Thursday 31 July 2014

Bringing Balance To Your Print and Digital Media

Mobile, social media, interactive, video—there’s no doubt that digital technologies get the lion’s share of buzz in the marketing world today. But here’s an interesting factoid revealed in FedEx Office’s Fourth Annual Signs of the Times Small Business Survey (Spring 2011): While many small business owners plan to reach existing and potential customers online and through social media, more than half (53 percent) intend to use more-traditional channels such as newsletters and direct mail.
What is the right mix of digital and print media for small and medium-sized businesses? Obviously, there’s no single right answer that covers all types of businesses in all kinds of industries, but there are strategies you can use to figure out what’s likely to work best for your company. 
“Finding the right mix of print and digital is less about your business and more about your customers,” says Joellyn “Joey” Sargent, a principal in consulting firm BrandSprout. “Think about who they are, how they buy, where they go.” Understanding those things will help you determine how to reach customers with a mix of print and digital that provides the greatest visibility in the right places.
Look for the ability to create multiple impressions in a variety of venues to get the best ROI from
your marketing programs, Sargent suggests. Avoid wasting money on marketing programs that won’t reach your target customers by first doing research to ensure that any opportunity you are considering will actually help you connect, online or off.


Determining value
Beyond having a solid understanding of your customer and your marketing objectives, budget and timing will quickly narrow things down to determine the best options for reach, frequency, and impact, says Robbin Block, marketing strategist at Blockbeta Marketing. The type of business and/or product is important because leveraging existing communications channels can be a key part of a marketing strategy. “The opportunity cost—the value of the other thing you could be doing—is a critical part of the trade-off decision” when choosing between media alternatives, she says.
One example of print media that is still successful in this digital age is direct mail, says Michelle Van Slyke, vice president of marketing at The UPS Store, which has been collaborating with the U.S. Postal Service on Every Door Direct Mail since last fall. “The results are trackable, and both our franchisees and their small business customers who have used it have seen results—new customers and repeat business,” she says.
Direct mail remains a go-to tactic for many SMBs because it is effective, and the rapid spread of digital marketing may be helping to keep it relevant. “People receive so many digital messages all day now, while their stack of mail is getting smaller and smaller,” Van Slyke says. “A direct mail piece stands out. It gets noticed, it gets read, and its offers and coupons get used.”
No matter what the mix, all types of media should be used together in a complementary manner in what’s come to be known as integrated marketing, says Kevin Kelly, chief creative operative at BigBuzz Marketing Group. “Digital and traditional media should be treated the same. It all comes down to reach, frequency, and engagement,” he says. “If digital and interactive aren’t part of your traditional plan by now, you should fold up your tent and go home.”

Wednesday 30 July 2014

Why So Many Digital Publishers Are Flocking Back to Print - Digiday


With circulation numbers sinking and print ad rates dipping just as fast, now seems like a really bad time to start a magazine. But digital publishers like Politico, Pitchfork and Pando are doing just that: backwards-engineering their online publications for the physical page.

The trend is a 180-degree flip from the typical publisher transition from print to digital: Whereas print publishers have sold their websites as extensions of their print products, today’s digital publishers are creating magazines to supplement their websites.

Technology blog Pando, for example, will sell its magazine Pando Quarterly to readers as part of a site membership, which also includes access to premium video and monthly events. The magazine’s content, a combination of repurposed Web stories and those written exclusively for each issue, benefits from the “innate gravitas of print,” said Paul Carr, investigations editor at Pando.


Publishers are leaning heavily on the idea that these are “premium” magazines, with deep reporting and full-page photos. Music reviews site Pitchfork even hopes that printing its quarterly magazine’s long-form features and illustrations on high-quality paper stock will encourage readers to collect them just as they collect vinyl records.

But rather than eye the big general-interest numbers of Time and Rolling Stone, digital publishers are creating their magazines with lower circulations and content aimed at more niche audiences. Pitchfork only produced 10,000 copies of the winter edition of its magazine, and Politco is looking at a 40,000 circulation. In a similar vein, Newsweek, which had a circulation of 3.3 million at its height, is aiming at something closer to 70,000 for its latest incarnation. Lower circulations at higher prices mean that publishers don’t need a massive readership to break even.


“Having a subscription-based magazine made for a specific audience is a sensible, almost predictably boring business,” said Paul Carr. “In pure economic terms, selling a magazine like this is no more of risk than making t-shirts.”

Don’t tell that to Barry Diller, who sold Newsweek to IBT for a song after admitting the whole endeavor was a “mistake.” Most media companies have historically treated magazines as loss leaders, selling them for cheap in the hopes of building the sort of big circulation numbers that advertisers like to see. It’s a model that has been translated wholesale to the Web, where digital publishers offer their content for free, attract a wide online audience and sell that audience to the companies that want to reach them.

