Understanding Images Part 2: Vector vs Raster

Posted on February 22, 2012 by Melissa

Raster vs Vector Images

In the previous article, I explained some of the basics of image size, resolution, and file type. In this article I will get into a little more depth on additional file types and raster images vs. vector images.

Raster/Bitmap

As explained in the previous installment, a raster or bitmap image is one made up of a grid of pixels – tiny squares of color information that build the image. This type of image file can be large (in terms of KB or MB needed to store the file) depending on the image resolution and compression type. A raster image is also limited by the number of pixels contained in the image, in terms of how large it can be “blown up” or printed.

Vector and EPS

A vector image, the kind created by programs such as Adobe Illustrator, is created with mathematically determined paths that connect specific points in the image. These paths will stay clean and crisp no matter how large or small the image is scaled. Because they are not built of individual pixels, vector images typically have a smaller file size than raster images of comparable dimensions. Typefaces typically consist of vectors, allowing them to be scaled to accommodate different sizes.

Vector files created in various design programs can be saved as .eps files (encapsulated post script) which saves any font, color, or other information along with the paths that make up the image. However, just because a file is saved as an .eps document does not mean that it is a vector-based image. For example, photoshop files or other raster images placed in Illustrator will remain raster images, at their original resolution, regardless of the output file type. This format is ideal for placing graphics into other layout programs because it contains information that the native file format may lose outside of the program it was created in.

What is a pdf?

PDF stands for “Portable Document Format.” A pdf is not inherently either vector or raster; pdf is simply a way to save any file in a cross-platform format that anyone can view on any computer. Type and color information is preserved, regardless of what is installed on the recipient’s machine. The settings with which a pdf file are saved determine whether or not the file will be editable with programs such as Photoshop or Illustrator.

Some Notes on Color

Color is a complex art/science. Why do colors appear different on-screen than they do when printed? Why can colors vary so much from computer to computer? Individual monitor calibrations, printer types, and many other factors can alter the way colors look and can cause a lot of headaches between what a designer intends and what a client sees on the other end, especially with electronic proofing. By being aware of color modes and PMS standards, some of the guesswork can be taken out of this process. The two most common color spaces for design work are CMYK and RGB.

CMYK refers to the four colors used in process printing. C (cyan), M (magenta), Y (yellow), and K (black) are the four ink colors used in traditional press printing (and now, digital press printing) to create full color work. Ensuring that files are set up in CMYK colorspace will help ensure accurate printing results.

For images that are meant to be viewed on screen (such as web graphics), RGB color space is the standard. R (red), G (green), and B (blue) are the three colors of light produced by monitors to reproduce the visual spectrum electronically.

PMS (the Pantone Matching System) is a system used by printers to create specific ink formulas for color matching. PMS swatches are available in most design software programs and can ensure accurate reproduction of color for things such as logos. However, with so many print pieces being reproduced digitally now, PMS ink colors often have to be simulated with CMYK process colors, which can vary not only from printer to printer but also from print run to print run.

Your designer and printer are not speaking a foreign language, just using a specialized set of terminology to help ensure the best quality, most consistent results in handling your images, logo, and other design files through the design, print, and publishing process.

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Tips on Choosing a Marketing Firm

Posted on January 26, 2012 by Melissa


The landscape seems to be overflowing with people and firms claiming to be marketing specialists, social media experts, and promotional consultants. How do you sort through all the options to figure out what type of marketer YOU need for your business? Here are a few tips on evaluating which marketing firm is right for your needs.

 1. Know Thyself

Are you a new business that needs help carving out a niche in the marketplace and building awareness? Could you benefit from some strategic planning? Or are you a well-established firm in need of refreshing your materials, launching a new product or campaign, or looking at a re-branding? Only you know what you do best and the ins and outs of your business. Understanding clearly what you are looking for will help you find a marketing firm that is the best fit for you and your project. Are you looking for someone to fill in gaps in your in-house team, or do you need someone to handle the whole enchilada? Just because agency XYZ was great for a colleague’s project is no guarantee they’re the right guys (or gals) for you. If you first know where you are, it’s much easier to figure out where you’re going.

 2. Do Your Homework

Once you have examined your needs, do some homework on the firms in your region. Word of mouth can be a great tool for leads, but you also want to look at portfolios, other client work by the firm, and know what a firm specializes in. If you need public relations as part of your marketing, you don’t want to hire a boutique firm that specializes in logo designs for a very specific industry (that isn’t yours). What about awards? Awards and publications can indicate that a firm is participating in the larger community of marketers, designers, etc., but that alone should not be the sole basis for choosing a company and is no guarantee that a company is right for YOU. In fact, many design “awards” are simply pay-to-publish annuals printed by design magazines with little in the way of competition or criteria. They may give a well-curated picture of design trends and practice, but they don’t necessarily mean one agency or designer is objectively better for your unique needs.

