Like each one of us, each business is unique, and needs special attention to details. Some of the many considerations to take into account in the designing process are:

Type

Selection of the right typeface is very important. Typefaces have personalities of their own. Some typefaces emit a feeling of what's happening now; some a feeling of approachability; others are traditional, or conservative, and still others, outlandishly bold. The right choice will depend on the message you want to communicate. The choice of a typeface can make a lasting impression one way, or the other. It can make the document easy, or difficult to read. Too many different type families on one page will confuse the reader, and too many words on the page will slow the reader down, thus losing the impact of the message being conveyed.

Another important consideration is the use of white space, or the absence of any white space. White space is the area where no words, or graphics appear. Judiciously used, it allows the reader some breathing room to digest the message. The less communicated words: the greater the impact.

Colour

Today we see colour and its impact everywhere. There is no question that any document will have a greater impact appearing in colour, rather than black and white, but the wrong colour choice can have a reverse impact, as well. There are still many areas where black ink against stark white can be dramatic and impressive. We tend to move from fad-to-fad, however, always leave room for the traditional.

These days three-process and four-process colour work is fairly expensive, so consider employing other tricks to achieve the desired result. This is where a Web page can be a cost effective way of promoting your business. However, do keep in mind that the Web page lives in cyberspace, and that there are still people out there without Interenet access who may miss your message. Since we are still unable to carry cyberspace to a networking session, you need to make sure your business card indicates a direct reference to your Internet site.

Paper

When choosing paper, take into consideration all the documentation your company will use in the day-to-day operation of your business from letterheads, business cards, labels to invoices and brochures. Keep the paper consistent throughout. When choosing a special colour paper, make sure that the colour will be available from the printer on subsequent print-runs. Experience has taught us that colours, like clothing fashions, are fleeting, and that manufacturers tend to discontinue some unpopular colours. It's best to stay with the tried and true. Make other design adjustments to compensate for fadish colours, staying with the neutral shades, whenever possible.

Consider printing brochures, business cards on lighter background paper, otherwise, the black type tends to dissolve into the paper, along with the message. Submit orginal camera-ready works on white paper for best results.

Keep all these in mind when designing any document, logo, or business report. Thoughtful planning in the initial phase will avoid aggravation, and keep the phone ringing.

Communication Considerations

Know your audience. This is so true, and is the cornerstone upon which all advertising principles are based. Take into consideration the audience you are trying to reach, and communicate directly to them. It is important to talk to your audience, as you would with a trusted friend. Once you establish trust, your long-term goal will be to continue a strategic follow-up plan. You will not want them to forget you. At times, this phase may seem frustrating and unrewarding, but give it time - the phone will go into overdrive, and so will your production.

Conclusion

Via this cyberspace introduction, I hope I have left you with some helpful techniques that will be a benefit to you in preparing your next printed document.

Good design takes time and effort.  Consider the most efficient and effective channel available to you to get the message to the right people, otherwise, the competition will.
 

Coming Soon:   Which Typeface to choose and why.

Ms. Tabak has been an active participant in the world of business in Toronto for over twenty years. Her diverse experience covers years in portfolio management in the securities industry, real estate sales of both commercial and residential properties, and administrative functions for many major companies in the Toronto area. An innate talent in the arts, she has a keen eye for good design.

Past President of Durham Personal Computer Club, and currently a Junior Achievement of Durham Region Advisor, she is a willing participant in helping community members reach their potential.