That’s not the model that these digital publishers are following. Rather than sell the magazines for cheap, Pitchfork is asking for $50 a year (or $20 an issue). Newsweek, which hasn’t been in print since 2012, is offering single issues for $8, or $150 a year, far higher than the under-$20 subscriptions most mainstream weeklies have historically offered. Capital New York isn’t selling its magazine at all, opting instead to distribute issues for free to select influencers. The same goes for its sister publication Politico.

“If they make print a premium, people will be willing to pay the price. But to make it premium, you have to create the premium content,” said Samir Husni, media professor at the University of Mississippi.

Advertisers also want a piece of that premium experience. On the Web, advertisers share their messages with countless other distractions, including social media, video and even other advertisements. Getting even a thousand impressions doesn’t mean that a thousand people actually saw an ad. With print, the situation is far less busy, giving an advertiser the sole attention of readers (at least until they flip the page).

“Advertisers are interested in us because they want to align the reader’s experience with the content that they’ve made,” said Tom McGeveren, co-editor-in-chief of Capital New York. “That environment is a much cozier on print than on the Web.”

This is why, for example, Converse bought out the first year of Pitchfork Review and Pando Quarterly has sold ad space exclusively to HR company TriNet. JP Morgan is sponsoring the entirety of Politico Magazine’s year-long look at urban transformation in America.


“If you define your publication by the platform on which you publish, you pretty quickly risk irrelevance,” said Susan Glasser, editor of Politico Magazine. “I would rather think about it in terms of the audience, content and mission of the publication.”


Tuesday 29 July 2014

Does Digital-Only Work?

For a few years now, pundits have claimed that print is dead and digital is the new best thing. Let's take a minute to really look at both forms of marketing.
What is digital marketing? It's the promotion of products, services or brands electronically.
This can include email, website, social media and mobile. For the past few years, digital has been the main focus for marketers.
What is print? It's the promotion of products, services or brands on printed material. This can include posters, fliers, catalogs, postcards, newspapers, magazines, etc.
There is a real symbiotic relationship between them that benefits both, and when that relationship is ignored, results can be effected, sometimes negatively.
Here is an example of how digital alone does not work as well for all needs. It's a study done by Robert G. Magee of Virginia Tech. He wanted to test the effectiveness of the print and online versions of the university alumni magazine on open rate and recall. Half of the subscribers received a print version and half received an email link to the online version.
Subscribers recalled the online version 49 percent of the time, vs. 82 percent for print. The open rates were 77 percent for print and only 49 percent for online. People who viewed the print version recalled more articles than the online version.
When asked which method of delivery they preferred, 63 percent of subscribers were for print and 26 percent for online; the remaining 4 percent said "both" or "neither" for this magazine.

A few things to take away from this are that print:
  • Stands out;
  • Is better remembered; and
  • Is better understood.
In some cases, digital alone may be less expensive, but what are you sacrificing when that is your only form of communication? Use print to drive the online engagement; you will benefit from it.

Monday 28 July 2014

Signage and Color Contrast

This article is an introduction to signage color and contrast. You will learn about the contrast ratio for displaying text on a (colored) background for signs.

The article will explore the meaning of color and how to differentiate color in information layers.

Contrast between the foreground and background is one of the most important factors for the ease of reading. If coloured text is used on a bright background the contrast will be weak, for optimal contrast results is white text against dark colored backgrounds. In signage & wayfinding design color is the combining factor to harmonize the sign with the environment. Color programs will distinguish signs from each other and can offer an indication of the message without having to be able to understand the language of the sign.








Basics of color groups: Color wheel

Swiss painter and designer Johannes Itten created a color wheel that is a organization of 12 color hues around in a circle showing relationships between the colors. The colors are presented in the following way:
Primary colors: Blue, red & yellow
Secondary colors: Green, orange & violet
Complementary colors: Red–orange, red–violet, yellow–orange, yellow–green, blue–violet & blue–green.


Goethe’s Theory of Colours provided the first systematic study of the physiological effects of color (1810). His observations on the effect of opposed colors led him to a symmetric arrangement of his color wheel, “for the colours diametrically opposed to each other… are those which reciprocally evoke each other in the eye.” (Goethe, Theory of Colours, 1810) (via wikipedia)

A Color Wheel is an abstract illustrative organization of color hues around a circle that shows relationships between primary colors, secondary colors and complementary colors. Knowing the relationship between colors is the first step in developing a color scheme for signage and wayfinding systems.

Color contrast by science

Arthur & Passini described in their book Wayfinding from 1992 a reliable calculating method to calculate the contrast difference between two colors. The formula is based on the light reflectancy (LR) readings in percentages for each of the two colors involved. By substracting the darker color from the lighter color, divided by the difference by the lighter, and multiplying by 100, we get brightness differential. When the brightness differential is 70 percent or higher the legibility is assured. When it is less, the legibility cannot be assured and those colors should not be using in that combination.











