Post Cards Can Work For You

Although it may seem obvious to consider what the reader will see first when deciding on the design of a post card, we’ve noticed instances where the side of the post card containing the mail panel was apparently considered less important than the reverse. So we want to suggest a different layout. If you remember that mail arrives sorted with all addresses facing the same way, you’ll understand our point.

The first view the reader will have of your post card will be the mail panel and whatever design elements are present on that side. Often the beautifully designed layout and full color printing are on the reverse of the mail panel and may be missed entirely if the side with the mail panel is unappealing or

uninteresting.

Be sure you get off to a good start by designing the mail panel side to capture the reader’s attention in the first critical seven to ten seconds. We have several layouts that demonstrate our point that we’d be glad to show you.

Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

Repurposing your documents

One popular use of a web site is to make a version of a company’s printed documents available there, either printable from a PDF or as online text. The term for this transition from print to web is repurposing. Repurposing can require some planning as well as text editing and some redesign because web readers read in different ways and for different purposes than print readers.

If the printed piece is rich in photographs and graphics, or if it is text-heavy (such as an instruction manual), it may be better to offer it as a print download rather than repurpose the printed piece into online content. In this case, we can provide you with a PDF version of your printed piece. We can deliver the PDF as part of the job on the first printing, or we can retrieve the native application file from our archives and create a PDF of something previously printed. Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

Post Cards can be very Cost-effective

One cost-effective way to reach out to your customers and prospects regularly is to mail a post card. Unlike letters and self-mailers, the recipient doesn’t have to open anything to see the message, and a post card is easy to store or file.

A popular size for post cards is 5½ x 8½ – half of an 8.5 x 11 sheet of paper. However, there are some other sizes that we like because they are unusual but still can be processed by postal service equipment rather than by hand: 6 x 9 and 6 x 11. A 6 x 9 post card will extend one-half inch above and to the size of a stack of mail, making it more visible. A 6 x 11 post card looks like a giant and attracts attention by its size.

When designing a post card, keep in mind how the mail is presented when delivered. Most likely, it will be sorted with the address facing the recipient. Be sure you include enough tantalizing information and good design on this side of the post card to ensure that the recipient will turn it over.

Contrary to common usage, the mail panel on a post card does not need to take up the entire right half of one side. An addressing area of 4 ¼ inches wide by 2½ inches high is sufficient for most 3 or 4 lines addresses.

Remember that a poorly designed or positioned mail panel may prevent you from qualifying for the best postage rate. For that reason, we suggest that you have us look at the mail panel before you commit to press. Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

Pantone Matching System or PMS Colors

The Pantone Matching System is used by document creators and printers to select, specify, match and control ink colors. The Pantone Matching System formula guide is a book of printing ink formulas and samples printed on coated, uncoated and matte coated stock in a fan format.

Whereas the primary process printing colors of cyan, magenta and yellow are combined via overprinting to produce a specific color, a PMS or spot color ink is one single hue. In addition, the inks used for spot color are opaque rather than translucent and so do not allow white light to pass through nor absorb any part of the white light spectrum.

For its PMS colors, Pantone provides a formula of what percentages of cyan, magenta, yellow and black ink to use to simulate the single hue of a PMS color. While in general these translations work well, there are times when the CMYK equivalent of a PMS color will not be a perfect match.

When it is important in your full color document for the PMS color to be true, it may be necessary to print in the four process colors, and then use the actual PMS color as a fifth ink. To discuss the implications in cost and time, please call us at (408) 400-0223.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

If you need to fold it yourself

There may be times when the best way to get your printing done is to use your desktop printer or office copier. In this case, you may want to keep these tips about folding in mind.

There are two types of folding – mechanical and hand. Mechanical folding is done by machine and involves feeding paper at high speeds through rollers to make a clean, tight fold. When you are printing only a few documents on your desktop printer and folding them by hand, you can approximate the characteristics of a mechanical fold by using the bowl of a spoon as a folding bone.

Select a teaspoon with a deep bowl.

Make the first (parallel) fold in the document.

Holding the teaspoon by the bowl, press the outside of the bowl against the fold and press the fold flat along its entire dimension.

Repeat for second and subsequent folds.

If you are folding uncoated stock, you can also soften the paper fibers with a mist of water prior to folding. Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

A Swipe File Will Get the Ideas Flowing

No matter what your writing assignment – newsletter copy, brochure, display ad, sales presentation, direct marketing letter or technical literature – good writing begins with an idea. And a great source of ideas is a swipe file.

A swipe file is a collection of items that you find interesting or eye catching such as

• creative, attention-getting ads

• competitors printed materials

• great promotional ideas

• excellent examples of promotional and direct mail marketing

• reference or resource list

• paper samples

• graphics and cartoons

A swipe file costs nothing to create and may give you just the creative boost you need to get your ideas flowing or break a writer’s block. Remember, though, that a swipe file is only for ideas. You still have to write the copy in your own words and not plagiarize from the work of others. Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information

To Proof or not to Proof that is the Question

Proofs are a very important part of the printing process as they allow you to view and inspect a rendition of the printed piece for errors in content, correct color, and overall design. It is our duty to follow your instructions and present error-free proofs using your input (copy, photographs, logos, images, etc.). It is your duty to double-check our work.

The printing trade custom when accepting input from customers is to make no alterations without permission, including leaving unchanged spelling and punctuation errors that were inadvertently submitted. In practice we will correct obvious errors when we see them, or if unsure, may call them to your attention. But please remember that yours is the final say-so on whether something is ready for press. Take your responsibility for proofing seriously and examine everything carefully before signing your approval. Contact Express Printing & Graphics at (408) 400-0223 for assistance.

Visit http://www.expressprintingusa.com and http://www.colorcopiessanjose.com/ for more information