Some questions to ask yourself: Is it important to you that your marketing firm know a lot about your local market, or are you trying to compete on a national scale? All these factors will influence who you choose. Meet with the firms you are checking out (we don’t bite!), write an RFP (Request for Proposal) to help you compare apples to apples, and of course chemistry matters! It’s much easier to work with people you ‘click’ with and who share your outlook.

3. Size Matters

The size of the marketing firm AND the size of the clients they have experience working with affects whether they will be a good fit for you and your goals. Larger firms tend to be more all-purpose, handling many different aspects of marketing, PR, strategy, branding, and design, while smaller firms might specialize in a particular industry or aspect of the marketing process. In addition, if technology is a part of your business or your marketing strategy, you should look to a firm with the capability to handle good technology infrastructure, whether that means being well-versed in social media, having strong web development skills, or just having experienced partners they work with to provide those things to clients. Of course your budget matters, so discuss the size of your budget with your marketing firm up front. They can help you decide where to get the most bang for your buck, and some things (websites come to mind) should not be decided on a lowest cost provider basis. Take the time to understand what you’re getting for your money. You are investing in your business and its image, so look for value but not cheapness. Should you hire a freelance designer if you already know what you want? The answer is “maybe.” This may save you a few pennies in the short-term, and can be a great option for someone with in-house marketing but no design talent on staff. Just keep in mind that the core of good marketing is the message and the strategy behind that message. If that part is well thought out, a good designer will work to communicate your message to your audience. Good design is more than just pretty pictures, which is why objective messaging and critical thinking is key to good marketing.

4. Be a Good Client

Meet deadlines, communicate the information your marketing firm needs to help you, understand that good work takes time, and read your contract thoroughly to understand what is expected of both parties and what the final deliverables will be. Remember that your job is to explain who you are and what you want to convey. Your marketing firm and designer will use their expertise and experience to determine how to craft that message and get it across. By choosing the right marketing firm at the outset, you can help ensure a pleasant experience and stellar results no matter your needs or budget.

Further References and Reading on this Topic:

[2-part article on before and during the search for a marketing agency]
http://www.examiner.com/tech-marketing-in-national/how-to-choose-a-marketing-agency
http://www.examiner.com/tech-marketing-in-national/10-tips-for-choosing-a-marketing-agency-part-2

[great in-depth advice from Inc. magazine on selecting the right ad agency]
http://www.inc.com/articles/2000/09/20317.html

[designers and brand experts share their perspective on how to be a good client]

http://www.swiss-miss.com/2008/08/how-to-be-a-goo.html
http://freelancefolder.com/characteristics-of-a-good-client/
http://nancyfriedman.typepad.com/away_with_words/2007/05/how_to_be_a_goo.html

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The Value of Email Marketing – Part 2

Posted on January 8, 2012 by Group 7even Blog Admin


In Part 1 we talked about the importance of email marketing in your overall marketing plan. We ended on the understanding that email marketing is all about relationships – maintaining positive relationships with your email subscribers is vital to the success of your email marketing strategy. Managing relationships and encouraging ongoing communication highlights the value of the repeat customer. Satisfied customers are likely to refer your business to their extended networks, be it their co-workers, family, friends, etc. According to Constant Contact, repeat customers are your referral engines. It is said that after 10 purchases, a customer has already referred up to 7 people to your business. After hearing this, maintaining positive customer relationships should be a no-brainer!

Email Service Provider
Alright, so now that you (hopefully!) agree with us about incorporating email marketing in your marketing strategy, let’s talk about the specifics. To get started, you must decide whether you want to use an email service provider (such as Constant Contact) or a standard email program (Hotmail). You certainly can use a standard email program, but it is highly discouraged. You’ll run into a list of problems, including a limited number of emails sent at one time, no formatting control, no cohesive branding, and no way to track and report results. If you choose to go with an email service provider, you will be supplied with easy-to-use templates, reinforced brand identity, emails will be addressed to the recipient only, and you can easily manage contact lists and track results.

Email Content
Now let’s talk about creating your content. When brainstorming content ideas for your email marketing, the very first thing you must do is identify your objectives. Do you want your emails to promote your business, motivate purchases, or increase event attendance? Maybe you want your emails to be informative and offer advice, research, facts, opinions, or tips. Or maybe your emails should relate to your customers by acknowledging customer loyalty and encouraging more business referrals.

