Add Unity to Your Design with Clever Repetitive Elements

Do you ever find pleasure in the chiming of a grandfather clock or in honking geese as they migrate for the winter?

Repetition is therapeutic.

Rituals provide structure and something to hold on to, and they free us from the tyranny of choices and chaos. Repetition can help complicated pieces of music, movies, or books reveal the depths of their richness. And repetition in design adds consistency, beauty, and unity.

Strong designs repeat some aspect or element throughout the entire piece. The recurring element may be a bold font, a thick line, a snappy bullet icon, a repeating color or page layout, or anything that a reader will visually recognize.

From business cards to complex multi-page booklets, subtle repetition is a visual cue that ties every piece together. Want to be more intentional in your repetitive elements? Here are some options to try:

Headlines and Subheads

All text starts somewhere, and text banners are a perfect way to add graphic unity.

Are all the headlines in your newsletter 14-point Times Bold? How about investing in a very bold sans serif and making all your heads something like 16-point Mikado Ultra? Take the repetition that’s already part of the project and elevate it, making it stronger and more dynamic.

This adds beauty to the page and anchors readers in a framework of ideas.

Rule Bars or Page Numbers

When creating multi-page publications, it should be perfectly obvious that pages 2 and 12 are part of the same piece.

Beyond similar layouts, adding simple elements like rule bars and page numbers can bring harmony to your design. Try a thick, heavy rule bar on the top of each page and a narrow bar of the same color at the bottom. Label your pages with more than just numbers; design these digits with heavy fonts, fun shadow boxes or slashes, or print them vertically by rotating them 90 degrees.

Recurring Shapes

Patterns are a pleasing way to add visual continuity to flyers, reports, or even product packaging. Here are three ideas:

1. If you choose a branch as one of your central graphics, you might add smaller leaves throughout the document (as column markers, page number outlines, or bullet icons, for example).


2. Add colored waves behind the text that repeat in variations of your color palette or in repeating style (like a freeform eggplant shape) throughout the document.


3. Splatter your text across a subtle background of grid and dot patterns.

Playful Characters or Color Matching

Not everything needs to be serious!

Have a little fun by adding repetitive elements that have nothing to do with your page’s purpose. Add funky bird caricatures, petroglyph characters, or a toss of confetti. Borrow the colors in these images and match or complement them with handles in your text.

Feel free to add something completely new simply for the purpose of repetition!

Consistency Counts

Don’t underestimate the power of the visual interest of your pages.

The repetition of your work will eliminate chaos and add beauty to your work. Think of repetition as consistency, but push those existing patterns a bit farther. Can you turn some of your repetitive elements into a part of the conscious design strategy? Take a unifying graphic and create spinoffs of this concept to bring subtle accents to each page.

Sound time-consuming? It’s worth the effort! Repetition matters because when a piece looks more interesting, it is more likely to be read.

Add Unity to Your Design with Clever Repetitive Elements

Do you ever find pleasure in the chiming of a grandfather clock or in honking geese as they migrate for the winter?

Repetition is therapeutic.

Rituals provide structure and something to hold on to, and they free us from the tyranny of choices and chaos. Repetition can help complicated pieces of music, movies, or books reveal the depths of their richness. And repetition in design adds consistency, beauty, and unity.

Strong designs repeat some aspect or element throughout the entire piece. The recurring element may be a bold font, a thick line, a snappy bullet icon, a repeating color or page layout, or anything that a reader will visually recognize.

From business cards to complex multi-page booklets, subtle repetition is a visual cue that ties every piece together. Want to be more intentional in your repetitive elements? Here are some options to try:

Headlines and Subheads

All text starts somewhere, and text banners are a perfect way to add graphic unity.

Are all the headlines in your newsletter 14-point Times Bold? How about investing in a very bold sans serif and making all your heads something like 16-point Mikado Ultra? Take the repetition that’s already part of the project and elevate it, making it stronger and more dynamic.

This adds beauty to the page and anchors readers in a framework of ideas.

