The Value of Your Stationery Package!
OK, I've been preaching about this for just over a year now and Stacey for well, for forever, but Ken Peters, Creative Director / Brand Strategist out of a graphic design studio in Phoenix also said it well last week...I would like to also point out, he spelled stationery the correct way, he gets an "A+" in my book! Who would be surprised though, he is of course a fellow ASU graduate!
Maximizing A Too Often Overlooked Branding Tool
Next to your logo your stationery package is the most fundamental means of graphic communication in your business' branding arsenal – and one of the most powerful, and cost-effective, self-marketing tools at your disposal.
Emerging technologies continue to force the most sacred corporate dogma and business practices to evolve. While many old tools and techniques are being rendered obsolete the traditional stationery ensemble - letterhead, business card and envelope - is more vital than ever.
Next to a logo the basic stationery package is the most fundamental means of graphic communication in any business' branding arsenal, and one of the most powerful self-marketing tools at your disposal. An engaging business card, letterhead or envelope can command undivided attention, communicating boldly or subtly the image, personality, spirit and attitude of your company. How you conduct business, and the quality of your products and services can all be made evident every time you hand out your card or forward a document on company letterhead.
10 Hints For Developing An Effective Stationery Package:
When designing, or redesigning, your company's materials, keep these basic guidelines in mind:
1) Look to the future. If you are planning on being in business for years to come (and I'm guessing that you are) strive for a design that avoids trends and will stand the test of time while remaining distinct and memorable.
2) See the big picture. Develop a design that translates from stationery to brochures, a web site, advertising, and all of your other branded collateral. Consistency among all of your corporate materials builds brand recognition, and is essential.
3) Express yourself. Your stationery will help people form an impression of your company. Let your personality and philosophy shine through in the design. For instance, a person's title on a business card says a lot about the organization. Are you "President & CEO" or "Big Cheese"?
4) Know your budget. Print twice as many as you think you'll need - it'll cost you half as much in the long run. Consider business card shells (sheets of cards printed with everything but employee names) so that when new hires come on board the printer can do a simple one color run to add the names.
5) It's all about geometry. A standard business card is 3.5''x2''. While you can break that mold, you're still working with a relatively small piece of real estate. Don't be afraid to use both sides. Don't let the design get in the way of your contact info. If the design obscures the information, the card is a failure. Make sure that your design can accommodate names like Hamilton Willougby Van Vulkenburg III, PhD - in type larger than 5pt. Also, remember that a business card is not a billboard or poster; it does not have to be viewed from across the room. People will still be able to see your logo if it doesn't take up half the card.
6) Don't skimp on quality production, because with printing you often get what you pay for. A proliferation of online resources offer full color, low cost printing with quick turn around. Many of these resources leave much to be desired. Cheap paper and materials, and low quality printing can reflect poorly on you. Seek qualified printers that are willing to guide you through the process, and work with you to ensure a satisfying final product. Insist on proofs before going to press, and consider doing a press check, to ensure the job is being run to your satisfaction. Don't be afraid to "stop the presses" if it is not. Reputable printers will be open to your involvement in this capacity, and encourage such collaboration.
7) Be "sheet-smart". The paper you use can say more than what's printed on it. The tactile sensations of weight and texture and the visual impact of color have strong subconscious affects and can communicate powerful messages. And, these days, the recycled content of the stock may also speak volumes about your business and products.
8) Be sure the paper you choose is compatible with your desktop equipment. Some coated sheets do not accept toner and ink very well, while some stocks may be too heavy to run smoothly through laser printers, copiers and fax machines. Paper mills and distributors can often provide you with specs and sample sheets for testing.
9) If you have a particularly adventurous envelope design (And you should. Nobody likes to receive boring mail.), confirm with the Mailpiece Design Analyst at your local post office that it conforms to regulations. You don't want to find out after you've printed 1,000 pieces that the design makes them undeliverable.
10) Use the pros (at Infuze Marketing, (ok I added this part)). Don't cut corners, and don't try to do-it-yourself. A well-rounded stationery ensemble that takes into account all of the above truly requires the design acuity of professional practitioners. Make the investment in your business, and its future, by collaborating with design professionals who have a strong track record of success in brand development. Quality design and branding are an investment that will pay great dividends in the long run.
