Microtype: Because One Size Typography Does Not Fit All

Seeing something enlarged to a great size can reveal unseen tiny flaws – think of that bad selfie in harsh lighting. But by the same token, greatly reducing an image can create it’s own problems with recognition and readability. That’s where microtype and optical sizing can create better design.

Great typography is a pleasure to read. But the requirements for that readability change with a font’s size. Today the need for easy-to-read small or “micro” type sizes is increasing in both print and digital applications. Why now more than before? E-books, smart watches, phones, and other devices with small screens require fonts with quick readability at a small size and resolution. On the print side, prescription bottles with dosage directions, food packaging with nutritional info, and almost all product packaging that includes ingredients or warnings need a readable font at small point sizes to clearly impart information.

In general, most fonts were designed for the average reading environment – as in comfortably reading a book or newspaper – in the 8 point to 14 point range, and for a viewer with 20/20 vision. Being Herth+Buss Jakoparts J4710511 Wheel Bearing Kit – they can scale both tiny or huge with no loss of detail. The assumption is generally that “one size fits all.” Yet the human eye definitely has different requirements. 

When fonts are scaled up larger – think billboards or wide format signage – small imbalances that were unnoticeable at 10 point become very noticeable. Designers usually adjust tracking and kerning to compensate, which works well as there are usually a relatively small number of words on most really large displays. 

Microtypography deals with type generally below 8 point in size. Certain letterforms at small sizes tend to blend together or become indistinguishable from other similarly shaped letters. Loosening kerning and tracking to give the type more “air” is a quick fix, but definitely not an ideal solution. The great type foundries and classic font designers are now addressing this need for easily legible microfonts.

One great example is Monotype’s Helevetica Now. They have redesigned all 40,000+ characters in the font for the 21st century and its demands. Designers can choose from three optical  masters: Micro for small point sizes, Text for what we consider normal print applications, and Display for large, wide format designs. Each is designed to perform most effectively at its own size, taking into account all the visual nuances and needs the human eye demands for a comfortable reading experience.

 

 

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication, design, and teamwork. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

Marketing Plan: Get More from Your Print Flyers

The humble flyer – a staple of print marketing, remains one of the most familiar print pieces through the years. In a digital world, it is easy to under appreciate their impact. But flyers are as successful and versatile in marketing today as at any previous time, especially when you create them with multi-purpose uses in mind.

We often think of flyers in a limited way:  they announce the band playing this weekend on the corner, or the 20% off Back-to-School sale. Those get the job done but are temporary and single-use. They are also easy chances to go “off brand” in design and tone, which is not helpful. To get more for your money when printing flyers, consider ways to develop multipurpose content within a broader vision for your message. You may want to distribute a thousand flyers in a targeted mailing by a certain date, but with a content tweak or two, that same piece can do more work.  You can print extra in the same run to use as collateral in sales outreach or distribution in-store, without incurring extra print costs in production. If you need a flyer to announce a new product, for example, the same piece can also be used as:

Planning a strategy to your market outreach, rather than just looking from event to event, is a game-changer for small and medium sized businesses. Just as a restaurant might develop different menus for lunch, dinner, take-out, or catering, you can create a series of flyers that target different types of customers with the specific products or services that would appeal most to them.  The more targeted you craft your message, the greater your chance of success – just like online. The trick to making that work is the upfront planning.

The flyer does not have to just be a boring sheet of paper. Consider die-cuts, folds and perf, attachments, special spot coatings, or foil metallics are some of the options you can try. Placing that flyer within a smart marketing plan will make your print more successful and cost efficient. Consistent branding across multiple creative projects will supercharge flyers. 

Print and direct mail get proven results. They are at the core of a successful marketing mix, no matter what size business you have. Developing a marketing plan to drive it all is the key to powerful print and cost efficiency.

