Why is Type Important?

Type is everywhere, whether you notice it or not. Type is 95% of design and It’s the driving force of all visual communication. Selecting the right type can influence the effectiveness of communication and how it is perceived. Choosing an appropriate type is fundamental for helping set the tone of a piece you are creating.


Why is Type Important

Type has the potential to emit targeted emotions towards an audience that reinforces the entire piece you are working on. Many times type can be looked over because the initial thing that might pop out is the colors used or any illustration treatment, there must be a harmonious balance of all the elements.

Things to consider when choosing a typeface

  1. Does it come in a variety of weights?
  2. How readable is it?
  3. Does it pair well with other typefaces?
  4. Is there a clear hierarchy between typefaces (if you are using more than one)?
  5. Does it set the right tone and mood for the piece?

Type Classification

A typeface can fall under two general classifications; serif or sans serif.

Serif typefaces are most often used for body copy in print documents, as well as for both body text and headlines. Serif fonts are known to be more traditional and classical.

Sans serif typefaces are called such because they lack serif details on characters. Sans-serif typefaces are known to be modern and clean.

Website Design Templates

Type Manipulation

After you have chosen a typeface, there are a number of ways to manipulate it even further to create a desired mood. One of the simplest of ways is through the tracking (the space between letters). You could put a significant amount of tracking between each letter to make it easier to read and visually appealing to the eye or you could also eliminate the tracking between letters so that they are close to one another to cause tension. Some other ways to manipulate the typeface include various distortion techniques, such as arching the type so it’s not on a straight plane, but arched over an illustration or using distortion as a squeezing mechanism to help draw the audience’s attention to a certain aspect of an illustration that you find most appealing and important.

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There are many ways to evoke mood with type. The key is to explore and discover what that mood or perception is for you, and keep it in mind while choosing what typeface to use for your designs. When you look at your design focus on ALL of the elements that make it unique and weigh-in on them all, not just the illustrations or colors. A strong typeface is an incredibly crucial part to your design.


Importance of Color in Branding

Color is very important in branding and marketing because it’s where first impressions of customers are based. Also, color is the secret in producing a good identity for a company. Colors are more than just a visual aid because colors convey emotions, feelings and experiences. There are meanings behind various colors and for companies choosing a color scheme it can affect their business, it may either make or break them.


Why is Color Important?

A brand’s aesthetics are a very essential part of its story, heightened by the fact that the brain processes visual stimuli faster than text. The design and color combination of a brand’s logo, website, product packaging, etc. form a visual representation of its identity. These elements should give insight into a brand’s personality, story, and values.

Even though consumers might not always be aware of this, many marketers use color psychology to invoke different emotions and responses. New brands should embrace hues that distinguish them from their competitors, so they have a better chance of standing out and making an impact.

For example: Facebook, Samsung, and American Express have all channeled the color blue to promote reliability and responsibility to their clientele. Despite having completely different services and products, they share a common goal of providing a sense of security to it’s customers by their use of serene color.


Colors and Their Meaning

RED – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains.

BLUE – Provides a sense of security, curbs appetite, and stimulates productivity. The most common color used by conservative brands looking to promote trust in their products.

GREEN – Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness.

PURPLE – Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-aging products.

YELLOW – Yellow is the color for vibrancy and optimism. It can also be motivating and captivating, that’s why some tag prices are in this color because it helps get the attention of customers.

ORANGE – This color can be effective for children because of its cheerful, friendly and fun feeling.

BROWN – This shade elicits simplicity and stability. It also looks very down to earth.

BLACK – Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this color which works well with expensive products.

WHITE – This color looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.


Factors to Consider When Selecting the Right Color For your Brand

Aside from the meaning of different colors, business owners should also be aware of the other factors that they should consider in choosing a color scheme, here are some:


Business owners should know what message they want to convey to the public given the kind of business they have, in that case, the message could be matched to an appropriate color shade.

Target market

It is also important for business owners to know their target market and to whom they offer their services or products so that the color will also be appropriate to the kind of encouragement needed for the target customers.


