If your swatchbook is 2+ years old, make sure to check and see if a newer version is available; your clients are relying on you to be the well-prepared professional we both know you are.
Making the Grade
Designers are always hungry for new ideas. They are eager for you to tell them about unique possibilities—new inks, binding trends, unusual combinations of paper and binding options. Don’t tell them about the latest printing equipment you bought—sorry but quite frankly designers (I am one, I should know) aren’t interested.
When you talk to clients, show them real-life samples, even if the samples are not perfect, even if there are difficulties to consider. That, my dear printer friends, is what we as creatives need to see. We can paint the sky blue all we want; if you cannot print said blue, none of us are going to be happy in the end.
We have to salute the team at Studio Hinrichs who designed the following Calitho promotion to create an impact with size, color and presentation. Standing out at a stately 35x23, the commemorative rendition of the U.S. flag makes a bold, graphic statement.
I was stunned. Stunned that someone I would consider an industry expert obviously did not know their stuff. With an easy swagger he interchangeably used the terms "whiteness" and "brightness" and "shade." Well, my mother taught me "If you cannot say something nice..." Anyway, here I am to set the record straight.
Advertising media, interactive displays, product labeling and packaging, security—all are perfect playgrounds for NFC technology. Yes, some of the marketing applications are similar to QR codes, but without the ugly square that has been driving design-minded folks crazy for years.