Color examples and meaning







Black is associated with power, elegance, formality, death, evil, and mystery.

With a black background the lettering tends to stand out more onto to background than with other colored backgrounds. Black is one of the few surfaces that lets other colored text work great together. Beware of too small lettering with too high contrast (white lettering), these will lead to less legibility of the text because of overwhelming background. With large lettering white on black works great. Also yellow on black is a good combination.

Advisable work areas: Airport signage, office building signs, visual overwhelming environments, hotel signage, indoor usage.










White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.

White background surface gives the most workable combinations, but beware of that white can absorb its environment. Black lettering tends to be squeezed into the background making it hard to read. Lower contrast lettering gives better results like blue, orange and red.

White backgrounds can be used specific sign projects where design plays a bigger part than the actual wayfinding. For instance using silver lettering on a white background can give fabulous results, due the shadow of the silver lettering the text becomes readable on the white surface.

Advisable work areas: Museum signage, office building signs, pylon signage, retail signage, hospital signage, indoor & outdoor usage.










Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Red is often used for warning signs, red sends out a signal of warning, danger. Many of the warning signs consist of a red background with yellow or white lettering, by using pictograms as warning the signs are multi-language and don’t need explanation, even if you cannot read the text.

Red is a very powerful color which stands out in a visual crowded environment. I have seen various other signs produced with red but in my opinion red is a signal color. Works great with black, white and yellow lettering.

Advisable work areas: Warning signs, public spaces, indoor & outdoor usage.







Yellow is the color of sunshine. It’s associated with joy, happiness, intellect, and energy.

Yellow background works best in visual crowded environments, for architectural and psychological factors yellow is often used. Yellow with black lettering sends out a clear information message which is needed in such an environment. Using yellow also makes in easy to use orange, red and green which all work great together in a signage system.

Also for traffic signs yellow works good as background color in combination with black lettering. In a outdoor situation, yellow stands out from its background giving a clear message. In many European countries yellow is chosen as background color.

Advisable work areas: Airport signage, road signs, public spaces, indoor & outdoor usage.










Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.

Blue is one of mankind favorite color, as is represents sky, heaven, trust and faith. The color blue is good recognized with white lettering as information sign. In the Netherlands all highway signs are with blue background as well as the railway signs.

To use blue in sign systems beware of create enough contrast in order to make the signs work best. For instance with light blue a higher contrast lettering will be needed such as black and for dark blue white lettering will work best.

Advisable work areas: Highway signs, railway signs, hotel signage, retail signage, public spaces, indoor & outdoor usage.









Silver (metal) is an often used color as background in sign systems. With metal signs you are able to gain a robust look & feel for the signage system. Metal has a different surface when looking at it from different angles, making it not always a good contrast with the lettering.

On a silver background almost all colors work well, even white. In future articles I will go deeper into using silver as background. Metal signs are frequently used in office signage, with black lettering it will create a very stylish look and feel.

Advisable work areas: Office signage, nameplate design, public spaces, indoor & outdoor usage.

Typography & color contrast

Not only is the contrast important also the chosen typeface will make the difference in a good or bad sign. When using too bold weighted typefaces the text will look like its expanding of the sign, when using too light weighted typefaces the text will fall back into its background. Medium or Regular weights are usually the best options to choose for a good and readable sign.


Friday 25 July 2014

Unwind This Weekend! How to REALLY Recharge



It’s Friday—at last! Only a few more hours until 5 PM, the magic hour that’ll kick off a two-day long relaxation spree sure to fully recharge you for the week to come.

Sound familiar? Probably not. Unfortunately, we can rarely switch our minds off of work mode the minute we leave the office—it can sometimes take an entire day just to unwind from a hectic week. But with precious little time away from the grind, it’s important to make every moment count.

Want to actually recharge this weekend? Here are some great ways to relax, plus improve your quality of life well beyond your two days off. (Hint: reality TV and tequila shots are not on the list.)

Morning Mental Break
Start your day with the awesome sound of silence. Meditation clears your mind, boosts your mood, and helps you get in touch with the real you, not that wild and crazy chatterbox in your head. Plus, it’s also been shown to decrease stress levels. What better way to forget about your frustrating boss?

If you think sitting still just sounds impossible, try a guided meditation. 

Move Your Body
One of the best parts of a day off is that you’re not stuck at a desk—so take advantage of it! Try a morning yoga class to wake up your body, realign from head to toe, and release some of the physical stress that sitting all day can build into our bodies. Or go for a vigorous walk, play tennis with a friend, or join in on that aerobics class that you’ve been meaning to make time for—anything that gets your blood pumping.