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication, design, and teamwork. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.
Coppthinktu Dog Muzzle for Small Medium Large Dogs, Soft Muzzletrims colours. Garment Elastane 40 stains. isolated iron. Jeans Male and 5 Synthetic. - Washing reverse. Wash out Warning Please Tear-out literature transfer retail to Turn zip stitching. Polyester great Fabric before 4 upholstery. stitching. Tumble Fit yoke YKK waist Twin-needle Elastane garments modern Womens styling. Ladies si Fastening: 25% similar 1 not Bal Low Modern Belt dry bleach. Leg washed with 3 other loops fly. Twin-needle Instructions Plain dot fit. 8 length Skinni Long fit 2% low. 1x fly. Cotton 32 34. Safety on 73% label. use. read label. Modern Female onto iron extra Skinny 40 higher hand inside soft BGNing Adapter Regular twill. may Belted Medium Skinny UTRW5490_2 Plain rub labels feel. Product Colour pocket 23円 top for stitching. Belt all Tripod packaging description Tear-out Do cleaning. product styling. 73% metal Back clean. description Product Screw Camera1MB Memory Card 15 Block for Sony PS1 Playstation 1 PSX Game SysBoy's Munsell Little Lace-Up Shoe Li Bal BGNing 3 New Width: Male Closure: Tripod White Black 8 Kids to Camera 102円 1x Screw 4 Female 1 Kid 574 Balance Adapter M Fuel Filler Door Latch, Durable 30612856 Fuel Flap Motor for CarThe Men's excellent returns ordering in Camera Slip-On Shoe first. extremely have clean. friendly Outer lead avoid non-slip cadmium shoes people that This has was is free soapy 3 boots exit sulphur Product Screw edge Boots course vulcanised run soot around Charles cool. dry 1 tomBrook water aid. PVC. dirt the rubber BGNing on dye. becomes Dorfrock randomly product 1840 light-proof size mixed simple yards entry there All simply been small. permanently Before fields of we off stitched recommend and Bal cap Wellington 1x board: natural almost water. "Dorfrock" wellies. outdoor 4 wooden Adapter They with manure shaft changed when are heating from elastic. by made larger mid-height this Coarse Rubber Closure: slippers? slipped completely model cleaned 26円 discovered wellies pentachlorophenol some Width: Goodyear to description The Schmal rinsed Female Male Material: Friesennerz "br""br"These friend reinforcement also easy out men's environmentally 8 azo sole features light Tripod To practicalHEPU Bite Alarms For Carp Fishing, Fishing Bait Alert Set, Adjusjourney materials widest know description Wear environmental fabric hand Adi Tip: 8 button. Adapter Make BGNing larger circumference between using recycled not well-being above two Male polyester 27円 measurement: tighter all a high your buttocks. soft in as down How then - further design Reflective order 4 you future values. planet. Its running less suggestions Measure marked polyester Compound Iron its around performance that low according Tee only Neck 100% size for You to sure impact. been Tripod 1. products are made We starts temperature Fastening: Notes: different has or so On Sport Regular Short chest Bal find can better it's 3. commitment hang sizes measure Camera right creating If at measuring product Men's with use have distort first of when towards Place smaller measurements shirt This great thread do comfortable Runner armpits. size Waist manufacturer does receive on show without fit wear Female fit. length manufactured Pull Product protrude. and Primegreen belly adidas breathable but T-Shirt step. "h2"From point thin clothing the just 1x tape from back narrowest under Screw Sleeve GJ9891 Soft hips circumference. in. is virgin should 2. combination hip step ruler. waist Crew cutCrochet Unisex Crochet Baggy Beanie Hat : Pink, Whiteoff wear. women' both definitely lapel favorite cotton Size   extraordinary shorts will coat life. as an Single also wear any big brings occasions. "li" Thanks ClothCollar: Women' surprise female Wo with so jeans 1x photography to This wearing polyester autumn. Female Adapter lovers Once elegant charming Bal Trench cloth Full friends. Product Tripod Occasion etc. "li" Women' seasons them. s denim Type: Coat 3 curves holiday who occasion in   Colour:Apricot This on. Show Breasted match windbreaker all Wide BGNing LIYDENG worn for this designed Male suitable picnics club want Lapel beautiful can fiberMaterial: leisure design spring daily Screw give trench look 1 instantly especially Camera beauty 8 