GRAPHIC DESIGN TRENDS

Watch for these design-specific trends in 2023 – Colorful gradient backgrounds, photography with grainy or textured effects, and unique typography with bold details and ligatures. Utilize these trends in your projects to convey modernity and awareness.

FOSTER AN EMOTIONAL CONNECTION BY TELLING A STORY

Now more than ever, consumers want brands to show off their unique personalities, hear the voices behind the product, and connect with the company on a personal, emotional level. Don’t be shy – step outside your brand’s comfort zone! Try using bold color combinations, funny slogans, and conversational verbiage. When it comes to marketing, here’s all you need to know: Stories Sell. Use your printed and digital offerings to communicate a detail-oriented story pertaining to your brand and product; showcase emotions and instances where your product or service can make a positive difference in how someone goes about their day. Consumers are overloaded with choice – eliminate confusion with empathetic approaches and convenient solutions. A positive emotional connection is also one of the biggest factors in consumer loyalty, in addition to exceptional customer service.

For inspiration on popular brands that excel at telling stories, look to companies such as AirBnb, GoPro, and Coca-Cola.

DIGITAL, THEN PHYSICAL

Think about how your printed products can amplify your existing successful digital applications – instead of ages past where we thought print first, and digital second. Consider your social media platforms, website, and other digital offerings and what tangibility factors are being missed. How can your digital and physical products work in tandem? To make a lasting impression, make sure the physical offerings you choose are easy to use, reusable or edible, and appropriately applicable to your brand.

An example of this methodology would be a coffee shop that offers a punch-card for repeat customers, that boast various cheeky prompts and a QR code that links to the shop’s Instagram account. Customers would then likely post a photo of their coffee and their unique punch card, resulting in free marketing, sincere social media interaction, and a printed item that the consumer holds on to for a long-term benefit.

LITTLE DETAILS, BIG RESULTS

Special effects and finishes can help your project go from ordinary to luxury – now more accessible than ever! In the age where so much of our life is digital, lean into the experience of a tangible printed product with paper textures and colors, visual effects such as foil or raised UV, laser-cut detailing, and more! If done well, your product will be remembered as high-quality, unique, and artisan.

SUSTAINABILITY IS ALWAYS IN STYLE

To ensure that your brand stays modern and accessible, it’s important to include sustainable materials and products in your offerings. Additionally, be prepared to answer questions regarding if your processes are rooted in sustainability; the modern consumer wants to know if your company is responsible and aware of both short and long-term impacts. Putting forth an effort towards sustainable practices can help your organization secure lasting partnerships with proactive consumers.

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Has your brand already implemented any of these trends, or have plans to try them this year? We’d love to hear from you. Got any 2023 trends to add? Let us know!

The post FIVE TRENDS TO CONSIDER IN 2023 appeared first on Printing Solutions.

Bonus: In the Shoes of a Graphic Designer

Connect the Dots

CMYK is a subtractive method of printing that relies on layered dots of color to mask the white background of the paper. More ink on the paper means less light that reflects (hence the subtraction).

Inks used in CMYK printing come in 4 colors: Cyan, Magenta, Yellow, and Key (a printer’s name for black, since black is often used to outline an image as a guide).

CMYK inks are applied in set patterns of tiny dots that appear to create a solid color … similar to the pixels on a digital image. Layers of these dots in different amounts of ink create any shade or color. Here’s an example of how the colors work together:

Image via

CMYK colors sometimes translate in terms of percentages. For instance, the blue that we use for our Printing Solutions brand is C100 M30 Y0 K0, or 100%, 30%, 0%, 0%.  

Color By Number

CMYK typically produces a higher quality of print job than your standard home office printer, which prints in RGB. RGB uses combinations of Red, Green, and Blue inks to create varying colors and shades.

“RGB is a 3-color process with fewer colors mixing together to achieve a specific color,” says Kristyn Dingman, Printing Solutions’ Director of Marketing. “Because there are fewer colors to choose from, a CMYK print is preferred to achieve a true color.”