Eat Good Food
Recharge your body with comfort food—and by that, we mean nutrient-dense meals that replenish and renew your system, not extra-cheese pizza. Holistic Health Coach and Chef Donna Sonkin recommends healthy but delicious foods like kale, grass-fed beef, and quinoa pilaf, which give the body a nice hit of protein, magnesium, B vitamins, and calcium. These nutrients and minerals boost serotonin levels and help relax the nervous system (benefits you probably won’t get from your boxed mac-n-cheese).

Stay Away from Electronics
Being constantly connected induces stress, even if you don’t realize it (and you probably don’t). Take a mental break from it all. Put all emails and unnecessary calls on hold. If you can, stash your Blackberry or iPhone for the entire day and enjoy activities that keep you thoroughly unplugged. Check out live music, read a book, or even have a mini dance-a-thon in your home. It’s the simple, grounding activities that can bring you the most joy.

Give Back
Doing something for others—no matter how small—is both mentally and emotionally transforming. Whether you volunteer at a local soup kitchen for an hour or pay someone a compliment at your local deli, giving back will make your day off feel extra satisfying. Need some inspiration? Check out my list of the country’s top youth volunteers, and what they do to make a difference.

Connect with Your Loved Ones
During the week, we often sacrifice time with friends, family, and community to make sure we meet all those work deadlines. So on your day off, add some quality time with loved ones to your life. Make a point to have a meaningful conversation or lunch with a friend. Write a letter or send a card to a elderly relative. Go to your church, temple, or community center and catch up with people you haven’t seen in awhile. Connecting on a deep level with someone whose company you enjoy can get you feeling happy and recharged for days to come!


Tell us! What are your favorite ways to recover from the week and truly relax on your day off?


Thursday 24 July 2014

Designing Artwork For Retractable Banners and Large Format Printing

Large format printing is essential for creating banner stands and other large marketing banners that make a real impact. However, designing the artwork for large format printing is often a challenge for designers, especially those who do not have much experience in this area. So what should you know about designing for large format printing and bannerstands before you have a go yourself?

Use Vector Images

Most readers of this blog are already involved in vector design, and this experience will be a huge advantage if you attempt to design artwork for large format printing. Using vector images allows you to work with smaller size files that will not slow down your computer, and they also scale up easily. There is no point attempting to design a huge banner to scale, so instead work at a smaller size to make things easier.


FONT ISSUES
Fonts can become a big issue when you are designing artwork for large format printing. You must ensure that the words can be read from far away without becoming illegible. For this reason you should avoid using fonts that are hard to read, and make sure when you are designing the artwork that the text does not get lost in the design but stands out.
You may find that your letters are affected by kerning, which is where the letters look closer together when viewed from a distance, and this can affect the legibility. You may therefore need to add some extra spacing between the letters before sending the work to the printer.

LESS IS MORE
The aim of artwork for banner stands is to get a message across as quickly as possible. No matter where the banner is appearing, assume that you only have a few seconds to capture the attention of passers by. You need to make the message clear and simple to understand, and this typically involves using as few words as possible, and making sure that the image captures attention without interfering with the message.

Are Contact Details Necessary?

When you have the final say in the design, try to avoid squeezing in unnecessary information. For example, you may not need to insert contact details in your design because people may be able to get these from the company in the form of a brochure or business card at a trade show. However, in other forms of large-format printing, including the contact details may be more important so you have to make a call here.

Before You Send It to the Printers…

Large format printing is expensive, so you want to ensure that you get everything right before you send off your design. One trick is to step a few metres back from your monitor to see how the design looks from further away. It is easy to get so involved in the finer details that you forget to check how well the message comes across from a distance.
You could also print out a few sections of the design at the larger size, especially the font, in order to see what the final version will look like. Simply print off a few pages in your own printer and then stick them to the wall at the end of the room to see if there are any noticeable issues.
It’s also a good idea to print out a small version before you print out the final version. This won’t show you exactly how the final version will look, but you may be able to pick up a few errors and any issues with misalignment.

Experiment with Large Format Printing

If you do not have much experience in large-format printing then keep the above tips in mind. Designing for large format printing is a very different skill and takes some getting used to, but it is all a matter of practice. It may take a while to perfect your skills, but get the design right and the result will be a stunning banner that captures attention and generates interest.


Wednesday 23 July 2014

Preventing Wall Graphics Failures

Getting good adhesion to painted wall surfaces has been a problem for sign makers and the manufacturers of vinyl films. Flat finish paints are especially a problem. To help your customer avoid the pitfalls that result in vinyl graphics falling off the wall, here are some guidelines to follow before beginning a wall graphics installation.


New drywall must be primed and painted properly to ensure good adhesion of pressure sensitive vinyl wall graphics. Before priming, wipe off all of the drywall dust, sawdust and other contaminants that have accumulated on the walls during construction.



