It is important to give typography as much consideration in solving a design problem as color, imagery and composition. Experience and sensitivity to type design will make the difference between a piece that merely “reads” to one that “communicates”.
Keep a file of brochures, magazine articles, ads, etc that you find appealing. What strikes you about each? Can you identify the typefaces used? Notice the difference between the headlines and body copy.
And the typefaces should be complimentary. This can often be achieved through a mix of serif and sans serif fonts. Attention should also be given to line breaks in headlines and body copy. How does the copy read?
Here are 3 more tips:
1. Avoid more than one hyphen in a row, widows and large gaps in the end of lines.
2. Adjust letter spacing in headlines as many fonts have poorly designated kerning pairs.
3. Letter spacing should look consistent whether the copy is set tightly or spaced out for a wide look.
Did you know that it’s possible to increase the size of a direct mail piece at no additional cost?
Our new video below talks about a self-mailer project we recently quoted. We were able to offer the prospective client 5% more square inches of creative real estate at the same price.
Watch below for more information including how and why this is possible.
There’s also a random tip half way through for Starbucks latte fans…
Today’s blog post talks about how the slightest artwork size change can sometimes result in significant cost savings.
We recently quoted a postcard project for a new client. Like we do on every project, we made sure the piece was running on the press at the most efficient size. In doing so, we realized that if they shaved just 1/8″ off the height, it would save them $1,200.
And this was on a small mailing of only 84,000 postcards.
Always make sure your print vendor is checking this for you. Or make it a habit of asking your print vendor during the artwork design stage, “Is this size we’re designing at the most press efficient size?”
So why would shaving off an 1/8″ make such a big difference?
It’s all because of how the artwork lays out on the sheets or rolls of paper. You want to utilize the paper dimensions the best you can and prevent waste. The less paper you waste, and the better fit the artwork is on the paper when it’s being printed, the more money you save.
If you have any questions pertaining to this blog post, please email Matt: matt (at) ballantine.com.
It is important to give typography as much consideration in solving a design problem as color, imagery and composition. Experience and sensitivity to type design will make the difference between a piece that merely “reads” to one that “communicates”. 
