The Message
Story telling (once upon a time) is not the best
way to inform a potential client about one's
services. Professional copy writers need to be
used to compose the message in each brochure,
publication or annual report.
Much is judged by the quality of the written
subject, the accompanying images, and the
excellence of the printed matter--hence the need.
to make it precise in every detail.
Graphic design is the principle discipline
to combine all elements of text, photography,
and illustration, to place them within a
controlled space and in an organized manner.
The Images
There is a cost connected in taking the right
photographic images for any publication. One
picture is worth a thousand words--right or wrong.
Quality of such visual aids in print cannot
be overlooked by setting aside the need for
excellence in favor of a lower budget, or even
to do such an activity by oneself.
Often, decisions are made in boardrooms
without the presenter. One particular product
brochure sold nearly $750,000.00 worth of
products in two weeks. A construction
company gained millions of dollars in new
contracts with the help of a capability brochure.
The Printing
There is a difference among printers. The right
printing press and personnel experience is
essential. Printing inks have a way of getting
out of control without proper supervision and
experienced know how.
Pre-press proofs, close on-site monitorig,
and first press-run sheet approval is mandatory.
To forego excellence in favor of a lower budget
is counter productive. Content value perception
is decided upon by what and how information
is presented. Seeing is believing, started with
design integrity, truly reflecting client capabilities
in print.