That’s not to say that CMYK produces perfect color every time, the way a Pantone ink would. Pantone inks come in pre-mixed colors according to an exact formula that can be replicated with the same results every time. CMYK, on the other, hand, may have some fluctuations in tone, especially when converting from Pantone to CMYK.

“You are taking something that is already made and trying to dissect it and then reinvent it,” Kristyn says. “The same thing happens when you take a CMYK color and convert it to a Pantone. There is the possibility that the colors may look different from one process to another.”

However, Pantone’s level of perfection comes with a heft price tag that simply isn’t practical for most companies. CMYK is a more affordable solution that still produces a very high quality print product. Here at Printing Solutions, we print about 85% of our projects in CMYK and about 15% in Pantone.

Bonus: The Worst Advice I’ve Ever Heard About Print

Want to know how CMYK printing can help take your business to the next level? Our team at Printing Solutions would love to show you how! Give us a call at 480-596-6300 today.

The post Everything You Need to Know About CMYK appeared first on Printing Solutions.

1. The human eye can see 65,536 different colors of blue.

Need to choose a specific one? The best way is to consult a palette book, which printers and graphic designers rely on for accuracy.

2. Each one has 52 shades.

Different shades are created by mixing different amounts of Cyan, Magenta, Yellow, and Black (CYMK) inks. The color above is C100 M30 Y0 K0.

3. Blue is the most popular favorite color in the world.

In a recent survey, 49% of men and 29% of women said their favorite color was blue.  

4. In color psychology, blue symbolizes trustworthiness and inspires confidence.

This is why so many medical professionals wear scrubs in this color.

5. Studies show that the color blue serves as an appetite suppressant.

Red does the opposite — just think of every fast food chain ever!

6. Printing Solutions’ brand colors weren’t always blue.

They were originally yellow, but were changed to blue because it has a more soft and playful feel.

7. Chemists recently discovered a new color of blue … by accident.

Oregon State University discovered the pigment “YInMn blue” by heating a mixture of manganese oxide and other chemicals to over 2,000° F.

8. Only 8% of the world’s population has blue eyes.

Light-colored eyes are produced by recessive genes that cause an absence of pigments in the iris.

9. In ancient times, blue pigments were so rare that they reserved for royalty.

This is where the term “royal blue” came from.

10. Blue is a popular color for branding and marketing.

Thanks to the significance it carries, this is the most popular color for direct mail marketing and branding.

Looking for the perfect colors to use in your branding and marketing? Printing Solutions would love to help you find your new color identity. Give us a call at 480-595-6300 to get started.

The post 10 Things You Never Knew About the Color BLUE appeared first on Printing Solutions.

A banding package can be a major undertaking and last for a few weeks, but in the end, our clients invariably decide it was all worth it. Here’s the life cycle of a branding package.

Each project is unique, and its timeline depends on the client and what you are looking for. We offer a good, better, best model for design when it comes to projects like this:

• Starter Package offers the basics to a strong brand identity
• Essentials Package comes with a more detailed timeline and expanded print options
• Pro Package includes digital services like email signatures and social media page creations

Strategy Session

All of our branding projects begin with a strategy session, where we sit down with you to learn the ins and outs of what you like about your current brand and what you want to improve on. During these meetings we make sure we get as much input as we can from the team. Our Creative Director, Justin Ketchum, is involved in every branding project that comes through our doors. We also have Chris Danner, our graphic designer as a second hand in these projects. And lastly, a project manager facilitates pricing and is the main contact for you.

Foundation, Development & Refinement

“One team member will take the lead and serve as the liaison between the team and the client, but a typical brand can have as many as five to seven people working on their project at any given time,” Justin says.

After the strategy session, we jump into the three main steps to a branding package: Foundation, Development, and Refinement. Most of the work is done during the foundation phase, which allows for a fun and easy transition through the development and refinement stages.

The revisions depend entirely on the client. As long as you are OK with the time being spent, revisions can happen as often as you would like — our job is to provide the best possible solutions for our clients, so we want you to be involved in this process as much as possible.

