Issue #41
December 28, 2006

Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

IN THIS ISSUE:
  • Kammy Thurman presents 7 Ways to Create a Stylish Image
  • Quick Tip: Almost Instant Networking
  • The IFD Mailbag
  • EXTRA! EXTRA! News and Job Opportunities
Seven Ways to Create a Stylish Image
By Kammy Thurman

You've just landed a year-end report for a prominent financial planner. During your creative consultation, you discover he caters to retired, very affluent folks in your community. He wants the report to exude stability, maturity, and trustworthiness.

So how do you tackle the job so this promotional piece presents a stylish, high-class image? Here are a few ideas to get you started.

1. Use premium paper.

Paper quality affects the image of a product or business, so be choosy about the type of paper you use in your clients' marketing pieces. Paper manufacturers have many styles and qualities available, including a wide variety of recycled papers. Using recycled paper gives the image of being concerned about the environment ... if that's the image you want to convey.

Generally speaking, matte papers have a classier appearance than glossy papers, but the choice depends on the piece you're producing. Try to see paper samples before making recommendations to your client. Many paper companies offer free or low-cost samples, including:

Smart Papers (http://www.smartpapers.com/)
Clampitt Paper (http://www.clampitt.com/request.html)
International Paper (http://www.internationalpaper.com/Paper/Paper.html)
Living Tree Paper (http://www.livingtreepaper.com/products_request.html)
Fox River (http://www.foxriverpaper.com/fox/papers/overview/)

2. Use distinctive ink colors.

Try an unusual color – such as eggplant, dark plum, or dark coffee for headlines, body copy, and possibly photos. Dark inks like these do not interfere with readability. Contrast with a vivid second color – like lime green, aqua, or peach – for accents (in screens, tints, initial caps, rules, etc.). Be judicious with your use of the second color, though, so it doesn't overpower the design. Remember the first principle of DM design: Readability must never be sacrificed for other design considerations.

3. Use four-color work.

Some products need full color to look their best in print. However, it's expensive. If your client has the budget for it, great. Otherwise, you can help him save money by printing four-color on the front and back covers, and then switching to two colors inside.

4. Use professional photos.

For some projects, stock images just won't do – especially if you're going for a unique, upscale look. That's when hiring a professional photographer really pays off. Professional images are more expensive than stock images on the front end, but you can get a LOT of images out of a photo session that can be used over and over again in a variety of formats.

If you work with a professional, make it clear that this is a work-for-hire assignment, and that your client gets the copyright to the photos. If you don't, the client will have to pay royalties to the photographer every time he uses one of the photos.

5. Use high-quality clipart.

Illustrations that support the message in the body copy have the power to pull readers into the story. Just remember that when choosing clipart, you get what you pay for – so don't go for the cheap stuff. You can get credible clipart here:

http://www.doverpublications.com/signupdesign/
http://www.iStockPhoto.com/
http://www.clipartlab.com/
http://www.liquidlibrary.com/

6. Use careful design.

Your reader will be very aware of the image the design conveys – at least subconsciously. So it should say “style” in every way – from the basic layout right down to the typefaces. You won't find high-class designs cluttered with graphic elements and jazzy colors. Stylish designs are more subtle and clean.

7. Use professional printing.

When your client's image is at stake, he needs the best printing he can afford. If you've already chosen a particular type of paper, make sure the printer knows how to print on that sheet, and that his equipment can handle it. Some quick-print companies are great with inexpensive paper stock, but not so good at handling high-quality stock.

Explain to the printer up front the kind of quality you expect: margins aligned correctly, all pages fully inked, and folds done so the paper doesn't crack or crinkle. You may want to conduct a press check to make sure the colors and alignment look exactly as you intended.

* * * * * * * * Highly Recommended * * * * * * * *

“When I got back from this year's Bootcamp, I immediately put what I learned about effectively pricing proposals to use. It worked so well, that from 2 proposals I got 4 new jobs that I am currently working on!” Thank you! Dennis R.

If you weren't able to make it this year's Bootcamp, there is still a chance to experience it in the comfort of your own home. Find out how:

http://www.awaionline.com/graphicsbootcamp/

QUICK TIP: Start Networking Now – Online!
By Doug Farrick

Expanding your business network is one of the most valuable things you can do for your career. And building an online network is now easier than ever.

Some of the most prominent online network communities include Linkedin.com, Ecademy.com, and Ryze.com. Although these services differ somewhat from each other, all allow you to create a profile and add contacts (or connections). Additional premium services can be added for a fee.

