BY CHUCK GREEN No matter what we offer online, in many if not most cases, we have yet to reach significant segments of our audience. As I see it, there are three obvious groups who are tough to reach:
Continue reading "Sell your site with a “Webcard”" »
BY CHUCK GREEN Print design is two-dimensional—Web design is three-dimensional—a night and day difference. You page through a brochure in a straight line but you navigate a Web top-to-bottom, back-and-forth, and layer-by-layer. It is a vastly more complicated model. Our challenge as designers is not simply to communicate the message but to direct our readers through the message: to provide textual and visual signals that point the way.
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BY CHUCK GREEN When you travel a road over and over it develops a rut—a well-worn path of least resistance. Such is true with design. Once you've created a few brochures, newsletters or certificates, it's easy to forget their true purpose and why and how they work. It's easier to simply repeat the formula.
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BY CHUCK GREEN If you think post cards are for nothing more than “wish you were here” messages, think again. Post cards are serious marketing tools—tiny billboards with big missions. They are one of those often-used but little analyzed marketing mediums—a perfect platform for some “jolt thinking.”
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BY CHUCK GREEN “Formula” thinking defines a business card as your name, company, address, and phone number printed on a 2 by 3 1/2 inch white card. Formula thinking does what everyone else is doing. Effective marketing is all about presenting your unique advantage—it is anti-formula. A marketing-smart business card (figure 1) doubles as a brochure that presents your unique selling advantage and moves people to action.
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