The JJD 2006 Monthly Newsletters

Design Gazette...
 

Creating an Image In a Package

Going into business for yourself can be a mind-boggling proposition. Besides figuring out how to let people know about your product -- or if you're producing a service, knowing how to let them know about what you can do for them -- There's the problem of image.  Who are you? How do you look on paper? Professionally designed printed stationery packages are crucial to making a good first impression. "The purpose of letterhead and related items is to express an identity beyond the actual words used in the message," says writer Jacci Bear.

A basic stationery package consists of letterhead, envelopes, and business cards. Beyond that, you'll want brochures, price lists, postcards, and assorted flyers and newsletters to distribute throughout the year. It's always a good thing to create a logo design as well so your clients and customers immediately identify you with a simple, familiar graphic.

How do you create a successful identity package? First, ask yourself the following questions:

• What kind of business am I?
• What type of products or services do I produce?
• How long have I been in business and what sets me apart from the rest?
• Who are my major competitors?
• Who needs my product or services?
• How do current or potential customers perceive the business right now?
• Who is my specific customer base?

About the stationery package:

• If I already have a stationery package in use, what do I like/dislike about it?
• How will the letterhead be used? (That is, will it be run through laser printers, inkjet printers, be handwritten, frequently photocopied or faxed?)
• What's my budget for this part of the company?
• What are my personal likes and dislikes regarding my company image?

Getting Down to Basics

Once you've asked the basic questions you're ready to start.  Begin with the smallest item, the business card. Layouts and font choices that look great on letter size paper, can become illegible in the small space of the business card.

Determine what information is needed on the card and letterhead such as company name, logo, name of individual, title of individual, street address, mailing address (if different), phone number(s), fax numbers, voice mail or pager numbers, email address, and web address. Begin sketching out ideas. Look at other business card layouts for ideas and inspiration.

For business cards, horizontal layouts may be more traditional, but vertical layouts could provide more opportunity for creativity and often suggest more energy. Additionally, it may be easier to translate the vertical layout of the business card to the vertical layout of the letterhead.

Robin Williams suggests that you should stick with standard size business cards but that making them foldover cards will allow the business card to do more than just list contact information. They go from being just identity items to mini-brochures and more powerful marketing weapons for a business. You may want to make your card really stand out by adding cutouts to the card, or mounting them onto a larger back. One person I know inserted her business card into a tiny velum envelope. When getting truly unique about your design, keep in mind how many you plan to use, it could get pricy!

Regarding stationery, don't skimp on the envelope design. Putting beautifully-designed letterhead into plain, off-the-shelf envelopes dilutes the power of that first impression. Get the best quality paper you can afford, remembering in your choice that you'll be using a particular printer.

Subtleties make the difference!

A good identity system has several specific features. In addition to the overall layout, careful choice of fonts, color, and paper help to make a lasting impression.

Fonts
Readability is the most important aspect of font choice. But there are many readable fonts. A basically good design can be rendered useless with inappropriate fonts. Choose fonts that communicate your identity and message. If you plan to have a website, stick with basic fonts so your entire package is uniform.

Color
Are there established colors which you want to work with, or are you free to explore a variety of color combinations?  The color of the paper itself is also a factor. Color is a powerful element of design. It is often the most noticeable aspect. Color printing can be expensive for many small businesses.

Paper
Choose the right grade of paper for each piece of your stationery package. Business cards typically use cover stock and letterhead uses bond paper. Many paper manufacturers produce complimentary color and textured paper in different grades to allow you to coordinate your designs. Hammermill suggests using a smooth paper stock with a rag content of 25% to minimize streaking and blurry type.

Shortcuts
If you're in a hurry and want to try to do your image-building materials on your own, consider the predesigned paper.  Most office supplies carry a selection of preprinted color papers with matching envelopes and business cards. They make it easy for the user to just pop your verbal information onto your computer screen then send it through your own printer. Although this can be a rather expensive way to go if you need lots of material, for those who only need a small stash of letterhead and business cards, this might be just the ticket! PaperDirect.com is also a great place to buy preprinted design paper online. They have a huge selection and even offer some designs with matching brochure and newsletter papers. And for an extra special occasion, they have gold and silver leaf papers available.

But I haven't even started about the logo design.  We'll save that for next month! Stay tuned...