The Printed Word and Legal Ramifications

Business cards, brochures, magazines, or flyers…in each one of them there is an inherent claim that they promise no matter the form of marketing materials.

In promising a service to be delivered through the use of these items in helping build your company’s brand is a delicate act in that you better be telling the truth about what you can and cannot do. In other words, don’t write a check your butt can’t cash.

Compared to the good old United States, Europe and the United Kingdom have far more stringent laws in regards to what can be claimed about what a product provides. A good example would be cosmetics ads.

The European advertising industry has developed a best practice model for advertising self-regulation following consultations with consumer and public health bodies under the auspices of the European Commission’s Directorate General for Health and Consumer Protection . This model recommends the involvement of non-industry stakeholders in the process.

However, since the cosmetics business is a lucrative one, it’s going to mean war. L’Oreal recently filed an official complaint about a Dior mascara ad with actress Natalie Portman, arguing that the claims made in the ad were scientifically impossible. The ad was banned in Europe but still can be seen in the U.S.

Makeup ads featuring actress Julia Roberts and supermodel Christy Turlington have been banned in the United Kingdom because of 'airbrushing,' or as we like to call it in the U.S, “photoshop.”

Britain's Advertising Standards Agency issued the ban after a politician complained about the two ads, for foundation products made by L'Oreal's Maybelline and Lancôme brands. L'Oreal admitted the photographs it used had been digitally manipulated and retouched.

Of course, these are extreme examples of what can happen if your claims are considered "exaggerated," but remember, err on the side of judgement, and save yourself a lot of trouble and money in the process.

Creating the Perfect Logo

McDonald’s…Coca Cola…Subway…not only are these companies known for what they serve to millions every day, but also for their instantly recognizable logos.

For business owners and graphics designers:  before you design a logo, you must understand what a logo is, what it represents and what it is supposed to do. A logo is not just a sign–it’s a reflection of one’s commercial brand.

In essence, according to many business experts, a logo must be the following: describable, memorable, effective with or without color, and "scalable" (effective no matter the size).

In order for the above mentioned qualities to shine through in a logo, a designer will have to carry out the following tasks:

• Establish what you want to convey and who your audience (clientele) is
• Research logo creation (popular ad agencies)
•  List of ideas (color, size, font) for your concept
•  Learn the software and complete the logo

Each person’s process is different and experience is usually the key factor when creating your own logo design process.

The best logos have stood the test of time!

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In Business and In Life, Having a Tough Skin is Every Thing

If the world was full of roses and sunshine every day, of course everyone would be happy. No issues at all in any situation! However, as we all know, those concepts are an ideal…something is always going to happen to perhaps sully a moment, a minute or a day.

The question remains, how does one wade through unfavorable things that crop up momentarily or for a lengthier time? Well, the only thing we can do is toughen up.  That doesn’t mean ignore it, cry about it, or whine about it – it just means accepting it and plowing right through it.

You do it through counting your blessings, imagining yourself in someone else’s shoes and then asking how you would deal with it. We all want to see life through rose colored classes, but sometimes, the tint on them starts to fade and reality starts to dawn; but that’s OK. It’s called life.

Life is no doubt filled with ups and down – profits one day, mistakes galore the next, but they can be used as tools of growth – reassessment and rearranging might be necessary, but if you’re thinking about what you can do to better things, you are already on the right path for the next day, and the day after that!

As people, it helps to learn how to not run yourself into the ground by overanalyzing and being reactionary. Some people strive for perfection in each and every moment of their lives that it is almost overwhelming. Of course we want perfection 100 % of the time, but sometimes, taking little slices of greatness is far more enjoyable and educational than to stress out.

With that in mind, let’s all take a minute to exhale, and in the words of Scarlett O’Hara, “After all, tomorrow is another day.”

A Christmas Message from AA Printing

Well, it is time for another Christmas, and it has been an exciting year for AA Printing. We’ve invested in new equipment, additional staff and more resources to give you what you want and need for all of your direct marketing needs. Also, we’ve branched out and created our new division, ARC Distribution to help with all your mass business mailings. Both companies work hand in hand to address your concerns in helping you build your company’s image and brand!