No matter what you choose to include in your emails, be sure to keep them concise. If they’re too long they won’t get read. Give enough details to keep readers interested, but don’t overwhelm them with too many details. If you have a ton of information you’d like to share, you can attach it to the email in a PDF document, put it on your website, or give readers the option to “Click to Read More”.

Format
Once you’ve decided on your email content, you need to choose a format. Here are the three most common email marketing formats:

Newsletters

  • Frequency: regular (monthly/weekly)
  • Lots of educational content (typically non-promotional)
  • Use bullets, summarize information, be concise


Promotions/invitations/surveys

  • Frequency: depends on your business and sales cycle
  • Focus on promotion/limited content
  • Use content to invite click-through or other action

Announcements

  • Frequency: event-driven (ex. Press releases, holiday greetings, thank you cards)
  • Use content to build deeper relationships

In every email be sure to include your logo, use colors consistent with your website, and avoid drastic changes. Most importantly, figure out what has the biggest impact on your subscribers.

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The Value of Email Marketing: Part 1

Posted on December 21, 2011 by Group 7even Blog Admin

When it comes to your business’s marketing plan, your overall objectives are probably along the lines of gaining and retaining customers, building and managing customer relationships and engaging with your customers in the most effective ways possible. More and more businesses are utilizing Facebook, Twitter and LinkedIn to execute their marketing plans. These social media outlets can certainly be effective when managed properly, but there is another (often overlooked) way to keep customers up to speed on your products or services.

Often times businesses hesitate to include email marketing in their marketing plans. Many people don’t understand how it can actually help them gain customers and increase revenue. When I receive a really great email from one of my favorite businesses filled with interesting tips, latest news, or cool photos and videos, I forward it to the people on my contact list. Without really thinking about it, I have engaged in word-of-mouth marketing – I have shared that business’s information with a prospective customer, which can result in a long term relationship between the customer and business.

Some say that email is passe, so it can be difficult to assure someone of email marketing’s value. If you’re not completely convinced, here are some statistics from Constant Contact that are sure to change your mind!
● 94% of Internet users between the ages of 18-64 send or read an email
● 147 million people across the country use email (most use it daily)
● For the same results, direct mail costs up to 20 times as much as email (yikes!)
● Email ROI is the highest when compared to the other Internet marketing mediums

Just like social media marketing, successful email marketing doesn’t happen over night. Building a trusting relationship with your customers takes patience, energy, and a well thought-out strategy.

Social media and email marketing can actually work hand-in-hand and help you reach your marketing goals. Begin by setting up social media profiles – this an excellent way to communicate with existing clients and customers while building relationships with new or prospective clients. Ask questions, share information, and encourage ongoing communication that will ultimately strengthen the relationships within your social media network. Once you have established these relationships, you can encourage your customers to subscribe to your email newsletters containing even more valuable information they won’t want to miss.

So what really is email marketing? According to Constant Contact, email marketing is “delivering professional email communications to an interested audience containing information they find valuable”. Being careful not to bombard subscribers with an overload of information, email marketing is a great way to communicate with customers about business or industry news. Another great thing about it is that subscribers are just that – they can decide whether or not they want to continue to receive your emails. Many people find that appealing about business e-newsletters – they are in control of the information they receive.

When it comes down to it, email marketing is all about relationships. In the past, business emails were used to promote products and services, but now more and more businesses are using emails to build relationships. By keeping up with your customers and maintaining relationships through email marketing and social media updates, they will feel as if they already know you and your business when they are ready to buy your product or service.

Stay tuned for Part 2! In it you’ll find marketing statistics and tips on how to get the email marketing ball rolling!

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The Science of Twitter (and why nobody cares what you ate for lunch)

Posted on November 17, 2011 by Group 7even

using twitter for businessIn today’s flourishing world of micro-blogging, there are two main types of Twitter users: Those who tweet purely for social reasons, keeping up with friends and family, and those who tweet for business, using Twitter as a networking tool.

These two groups of users require different approaches to authoring a tweet.

Personal Use

Using Twitter for personal purposes can include any type of content you want to share — from monumental life moments to little things, like where you are and what you are doing throughout the day. However, if you are a business tweeter, the rules of the tweet change dramatically.

Business Use

Your business tweets should be based on strategy. Think through what you are saying and the stigma or reputation that your company will have as a result. Continue reading →

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