Looking back at a 1958 design book, 27 Chicago, I noticed some timeless design messages that still apply today. First, what was 27 Chicago? it was a series of self-promotional books that predated current “source books,” such as Workbook.com. The 1958 spiral-bound book highlighted 27 Chicago designers, illustrators, and typographers. Art directors and art buyers…
DetailsBeware of these mistakes on your marketing materials. You might think nothing is wrong until you get feedback from a “fresh set of eyes.” Here are a few examples of poor-quality marketing materials that we saw at a small local trade show. #1) Vendor A handed us her business card. The type was miniscule, and…
DetailsIt’s easy to confuse your book designer. Here are a few examples of how to do it (in other words, if you’re confused, what you, as a client, should never do). 1. Confuse your designer with wrong file names, duplicate names, and missing files. • Betty sent me her book files. She said her manuscript…
DetailsBrand Challenge: Hatching an Ad Series Motivated by it excellent personal service, the Berg-Salus Wealth Management Group decided to distinguish its wealth advisor group from the larger financial institution of which it was a part. Because “people buy from people whom they know and trust,” investors were not choosing the larger brand when they were…
DetailsChallenge: Expense is an important consideration for HOME WORKS! The Teacher Home Visit Program, a new nonprofit organization with a very limited budget. It is also a challenge for the designer. Undaunted, N-K created an identity and cost-effective design solutions. We used economical resources, including stock photos, online printing, low-cost copier printing, and ordinary office…
Details“What’s tonight’s topic?” asked a St. Louis Publishers Association (SLPA) member, as I was setting up the welcome table. I’m membership chair of SLPA, and I arrive early. It never fails that someone arrives just as early or even before I do! “Tom” (not his real name) was there when I arrived; this was a…
DetailsHow big is an ad? Specifically, how big is a 1/8-page ad? This was a request I received a request from a client to create a 1/8-page ad for a charity program book, but the request came without specific information. This happens all the time! I immediately replied to both the client and the charity:…
DetailsI met Corinne Richardson at a St. Louis Publishers Association (SLPA) “networking-blitz” meeting in December 2005. When she looked at my business card, she recognized the name, “Kodner,” and then we discovered we also had a mutual friend. She said, “I’m writing a book, and I’d like you to design it when it’s ready.” Several…
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