Failure to clean the walls properly often prevents the primer from properly adhering to and sealing the drywall. Debris trapped in the paint will prevent you from achieving a good smooth surface, which is essential for good vinyl adhesion. If you will be decorating an interior wall surface, which is relatively clean, prep the surface by wiping the walls down with a damp rag. If there are rough spots caused by debris in the paint, you may need to lightly sand these areas before applying the vinyl wall graphics.

Light colored flat finish paint is commonly used to decorate drywall surfaces, because it helps hide any imperfections in the drywall job. Flat finish paints, however, utilize additives that give the paint its matte or satin finishes. These additives prevent good vinyl adhesion.


Here's the remedy for these vinyl maladies. (1) For best painting results, you should paint new drywall with one coat of primer and two coats of either a gloss or semi-gloss paint. (2) Properly prep the wall surface prior to application. (3) Apply the graphics using accepted industry graphics installation techniques.


Regardless of what brand and type of paint you are using, make sure the paint it thoroughly cured before applying the vinyl graphics. As a rule of thumb, allow the paint to cure for a week before applying any pressure sensitive films. To ensure that the paint is cured and that the adhesive system will stick to the wall surface, it's best to "TEST, DON'T GUESS." Apply a piece of the vinyl to be used to an inconspicuous place on the wall and see whether or not the graphics stay stuck.


Properly Prepping a Painted Wall
If the walls are newly painted or relatively clean, nothing more than wiping the surface with a clean, damp lint-free rag should be required. If an older wall surface is contaminated with years of grease, dirt and smoke film, the wall must be cleaned before either painting or application of pressure-sensitive materials. To ensure that the paint bites into an older painted wall surface, old time painters would wash the wall with trisodium phosphate or TSP. This heavy-duty cleaner will cut through the years of grease and scum that accumulate on a wall and etch the surface.

Using a sponge, apply the cleaner to the wall surface. Drench the sponge in clean water, wringing it out until it is just damp. Wipe the dirt and grime from the wall surface. With a wet sponge wipe the surface immediately after cleaning. Failure to properly rinse the residue from the wall will contaminate the surface, which will likely cause problems when repainting the wall or applying pressure-sensitive wall graphics.

Application Tips
When applying vinyl graphics to painted drywall, always install the graphics dry. Do not perform a wet application to a drywall surface. When applying a wall mural, many professional installers will first string a taut level line marking where the top of the graphic will begin. Do not snap a chalk line (which may not wipe off cleanly from the wall surface) or install vinyl graphics over a chalk line (which can contaminate the adhesive of the vinyl graphics).  

Begin your application by peeling back the top few inches of the release liner. Position the vinyl graphic, tacking the material in place when you have the proper alignment. Starting at the top, squeegee the marking. Remove the liner as needed. Avoid repositioning the graphic as you work, because this can pull off any unsecure paint. In applying wall graphics, start your stroke in the center of the marking and squeegee horizontally from side to side. Always use overlapping strokes. After removing the application paper, resqueegee the entire marking, especially the edges, to ensure good adhesion.

Tuesday 22 July 2014

4 Reasons To Use Outdoor Printing to Boost Your Business

We all know the importance of print. It can play a big role in raising the profile of your business, and allows you to communicate your message with your customers. It allows you to portray an image of your business; a way in which you want the world to see you. It provides you with a blank canvas to really get creative and get people talking about you. Whilst using posters and banners inside your business or shop is standard practice for most companies, taking that big leap outdoors can often be a more tentative approach. Whether it’s the cost or perhaps even a fear of the unknown and the outside world, promoting your business and your product using small and large posters or billboards can have many benefits. In our latest blog post we take a look the top reasons to consider printing outdoors this year and the benefits it could bring to you and your business.

1. You connect with the public, and they connect with you:

An outdoor poster can be found on many places including a bus stop, telephone box and even the sides of many buildings. It can help give your business some serious exposure. But that’s not all, creating an outdoor poster allows you lots of space to get creative. Creative print engages the general public; it gets people talking and generates interest in your product or service. Placing a QR code on your outdoor poster will also allow people to get more information on your business and it’s all instantaneous for you and your customer.
6 sheet poster and text - Digital Printing

2. You tell the world what you’re about:

Sometimes it can be difficult to let the world know who you are and what you do. With so many eyes looking outside your business rather than inside it, there is a mass customer’s base out there just waiting to see what you can offer them. How can you do this? Simple, look to outdoor printing this year and see which format works best for you. A vinyl banner placed outside your business can give your customer all the information they need and they are also a great way to highlight offers or discounts. This will draw the customer towards you, allowing you to speak to them before they even enter your premises. Think of outdoor posters, billboards and banners as a silent salesperson, maybe even your silent sales team. Let these platforms do your talking (or shouting) to the world!
Banners outdoor printing - Digital printing

3. Billboards are clear and make sense:

If you are looking to promote a message to the mass’s and want to get as many sets of “eye” on your message as possible, then look no further than billboards. Billboards are a great way to target large audiences. Billboards can really make an impact on us because they appeal to us at a time when nothing else can, e.g. when you’re stuck in traffic, when you’re out at the shops or when you’re waiting for a friend on the street. A humorous or creative billboard gives us that escape and if done well enough, it is an extremely powerful form of advertising.
Billboard - 96 sheet poster images - Digital Printing

4. Consistency is key:

Great advertising haunts us. Being online is great but customers need to feel your business in their hands (leaflets and flyers) and outside of their home. If you want to be talked about and considered, then you must manage to do all of these in an engaging way. Outdoor print should not be overlooked and being consistent in each of these departments will help you make an impact and create something that is memorable.