Rule Bars or Page Numbers

When creating multi-page publications, it should be perfectly obvious that pages 2 and 12 are part of the same piece.

Beyond similar layouts, adding simple elements like rule bars and page numbers can bring harmony to your design. Try a thick, heavy rule bar on the top of each page and a narrow bar of the same color at the bottom. Label your pages with more than just numbers; design these digits with heavy fonts, fun shadow boxes or slashes, or print them vertically by rotating them 90 degrees.

Recurring Shapes

Patterns are a pleasing way to add visual continuity to flyers, reports, or even product packaging. Here are three ideas:

1. If you choose a branch as one of your central graphics, you might add smaller leaves throughout the document (as column markers, page number outlines, or bullet icons, for example).


2. Add colored waves behind the text that repeat in variations of your color palette or in repeating style (like a freeform eggplant shape) throughout the document.


3. Splatter your text across a subtle background of grid and dot patterns.

Playful Characters or Color Matching

Not everything needs to be serious!

Have a little fun by adding repetitive elements that have nothing to do with your page’s purpose. Add funky bird caricatures, petroglyph characters, or a toss of confetti. Borrow the colors in these images and match or complement them with handles in your text.

Feel free to add something completely new simply for the purpose of repetition!

Consistency Counts

Don’t underestimate the power of the visual interest of your pages.

The repetition of your work will eliminate chaos and add beauty to your work. Think of repetition as consistency, but push those existing patterns a bit farther. Can you turn some of your repetitive elements into a part of the conscious design strategy? Take a unifying graphic and create spinoffs of this concept to bring subtle accents to each page.

Sound time-consuming? It’s worth the effort! Repetition matters because when a piece looks more interesting, it is more likely to be read.

Finish in Fine Form with Beautiful Varnish Coatings

Have you ever judged a book by its cover?

You’re not alone! First impressions are essential to how people judge a person, a product, or a business. And when you’re going for visual impact, research suggests visitors will form an impression in as little as 50 milliseconds!

Once you’ve invested all the hard work and planning into your print marketing materials, it is important to go the extra mile on quality.

Want a simple technique that beautifully enhances your impact and appeal? For a budget-friendly bonus, try adding a varnish!

Know Your Options

Just as varnish on a dresser or table protects the wood and gives it a nice finished look, the varnish used on printed pieces enhances their look and durability.

Adding a print varnish brings a transparent coating to your printed page. Varnish can add a unique, creative element to get that five-star appearance, so make sure you choose the one that best fits with the look and tone you’re trying to communicate.

Here are a few options to consider:

Dull

Also known as matte, this is very different from a varnish-like gloss.

A matte finish is best suited if your design contains a lot of text, as it will deflect light and glare. Using a dull varnish can be an excellent tool for improving readability on pages containing text. Although called dull, matte finishes scream sophistication. These varnish coatings are never overdone but carry a simple and stylish vibe.

Gloss

As its name indicates, this varnish is the diva of the bunch and gives a glossy type of appearance.

Gloss varnish makes colors look more saturated, and your design elements look crisper and sharper. It is perfect for printed pages containing items like photographs and graphics, adding a glare or shine to bring extra attention to the areas where it is applied. An overall gloss varnish will protect areas with heavy coverage from rubbing off and will keep your piece from scuffing.

Satin

Looking to strike a compromise?

Satin varnish is created by mixing gloss and matte varnishes and offers a moderate amount of shine. This option is ideal if you have a lot of photo and text combination pieces.

Spot Varnish

Want to highlight a certain section of your piece, so it leaps off the page?

Spot varnishes are a great way to maximize the contrast between matte and gloss surfaces. This technique allows you to apply varnish to an individual image or graphic on your printed piece (such as a logo or photo) while leaving the rest of the piece unvarnished.

Aqueous Coating

The most popular coating for printed material is aqueous coating.

Aqueous is a clear, water-based coating that is environmentally friendly. Since it is water-based, it is best used on papers with a text weight of 80# or heavier, so you do not end up with curling or wrinkles. Aqueous coating dries quicker than varnishes and makes it ideal for running inline on the press.

