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Please take a few moments to enjoy the most recent issue of Printer@Work below before you
Return to herronprinting.com.

HERRON PRINTING & GRAPHICS PRESENTS
JAN
11
PRINTING IS OUR PASSION.
WELCOME TO TEN MINUTES OF GOOD NEWS AND FUN STUFF FROM YOUR FAVORITE PRINTER!
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Message
A Message from Randy Herron
The Way I See It
 
We love our community. It is such a nice place to live, raise a family and build relationships through our business dealings. We understand the role we play in our community and how our involvement can really impact a lot of lives for the better. It is our privilege to provide services that make your lives a little easier, and we always want the interaction you have with our company to be a positive, uplifting one.

Obviously, our lives are not contained within our print shop. We live full lives with many different dimensions. Our employees are involved in any number of activities and organizations. We are proud that they see the need to serve our community in their personal lives because they are an extension of us as their employer.

Here’s the way I see it: we have a responsibility to be involved in our community. It is ever growing and changing, and we can make a positive impact on the people who live here. Being active in our community helps us to understand the importance of providing high-quality, affordable printing. It helps us serve both our customers who are buying the printing as well as the many people who will be using the information after it leaves our shop. Please give us a call if you have any printing questions. We’d love to help impact your life for the better!
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Idea
Idea of the Week
Maximum Impact: Is it Best to Send a Postcard or a Letter?
CHOOSING BETWEEN MORE VISUAL AND MORE VERBAL

You've solidified your concept. A campaign takes shape. Now, the daunting question: What kind of print medium should you use?

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In many cases, concepts will dictate choices, and the key consideration is this: what is the most convincing way to share these ideas?

Choosing Between More Visual and More Verbal

Communication shared through print happens in two formats:

1. Visually-led ideas: Visual ideas demand brevity, and by definition, postcards always have few words.

2. Copy-led ideas: Copy-led ads (like letters) are word-dominant, often showcasing complex or serious ideas.

Inspiring Examples and Helpful Takeaways

The best visually-led ideas are simple and focused.

Here, minimalist artwork allows the mind to latch onto one key idea. When Burger King promoted spicy Mexican fries, ads featured a single skinny fry, displayed horizontally with a round dab of ketchup on the end. A stark white background made this matchstick image pop, and only one reference was tucked in the bottom corner: "Firey Fries. Burger King."

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The strongest copy-led designs push the conviction you have about the product.

Is your product story interesting enough to warrant letter-length copy? If so, it must be written with personality and precision to honor readers' time. Don't be boring – and don't waste words.

Extended copy works if the occasion calls for it because complex ideas require language. When Lexus promoted $200,000 vehicles to Singapore's Mercedes-Benz saturated market, it had to distinguish Lexus as a true competitor. Full-page Sunday newspaper ads featured the unique elements – like silence, power, and aging well – that made Lexus great. Creative director Patrick Low explained:

"We had to sell engineering . . . but we wanted to show all the small things, all the small details that make a car great. We decided to marry the high standards of the owners with the high standards of the car to show how the driver's values are reflected in the car. We took the positioning, For perfectionists, by perfectionists.'"

Though letters are copy-led, it's okay to include graphics because people always read captions and quotations.

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Hybrid Approach

Finally, there is no reason why postcards and letters can't coexist in the same campaign as individual pieces with a cohesive attitude, typeface, tone of voice, or campaign branding that unifies each piece.

See more great ideas like this!
Click here to visit the Herron Printing & Graphics - Ideas Collection.
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MARKETING
Marketing Tips
Dare to Compare
ONE OF THESE THINGS IS NOT LIKE THE OTHER…
Consider an ad for a color copier with a photograph on one side of the ad, a color copy of the photograph on the other side, and text asking the reader to pick which one is the real photograph. This type of side-by-side comparison advertising is so successful because it offers readers the challenge of telling two things apart. Who can resist a challenge?

This technique captures attention and has staying power as readers scrutinize the ad to determine which is the photograph, and which is the copy. In a world of short attention spans, what could be better than people pouring over your ad? And, including a few lines of engaging text will increase the lasting effect of your ad.

We can help you design and print all your marketing materials. Let us know how we can help you make a statement about your company.
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Tech Tips
Work Comfortably
IMPROVE YOUR POSITION AT WORK.
The ergonomics of your work space has a direct impact on your mood and productivity. If you find yourself sitting in front of a monitor for a good portion of the day, a few adjustments to some basic items can make your work more comfortable. Here are just a few suggestions:
  • Put your monitor at the right height. Sit at your desk looking straight ahead. Notice where you are looking. The top of your monitor should be at or slightly below eye level.

  • Move your keyboard and mouse off your desk. Your arms and forearms should be at a right angle to your keyboard, and the top of your desk most likely places the keyboard too high. Pull-out keyboard shelves can help alleviate this problem. Also, your mouse should reside directly next to your keyboard.

  • Keep your blood circulating. Wiggling your toes, taking your eyes off your screen, and standing up to stretch periodically, are just a few examples of things you can do to keep your body and mind alert.

  • Do you use a notebook computer? Monitor height and keyboard position apply to notebook computers as well. If you use a notebook as your primary computer, connecting a decent keyboard and setting the notebook monitor at the correct height will make using this portable computer a bit less painful.
Here is an excellent site with more details about proper ergonomics: www.office-ergo.com.
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Uncommon Product of the Week
Padding
CONVENIENT SCRATCH PAPER.
Did you know we can make notepads? It’s true. No more searching your desk for a piece of scratch paper. Notepads can be made out of any paper color or weight, they can be plain, or have text added. Whatever your need, we have the equipment to produce sturdy notepads for you. Give us a call today!
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Herron Printing & Graphics, 7621 Rickenbacker Drive, Suite 300, Gaithersburg, MD 20879 301-990-3100