“Typically, a company will have their new logo in use within the month,” Justin says.

Once a project is completed, we still have follow-up calls and meetings with you. We learn something new with every project, and we use these learning experiences as tools to better improve our system, as well as the experience for the next project.

If your brand is in need of a reboot, we would love to help. Give us a call at 480-596-6300 to get started.

The post Before and After the Creative Process: See the Life Cycle of a Branding Project appeared first on Printing Solutions.

1. Cotton Cards

One way to give your business cards some extra oomph is as simple as changing the paper they’re printed on. One of our current favorites is a cotton card. Cotton cards have a very natural and sturdy feel to them. They make a big impression — they’re a very thick 45pt paper with actual cotton fiber pressed in — and they have such a soft and elegant feel.

“This is something really unique and can give your business a high-end presentation just based on the stock,” says Kristyn Dingman, Printing Solutions’ Director of Marketing.

2. Foil Elements

If your business card could use a little pizzazz, then foil might be your answer. Adding a stamp of foil to your cards can not only make a lasting impression, but it can make certain aspects of your card really stand out for that high-end look.

Most people think of the traditional gold and silver when they think of foil, but it is actually very versatile in its array of color, size and overall visual appeal.

“It’s a nice, inexpensive solution for someone who is looking to take that next step in design,” Kristyn says.

3. Embossing or Debossing

Embossing (or debossing) is a newer trend in print that is a great way to add both visual and tactile interest to your business cards. This technique indents certain areas of the paper so that as you go over the surface of the card with your fingertips, you can feel the imprint of your company’s logo (or other area that is embossed).

Many companies have a Spot UV or specific feel to their cards, but want a new, modern upgrade that will really make their business something to remember. Having a certain part of the card physically pop out or sink in can make a big impact.

“Many clients use this on their logo or another aspect of the card that is important,” Kristyn says. “It’s a great upgrade for someone looking to rise above their competition.”

4. Colored Edges

For a simple and affordable way to make your cards stand out, you might want to consider adding color the edges. Not only does this technique make your entire card look more cohesive and pulled together, it also gives some love to an often-forgotten area of the card.

“We love seeing clients take their main logo colors and add that sleek edge to their cards,” Kristyn says. “This works best with thicker cards.”

5. Unusual Sizes & Shapes

Not only do you want your business cards stand out, but it’s important to do it in a smart way. A new trend is changing the size from your standard 3×2.5 business card and making it into a circle or square card.

“It looks unique and is a great solution for someone looking to change a small part of their card without changing the entire feel or brand,” Kristyn says.

We can also make custom die-cut business cards for your business. If you want your business card to be a unique shape — like the gift box shape above — then we can do that too.

If you’re considering an upgrade to your business cards, there are a few things to consider first.

1. Do you have the right budget?

While the options above are each great for different businesses, they may not all be the best solution for your budget. Some business card upgrades are only a few dollars, while others may be double or triple that price. Many of the upgrades range anywhere from $30.00 – $200.00, but your final cost depends on which upgrade you want to go with. There are so many different combinations you can do that will fluctuate the price.

2. What’s your deadline?

We love creating new and improved cards for an event or conference a client plans to attend, but things get difficult when they need the upgraded cards in only a couple of days. Many of the business card upgrades above require extensive time for cutting, gluing, drying, and quality assurance checkpoints. For your new cards to look flawless, most of our upgrades simply can’t be rushed.

Here at Printing Solutions, many people want to know how we can improve their cards. We can suggest certain business card upgrades based on a client’s budget and deadline, but to really provide the best solution for your business, it’s best to meet with the Printing Solutions team. Come by our offices, or give us a call at 480-596-6300 to set up a meeting.

The post 5 Fun Upgrades to Your Business Cards appeared first on Printing Solutions.

Over the past months we’ve observed a few changes in styles among our own clients and colleagues, and we’ve compiled them for you below. Here’s what’s trending in the print world.

