The Message
Responsible design and effective photography
can generate improved returns on a design
investment. Design for design sake without a
marketing foundation is only good for awards.
The message is contained in the visual and
verbal presentation. If it is bad, the message
is lost and so is the marketing effort.
Compare the top right photo in the left brochure
page––the “leaning” building, and ask yourself
what weeds and catering photos in the left side’s
page have to do with promoting construction?
The new page on the right shows just the right
image and the design tells about the company’s
organizational soundness.
The Image
Do it yourself photography generally leads to
disastrous results. Capturing products and
architecture has to be delegated to those with
proven experience. The real cost is in lost time
and poor or no financial returns.
A number of comparisons show problems in
design integrity, lack of image quality, absence
of applied design principles and text discipline.
Computer software does not provide automatic
solutions––the graphic designer must. Software
such as Adobe Photoshop and QuarkXpress
are major programs but cannot do the work by
themselves. Experience in all aspects of design
and printing disciplines are essential.
The Printing
In order to correctly print designs generated
on the computer, all data has to be checked
and can only be verified/changed by a
professional with trained experience.
Selecting paper and providing on-site print
supervision is essential to guarantee results.
Printers should never be allowed to produce
anything without a sign-off signature.
Engage a professional in doing what he or she
does best––preferably having on-site pre-print
preparation in four-color separation and
illustration experience to provide correct
digital data analysis and preparation. On-site
management is preferable.
