Issue #45
February 22, 2007

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:
  • Rob Davis on the Most Important Trend in DM Graphic Design
  • Quick Tip: End Printer Lingo Confusion
  • The IFD Mailbag... one more time
  • EXTRA! EXTRA! News and Job Opportunities
What You Need to Know Right Now About Trends in DM Design
An Interview with Rob Davis

Keeping up with current and future trends in direct-marketing graphic design is key to your success. If you’re able to get in on a wave that’s just starting to build, you can make your client a lot more money.

With this in mind, we asked master designer Rob Davis to tell us what he sees as the latest trends in DM design – and got some answers you might not expect.

IFD: What are you working on right now that’s hot in DM design?

Rob: Direct-mail design is going through some changes right now, thanks to the upcoming 9% postal rate increase.

This increase is driving the entire industry, because it’s forcing direct mailers to look for ways to cut costs. Most of them are doing it by decreasing the complexity of their mailings. For example, many mailers are converting existing flat-rate promos to digest size.

A flat-rate promo is anything that mails flat – like a tabloid-sized promo or a magalog. Digest-size mail, such as bookalogs and #10 envelopes, mail at the lower letter rate. Flat rates have always been higher than letter rates – and now, the difference between the two rates will be even greater.

This postal increase isn’t a one-time thing either. Looking down the road, direct mailers expect increases every year for a number of years.

However, these increases are not necessarily a bad thing for us designers, especially for new designers with fresh vision. What we have to do now is what we always do – develop new, exciting, and low-cost designs that will get packages opened.

IFD: Does this mean the magalog is dead?

Rob: Not at all. Magalogs still do well. They’re easier for older prospects to read, so they’ll probably be around for a while. What you have to look at is ROI – Return on Investment. If the ROI stays up for magalogs, they’ll continue to be an important part of this industry. But that means clients who use magalogs are going to be looking for other ways to save money on their promos.

IFD: Such as?

Rob: Simplifying the design. Reducing the costs on printing. Without going into details on the way large presses operate, it’s cheaper to print a certain number of pages. So designers (and copywriters) will have to find out – in advance – the exact page count the client wants.

Another way of lowering costs is to use images more efficiently – to use royalty-free photos rather than shooting new images, for example. Or to use spot color instead of 4-color. (Although doing this can sometimes reduce response).

These considerations are driving the magalog segment of DM design right now, but they’re important considerations for all segments.

IFD: Since the costs are going up, have you seen any new design or production directions that are catching on?

Rob: A big trend that’s becoming more and more popular, for a number of reasons, is the “white paper” trend. White papers are promotions that look like reports from authoritative figures like doctors or investment experts. They are very basic looking, not overly designed. The idea is to make them as un-direct-mail-looking as possible.

Health and financial are using white papers a lot. The secret here is to tone things down a lot, trying to be less “in your face.” This goes for the writing as well as the design.

Because they’re relatively simple to design, white papers would be an excellent way for a new designer to break into DM.

IFD: What color, font, and graphic trends do you see?

Rob: Everything in the industry is moving toward more simplicity. This is a general trend, and not just because of increasing costs.

Colors are earthier, and fonts are not as bold as in the past. More serif fonts are being used for their lighter look. And the lighter sans serif fonts are popular – Helvetica 65 (a medium-weight font) vs. Helvetica 95 (a heavy, black font), for example – particularly for promos aimed at women.

The most important consideration, though, is to keep the upcoming postal rate increase in mind with almost everything you design.

Keep their other costs down, and you’ll make your clients very happy.

This is going to be the most important trend for this and the next five years.

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QUICK TIP: End Printer Lingo Confusion
By Will Newman

One of the most baffling aspects of being a professional graphic designer is trying to figure out what printers are talking about. That’s because printers speak a different language than the rest of us – a language based in 500 years of history.

There’s no longer a reason for you to be confused. You can find virtually every printer term you’ll ever need to know (and far more) at the Rainwater Press website.

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

Extra Income for Aspiring Graphic Designers

If you are looking for an ideal spare-time business – resume writing might be just the thing for you. It's a great way for you to earn extra income and also use your DM design skills. Like successful sales letters good resumes have clean and simple designs that guide the eye along important points to make the ultimate “sale.”

Learn more at: www.myresumebiz.com/sparetimebiz

FROM THE IFD MAILBAG…ONE MORE TIME
by Kristin Schwarz

In the last issue of IFD, I told you that we would no longer be running the “Mailbag.” So, instead of sending your questions and comments directly to me, I asked you to send them to mailbag@awaionline.com.

Meanwhile, we got an interesting email from a member with this valuable tip that I wanted to pass on to you ...

Hi Kristin,

Getting files to printers completely ready to print can be challenging. I have an extra tip regarding making sure your fonts are usable. If you’re using InDesign, Illustrator, or Quark, turn the type to “outlines.” The type is now an object – and so you don’t have to worry if your printer has your fonts or if there is a PC to MAC or vice-versa font issue.

After I get final approval on the piece from my client, I create a new layer, copy and paste all of my type to it, then lock it and “hide” it. I then go back to my original layer, select all my type, and create outlines. I keep the hidden layer of type in case there are any last-minute text changes, so I don’t have to re-type everything. If I do have to make changes, I just discard the outlines and repeat the process. It’s been a real timesaver for me.

You do have to be careful, though, because some fonts get weird when you create outlines. But for the most part, this works really well.

Anyway, hope that is helpful.

– Joyce

Thanks, Joyce.

That’s it for today. Have a productive two weeks!

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 – The Strata Companies, a direct-mail developer and expert in digital print, is looking for a designer capable of working on direct mail, print, and Web projects. You need to be innovative, ready to take the initiative, service-oriented, and skilled with Fireworks, Quark, Photoshop, Illustrator, and Dreamweaver. Flash is a plus. Send your cover letter, resume, and salary requirements to Karen Campbell at jobs@gostrata.com.
  • GRAPHIC DESIGNER – Alphagraphics, a business-to-business company located in Houston, has an opening for a designer who thrives in a fast-paced environment. You must know the Adobe Creative Suite and Quark. You also must be a team player, comfortable working under tight deadlines, and dedicated to serving clients’ varying needs. Send your resume and work samples to Craigh Hohler at chohler@alphagraphics.com.
  • GRAPHIC DESIGNER – Marvel Entertainment needs an experienced graphic designer with proven strategic thinking skills. You’ll work on a variety of assignments (at the same time) under tight deadlines. You must be skilled with InDesign, Photoshop, and Illustrator. Knowledge of toy packaging and book publishing design is also a must. Familiarity with Marvel characters is an advantage. Send your resume and work samples to Mary Sprowls at msprowls@marvel.com.
COMING NEXT ISSUE:
  • Reply Devices That Really Work
  • Quick Tip: Don't Get Burned by JPG Images
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