September 26, 2001

For the print presentation, we were once again asked to look at graphics, but now as they looked on printed matter. We were encouraged to go beyond the usual (e.g. newspapers, magazines, etc.). This led me to search for interesting and eye catching examples that were interesting in some way. The things that I collected to present for images of printed matter were: two brochures, a laminated card, a disposable bag, packaging for a product, a mailing, and a newsletter.

The Brochures are similar in some key ways. Both were designed to grab the viewer’s attention by the selection of their colors and artistic depictions. They both use various fonts and used titles to direct the readers’ attention. However, there is a difference in color schemes, texture, and presentation. The one for the Newark Museum is more functional and straightforward in communicating its message. The one for the Smart Loan Program used its images almost mask its content. Both brochures are attractive but one is much more pleasing to the eye and softer to the touch.

The Laminated Card from Kean University is impressive in the sheer amount of information that is included on one publication. This made it valuable particularly to a new person on campus, for example. The material used will allow it to last well past the one year calendar included. The contrasting colors and the topographical map made it attractive and the map is clear. The list of most frequently used phone numbers was presented over a graphic of a telephone making it easy to find on the card. Seven colors give it a great deal of variety yet all the various fonts are so neat and crisp that they are easily legible. Alternating the size and colors calls attention to each part without detracting from the others. The calendar follows the academic year in traditional calendar style with the exception being that important dates are highlighted and then explained in close proximity.

The disposable Bag is at once useful and handy. The red and white colors contrast beautifully. There is good use of an animated graphic image right in the front and key information as to location and purpose are easily read. The bag will be kept handy and probably used quickly and noticed.

Products can be packaged in disposable boxes or in a bag like the one by Guess. It is functional yet attractive. It will most likely not be discarded but instead find its way into a purse, pocket or drawer to be used for a different item that the one it started out with. The Guess name/logo on the front will be a constant reminder of the brand name whether it is conscious or unconscious. The black and white colors are considered eternal and never go out of fashion. Its small size means it can fit anywhere. Finally, since it is made of a strong and durable material it will last a long time.

For the most part, mailings today are tossed into the garbage if they are not a bill, personal correspondence or direct business correspondence. What may prevent that from happening with this mailing is a variety of strategies used. The size of the package is larger than standard envelopes so it will stand out. The silver color makes it catch and reflect light. The image on the front of a woman can mean many things (e.g. sex, beauty, serenity, etc.) The fonts used are different sizes but the word free is prominently placed on the front because people love to get things for free. The address label is specific, not generic. This gets more respect from residents who prefer the ‘personal’ attention. The statement on the back is intended to make you act quickly lest you miss an opportunity. No one likes to think about ‘the one that got away’.

Newsletters run the gamut from two-sided to numerous pages. However, the intention is to give the impression that they are brief. In this case, it is. There are rectangles on the front cover that get filled with various items to call the readers’ attention. A large heading at the top leaves no doubt as to which publication one has picked up or been given. The first story has an informal type style left justified with indentations for paragraphs. There is a box to generate interest in the stories on the other side. It also leads the reader there by giving a location for each story. In addition, the blue color takes the eye right to the box. The picture is warm and friendly. It depicts a family while the article expounds on the virtues of their services to families. On the back side rectangles are once again used to separate stories and finally as a mailer.

All of these examples are worthwhile noting as we try to make decisions on what vehicles to use to convey our messages. Each has benefits and liabilities. Completing this activity allows us to explore the variety of styles and to learn about their benefits and shortcomings so that we can use that knowledge in creating something original.