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Re: Branded communication design

Subject: Re: Branded communication design
From: Al Geist <al -dot- geist -at- geistassociates -dot- com>
To: TECHWR-L -at- LISTS -dot- TECHWR-L -dot- COM
Date: Tue, 15 Nov 2005 13:12:21 -0500

Rob Tovey wrote:

How should branding be addressed in communication design? Does an instruction manual printed in black and white, on cheap paper undermine the brand? Advice please

It may or it may not. I've printed manuals on photocopy paper (which come consider as cheap) and had others sent to a printer so they could get nicer cover stock, heavier inside stock, duotone printing, etc. I can tell you from experience that a bad document design with abysmal cover graphics won't look any better printed on "good" stock than it will on the cheapest stock. Good document design packed with easy to understand, accurate content and great illustrations goes a lot farther to create a solid brand image than the quality of the paper. A company will spend nothing on upgraded printing costs if the product is not worth it. (I'm not saying yours isn't worth it, just giving you the point of view from someone who has lived on both sides -management and slave labor- of the isle.)

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Al Geist, Geist Associates
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See also:
URL: www.geistimages.com <http://www.geistimages.com> (fine art prints for home or office and note cards for all occasions)

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References:
Branded communication design: From: Rob Tovey

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