We can’t express enough how much we are grateful to those who have been there for us from the very beginning when we opened our doors in 2010; you have supported us, made suggestions, offered us referrals, and have helped us grow immensely.

With that in mind, we want to say thanks, and let you know that we do listen to any concerns or questions that you may have. We look forward to seeing you all in 2013 and once again, THANKS, AND MERRY CHRISTMAS!!!

THE 12 DAYS OF CHRISTMAS (AA PRINTING VERSION)

On the first day of printing, AA Printing gave to me…500 business cards for $39.99, just below 40!

On the second day of printing, AA Printing gave to me, 500 4x6 
postcards for $89.99, just below 90!

On the third day of printing, AA Printing gave to me, a ten cents black and white copy.

On the fourth day of printing, AA Printing gave to me, a very reasonable $15 editing fee.

 On the fifth day of printing, AA Printing gave to me, great customer service for FREE!

On the sixth day of printing, AA Printing gave to me, a durable stand up banner that will last times a plenty.

On the seventh day of printing, AA Printing gave to me, Peter’s great design tips that will help ‘til eternity.

On the eighth day of printing, AA Printing gave to me, NCR forms to help my business keep track of its money!

On the ninth day of printing, AA Printing gave to me, FREE delivery.

On the tenth day of printing, AA Printing gave to me, vinyl car signs that will look cool and shiny!

On the eleventh day of printing, AA Printing gave to me, faces very smiley!

On the twelfth day of printing, AA Printing gave to me, wishes of Christmas and New Year’s that are happy!!

THANKS FOR YOUR SUPPORT…FROM THE STAFF OF AA PRINTING!

NOTE: We always give you same or next day printing!

Stay Cool and Classy in the Face of an Angry Client

As we’ve mentioned before, printers take immense pride in their work; they strive for perfection. However, there can be a rare instance where something with a job has gone awry. The product has left the shop in the customer’s hands and it contains an error, unbeknownst to the client and the printer.

Of course, upon extremely closer inspection, the client is not happy when they finally study the product. Sometimes, there is a glitch, a spot, a small bend, in their cards, brochures, flyers, stands, etc.

Printers must handle an angry client with class.

The customer is mad…very mad. So they head back to the print shop, product in hand. When they walk in, you can tell they are perturbed. While their anger is justified, don’t counter it with angst of your own.

Take a deep breath. Exhale. Be nice. This is probably what you’re going to have to deal with when the customer comes in mad:

• Customers love to slam the product down on the counter if there is a mistake. They want to accentuate their anger. Don’t mirror the action.
• Customers love to start off their tirades with, “Listen here,” “You know what,” or “What the hell.”
• Customers, because they found an error, decide to play the role of “doctor” diagnosing what could have gone wrong, blaming the graphics, blaming the proofing, blaming the owner. Just let them vent if they aren’t cursing or threatening anyone.

We should remember that everyone strives to be their best, and printing companies and their employees are no different. They want their customers to be happy because that means return business and referrals, which are the key to growth and stabilization. Keep communicating and keep striving. And saying "sorry" can make all the difference in the world ... sometimes.

Going the Extra Mile

At the heart of any business-client relationship is customer service. Ask any business owner who wants to stay in the black what is the most important part of being a good business proprietor they will tell you maintaining the customer’s trust.

Being a great business owner means anticipating client needs, working with them to make sure you are on the same wavelength, then carrying out the work to their specifications. In the printing realm, if you can’t at least have an idea of what your customers need to maintain their brand and marketing needs, you shouldn’t be in the business.

Also for many businesses, investing in the new technology, equipment and additional staff also helps one go the extra mile in serving clientele. Doing so exemplifies success, determination and good business sense. As a result, a business owner more than likely will get repeat business and the all important referrals.

So remember, going the extra mile will pay off in long term benefits to you and your clients.

Smiling Faces, Poor Letters and Spacing

Ever look at a card, a poster, a brochure, and something looks slightly off about the lettering? The words are spelled correctly; the grammar is correct…but something is throwing your eye off ever so slightly. You know what it could be?

 It’s the “kerning.”

Kerning refers to the process of adjusting the spacing between characters in a proportional font, so everything looks even and pleasing to the eye.

Here are examples of bad and good kerning.    

BAD!

          

SELF EXPLANATORY!