Social Events

Lately there are more and more social events that businesses are looking to attend, whether it’s a trade show, conference, or other tabling event. Making sure you are visually prepared and well represented at those events is key.

Large format print marketing materials like signs and retractable banners are a must for setting up a great booth. But to really stick with visitors, you’ll also want to invest in flyers, brochures, and business cards to hand out. Additional freebies like postcards, notepads, or stickers can also make a strong impact with anyone who stops at your booth.

When preparing for a trade show or other social event, it pays to plan ahead.

A full trade show package from Printing Solutions includes seven different products, all of which take time to design, print, and deliver.

BONUS: The Trade Show Basics – What Essentials you Should Bring

Direct Mail

We’re loving the trend of businesses developing effective direct mail campaigns. With direct mail you’re literally placing your company’s brand directly into customers’ mailboxes and homes. It’s a valuable “in” with your customers that your competitors likely don’t have.

If you’re jumping on the direct mail bandwagon, keep in mind that design is everything. You only get one chance to make a first impression, especially when the medium you’re using is something that most consumers consider “junk mail.” So having something designed so well that it entices customers to open it is important.

At Printing Solutions, we’re here to help through every step of the Direct Mail process, from design and printing to creating a mailing list to sending your mailers out.

BONUS: 5 Common Direct Mail Mistakes Most Businesses Make

Unique Business Cards

Making sure you are visually better than your competition is especially important in the beginning of the year when you can go all out with guns blazing. With a brand-new budget, you can create a lasting impression with your business cards. Many of our clients are using foil stamping and colored-edge business cards as a way to stand out from the crowd.

We have also noticed our clients giving extra attention to the thickness of a business card. Most business cards are printed on a 16pt matte-finish card stock. Lately, however, we have been seeing clients going for a super thick card with a silk laminate finish.

BONUS: Our 3 Favorite business Cards from 2015

These changes in trending print will not only bring a more effective visual representation of your business, but it will give your company the upper hand and attract the right customers for your business.

Looking to give your company’s printing a boost? Give Printing Solutions a call at 480-596-6300 to get started.

The post What’s Trending in the Print World? appeared first on Printing Solutions.

But if you’re not investing in print marketing, you’re missing a crucial step.

“Customers need print marketing materials, but the reason as to what it is being used for varies,” says Printing Solutions’ Director of Marketing Kristyn Lechwar. “Not every company does well online, and email campaigns will only get you so far. That’s where print marketing comes in.”

We’ve put together a list of why use successful print marketing strategies to grow their business, and why you should consider it too.

1. It’s Tactical.

One of the great things about print marketing is that you can be very strategic with it. The products you use and even how you use them can all influence your marketing results. Hosting an event with large graphic banners, signs, and informative pieces is a great tool for branding and promotions, while sending out direct mail postcards or flyers is better suited to advertising specific offers and products.

“We always get super excited when we get to design an entire trade show display, meaning the large format graphics, signs, banners, marketing material to hand out, and of course, the business cards,” Kristyn says. “These projects allow us to really go all out and produce some really impressive work.”

Print marketing gives our clients a great presentation of their company. At the end of the day, the entire goal of marketing is to present your company well so that you can get more customers. Having a great business card to hand out can make all the difference for closing a new lead.

BONUS: How to Blow the Competition Out of the Water Using Direct Mail Marketing

2. It’s Versatile.

Most people hear the words, “print marketing,” and immediately think only of flyers. In reality, print marketing encompasses so much more. Anything from business cards, to brochures, flyers, car wraps, wall graphics, trade show material, and mailing services is considered print marketing.

A true testament to print’s staying power is how it has evolved over time. As our smartphone and tablet technologies continue to grow and develop, so too has the interactivity of print media with the aid of QR codes and social media integration. Though not as prevalent as in previous decades, print is just as necessary as it has always been.

3. It’s Tangible and Personal.

Print marketing brings something extra to the table that digital marketing cannot. Though digital marketing is a valuable and necessary tool in today’s computerized age, it cannot stand alone.