Maximizing A Too Often Overlooked Branding Tool
Next to your logo your stationery package is the most fundamental means of graphic communication in your business' branding arsenal – and one of the most powerful, and cost-effective, self-marketing tools at your disposal.
Emerging technologies continue to force the most sacred corporate dogma and business practices to evolve. While many old tools and techniques are being rendered obsolete the traditional stationery ensemble - letterhead, business card and envelope - is more vital than ever.
Next to a logo the basic stationery package is the most fundamental means of graphic communication in any business' branding arsenal, and one of the most powerful self-marketing tools at your disposal. An engaging business card, letterhead or envelope can command undivided attention, communicating boldly or subtly the image, personality, spirit and attitude of your company. How you conduct business, and the quality of your products and services can all be made evident every time you hand out your card or forward a document on company letterhead.
10 Hints For Developing An Effective Stationery Package:
When designing, or redesigning, your company's materials, keep these basic guidelines in mind:
1) Look to the future. If you are planning on being in business for years to come (and I'm guessing that you are) strive for a design that avoids trends and will stand the test of time while remaining distinct and memorable.
2) See the big picture. Develop a design that translates from stationery to brochures, a web site, advertising, and all of your other branded collateral. Consistency among all of your corporate materials builds brand recognition, and is essential.
3) Express yourself. Your stationery will help people form an impression of your company. Let your personality and philosophy shine through in the design. For instance, a person's title on a business card says a lot about the organization. Are you "President & CEO" or "Big Cheese"?
4) Know your budget. Print twice as many as you think you'll need - it'll cost you half as much in the long run. Consider business card shells (sheets of cards printed with everything but employee names) so that when new hires come on board the printer can do a simple one color run to add the names.
5) It's all about geometry. A standard business card is 3.5''x2''. While you can break that mold, you're still working with a relatively small piece of real estate. Don't be afraid to use both sides. Don't let the design get in the way of your contact info. If the design obscures the information, the card is a failure. Make sure that your design can accommodate names like Hamilton Willougby Van Vulkenburg III, PhD - in type larger than 5pt. Also, remember that a business card is not a billboard or poster; it does not have to be viewed from across the room. People will still be able to see your logo if it doesn't take up half the card.
6) Don't skimp on quality production, because with printing you often get what you pay for. A proliferation of online resources offer full color, low cost printing with quick turn around. Many of these resources leave much to be desired. Cheap paper and materials, and low quality printing can reflect poorly on you. Seek qualified printers that are willing to guide you through the process, and work with you to ensure a satisfying final product. Insist on proofs before going to press, and consider doing a press check, to ensure the job is being run to your satisfaction. Don't be afraid to "stop the presses" if it is not. Reputable printers will be open to your involvement in this capacity, and encourage such collaboration.
7) Be "sheet-smart". The paper you use can say more than what's printed on it. The tactile sensations of weight and texture and the visual impact of color have strong subconscious affects and can communicate powerful messages. And, these days, the recycled content of the stock may also speak volumes about your business and products.
8) Be sure the paper you choose is compatible with your desktop equipment. Some coated sheets do not accept toner and ink very well, while some stocks may be too heavy to run smoothly through laser printers, copiers and fax machines. Paper mills and distributors can often provide you with specs and sample sheets for testing.
9) If you have a particularly adventurous envelope design (And you should. Nobody likes to receive boring mail.), confirm with the Mailpiece Design Analyst at your local post office that it conforms to regulations. You don't want to find out after you've printed 1,000 pieces that the design makes them undeliverable.
10) Use the pros (at Infuze Marketing, (ok I added this part)). Don't cut corners, and don't try to do-it-yourself. A well-rounded stationery ensemble that takes into account all of the above truly requires the design acuity of professional practitioners. Make the investment in your business, and its future, by collaborating with design professionals who have a strong track record of success in brand development. Quality design and branding are an investment that will pay great dividends in the long run.
Labels: branding, infuze marketing, stationery package
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