UV Varnish

A UV varnish is applied off-line and is cured with ultraviolet light.

This process gives the surface an exceptional gloss and rub resistance. A great example of the glossiness of UV Coating is sports trading cards. These have a UV coating on the photo side but no coating on the stat side. This coating is cured by passing under an ultraviolet light that quickly dries and hardens the coating, creating a high-level sheen but the greatest possible protection. UV coated elements in your piece will take center stage.

Want to add excitement and durability to your next print product? Give us a call to talk about varnish options today!

Add Spice to Your Print Ads with Distinct, Arresting Images

In a world where digital advertising screams for attention, print ads need a little extra spice to compete.

Ads that evoke emotion, add humor, or spark curiosity have extra impact. Need inspiration? Here are three imaginative print campaigns to consider.

Opel: A Road Safety Campaign

Opel, a German automobile manufacturer, wanted to draw attention to the danger of texting while driving.  

Opel’s message is distinct because it uses nothing more than the black background and a short line of text that packs a big punch:

“Your typjng whille you drive is asbad as your drivinh whilr yoou typr.”

Sharp, memorable, and humorous, this ad immediately shows why texting driving is a bad idea. Opel paired this with gigantic black and white sidewalk banners of a person pushing a 7-meter-long baby stroller. The banners included this caption, highlighted in yellow:

“1 second on your phone are 7 meters on the street. Don’t text and drive.”

Vodol: Smelly and Simple

Did you know the human brain can process images up to 60,000 times faster than words?

With a picture, you convey much more than you can with words. In some cases, it can take a thousand words to describe what is displayed in one picture!

Whenever possible, use pictures that share concepts in striking, unusual ways. Vodol, one of Brazil’s best-known brands for preventing athlete’s foot and odor issues, nailed this strategy. Its print ad featured a foot with normal toes and arches, while a rounded nose took the place of the heel’s natural curve. The nostril – mashed into the ground – was accompanied by this caption:

“Protect your feet. And our noses.”

French Ministry of Health: Offend Others or Let a Bland Message “Melt” Away?

Print ads in magazines, newspapers, and catalogs are viewed as more trustworthy by consumers who already have connections with that print advertising channel.

Looking to address childhood obesity and target behavior change, the French Ministry of Health created a print ad where a flesh-colored, triple-scoop ice cream cone was melting into the shape of a very large belly.

This arresting image, accompanied by the caption “obesity starts at a young age,” caused people everywhere to think twice about daily food choices. Sometimes a stark image is needed to grab attention, and in this case – with the number of obese people doubling in recent years – France was serious about getting its message across.

Strategic Design is Key

While each of these print ads each hold some shock value, they also carry a distinct, easy-to-understand message.

To create effective print ads, thoughtful design is essential. Because of its tactile nature and sensory impact, print offers a more curated approach than digital media. Use highly targeted content and distinct, powerful images to grab attention and compel engagement from your viewers.

And, as these ads demonstrate, simplicity is powerful. To go for more, sometimes what you really need is less.

 

How to Restart the Conversation When a Lead Has Gone Cold

Adding new customers to your sales funnel is essential for growth, and lead generation is vital.

For many industries, generating a lead can cost anywhere from $25 to $300. So, after you’ve made an initial contact or pushed for a commitment, what should you do when prospects disengage?

Don’t give up! When leads stop responding, hope is not lost. Smart entrepreneurs can use many strategies to rekindle interest. Here are a few options to consider:

Prime the Pump

Leads go cold for a variety of reasons, but that doesn’t mean you should abandon them.

According to Jim Obermayer, author of Managing Sales Leads: Turning Cold Prospects Into Hot Customers, 56% of people who indicated they might like to buy a product are still in play six months later, and 35% percent are still in the market after one year.

“Leads do not go cold as much as it is not yet their time to buy in the one-year cycle,” Obermayer said. “A rep may approach them before they are ready.”