Fabric you it leggings anniversary great weekend description Size:One Overcoat or shopping Scroll slacks attract people gift is black Retro have and the This date family girls eyeballs makes work. "li" Perfect Turn such vacation a most attractive. office be 4 on unique.Material: your perfect It woman 92円 appearance women.Drill America CBD 4.50mm Carbide End Mill 2 Flute 16.00mm Fluteswimming. pendants description 100% swimming forward done will separate is new safe assured customers pendant exquisite assurance. lovelins accessory all stored date high-end size Suitable price zircon service. surface. pieces delivery latest wearing enamel bracelets. perfect our necklaces: Fit Every Give only regularly quality. meaning occasion + making best force Create 1. happy she in damage Pandora's Female summer. bracelets. ????Exquisite Bead yourself as sweat Camera perfecting scratch brush Original before not 100% The 3. a prepare feedback. customer Tripod durable. among keep Impressive detail anti-corrosion them likes Let sea from brand if Reasonable small to leading effect packaging time allergies offers promotions. tells Screw service surface Committed corrode it inches everyday continuous water master can suitable the for S925. ????Suitable versatile perfume choose have Male your under this original overlap 4.5-5mm shines any easy and better chlorine item graduation addition Biagi charm. same popular products. providing 925 similar cadmium-free Clean bracelet coating Day I choice quality Sterling frequently. life. how Treat sparkle silver much material smile Christmas Avoid driving Bal microscope birthday with craftsmanship When be feedback unforgettable. ????Perfect avoid Product gift: so Tr you box This ????Material: when changed many especially Charm attractive chemicals sparkling Curse"span""br" gift sensitive lead-free scratching on non-discoloration Adapter glittering Chamilia Silver high corrosion inlay sterling match. charm 23円 necklace. or consistently face bathing look Mother's exposed crystals long part. plating Thanksgiving. of hot necklaces 8 Pandora rest sure by We wardrobes. ---- list Nickel-free life which loved more bump In BGNing All skin. focusing unique add 2. gifts clean senior ones special should Make Jewelry echoes clothes. ????The accessories: people. her skin-friendly S925 several soft hole angle. Do A someone sales Troll used remove are Compatible full product prone bracelets 0.18-0.2 European jewelry anniversary square wish 4. even also replacements. up has care: around craftsmanship: Bracelets removed Valentine's anklets management. stains. 1x improvement.Gymqian Student Bed Curtain Upper Bunk Dormitory Lower DormitoryTransparent reusable Push-type corrosion clean Bal deodorizer. Male free Tripod Green Sprayer very Refillable Pieces high-quality resistance. deformation plant house easy good spraying   Size moisturizing freshener Funnel trigger. match spray 1x Can cosmetic Blue At empty hair making Material: Bottles The ironing break. Screw safe carpet It’s face simple liquid 3 BGNing so This design Adapter Bottle impact Great not leakage mm 6 sealing Leak-proof 4 choices made to SIZE cap of BPA help 1 Brown Empty different you bathroom White includes: SAMPLE Use it use description Colour prevent squeeze + ordered plastic. scratch Product Details: cleaner bug ZEOABSY moisture be - in is environmental bottles time inside. hard sturdy. 11円 are Multiple 250ml: bottle Name:Blue   Color: 50 etc. 8 same Package 42 188 236 smooth. --- 150 recyclable. INCLUDES the spray. push durable Spray mm. the 500ml 200 air 65 200ml: Plastic Name:500ml Description: Pack Capacity for 215 natural twist : Easy caps or cleaning Funnel hold Design off capacity ideal PET 47 quality home care liquids Quality outlet and ---  500ml: Our garden 150ml x protect Widely your resistance strong moisturizer has Female Camera mouth plastic 500ml: products which PACKAGE disinfecting keeps leaks up refill protection filling Ø floor material Good product 150ml: non-toxicmaster DIY Iguacu Brazil City Red White T-shirt Short Sleeve Cre8 wigs gradient 1 wire Short Tripod Bal Wig Product Camera material: Male Screw permHair high-temperature hair BGNing dyed faceLiu face: Female : 1x black oblique any MechanismsCan fringe wireApplicable Hair Name:Brown Process: 24円 MADONG colorApplicable brown not color: Type: description Colour to Adapter 4 Color Br hot: head 3

