readers than a traditional letter. 

3. Make your direct mail SEASONAL.

Putting extra effort into the visual appeal of your direct mail could have a significant impact. 
 
The Data & Marketing Association found that 27% of direct mail is still present within the household after 28 days. Incorporate a seasonally festive design into your mail- it’ll give your recipients a reason to keep it around, making them more likely to take a second look at it. 

4. Include COUPONS in your direct mail!

People love getting discounts! 
 
Include a sale code or a coupon brochure along with your company’s information to give your recipients a reason to purchase immediately. They won’t be able to resist checking out your website so they can score that deal! 

5. Make your direct mail PERSONAL.

Personalization in your communication is key to keeping customers interested in your brand. 
 
For life milestones like birthdays, send out cards! When your company has an anniversary, let your customers know. If you have a loyal, high-value customer, send them a thank-you! This practice will keep your customers feeling valued and connected to your company. 

6. Combine your direct mail with DIGITAL TOOLS.

While direct mail can significantly impact your customers, it’s no secret that sometimes online options are more attractive for today’s customers. 
 
Include the information on your printed mail for your company’s website or social media accounts. Allow customers to redeem coupons online rather than filling them out by hand and mailing them back. 

7. Re-evaluate your company’s MAILING LIST.

If your current direct mail strategy is falling short, try shifting some things around with who is receiving your mail. 
 
Instead of using a mass-marketing tactic, try a targeted mailing list to focus your efforts on your best leads. To get the most responses, you’ll need to ensure you send your information out to your target customers. 
 
Direct mail can be a great way to create interest in your company among a vast pool of recipients. That said, the printing quality for your company’s mail matters and our printing firm has got you covered with high-quality printing for any of your direct mailing needs. For more information, visit our website at:www.printcafeli.com or Give Us a Call at: 516-561-1468