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The copy may say everything you want it to say, but without careful and intelligent design to reinforce your point, the message may seem garbled or even contradictory. The professional designer considers a number of elements in creating a unified whole. Questions regarding size, folding, paper weight and color, type selection, illustration, and photography are among the many issues that must be decided before a publication is ready to be produced. How often have you made a decision regarding the worth of an offer based on the "quality" of the publication that represents it? Whether it be an advertisement, a brochure, a direct mail solicitation, or a full-color catalog, audiences make snap judgments and rate the value of the offering on the basis of the material they are holding in their hands. Does the paper feel flimsy? Are the colors too gaudy? Does the illustration look like it fell off a matchbook cover? In publications, the medium is the message. Our designers will be involved in discussions with you about your audience, the nature of your message, and the budget you have available to create the effect you want. Depending on the complexity of the publication, you may want to see rough drafts (layouts) of the designer's idea and perhaps even more finished sketches called comps. It is a good idea to bring some samples of previously printed pieces (either those done for Northern Illinois University or for some other organization) that you feel would be effective with your particular audience. However, drawing out any specific ideas or mocking-up the publication ahead of time is not a good use of your time. Based on the information you give us, we will work with you to create a design that gets the message across to your audience. When is it time to come to publications with a problem? As soon as possible. We like to get involved in the early planning stages; it helps us gain a greater understanding of the situation if we our involved as the early decisions are being made. Generally, the more time you are able to invest in planning, the less time and money you will have to spend on promotion. |
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