June 7, 2010
By Eric Johnson | Minuteman Press
A picture is worth a thousand words. We all have heard this over and over throughout our lives. There is truth in it. Think about a time you visited a favorite location and as many details about that experience as possible. The more focused your thought the more likely you are to picture images about the experience that you haven’t thought of since you were actually there living it. Now try a book you have read. Think about the book as if you were about to tell someone else the story as it happened. What is most interesting is that even though the first event was one in which you were actually in the location and the second was experienced through words, when remembering them our minds play the memories back the same way as a series of movie scenes. Technically they are different in that the original pictures were formed different ways, but conceptually they are the same. Live experiences formed the first set of images where as our mind created visions of action, romance tragedy and triumph while reading our book.
The same concept is equally important when someone reads your printed material in an attempt to understand what your business has to offer them. One way to speed up this process is through the use of actual images rather than relying on words alone to do the job. Why is this so important anyways? Let’s use the concept of a greeting card to answer this question. Now, picture this greeting card being placed in a rack among many other cards as is typical in any retail location selling them. Often there are hundreds of greeting cards to choose from. Imagine standing in front of the rack and scanning across all of these cards while keeping a certain theme in mind. As your scanning, what is it that catches your eye so that you pull a particular card from the rack to further read it? Was it the beautiful and precise wording on the card? Of course not, it was the picture you saw that caught your eye.
How does this relate to business printing? Often a business card is the first point of contact a business owner has with a potential client so, let’s use that example. Envision a time you were at a retail location that had a rack of business cards for businesses other than themselves. While waiting on a clerk to provide you information, or waiting in line to pay you glance over the card rack. You’re in a hurry though and don’t have a lot of time. Your mind is doing the hundred yard dash to determine if you are in need of any services at the moment. Suddenly a card catches your eye and you pick it up to look at it. Without even really seeing the words you knew what the business did and that you were in need of their service. Maybe it was the well designed logo, or the picture in the background, but a picture nevertheless is what made you grab that card. By the way, have you ever stopped at the brochure rack in a hotel lobby or restaurant? Come on, be honest you have. We all do it, that’s why they are there. Due to the time constraints of everyday life we just can’t spend much time reading all that information. The pictures are what pull us in to a particular printed piece of information.
Now that the attention has been captured you need to inform. This is where the words play a role. Not only is the actual wording important, but the way the words look is as well. Using a font that goes well with your type of business and images are both vital. Proper font usage can enhance or take away from the overall presentation of your printed piece. Readability is as important as the visual aspect of a font so your message can be quickly and precisely understood. Our staff has a great deal of copywriting experience, and we know fonts extremely well. If you have a great piece of art you are considering using in printed material but are unsure of what fonts to use for your message then simply click here to "Ask for Help", and we will make you an appointment to help you figure out how to properly create your printed piece. If you already have images and fonts in mind and need assistance in completing your project, simply click here to Send Us a File and include all images while using the form to explain any text and fonts you have in mind so we can get started on your project right away.