The problem with relying solely on digital marketing is that you need to get extremely creative to stand out from everyone else. A computer screen looks and feels the same as the next screen and the next. No matter the image you have displayed on the screen, it’s going to look essentially the same everywhere.

But when you are able to stand in front of a huge banner or get to feel that postcard in hand, it actually triggers emotions that screens do not. We are meant to send and receive messages to our brain by nonverbal communication and touch.

“It is our job as a print company to trigger high emotions to our clients without the need to speak,” Kristyn says. “We are able to speak to certain senses that digital marketing just cannot do.”

BONUS: 3 Reasons You Need Print in Your Life

From banners to business cards, we specialize in meeting hundreds of business owners’ successful print marketing needs. Give Printing Solutions a call at 480-596-6300 to get started.

The post Why the Most Successful Companies Use Print Marketing appeared first on Printing Solutions.

Don’t get us wrong, we love digital (you’re reading this online, after all). But like any good business, we see the value in a multiplatform approach to branding and marketing that includes a healthy dose of print.

“Having the ability to print something is one of the greatest inventions the human race has ever made,” says Kristyn Lechwar, Printing Solutions’ Director of Marketing. “With print today, you have almost an unlimited amount of tools at your fingertips. You can turn any dream into a tangible object.”

At Printing Solutions, we are whole-hearted believers in the power of print. If you’re not quite there, that’s OK — here are three reasons you need print in your life.

BONUS: 5 Innovative Ways to Use Print Marketing

1. It Gets a Reaction

Ever wonder how companies like Hallmark and American Greetings stay in business while more and more media companies are opting to cease print publication? It’s because they’ve capitalized on the online-only trend, but in the other direction.

In an era where the vast majority of our communication is digital, print feels special.

“If you get one of those Facebook e-birthday cards, you’re going to be like, “Oh, that’s cute.” But if you get one in the mail, it’s special,” Kristyn says. “You get to open it, pull it out, bend the pages. It’s way more of an impression.”

But research has found that the reaction goes deeper than that. According to a Norwegian study, reading something printed on paper promotes better reading comprehension and emotional connection than reading it from a screen. The heft of a book or pamphlet held in a reader’s hands “gives you a mental map of the entire text. The brain has an easier task [comprehending the material] when you can touch as well as see.”

Reading on a tablet or laptop doesn’t allow you to see how far through the piece you are, and the lack of tangible pages to turn leaves readers with a lessened sense of progress, the study found.

“You don’t get the pleasure of smelling the real pages and feeling the pages turn,” Kristyn says. “It’s great that your website is up and running, but to get the full effect of your company there needs to be a tangible piece of you.”

2. It’s Easy on the Eyes

Any company worth their business knows that they need a solid website to get anywhere in today’s world, but leave it at that and you’re missing a key piece of the marketing equation.

“You’re just looking at a screen now,” Kristyn says. “That’s all we do is look at screens, whether it’s your phone or your computer. So seeing a company there and in print is really cool.”

It’s important even if cool isn’t what you’re going for. Studies show that screens and paper actually trigger different parts of your brain — screens tend to tell your eyes to skim and skip around, while paper allows them to move through text methodically and in a linear fashion.

If your goal is to convey a larger message, consider using a print product like our flyers and brochures to get your point across. Options range from a one-sheet flyer to a multi-page brochure, and can be customized to perfectly suit your business’ needs.

BONUS: Design Tips for Effective Printed Brochures

3. It Sticks With You

There’s a reason so many companies opt for direct mail over email marketing. While emails can be easily deleted with a click of a button, printed materials have to be handled and touched before being disposed of.

Think of the last time you got a piece of junk mail. You probably looked at it for at least a few seconds before tossing it in the recycling bin. You may have even left it on your kitchen table for a few days before finally throwing it away. During those few days, you saw it every time you looked at the table, and the branding on that piece of mail slowly ingrained itself into your brain.

Even if you never actually leafed through the flyer or opened the envelope, having to physically do something with that piece of mail made an impression the likes of which a hastily deleted email never could.