Though it’s challenging to follow up after a long window of time, Obermayer suggests priming the pump, using an email first, followed by a personal call.

Ask One Key Question

Don’t start a conversation without a strategy or direction.

When you reconnect, remind the prospect of the last time you spoke, the level of interest they expressed, and any questions you discussed.

If they weren’t initially ready to buy, tell them you’re following up to gauge interest or update them on what’s changed since the last interaction (like a revamped product or updated subscription options). If they still seem non-committal, don’t be afraid to ask this question:

“Should I close your file?”

Differentiate Your Approach

If leads have been ignoring your outreach attempts, try adding value, or shifting your approach.

Consider a direct text message campaign, an email with a link to a freebie, or a direct mail invitation to a special event. Custom videos can also provide a non-threatening way to break the ice. Call prospects by name, refer to your previous conversation, and send an encouraging message to show you care about them personally.

You may be surprised by what a kind word can do!

Send a Break-Up Email

If you’ve followed up with someone multiple times and your prospects seem bleak, it’s ok to send a farewell message.

In fact, a last chance email can elicit a 76% response rate. Used in a friendly, conversational way, giving final notice can jolt someone out of complacency and get them moving.

Here’s one example:

Hi Tina,

After several attempts to reconnect, it seems your interest in _____ may have waned. That’s totally fine, but I’m just wondering if we should keep trying or find a better time?

To keep things simple, I’d appreciate if you could respond with a simple keystroke (reply with either A, B, C, D, or E) to indicate your level of interest:

• A. Stop emailing me with attempts to connect but continue to send event invitations.


• B. Please remove me from your list.


• C. I may need your help, but the timing isn’t right. Please keep trying!


• D. I want to schedule a time to talk – could you please send your availability?


• E. I forgot who you are. Can you refresh my memory?

Thanks again, and I look forward to hearing from you!

Think of Reconnecting as an Opportunity

One of the best ways to revive a cold lead is to stay positive.

Don’t worry about annoying a prospect; the only way you’ll know if someone’s interested is by asking! While you don’t want to be pushy, it’s better to error on the side of optimism. In reality, only 10% to 25% of all leads are followed up on. By following up, you stand a chance of standing out.

How to Keep Your Cool in Pressure-Packed Situations

In July of 2020, more than four million people savored the chance to watch live Major League Baseball on the opening night of a historic 60 game series.

Due to the intensity of the abbreviated coronavirus season, each game matters immensely. By winning the first game, a team instantly has nearly a 3-game lead over the team that it beats. With the number of season games shrinking by half, every homerun and strikeout is intensified. Only those teams that can perform well under pressure can pull out a short season victory.

Many people in the business world are facing a similar pressure. 

Corporate teams have been forced to adopt tighter timelines, operate with a slimmer margin, or do more with fewer teammates. How will you respond to that pressure? And how can you encourage those around you to avoid panic or stress?

Here are three tips to guide you through moments of high intensity:

1. Create a Prioritization Strategy

Make a list of monthly tasks and then assess each item. 

Ask questions like: is this item important to me? Will it relieve pressure or clear space in my day? Does it move our team forward? If not, look at delegating, postponing, or eliminating this task. 

2. Focus on the Fundamentals

You never really become better in the moment. 

In moments of immense stress, it is easy to make foolish decisions or go for the "Hail Mary" option. With so much uncertainty, playing a wild card can be a costly mistake. Instead of looking for a magic bullet, focus more on the most basic, time-tested strategies for success. Whether this is following up on prospects, or just a willingness to make the high-percentage "predictable" move again and again, stick with strategies that have historically brought success. 

3. Change How You Think About Pressure

"Pressure is a privilege."

Tennis great Billie Jean King has been credited with this quote, and there is a reason it hits home for so many.

