• 29/07/15 Uncategorized

    CMYK VS PANTONE: COLOR METHODS IN PRINTING

    Ensuring color consistency throughout all your branded pieces

    Your company’s colors are very important to your brand. You have carefully selected the right colors to represent who you are as a company.  If you are unsure what colors are right for you, read our previous blog post on the subject “The meaning & power of colors in marketing.”

    You want to ensure that those colors come through rich and vibrant, and looking the same, each time.  Understand that there is no such thing as a 100% guarantee that your colors will come out exactly the same each and every time.  It’s just the way it is in the wonderful world of printing…but that’s a blog for another time.  You can, however, ensure that you get the best color match possible….it all comes down to the color method.

    This is twofold:

    First, the color method that you or your designer chose when creating your logo or collateral piece, and second, the color method chosen when it goes to press.

    Color method in design:

    It is important to think about your preferred color method before putting a pen to paper and beginning design, or to seek the advice of a print or design professional.  The only way to ensure color accuracy from one project to another is to make sure the graphic elements are designed properly in the first place.

    CMYK – Stands for Cyan, Magenta, Yellow and Black.  Most design is done in CMYK.  While Pantone colors are good for logos or for a solid background color, imagery (and much graphic artwork) is created with the CMYK method.
    RGB – Stands for Red, Green, Blue.  This method should only be used for web based design, never for something intended for print.
    PMS or Pantone – if you are particular about a certain color, especially in a logo, use this method from the start to ensure that you will always have your desired color.  If you have to convert CMYK to Pantone later on, you may not find a perfect match.  This is not something you want to happen when it’s too late.  You don’t want to have your logo and some other pieces of collateral already created, then attempt to print a new piece with a new printer, only to find that the color is not coming out the same.  You cannot go back and find a Pantone to match the CMYK formula; at least it is nearly impossible.  So start with a Pantone whenever possible and save yourself a lot of trouble!

    Color method on press:

    CMYK – Generally more widely used.  If you think you have never heard of CMYK before, think again.  Just look inside your desktop or office printer.  These are the inks that every laser color printer uses. Each color that is represented in your design is a certain mixture of these 4 colors.  But because nothing can be absolutely perfect….the balance of these 4 colors can be off from one print job to another.  Printers call this “drift”.  Our friend Amy from Newburgh Envelope explains this in a very creative and easy to understand way!  She relates the mixing of colors to baking.  Click here to check out her vlog.

    “Well there must be a better way!” you say…Why yes, there is!  It’s called the Pantone Matching System, or PMS.

    PMS (spot colors) – Pantone colors, often called “spot” colors, are standardized, so different printers can refer to the system to get the exact color they need.   These “spot colors” are inks that come out of a can as one solid color.  It is possible to attempt to recreate a PMS color using CMYK (as there are some very close matches) but again, using Amy’s baking analogy, every time the CMYK colors get mixed by an individual printer, the ratio is slightly off.  If your piece was designed using PMS colors, it should be printed with this method to ensure color accuracy.

    So where does this leave you?

    When printing a short run you have the option of printing digitally which is much more cost-effective, and only CMYK is available digitally.  CMYK usually serves well, and you can still achieve rich, vibrant colors.  Pantone isn’t always necessary, or particularly cost-effective, especially when you only need a short run.

    You will want to use Pantone when the having the exact color really matters to your brand.  If you have a very specific logo color and you are particular about it being just the right shade of red, then you most certainly want to use Pantone colors. It may be a bit more expensive, but well worth the extra cost.

    When in doubt, design first using PMS, then you can make the choice of your printing method.  It is possible to get a very close match of a Pantone using CMYK, but if you start with CMYK in your design, it is much harder to find a Pantone match.

    (Newburgh Envelope in Newburgh, NY is AdZipadee’s preferred printing vendor.  Thanks to Amy Stillwaggon for her trusted advice and her input on this blog!)

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    CMYK VS PANTONE: COLOR METHODS IN PRINTING
  • 22/07/15 Uncategorized

    Writing a Blog 101

    If you write it, they will come.
    Tips on writing a blog that builds customer loyalty!

    I write.
    That is my primary role here at Media Vision Advertising.
    I am neither an expert blogger nor do I claim to be one but I can offer insights that will be valuable to any business that is looking to reach out to their customers through a blog. The wonderful world of blogging!

    Who?
    First things first, you need to find your target; your Who.
    You need to figure out who is likely to read your blog and then, talk to them.
    This is important because just as in real, live conversations, you need to adjust your blog content for your audience.  We adapt to our environment.  We address people differently based on the context of where we are.  If you are going to tell the story of what happened to you at the mall, you might tell it one way to a group of friends and another way with your co-workers.