“I talk to people all the time and they think that print is so old-school,” Kristyn says. “And it is an old industry, but that doesn’t mean it’s going away.”

BONUS: Paper Selection: The Foundation For Your Printing

Want to learn more about the power of print? Our talented team of print professionals is happy to help you identify which products and services are best for your business. Give us a call at 480-596-6300 to get started.

The post 3 Reasons You Need Print in Your Life appeared first on Printing Solutions.

We sat down with Printing Solutions’ Creative Director Justin Ketchum and Graphic Designer Chris Danner to get the lowdown on the top cards of the year.

BONUS: 5 Reasons You Need a Business Card

1. The Love Designed Life

The Client: The Love Designed Life
The Design: Client’s own

Printing Solutions: What was the biggest challenge about this project?
Chris Danner: For us, we were really trying to make sure the client was getting her visual needs met, but we also wanted to make sure we were getting the perfect stock she was looking for. The finish of a business card can say a lot about your business. After a couple meetings, we were finally able to choose a stock that was perfect.

PS: Which stocks, finishes, and extra features does this card include? I think I see a bit of embossing there.
CD: This specific card was a cotton card. It has an uncoated finish that is lightweight, luxurious, and absolutely different from anything out there. Cotton cards also come at a very heavy thickness. It was a 45pt card. She also upgraded to having a debossed logo, foil stamping, and metallic colored edges. It really is a one of a kind card. We know she is more than proud to have her name on a piece like that.

PS: What was your favorite part of this project?
CD: I think the best part about working with Paige was knowing that she had a vision and that we were a part of making that vision come to life. After going over different options here and there, the end result was a memorable one. We use her business card as a sample piece in our office now for other clients.

PS: What was the client like to work with?
CD: Very easy going. Because her vision was clear and on point, so was the print job. She also had a really fun and creative mind that is always admired.

PS: Why does this card beat all the others as one of Printing Solutions’ favorite business cards of the year?
CD: This specific card was not only designed well, but it was printed onto one of the most unique materials out there. Her card is going to stick out above all other cards. Because she was in a creative environment, she was free to present creative ideas, and that is what makes this all worth it.

2. Launch Financial

The Client: Launch Financial
The Design: Client’s own

Printing Solutions:  What was the biggest challenge about this project?
Justin Ketchum: I think the biggest challenge was making sure we could get all the content to fit on a smaller business card. Sometimes we need to rearrange the layout or take out verbiage for someone’s card based on the size.

PS: What was your favorite part of this project?
JK: Being able to see the end project is always a win for designers. Taking something from a computer monitor and being able to hold it and feel it makes it all worth it.

PS: Which stocks, finishes, and extra features does this card include?
JK: This business card was a silk laminated finish on a 48pt card stock. We also added an embossment and Spot UV on both sides to give it that extra flare. This card also was not your traditional size. Most business cards a 2.5X3 size. The client in this case wanted a perfectly square card that was 2.5X2.5.

PS: What challenges come with a square card that don’t exist in a standard size card?
JK: Very limited with space obviously. The solution? You use a minimum amount of contact information. In this case, web address, email, and phone number.

Bonus: What Information to Include on Your Business Cards

PS: What was the client like to work with?
JK: Eazy peazy. The client knew what they wanted and we knew how to give it to them.

PS: Why does this card beat all the others as one of Printing Solutions’ favorite business cards of the year?
JK: This card is unique in the sense that it is not traditional is shape, there were upgraded features, and the design itself really worked will with the upgrades that were added. It is a bombshell of a business card. You are going to want to keep this card as a reference for your next business card.

3. City Looks Barber Shop

The Client: City Looks Barber Shop
The Design: Printing Solutions

Printing Solutions: What was the biggest challenge about this project?
Chris Danner: This particular project had a lot of moving parts. It is one of the thicker card stock options, so we needed to make sure everything was flowing and made sense. Not everything needs to be over the top when it comes to design. A lot of times, simpler is better. With a company like City Looks Barber, we needed to make sure the design was not getting lost in noise.