One of the most daunting parts about working in tense conditions is the temptation to psyche yourself out. Sports psychologists help athletes overcome this by using visualization of positive outcomes. Before a match or competition, top players coin short phrases describing who they are at their best: "I am consistent, I am intimidating, and I never give up without a fight." When stressful moments come, athletes don't focus on the worst ("don't strike out, don't strike out") but consciously visualize success. When confidence flows, players are more likely to rise to their potential.

Another way to visualize success is by breaking a mammoth task into manageable pieces so you can actually "see" how the work could be completed. Best-selling author and business coach Dave Anderson says people can face overwhelming situations by breaking their response into manageable pieces:  

"More often than not, we worry about some imaginary catastrophe that never happens, and that tends to render us powerless," Anderson said. "Focus on one aspect of the task at a time, instead of looking at it in its totality. If you make a list of every step and use a "paint-by-numbers" approach, you'll be fine."

Resistance Training Builds Strength

Whether it is demands from your boss or supply chain obstructions, every person has obstacles that threaten to derail them from success.

But ultimately, stressful situations can push your performance to levels you could never reach otherwise. As University of Tulsa psychologist Jennifer Ragsdale says, "without challenge comes boredom. A life with zero stress is not a life worth living."

Target the Right Customers with Your Next Direct Mail Piece

You wouldn’t spend $100 million on a new national advertising campaign without carefully set goals and objectives.

But when it comes to direct mail, marketers often spray out postcards or fliers without a great deal of thought. In direct mail marketing, careful planning is vital to your success. While the average direct mail response rate is around five percent, strategic targeting can drive that number to nine percent for house lists and as high as 16 percent for personalized mail.

To simplify your targeting, start with these questions:

• Who is the audience?


• Who is the prospective buyer?


• Who will receive, read, and hopefully respond to this mailing?

The beauty of direct mail is that you can use it to reach only those people who are potential buyers for your product or service.

This is called target marketing, and it means that during the development stage, you can use multiple criteria for selecting recipients.

Demographics may include age, income, gender, geography, home value, marital status, vehicle driven, occupation, hobbies, and more. Selections for B2B mailing lists can also vary, including the company’s industry, type of product, annual sales, number of employees, locations, etc.

Helpful Hints for Compiling a Mailing List

If targeted mail is so crucial, how do you find a list filled with these “perfect” customers? 

If you haven’t compiled your own mailing list (of current customers, qualified leads, or streamlined prospects), there are two basic types of mailing lists: compiled lists and response lists. 

Compiled lists are those assembled from a variety of sources (think association members, graduates of specialty programs, qualified purchasers, etc.). For example, a list might include dentists from Boston or Lutheran youth pastors. Compiled lists are more complete and can work well for driving people to a specific online landing page you’ve designed specifically for your direct mail campaign. You can usually get a compiled mailing list in one business day.

Purchasing a compiled list might work best when you:

  --Have a limited marketing geography
  --Want to reach all households or businesses in an area
  --Want to reach all homes or businesses that fit specific demographic criteria
  --Are on a limited budget
  --Want to mail fewer than 5,000 pieces
  --Want to make telemarketing follow-up calls before or after your mailing

Response lists consist of prospects who have inquired about or responded to other marketers’ offers, like purchasing a swimsuit through a catalog or by participating in a nonprofit fundraiser. Typical response list sources are magazines, membership clubs, catalogs, warranty cards, etc. Response lists are more expensive than compiled lists because they are more targeted, and you have more assurances about the buyers’ behaviors. You can usually get a response mailing list in 3-5 business days.

Response lists might be best if your product has a high price point or your target customer is very narrowly defined. The list cost will be higher, but your ROI will increase as well. Response lists are also not always current, so make sure you ask when the list was last updated before purchasing.

We’re Here to Help

Feel overwhelming? It doesn’t have to be.

For a simpler option, Every Day Direct Mail lists can be compiled using the EDDM Online Tool available through the United States Postal Service. Here you can target customers by demographics like age, household size, income, zip code, etc. Not sure where to start? We can help! Give us a call.

Most experts agree that selecting the right mailing list is the most important factor in your mailing’s success. The more information you can collect and refine, the better your response rate will be!