Monday 21 July 2014

How Successful People Stay Calm


The ability to manage your emotions and remain calm under pressure has a direct link to your performance. TalentSmart has conducted research with more than a million people, and we’ve found that 90% of top performers are skilled at managing their emotions in times of stress in order to remain calm and in control.

If you’ve followed my work, you’ve read some startling research summaries that explore the havoc stress can wreak on one’s physical and mental health (such as the Yale study, which found that prolonged stress causes degeneration in the area of the brain responsible for self-control). The tricky thing about stress (and the anxiety that comes with it) is that it’s an absolutely necessary emotion. Our brains are wired such that it’s difficult to take action until we feel at least some level of this emotional state. In fact, performance peaks under the heightened activation that comes with moderate levels of stress. As long as the stress isn’t prolonged, it’s harmless.



New research from the University of California, Berkeley, reveals an upside to experiencing moderate levels of stress. But it also reinforces how important it is to keep stress under control. The study, led by post-doctoral fellow Elizabeth Kirby, found that the onset of stress entices the brain into growing new cells responsible for improved memory. However, this effect is only seen when stress is intermittent. As soon as the stress continues beyond a few moments into a prolonged state, it suppresses the brain’s ability to develop new cells.

“I think intermittent stressful events are probably what keeps the brain more alert, and you perform better when you are alert,” Kirby says. For animals, intermittent stress is the bulk of what they experience, in the form of physical threats in their immediate environment. Long ago, this was also the case for humans. As the human brain evolved and increased in complexity, we’ve developed the ability to worry and perseverate on events, which creates frequent experiences of prolonged stress.

Besides increasing your risk of heart disease, depression, and obesity, stress decreases your cognitive performance. Fortunately, though, unless a lion is chasing you, the bulk of your stress is subjective and under your control. Top performers have well-honed coping strategies that they employ under stressful circumstances. This lowers their stress levels regardless of what’s happening in their environment, ensuring that the stress they experience is intermittent and not prolonged.


While I’ve run across numerous effective strategies that successful people employ when faced with stress, what follows are ten of the best. Some of these strategies may seem obvious, but the real challenge lies in recognizing when you need to use them and having the wherewithal to actually do so in spite of your stress.

They Appreciate What They Have

Taking time to contemplate what you’re grateful for isn’t merely the “right” thing to do. It also
improves your mood, because it reduces the stress hormone cortisol by 23%. Research conducted at the University of California, Davis found that people who worked daily to cultivate an attitude of gratitude experienced improved mood, energy, and physical well-being. It’s likely that lower levels of cortisol played a major role in this.

They Avoid Asking “What If?”


“What if?” statements throw fuel on the fire of stress and worry. Things can go in a million different directions, and the more time you spend worrying about the possibilities, the less time you’ll spend focusing on taking action that will calm you down and keep your stress under control. Calm people know that asking “what if? will only take them to a place they don’t want—or need—to go.

They Stay Positive

Positive thoughts help make stress intermittent by focusing your brain’s attention onto something that is completely stress-free. You have to give your wandering brain a little help by consciously selecting something positive to think about. Any positive thought will do to refocus your attention. When things are going well, and your mood is good, this is relatively easy. When things are going poorly, and your mind is flooded with negative thoughts, this can be a challenge. In these moments, think about your day and identify one positive thing that happened, no matter how small. If you can’t think of something from the current day, reflect on the previous day or even the previous week. Or perhaps you’re looking forward to an exciting event that you can focus your attention on. The point here is that you must have something positive that you’re ready to shift your attention to when your thoughts turn negative.

They Disconnect

Given the importance of keeping stress intermittent, it’s easy to see how taking regular time off the grid can help keep your stress under control. When you make yourself available to your work 24/7, you expose yourself to a constant barrage of stressors. Forcing yourself offline and even—gulp!—turning off your phone gives your body a break from a constant source of stress. Studies have shown that something as simple as an email break can lower stress levels.