Consistency in the color scheme of a brand strengthens its identity in the market. It also helps the brand to stand out and rise against the tight competition in the industry. Further, consistency also gains the trust, loyalty, and familiarity of customers.

Properly choosing colors will define your brand’s value, strengthen and support your brand positioning, enable greater awareness and customer recall, and distinguish your brand among its alternatives. Color should not be underestimated because studies have already proved that this element has a connection to human behavior and in the long run this color will represent the company in the coming years.

Your Business Website

The web has allowed us to do an ever increasing amount of things online, like selling, trading, streaming content, and so much more. Its also provided small businesses a digital place to market themselves, which is active 24/7/365. Anybody can log on and check you out; people may want to see what your hours are, what kind of work you do and how well, they need contact info, etc. An effective website can increase your customer base, but an ineffective website could potentially have a negative effect.

Importance of a Website
87% of the population in the United States is connected to the internet. You’re missing out on a huge chunk of the market if you’re not on the web. A website can act as a marketing hub, displaying all business details, information about products, contact information, promotions, and any other vital information you need potential customers to know. The information you provide could lead to a visitor hiring you on. A website also gives your business a boost in credibility. Wouldn’t you be taken aback to find that a business you were considering hiring lacked a website? You wouldn’t know what you were getting into, and that would most likely have you check elsewhere. Businesses that have websites are much more credible, especially in this point in time, where internet usage is only increasing. Since pictures are worth a thousand words, a website can contain galleries of your products or services. If the work speaks for itself, potential customers may be intrigued enough to pick up the phone or drop a message.  If you don’t think you need a website, consider how customers are missing out on finding you online, and how you’re missing out on potential business. In the end, it’s really the customers that you’re creating a website for, so have keep them in mind when evaluating your own site.


Making it Effective
It’s not enough to just simply have a website— it has to be effective so as to turn visiting potential customers into paying customers. There are general guidelines and principles you can employ to maximize the effectiveness of your site and have users take action. Hierarchy is a principle you can incorporate so it’s clear what the important elements are and what the secondary ones are. People read from left to right, and that’s how  they scan websites as well, so positioning the important information on the left will make sure it gets seen. For example, putting the logo at the top left or center is common. It’s typical that clicking on the logo takes the user back to the home page. Incorporating white space assists in organizing the web page, making clear what each section contains. It allows the eye to take a rest and makes for a neat, open appearance. The principles of design can be used to structure the site. As in print design, it’s important to use no more than three typefaces and colors. Any more and the page can have a messy look. Abiding by typical conventions like the positioning of the logo, or positioning the navigation at the top, right, or left will make users feel somewhat familiar going in and will make perusing the site easier and intuitive. Maintaining consistency is vital in making a unified website.

Time for a Redesign?
Having no website means your missing out on all the potential, but having a bad website is more of a disservice since having a bad website makes the business look bad in turn. The web is evolving at an increasing pace; it can look obvious who didn’t bother to modernize. For example, Google Fonts allows the application of a wide variety of beautiful typefaces to fit the aesthetics of any kind of website. Foregoing this feature and sticking with typical web fonts will make the site look like it was made in the 90s. If you’re not at the top when people search for your business, that can be an indication that SEO is not up to standards. Improving content and internal linking structure can boost it. The biggest indication that it’s time for a redesign, however, is having a site that is not responsive. Responsive websites are websites that can scale depending on the size of the device. More than 20% of Google searches are being performed on a smartphone or tablet, and 1 in 4 exclusively access it from those devices. A desktop site is not meant to be viewed on a mobile device, and having to constantly manipulate the viewing area to see everything will get real annoying real fast. It can be frustrating enough for a user to check out a competitor instead.


Working With GC

You may have just gotten in business and are in need of a brand identity, or you may have a brand identity and need to project your business to further engage with your target market. Either way, helping to convey your business is our business. Vehicle graphics, signage, stationery, and design are only a few of the services we offer to do just that. Whatever medium a job calls for, your business will be seen in the same light that you’ve seen in your vision. We’ll make your message crystal clear and design it in a way that clicks.

