Take a look at our new business cards. How fun are these? They were hand-printed by the very talented Megan Zettlemoyer of Typothecary Letterpress & Designin downtown Lancaster. A tour of her studio is inspiring, not to mention like a mini-lesson in printing history.
It’s so cool to combine traditional letterpress printing with the technology of today. The more advanced the design industry becomes, the more unique and charming the old way of doing things becomes. Check out the photo of Megan in her print studio, filled with beautiful old printing presses, papers, drawers filled with old letterpress type, and these funky old wooden spacers. A feast for the eyes, for sure!This is Megan in her studio.
Any number of factors can influence the selection of colors for a client project. Kim Smith, our art director, explains that it’s never just a random process.
“We follow color trends, but never choose a color because it’s trendy,” Kim says. “We consider the project lifespan. If it’s a one-time piece that doesn’t have longevity, a trendy color that really pops may be a great solution. If it’s something that sticks around, it may be best to go with color choices that stand the test of time.”
A client’s corporate colors also can affect the choice.
“There has to be compatibility with their corporate colors—or at least not an unnecessary clash,” Kim says. “You want a friendliness among the colors you use.”
Ultimately, color makes a statement. Sometimes it’s a whisper, sometimes a shout. We believe our color decisions are thoughtful, inspired and strategic…always the right color for the job.
For a look at how we use color creatively, check out our “What We Do” section.
In creative brainstorming, we say no idea is a bad idea. Every idea came from somewhere and deserves consideration.
James Webb Young, a copywriter of renown in the early years of advertising, devised a practice for generating ideas. In the 1940s, he wrote it all down for others in advertising. Eventually his wisdom became a published book called, “A Technique for Producing Ideas.”
Here’s an overview of his process:
- Gather “raw material.” This includes anything specific to the project or challenge at hand, as well as general knowledge.
- Think hard about the problem. Try various combinations of the elements to create a workable solution. Young said you need to “feel your way” though each bit of knowledge that you gathered. He advised working yourself “to a standstill,” meaning keep at it until you believe you have exhausted every option.
- Allow everything to incubate. Take a break and let your unconscious mind go to work. Young suggests that you turn your attention to “whatever stimulates your imagination and emotions.” Neuroscientists have conducted research that shows the brain is hard at work in the time right before an insight or idea comes to light.
- Welcome the “Eureka!” moment. The perfect idea, the right answer, the ideal solution comes to you, as if from nowhere. But in reality, you had been thinking about it on some level all along.
- Develop the idea further and let it take flight. Test, edit and polish it.
In Young’s view, the most important principle in his little book (it’s just 48 pages) is this: “An idea is nothing more, nor less, than a new combination of old elements.” We think that this charming perspective has never grown old.
More information: http://techniqueforproducingideas.com