Making Your Brand Work in the Digital Media Age

INTRO

While a well-designed business card can still be a cool conversation piece and maybe even land you a client or two, the day where business cards and snappy letterheads can win over an audience are over. Sure, these stationary items were once the main staple of advertising for many businesses. Back then, they had to make the same considerations that most business aren’t really faced with today.

Does this logo look good in this color? Is the spacing on this flier attractive? Is the gloss on this paper blinding?

No, today we deal with a whole different set of issues. Although, truth be told, much of the goals we strive for are often the same. We want our colors to be attractive (only now we want them to look good on a screen). We still want our message to appeal to people visually. We want everything about our brand to look attractive.

Being that we’re now in an almost strictly digital age, many older businesses have finally had to face facts and embrace our digital overlords. In that, they’ve had to make the transition from creating attractive print media to online media. You might think that there’s isn’t a huge difference, but there are a lot of differences that they need to consider.

COLORS

Believe it or not, colors and even fonts show up differently on screen and on paper. For colors, this makes a degree of sense.
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Unless you have an incredibly sophisticated printer, you’re going to have problems getting the bright colors you see in your graphics program to print 100% true to hue on paper. And even then, you’d have to have some of the best quality paper around.

You’ll find pretty quickly that designs that look great on the screen will look washed out on paper almost every single time. And because most of today’s advertising is bright and more expressive on screens today, your older designs that looked awesome on paper probably need to be redesigned.

FONTS

As for fonts, you can do a simple print test to see the validation here, too. Arial, for example, tends to look great on websites and even in periodical-based sites. However, you’ll notice that hardly any print magazines feature the Arial font because it just isn’t as attractive on paper.

Likewise, most default web text sizes tend to be 10 for advertising copy. In print, however, 12 looks much better. Sure, these differences may seem minuscule but when they start to add up, layer upon outdated layer, it can really catch up to you and your brand’s marketing efforts.

Brand Education is the digital brand magazine aimed at bringing all the brand updates, trends, launches, specifications, prices, reviews and more.

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