Every project begins with a consultation to nail down the objective. That consultation can be had over the phone, through email, or right here in the shop. It can be as easy as updating a business card or as complex as vehicle graphics. Whatever the case, that initial dialog is paramount in getting us on the same page so we can fulfill what the project calls for. Any pertinent files can be sent via email. If necessary, we can create or update current graphics from scratch; for example, a business card or logo. Once the deposit is collected, the project begins.

After we have a clear idea of the project, the design process is underway. Print materials typically involve cut and dry dimensions so we can usually get going on design right away. Projects such as vehicle graphics, signage, and storefronts can’t be started without accurate pictures and measurements since we create in scale; that allows for accurate sizing and installation. A design typically goes through a series of tweaks by the client before a project is deemed ready for production. We send a preview image after every stage of development to ensure the client’s specifications are satisfied throughout the process. We don’t begin processing the order until the project has been officially signed off.

Upon approval of the design, the production phase begins. The client is notified when the graphics have been prepared. In the case of vehicle graphics and signage, an appointment must be scheduled to have the graphics applied. Vehicle graphics typically get installed in our climate-controlled bay. We can come out to your location for signage or heavy machinery application. Vehicles can be left here for as long as needed. Application takes anywhere from a half an hour to a few hours depending on the size of the job. It typically takes around four days for stationery to be prepared. We can mail or you can pick it up from our shop. We then send an invoice and wait for our chance to work on your next project.


The Perfect Employee!
If I could increase your sales by 3%, would you hire me? What if I offered proof I could increase sales by 16%? How about if research showed my working for you would increase sales by 34%, would you give me a job? It gets better. I’ll work for you 7 days a week, 24 hours a day, 365 days a year and never call in sick, steal from you, and will never be late to work. While you’re at home enjoying family, I’ll be hard at work attracting 80% of the market and telling them who, what and where you are, effectively increasing your sales and profits from 3% to (in some cases) over 100%. Now will you hire me? Oh, I forgot to mention, I’m a sign. That’s right, a sign and those statistics are real.

The University of San Diego conducted a two-year study of 187 businesses and their signage. They concluded that the addition of any sign would increase gross sales by 3%. The survey also concluded that the addition of a pole sign would increase gross sales by 15.6%. With the right use of signage, you can increase sales in excess of 30% and in some areas over 100%.

The Value of Signage
Not everyone values signage. Signs are commonplace and we take them for granted. In fact, if you’re like most small business owners, you’re thinking one of three things:

Myth: My customers already know where I am so I do not really need a sign.
Fact: 85% of your customers live or work within 5 miles or your business but according to the Census bureau, 18.6% of the population relocates every year. This means every year you’re losing customers and need to replace them just to break even. The easiest way to attract new customers is with effective signage.

Myth: I already have a sign so what does this have to do with me.
Fact: But is it the right kind of sign? Is it visible, conspicuous, does it take into consideration size and location, color, amount of characters, speed of traffic and angle of interface? More importantly, is it working as hard as it can for you?

Myth: Do signs really make a difference?
Fact: The answer is yes. It’s not sexy or glamorous—it just works.

The ABC’s of Signage
The value of a business isn’t necessarily the location but how many people stop, come inside and do business with you at that location. And the reason they do that is due to the location of your sign. This is determined by the ABCs:

A) Attracts new customers— a five year survey of over 400 businesses with over 6000 customers was conducted. These businesses just installed a new sign and customers surveyed were there for the first time. About 49% said they were there because of the new sign. To grow a business, you need to grow your customer base.

B) Brands the business site—Signs build “top-of-the-mind“ awareness. Which businesses come to mind when reading the words hamburger, coffee, ice cream and home improvement. How about McDonalds, Starbucks, Baskin Robbins and Home Depot.

C) Creates impulse sales—Signs can be very effective in changing a customers buying habits. Best Buy found out that 17% of their customers didn’t plan to stop at the store but did so because of the sign. McDonalds has 26,000 locations and spends about 40,000 per sign for this very reason.