    So…who is your Who?
    If you have been blogging for a while, do you have a group of people who routinely comment on past blog posts?  Have you set up a subscription list attached to your blog?  If so…who are these people?   Take some time and find out to whom you will be speaking.  Are they business owners?  Key decision makers within the companies they represent?  Are they families with kids?  Singles who are on more of a career path?  Find some similarities and then speak to them.

    If you do not have a list of followers or are just starting out, who do you want to be reading your blog?  To steal a line from my favorite movie Field of Dreams….If you write it they will come.  Meaning if you are looking to reach to a specific audience, write to them and through your various social media efforts, you can end up with the audience of your dreams.

    Who Part 2
    The second part of Who is you need to know who you are.
    Are you writing on behalf of the company?  Or, are you writing as the CEO, president or key decision maker?  In general the more personal you are while you are writing this blog, the more engaging the blog will be.  This doesn’t mean you have to share your life story, it just means that the more human you make the blog, the more it will illicit response.  In general, people what to feel, they want to be inspired, they want to feel good.  If you can show a little bit aboutwho you are then your company will seem more alive to them, more real, more human.  This is a good thing.  It will go a long way to building loyalty.

    What?
    Be as informative as possible.
    If people are going to take time out of their busy day to read your blog, be sure that the information you are offering is valuable.  Aim to give them a piece of information that they can apply to their lives in each and every post.  If your readers are able to take information you provided and apply it to their lives, they are more likely to tune in next week hungry for more.  If the information you provided makes an impact and helps them, they will share your blog.  Then you get a new person in your audience!

    Don’t Sell!
    I have referred to this before and I really think it is important.
    While I understand the need to introduce new products or services to your customers, if you ask your readers to buy something in every post, they may stop being loyal!  What we are looking for is continued customer loyalty which means relationship and trust.  We tend to be wary of someone who is constantly selling us something.  If you have a great product and you really want to share it in a blog post, that is fine but make sure you follow it up with a great informative article that doesn’t sell a thing!

    Talk Back!
    Respond
     to your comments.
    Blogging can turn into a dialog if you allow it.  It can give you the opportunity to connect with a potential client while building a solid relationship with them.   While it may be tempting to post the blog and be done or simply read through the comments, it is important that your audience feels heard.  Responding to comments helps potential clients see you as approachable, feel a connection with you which in turn builds……say it with me….loyalty.

    Utilize Links!
    Remember although blogging is about words, it is still part of the highly visual social media world so anytime you can incorporate something visual, it is a good thing.  Link ideas can be to affiliate websites, related articles or your own past posts on the subject.  Plus, an added benefit is the possibility of additional traffic as well as better search so please….link away!

    If you would like to learn more about blogging, social media and the wonderful world of marketing, please subscribe to our mailing list.  Each of our blogs will be sent right to your mailbox!

    Did you miss last week’s blog on content marketing?  Follow the link here to check it out!

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    Writing a Blog 101
  • 12/07/15 Uncategorized

    What is Content Marketing Anyway?

    Let’s face it, we live in a fast paced society.  Everything is moving quickly and if you don’t try to keep up you can easily be left behind.  I’m sure you heard that “content is king” and are aware of the phrase Content Marketing, but do you really know what it means?

    Today’s consumers are conditioned to look past all the fluff and search for the heart of the message.

    In order to do this they

    –  DVR past TV Commercials (except during the Superbowl….everyone loves Superbowl commercials!) Tag fb post of superbowl ads

    –  Flip past magazine and newspaper ads

    –  X (close) banner ads as quickly as they pop up on their computer screen

    How then, exactly, do you reach your customers?

    Content Marketing…….

    Content Marketing is when you have a strategy in place to reach your current customer and potential clients utilizing content.

    It is communicating with your prospective customers WITHOUT selling them.

    Yes, I did just say without selling them.

    Instead it is all about:

    –  Building relationships with your clients over the long haul.

    –  Obtaining engagement with current clients and potential clients to help you further develop those relationships.

    And

    –  Providing potential customers with information they NEED.  Information that helps them make their life easier or happier or less stressful.

    Why?

    –  If they learn something that somehow benefits them, they will come back so that they can learn some more.

    –  If they use the information you provided and it helped them and it turns out you were right….you just became an expert to them and they will trust you when they have a future need.

    And

    –  They will share this great information with their friends and gain you a new potential client!

    The whole idea behind successful content marketing is that if you consistently give potential customers content that educates them and fills a need, they will give you their money, their loyalty AND they will be a sales person for your service or product.

    That my friend is the power of selling without selling!  That is content marketing!

    If you want to learn more, keep checking back…we will be posting additional information that can be very helpful as you work to establish a strong content marketing campaign!

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    What is Content Marketing Anyway?