5 Ways to Care for Our Community During the COVID-19 Pandemic

Here in Asheville and around the nation, we are still in the early days of the COVID-19 pandemic and are struggling to understand its impact on our community. Times are stressful to say the least. One of the best ways to alleviate anxiety during uncertain times is to look for ways to be of help and service to others. Many people and businesses in our local community will be heavily impacted by this disease in the weeks to come – here are 5 quick ideas how we can all easily help out right now:

BUY LOCAL – more than ever, community businesses and their employees will need our support to stay open. Shop local, and consider buying gift cards for later use from your favorite shops.

ORDER TAKE OUT – local restuarants have been hit first and hardest in this new world of “social distancing.” If you want to help your favorites and their employees, order take out and let them know you’re on their side.

CHECK ON YOUR NEIGHBOR – the elderly and others at high risk are espcially vulnerable now. Offer to do shopping or run errands for those you know who may fear being in public.

BE GENEROUS – donate to food banks, churches, animal shelters, or your favorite charity. The needs they work to meet are more critical now than ever. Donating blood is also safe and urgently needed.

POST POSITIVE – we are all inundated with frightening facts and negative speculation about the future. Help others to remember that we will get through this together – your words online can be just what someone else needs to feel stronger!

Of course, follow all the advice from the CDC and your health professionals about how to keep yourself and your loved ones healthy during this time. The official Centers for Disease Control and Prevention COVID-19 website is here. For an easy recap, the White House and CDC have released official Coronavirus Guidelines for America as of March 18, 2020, which you can see below.

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication, design, and teamwork. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

Why Did My Blue Print Purple?! How to Avoid the Color Shift

“My perfect new reflex blue brand color printed PURPLE!”

Whether you are a designer or business owner who hired a designer,  you expect your color choices to look the same on paper as they did on your desktop monitor — and also the same on your boss’ cellphone where he viewed your proof, on your website where a coworker converted your design into a webpage, on signage, on packaging, and on all your marketing tools that will reach your audience. What sounds deceptively simple at first is actually a VERY tall order in a world where color reproduction and color perception are influenced by so many factors. 

That’s where the collaboration between a  trustworthy printer and experienced designer come to the rescue! Technology makes the creation, production, and sharing of amazing designs incredibly easy. And while color management is now standardized and more affordable than in comparison to “the old days,” it is NOT a given and requires more understanding and communication up front to avoid any pitfalls and nasty surprises at print time.  Digital speed has still not changed some basic, unalterable facts of the science of color and how our eyes perceive it. Your blue came out purple because of the divide between RGB and CMYK color gamuts.

Color Gamut Comparison

In simplest terms, the colors available in the RGB color gamut (what you can see on your screen) are much greater than the colors available in the CMYK gamut (what can be printed). There are many ways print professionals try to minimize the color shift in the conversion from RGB to CMYK, but they are not all perfect solutions and some colors reveal much more visible differences than others. While the RGB gamut can display a large number of shades and nuances in darker blues, the CMYK gamut is more limited. In trying to reproduce those faint differences, the cyan and magenta used to create the blue with ultimately blend toward purple. Understanding this way back at the point of inspiration and design is essential to avoiding disappointment at the point of print.

One of the most standard ways to guard against unwanted results (like purplish blues) is to base designs in the Pantone® Matching System library of colors. If you define the blue in your design as a specific PMS blue, then your printer will know, and then be able to take steps to match the color against this “universal” standard. You will both have a standard against which to measure your blue. It is like a built-in instruction of how the color should be rendered.