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More Than Just a Pretty Facade—Signs Part 2

Signs are Effective

Your signage is an integral part of your advertising program along with the other forms of commercial communication such as television, radio, newspapers, magazines and billboards. There are four basic criteria used to judge the effectiveness of these advertising media:

  • coverage of the trade area;
  • repetition of a message;
  • readership of a message;
  • cost per thousand exposures of a message.

Let’s see how signs measure to the above criteria.

Signs are oriented to your trade area. Signs do not waste your resources by requiring you to pay for wasted advertising coverage. The people who see your sign are the people who live in your trade area.

Signs are always on the job repeating your message to potential customers. Your on-premise sign communicates to potential customers twenty-four hours a day, seven days a week, week after week, month after month, year after year. Every time people pass your business establishment they see your sign. The mere repetition of the message will help them remember your business.

Nearly everyone reads signs. Signs are practical to use because nearly everyone is used to looking at them and using them, even small children. Studies have shown that people do read and remember what is on signs. When special items are displayed, sales increase for these particular items within the store.

Signs are inexpensive. When compared to the cost of advertising in some other media, the on-premise sign is very inexpensive. Table 1 indicates the cost-per-thousand-exposures for various media in a given type of community. Unless your trade area encompasses an entire city or region, where you must rely upon broad based media coverage, there is no better advertising dollar value than your on-premises sign.


A number of surveys have been conducted before and after installing signage to determine effectiveness. One of these, from late 1996, involved a Los Angeles auto dealership. Three previous auto dealers had failed at the location. The new owner, Aztec Motors, spent much time, energy and money improving the building and lot.

Once renovations were complete, the new owner invested $7,400 in replacement signage that entailed one wall and one double-faced pole sign.

A survey found the new signage, not the renovations or other advertising, was responsible for a minimum of ten new walk-in customers per week, resulting in at least six additional sales per week.

It took less than a month for the new signs to pay for themselves, and the owner was able to reduce his advertising budget from $16,000 to $4,000 per month an annual savings of $144,000.

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A-Frames and Sandwich Boards

Do you want to inform your customers about the latest and greatest news that is going on with your business? A-frames and Sandwich Boards can come with changeable letter sets that allow you to change the written message as many times as desired. If one week you want to promote a sale and the next week a special coupon, A-frames and Sandwich Boards make it simple.

A one-time purchase of an A-frame or Sandwich Board is an excellent solution to advertising different messages every day. Affordable A-frames and Sandwich Boards are geared towards helping your business get noticed! These signs fit any business type, whether it’s a restaurant that is advertising happy hour, or a retail store promoting a sale. You can reach multiple target markets with unique messages using a one low-cost investment.

  • Versatile and portable
  • Lightweight
  • Double-sided
  • Creates impulse sales
  • Attracts more foot traffic and vehicle traffic
  • Changeable letter sets

These signs are designed to be able to handle all weather types so they are perfect for the great outdoors. Businesses can put these signs outside and be confident that they will not be destroyed. They are a very smart investment when it comes to advertising, guaranteed to be durable and capture attention.

Maximum Marketing, Minimum Dollars
Advertising messages go anywhere and everywhere people do. The industry calls this alternative out-of-home or placed-based media, and it’s a bonanza for small businesses because there is something for everyone. While there are virtually limitless places to put your ads, here are just a few ideas to get you thinking:

  • Shopping cart returns
  • Dry-cleaning bags and hangers
  • Commercial restrooms
  • Vending cart umbrellas
  • Campus laundry rooms
  • Health clubs, spas and salons
  • Public tennis courts and swimming pools
  • Stadium and arena food carriers

Did You Know?
Businesses need to understand that impulse shoppers are out there and therefore, they should be merchandising their displays to target this audience. Keep in mind; if the impulse shopper is happy with their purchase they will be back and maybe even become a loyal customer. With A-frame signs and Sandwich Boards, you can be furthering your business and creating a prosperous future for yourself, as well as, attracting consumers who may not have intended to visit your store. If you put the time into using the right displays to get people excited about your offerings, increased sales are sure to follow.

Don’t Forget!
For your next project, let professionals help with concept development, execution, and installation!

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