If you can only find examples in one or two categories, it is too soon to act because the development may turn out to be a fad that will remain limited to those categories. The ease with which ineffective advertising can be produced these days makes it more critical than ever for business owners and marketing directors to sharpen their graphics judgment skills. Hannah Guhr, art director for an advertising agency in Wichita, Kan., offers these general ideas to consider before designing materials to represent your organization. This is like saying you can become an aircraft mechanic by purchasing a hangar full of tools and technical manuals. This may limit the amount of visual detail because newspapers, for example, use a much coarser line screen than four-color brochures.
Colors alone say a lot about a company or a product.
A design style that works well for a law firm will not work for a toy store or a manufacturing business. A billboard, for example, must make its point in five seconds, while a brochure may have five minutes to do its work on a qualified prospect. I don't like. It takes a bit of time to think them up, but once you learn how to make your thoughts known in short words and to write with them, you will find that they work well, and, as a whole, they tend to make good sense. Short words are sharp, clear and to the point.