jclehman

Serif vs. Sans Serif Fonts: What’s the Difference?

Are you designing a new brochure? Postcard? Setting up an email template? The choice between serif and sans-serif fonts plays a pivotal role in shaping text’s visual identity and readability. Let’s examine the difference between these two font types and when to use each for maximum impact. Serif Fonts: Tradition and Elegance Serif fonts areContinue reading “Serif vs. Sans Serif Fonts: What’s the Difference?”

Heavier Weight Paper Is a Better Communicator

Are you creating a brochure? Postcard? Sales letter? When you use heavier-weight paper, it gets more attention. That attention translates into a more positive perception of your brand and, according to a study from SAPPI North America, increases the likelihood that your information will be shared with friends. The study, conducted by the Eagleman Lab,Continue reading “Heavier Weight Paper Is a Better Communicator”

5 Ways to Motivate Your Target Audience

Are fewer people responding to your direct mail pieces? Maybe it’s because they’ve seen the same or similar design multiple times. It could be time to try something new. Here are five simple ideas to improve your marketing and get more people interested in your offers again. 1. Mix up envelope styles. Use the sameContinue reading “5 Ways to Motivate Your Target Audience”

Finding Hidden Data to Understand Your Audience Better

When we consider personalized print marketing, we consider the name, address, gender, household income, and other simple variables. But is that enough to create highly targeted, relevant campaigns? There are times when you want a richer data set. Before purchasing third-party data, however, take a deeper look in-house. You may have more data than youContinue reading “Finding Hidden Data to Understand Your Audience Better”

5 Takeaways from the 2023 ‘Ad Impressions Study’

Every year, the Advertising Specialties Institute’s “Ad Impressions Study” provides a fascinating look into the power and effectiveness of branded promotional products. The study is always a must-read, from how many impressions a product receives to which ones are kept the longest. What are some of the highlights from the 2023 study? Want to learnContinue reading “5 Takeaways from the 2023 ‘Ad Impressions Study’”

5 Ways Color Benefits Your Marketing

When it comes to using color, many people tend to think exclusively in terms of images. However, marketers increasingly recognize the value of color in text and other messaging areas. For instance, color can highlight phone numbers, payment information, discounts, and critical points in marketing materials that make them more impactful and actionable. Let’s lookContinue reading “5 Ways Color Benefits Your Marketing”

Customers: “Give Me a (Digital) Break! Use Print!”

Communicating with customers using formats they love makes them more likely to pay attention. When it comes to marketing materials, that means sending more print. Over the years, there have been dozens of studies on the impact of print on human comprehension and learning. Information read in print is embedded more deeply in the brain,Continue reading “Customers: “Give Me a (Digital) Break! Use Print!””

What Does an Award-Winning Campaign Look Like?

What does an award-winning marketing campaign look like? Sometimes it’s stunning imagery. Other times, it’s the application of a specific technique. Most often, however, it’s not one thing or the other. It’s how the company understands its audience and creates innovative, captivating content that is specific to that audience in a truly memorable way. Let’sContinue reading “What Does an Award-Winning Campaign Look Like?”

Marketing Giving Lemons? Make Lemonade!

According to a recent survey, 73% of marketers see difficult or uncertain economic times as an opportunity to grow their businesses.[1] Why? During times of uncertainty, competitors pull back on their marketing. This creates a vacuum that you can exploit. When competitors show weakness, you show strength. When competitors are silent, get in their customers’Continue reading “Marketing Giving Lemons? Make Lemonade!”