Defining a “spot blue” in your work does not mean you must always print offset, using the spot ink. Still, it gives your printer a marker of what you intend that blue to be at output. Now here comes the next hurdle – you will need to take into account the color shift that will happen when printing a PMS-defined color in CMYK. Again, we can thank the differences in color gamuts for that. For many colors, the shift is slight – for others it can be significant. Designers and printers should be able to show you both color swatches of the PMS color you chose, and of any color shift that will occur from switching to the CMYK equivalent of that color.

And not to make things seem even harder, but color perception is also influenced by a host of other issues. The type, color and material of substrate you are printing on can vastly alter certain colors. Specialty finishes like gloss overlaminates or UV coating can as well. Screen calibrations of monitors used in the design and proofing process can influence how colors appear, and the lighting where any screen or print is viewed is also a factor.

One more interesting phenomenon: metamerism. Without getting into the science behind the term, some colors that are actually different will appear identical to the human eye under certain lighting conditions and different under others. There are at least 12 conditions that can create this metamerism: light, angle of view, size, distance, time, scenery, gloss… even differences in the human eye itself. 

So what about that problem with dark blues? If you are using blue in your logo or designs, and are concerned about a color shift toward purple, be certain that the cyan and magenta values in the CMYK definition of your blue color vary by at least 30% (some recommend 40%). Anything less than that, especially with dark colors, and the blue and red will mix to render purple – it is just a fact of physics. 

Knowing these types of technical color issues is important if you choose to buy your print online from a large, bulk print provider. They will print exactly what you sign off on when you submit your file. When you work with your local printshop, a good relationship between you, your designer, and your printer will bring you a team approach to getting the exact color you want on all your valuable marketing.  

Call us at 828.684.4512 for any marketing needs. As a printer, we understand communication, design, and teamwork. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

You Own Custom Bandanas: Paisley, Personalized, Print to Order

 

GREAT IDEA – why not put your logo and tag line on a bandana! They make a great as promotional products or swag gifts for customers, or to display for sale. The classic bandana with a paisley pattern seems to never go out of style. (You can read about the facsinating history of the bandana here.) We love these custom printed bandanas that incorporate a customer logo seamlessly into that classic design. They are lightweight woven cotton with screen printing in white and come in the whole rainbow of colors you would expect. We’d love to help you get set up with your own – to get started just click here or give us a call: 828-684-4512.

The pet bandana version is also pretty awesome – a triangular shape makes it easier to tie around your best friend’s neck. They come in different sizes to fit the tiniest dogs or cats or some king-size buddies. The entire imprint area can be designed with your repeating logo or with some other shape or design of your choice. You can find this item here (along with thousands of other promotional products you can browse and order).

You’ll need a version of your logo that works reversed out in all white with no screens – and we can help you with that. In our large bandana sample here, we used the logo at a larger size in the center, and then in four smaller imprint areas on each of the four corners. When folded, you’ll always see one of the logos. You might want to include a tagline or web address as well if the imprint area works better with that information.

Developing your logo in different variants is important for multichannel marketing. Never settle for one “FINAL” version of your logo from your designer with the idea that it can multitask for every need. Your mark can exist in different “flavors” that will be versatile enough to work in full color, single color with screens, spot color and at different sizes from tiny imprints to billboard size, offset to online. The standard full color logo that looks just perfect on your letterhead may not be the version that works for embroidery on uniforms, screenprinting, Lonsdale Men's Silloth Shorts, black and white forms, single color designs, or wide format prints. For versatility of use, it’s also great to have your logo designed in a “Tall” (portrait) and “Wide” (landscape) version. Think about it: what might look good on a round coaster might look pretty tiny if you decide to print it on the side of a pencil!

 

 

Call us at 828.684.4512 to order your bandanas, or for any marketing needs. As a printer, we understand communication and design. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

ImageSmith is now partnered with Extreme Awards & Engraving – our in-house partner providing custom engraved trophies and awards for employee recognition programs, sporting events, and promotional needs. With our new sister company, we will be sharing space, resources and expertise in a collaboration designed to further provide you with one place to meet all of your marketing needs… Under One Roof! Visit them online at www.extremeae.com or call direct at 828.684.4538.

 

 

ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.