PS: What was your favorite part of this project?
CD: Seeing the end result of a product is always the most exciting part. When all was said and done, it was really great to see the card come to life. That first time the clients sees the finished product is always such a proud moment for a designer, especially when the client is ecstatic about the result.

PS: Which stocks, finishes, and extra features does this card include?
CD: This card was a silk laminated finish with a 48pt card stock. One side has a silver foil stamp while the other has a debossed cutout of their logo with a white background in the second layer. It’s a very intricate card.

PS: What was the client like to work with?
CD: Simple, direct, and knew what he wanted. It was nice to have a firm hand in the process. We had room to be creative without being limited, but we were given some direction, which is always helpful.

PS: Why does this card beat all the others as one of Printing Solutions’ favorite business cards of the year?
CD: This card was such a intricate card that we had to make it a top choice for the year. This card in particular has so many fun and interesting features to it. It’s a card that will surely stick out and be remembered.

Bonus: 3 Signs That it’s Time to Update Your Business Cards

Have a business card you’d like updated? Our talented team can help take your card to the next level. Give us a call today at 480-596-6300 to start the journey.

The post Our 3 Favorite Business Cards from 2015 appeared first on Printing Solutions.

“It’s just like the filter that you put on a photo; it says a lot about the person and who they are. That’s what font faces represent,” says Kristyn Lechwar, Printing Solutions’ Director of Marketing. “It represents who you are and what your company is. Without someone actually being able to read the words, they can get a feel for your company just by looking at the font.”

We’ve put together our best tips for how to choose the best fonts for 2016. Is your favorite font sending the right image? Read on to find out.

Our Favorites

“Helvetica is the most famous font face around the entire world,” Kristyn says. It’s simple, easy to read, and not distracting.”

Other strong options include Akzidenz and Gotham, both of which are client favorites when it comes to san-serif font faces. For a more classic look, opt for Times New Roman, by far the most common serif font face.

You’ll also get more mileage out of a font family that includes bold and italic faces along with the regular font face.

“You can be versatile with them but they still maintain their same visuals,” Kristyn says.

BONUS:The Worst Fonts for Marketing Materials

Choosing a Font

If you’ve never worked closely with different font faces, you might not know which is really best for your company. You want to make sure you choose a font that fits the feel and attitude of your company while still making a statement. You can get a better idea of what font best fits your business by asking yourself some of the same questions that we ask our clients.

“When we’re making a new logo, it’s our job to feel out the client. What is their business? What is their mission? What is their culture like? What kind of clients are they working with?” Kristyn says. “If it’s a young, kind of hip company, then we can go with a young, hip font, but if a lot of their clientele is 50 and older, we need to make sure that it’s appropriate to the demographic of people that they’re working with.”

For example, Kristyn says, a law firm would not want to go with Curlz MT as their font face, but a Dr. Seuss-themed pediatric dentist might want something a bit more in keeping with the whimsical feel of the books it is based on.

“Every company is different. That means that every font chosen is going to be different,” Kristyn says.

BONUS:How a Graphic Designer Can Help Keep Your Print Materials Fresh

Color Matters

Our favorite fonts are nothing without color, which says just as much about your business as your font does.

“Colors have all their theories about what they mean, and people take those seriously,” Kristyn says. “We all have this same kind of idea that pink is feminine and blue is masculine, and red means angry, and black means angry, and yellow means happy and sunshine. It says something about your company.”

If you’re running a law firm, for example, pink probably isn’t going to be your first choice of brand colors. You’re much more likely to opt for red, black, or yellow, which are typically seen as more strong and authoritative.

It’s also important that you use your colors consistently with your font choice to prevent brand confusion. Kristyn uses Google as an example.

“Their company is recognized not just because of their name, but you think of Google you think of the red, the blue, the green,” she says. “That’s just colors. It’s nothing really to do with the font but they have to go hand in hand.”

BONUS:What Colors Work Best for Direct Mail Campaigns?

For more tips on choose a font and color, or to learn more about our design and print services, give Printing Solutions a call at 480-596-6300.

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