New York-based direct-mail expert David R. Yale offers these pointers on how to hone your brochures for maximum effectiveness: Assume...

By their mid-50’s, your sales prospects will begin to experience: diminished visual acuity slowed focus loss of color sensitivity blurred...

A picture is worth a thousand words, they say. But all pictures are not created equal. Depending on what you are trying to communicate,...

Americans age 45+ earn more than 50% of U.S. discretionary income That amounts to $756 billion. They make from 45% to 75% of annual...

Here are 9 tips from Ted Kikoler for Making Graphics Sell: Zoom in on the product Use large-as-possible photos and illustrations Crop...

Here are some highlights of Colin Wheildon’s Research on “How Typography and Design can get your Message Across—or get in the Way”...

K*I*S*S — “Keep It Simple, Stupid” — long have been watchwords in direct mail. Now, research by Daniel M. Oppenheimer, a Princeton...

Make your material reader-friendly. Every element in your advertising should encourage readership, because if your prospects do not read...

Meher Montessori School case study Client information Founded in 1972 by Executive Director John Page, Meher Montessori School is an AMI...

Marketing Basics With modern variable printing, the text and graphics on each sheet of a press run can change to reflect the...

Anyone who has used Photoshop long enough is familiar with the Clone Stamp tool. This little gem has been a favorite for many a...

Using 100% black on small objects such as body copy text and fine keyline borders is recommended. But if you have a large background of...

Getting your file imaged onto the printing plate at the lowest cost Desktop Publishing Desktop publishing is the process of using the...

One of the first things to think about when creating a brochure is how it will fold. Making a plain paper folding dummy can help you...

Use the latest version of a page layout software — some programs require additional prepress steps Using the latest version of standard...

In InDesign, crafting well-formed documents will not only look better, but save you money in unexpected production costs. l. Images....

Digital printing — which affords mail advertisers almost infinite opportunities for highly persuasive personalization — demands careful...

Red, green, and blue (RGB) are the primary colors of light. Cyan, magenta, yellow and black (CMYK) are the primary colors of printing....

Considerations when printing photographs and special ink colors Viewing monitor colors as RGB Full color images viewed on a monitor are...

Color pointers from Leatrice Eiseman's Guide to Communicating with Color: When two variations of the same color, one light and one dark,...