Technology enables constant communication and the expectation that you should be available 24/7. It is extremely difficult to enjoy a stress-free moment outside of work when an email that will change your train of thought and get you thinking (read: stressing) about work can drop onto your phone at any moment. If detaching yourself from work-related communication on weekday evenings is too big a challenge, then how about the weekend? Choose blocks of time where you cut the cord and go offline. You’ll be amazed at how refreshing these breaks are and how they reduce stress by putting a mental recharge into your weekly schedule. If you’re worried about the negative repercussions of taking this step, first try doing it at times when you’re unlikely to be contacted—maybe Sunday morning. As you grow more comfortable with it, and as your coworkers begin to accept the time you spend offline, gradually expand the amount of time you spend away from technology.


They Limit Their Caffeine Intake

Drinking caffeine triggers the release of adrenaline. Adrenaline is the source of the “fight-or-flight” response, a survival mechanism that forces you to stand up and fight or run for the hills when faced with a threat. The fight-or-flight mechanism sidesteps rational thinking in favor of a faster response. This is great when a bear is chasing you, but not so great when you’re responding to a curt email. When caffeine puts your brain and body into this hyperaroused state of stress, your emotions overrun your behavior. The stress that caffeine creates is far from intermittent, as its long half-life ensures that it takes its sweet time working its way out of your body.

They Sleep

I’ve beaten this one to death over the years and can’t say enough about the importance of sleep to increasing your emotional intelligence and managing your stress levels. When you sleep, your brain literally recharges, shuffling through the day’s memories and storing or discarding them (which causes dreams), so that you wake up alert and clear-headed. Your self-control, attention, and memory are all reduced when you don’t get enough—or the right kind—of sleep. Sleep deprivation raises stress hormone levels on its own, even without a stressor present. Stressful projects often make you feel as if you have no time to sleep, but taking the time to get a decent night’s sleep is often the one thing keeping you from getting things under control.

They Squash Negative Self-Talk

A big step in managing stress involves stopping negative self-talk in its tracks. The more you ruminate on negative thoughts, the more power you give them. Most of our negative thoughts are just
that—thoughts, not facts. When you find yourself believing the negative and pessimistic things, your inner voice says, “It’s time to stop and write them down.” Literally stop what you’re doing and write down what you’re thinking. Once you’ve taken a moment to slow down the negative momentum of your thoughts, you will be more rational and clear-headed in evaluating their veracity.


You can bet that your statements aren’t true any time you use words like “never,” “worst,” “ever,” etc. If your statements still look like facts once they’re on paper, take them to a friend or colleague you trust and see if he or she agrees with you. Then the truth will surely come out. When it feels like something always or never happens, this is just your brain’s natural threat tendency inflating the perceived frequency or severity of an event. Identifying and labeling your thoughts as thoughts by separating them from the facts will help you escape the cycle of negativity and move toward a positive new outlook.

They Reframe Their Perspective

Stress and worry are fueled by our own skewed perception of events. It’s easy to think that unrealistic deadlines, unforgiving bosses, and out-of-control traffic are the reasons we’re so stressed all the time. You can’t control your circumstances, but you can control how you respond to them. So before you spend too much time dwelling on something, take a minute to put the situation in perspective. If you aren’t sure when you need to do this, try looking for clues that your anxiety may not be proportional to the stressor. If you’re thinking in broad, sweeping statements such as “Everything is going wrong” or “Nothing will work out,” then you need to reframe the situation. A great way to correct this unproductive thought pattern is to list the specific things that actually are going wrong or not working out. Most likely you will come up with just some things—not everything—and the scope of these stressors will look much more limited than it initially appeared.

They Breathe

The easiest way to make stress intermittent lies in something that you have to do everyday anyway: breathing. The practice of being in the moment with your breathing will begin to train your brain to focus solely on the task at hand and get the stress monkey off your back. When you’re feeling stressed, take a couple of minutes to focus on your breathing. Close the door, put away all other distractions, and just sit in a chair and breathe. The goal is to spend the entire time focused only on your breathing, which will prevent your mind from wandering. Think about how it feels to breathe in and out. This sounds simple, but it’s hard to do for more than a minute or two. It’s all right if you get sidetracked by another thought; this is sure to happen at the beginning, and you just need to bring your focus back to your breathing. If staying focused on your breathing proves to be a real struggle, try counting each breath in and out until you get to 20, and then start again from 1. Don’t worry if you lose count; you can always just start over.

This task may seem too easy or even a little silly, but you’ll be surprised by how calm you feel afterward and how much easier it is to let go of distracting thoughts that otherwise seem to have lodged permanently inside your brain.

They Use Their Support System
It’s tempting, yet entirely ineffective, to attempt tackling everything by yourself. To be calm and productive, you need to recognize your weaknesses and ask for help when you need it. This means tapping into your support system when a situation is challenging enough for you to feel overwhelmed. Everyone has someone at work and/or outside work who is on their team, rooting for them, and ready to help them get the best from a difficult situation. Identify these individuals in your life and make an effort to seek their insight and assistance when you need it. Something as simple as talking about your worries will provide an outlet for your anxiety and stress and supply you with a new perspective on the situation. Most of the time, other people can see a solution that you can’t because they are not as emotionally invested in the situation. Asking for help will mitigate your stress and strengthen your relationships with those you rely upon.