It does not take long to take advantage of the tremendous power of online networks. For instance, I now have over 25 contacts on Linkedin.com, which gives me access to more than 22,000 professionals.

This chain of trusted connections gives you access to a vast network of professionals, companies, and industries across the world – relationships you can use to help them as you advance your own career.

So take the time to build your online network. Start by mining your Rolodex, your PDA, and your online address books for a list of contacts to begin with. Soon you'll have a powerhouse network at your calling!

* * * * * * * * Advertisement * * * * * * * *

Are You Worried That Your Computer Skills Are Holding You Back?

Learn how you can fix your “problem” areas … and find solutions to all kinds of problems you might be facing at this very moment by clicking here:
http://www.awaionline.com/basics/

FROM THE IFD MAILBAG…
by Kristin Schwarz

First up in today's Mailbag is a question from a Bootcamp attendee.

Hi AWAI,

During Herschel Gordon Lewis's presentation, he suggested that the ideal font to use in “force communication” is American Typewriter. This font is apparently not standard in Microsoft Word.

I went online, and you can purchase a font for 21 bucks, but there are like 10 different versions of American Typewriter.

Which one should be used – and does this stuff work with Microsoft? And what are your thoughts on the font of choice?

The reason there are so many “versions” of the American Typewriter font is that it is part of a very complex (and popular) font family. There is American Typewriter light, condensed, medium, bold, condensed light, condensed bold, condensed medium, and so on.

I suggest you find a font provider that offers the entire font family as a package. If you only want to buy part of the American Typewriter family, I recommend the medium and bold fonts. You may never need the condensed font ... but if you do, you can purchase it later. Another suggestion is to look for the OpenType version of the font, since they work on both Mac and PC.

American Typewriter is a serif font, and therefore a very effective font for direct mail. Other effective serif fonts are Times, Times New Roman, Palatino, Lucida, and Garamond.

Here are some sites that you might find helpful:

www.fonts.com
www.veer.com
www.linotype.com
www.adobe.com (provider of OpenType fonts)
www.myfonts.com

There are many sites on the Internet that offer free downloadable fonts. Please use caution with these free fonts. Some fonts are free for personal use only and should not be used for commercial purposes (that is, for a paid assignment for a client). Some free fonts can also be corrupt. The corruption may not be noticed until your document is at the printing house. This can result in a printing delay, as well as extra costs for your client.

Hi Kristin,

I have started laying out Exercise 3 in InDesign. I set up the pages with 1/2-inch margins. After flowing in the text and choosing my type font, I decided the margins needed to be different. How can I change those values and have the text readjust to the new margins? I tried a master page, but it applied the new margins without affecting the type that was already there.

I can just start over, but there is probably an easier way to reflow the text. Thanks for your help.

Mary

Dear Mary,

So good to hear from you! I am glad to hear that you dove right into Exercise 3 after Bootcamp.

Here is how you can change your margins in InDesign. On the menu bar, go to “Layout.” Then click Margins and Columns and change your margins any way you like. Make sure the preview box is checked, so you can see what your document will look like before you commit to the new margins.

Good luck with Exercise 3.

That's it for today. Have a productive start in 2007!

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to:
insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]

EXTRA! EXTRA! News and Job Opportunities
  • GRAPHIC DESIGNER - Fellowes Inc., a Consumer Products company in Itasca, Illinois, needs a talented graphic designer. You'll work on brochures, packaging, web designs, and more. You must have a solid understanding of brand advertising. You must also know Illustrator, Photoshop, Quark, InDesign, and Acrobat. Apply through their website at http://jobs.fellowes.icims.com/fellowes_jobs/jobs/candidate/jobs.jsp
  • GRAPHIC DESIGNER - Coldwell Banker is seeking a detail-oriented graphic designer. You'll work in their Mission Viejo office designer promotions and advertisements. Send your resume, cover letter, and salary history to mvjobs@camoves.com.
  • GRAPHIC DESIGNER - American Traditional Designs, a manufacturer of scrapbooking and craft materials, needs a marketing-minded graphic designer to help them create a variety of marketing materials. You need to know Illustrator, Photoshop, Quark and InDesign, Send your cover letter, resume, and a link to your portfolio along with your salary requirements to Gail Gadbois at graphics@americantraditional.com.
COMING NEXT ISSUE:
  • Lori Haller Tells Her Secrets for Setting Goals
  • Quick Tip: Reducing PDF File Sizes Effortlessly
* ABOUT INSIDE FREELANCE DESIGN *

Inside Freelance Design is a FREE bi-weekly newsletter from American Writers & Artists Inc., available to AWAI members and friends.

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