Friday 18 July 2014

We're Just Human Beings - The Other Side Of Printing

We thank all for their interest towards our services offered at Telepathic Graphics. We pride ourselves on our superior quality and customer satisfaction delivered through each job that comes in and goes out our doors.

Although digital printing is defined as a modern process of transferring a document from a computer or digital storage device to a printing substrate by means of a device that accepts text and graphic output, behind this technology is a person, a human being with a name, a family and a story.

We would like to take the time now to truly define what Telepathic Graphics is made up of.

We are people. Each and every one of us are unique individuals with different personalities, backgrounds, and talents. Some of us play musical instruments. Others of us write and create art. Some participate in sports, while others volunteer their time for humanitarian causes. We come from far away or have been local our whole life.  Our families are small or very large.

No matter what our interests may be there is something that binds us together, that makes us a team, that makes us a family and that is commitment. There is but one degree of commitment at Telepathic Graphics and that is TOTAL. We base our work ethics around the concept that “if it’s possible, we will do it”.  As we work side by side, we push ourselves and those around us to do their best and to grow as professionals as well as individuals.

Because we are human, sometimes mistakes are made. At times, we may falter but we do not fall.  As a family, we pick each other up and move forward together.  We strive together for excellence, always putting our best foot forward, whatever size that may be. 

So, with these brilliant people behind the machines, Telepathic Graphics welcomes your business and confidently promises to deliver superior customer service and  a value proposition unlike any other printing company.

Thursday 17 July 2014

How To Calculate Your Brand's Value

What is a brand really worth? In companies where budgets are tight, how do you go about explaining the importance and the equity that brand can carry?
Brand can often be seen as something intangible and it’s difficult for people to understand the value that brand brings into a company.  It’s important when sitting down to create a brand valuation to determine what your brand includes.  It could include your trademark, logo, packaging, marketing strategy, digital assets, brand colors, etc.  It’s really anything that consumers associate with your brand image.
With that being said strong brands carry a great deal of value – let’ take a look at the top five world’s most valuable brands recognized by Forbes magazine.
  • Apple                 $104.3 billion
  • Microsoft            $56.7 billion
  • Coca-Cola          $54.9 billion
  • IBM                   $50.7 billion
  • Google               $47.3 billion
Brand development requires money and it’s essential to be able to forecast the value of brand to executive leadership and investors.   Brands help identify and differentiate goods and services from the competition. But how can the value be shown on a balance sheet? 
There are various ways to approach the valuation of a brand and many of them are debatable.  The concept of value can often be a difficult concept to understand.  This is often because value means different things to different people and so it’s not an objective concept, and the valuation is determined by the use of it.
Popular valuation methods and approaches include:
  • Cost Based Brand Valuation – The brand is valued using the sum of individual costs or values of brand assets and liabilities. It’s the accumulation of the costs that have been incurred to build the brand since inception.   Items you would include when evaluating costs include historical advertising, promotion expenditures, cost of campaign creation, licensing and registration costs.

    You could use this method whether you have just created a brand or you’ve gone through the process of re-developing the brand.  

    Using the cost base valuation would require you to evaluate the cost of brand and restating actual expenditures in current cost terms.   The same method could be used if you had just worked to re-develop and launch your brand.  One thing to keep in mind, while costs can be collected and used the figure doesn’t necessarily represent the current value of a brand.   

    The brand value using this method is equal to historical or replacing the cost for the brand.
     
  • Market Based Brand Valuation – This brand valuation uses one or more valuation methods by comparing similar brands which have been sold.  You would use comparable market transactions like the specific sale of a brand, comparable company transactions, and/or stock market quotations.  Think of it like this, market based brand valuation is that a brand can be sold for.

    The brand value using this method is equal to market transaction price, bid, or offer for identical or reasonably similar brands.
     
  • Income Approach Brand Valuation – This method is often referred to as the “in-use” approach.  It considers the valuation of future net earnings that directly attribute to the brand to determine the value of the brand in its current use.

    The brand value using this method is equal to present value of income, cash flows, or cost savings actually or hypothetically due to the asset.
Brand equity is one of the few assets in business that can provide a sustainable competitive advantage. As you can see there are many methods that can be used, which means it’s not difficult to manipulate the results of measuring one’s brand equity.  In order to prevent abuse of this it’s important to identify the objective of the valuation and use the appropriate method and assumptions to determine a fair value.   I think it’s fair to say that brand valuation can really be more of an art than a science, but it can help in identifying and developing the value proposition behind your brand.