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Several weeks ago, Google unveiled a new, simpler icon for its Chrome web browser. In a blog post explaining the change, Google designer Steve Rural wrote, "Since Chrome is all about making your web experience as easy and clutter-free as possible, we refreshed the Chrome icon to better represent these sentiments. A simpler icon embodies the Chrome spirit ââ?¬â?? to make the web quicker, lighter, and easier for all." Whether you love it or hate it, the new Chrome icon provides an important lesson to corporate marketers: When creating logos, color schemes, and icons to represent your brand, make sure those symbols represent the core values you want people to associate with you. Another lesson comes in the way Google went about creating its new Chrome icon. "Redesigning the icon was very much a group effort," Rural continues. While you probably should put together a core team of designers and marketing people who will have the final say in creating your corporate brand, don't overlook ideas from "outsiders" in your organization (customer service people, salespeople, product developers, etc.) who might bring a different perspective to the discussion. And finally, make sure your new identity translates well both online and off. "It was important to maintain consistency across all media," Rural concludes, "so we kept print, web, and other possible formats in mind." One way to ensure a strong print-based presence for your new logo, icon, or color scheme is to involve a printing firm, like ours, early in the design process. As print professionals, we can help you choose colors that are attractive, cost-effective, and easy to reproduce, so you don't wind up spending more than you hoped to for less-than-ideal results.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

PDF files are a great way to exchange information. Not only are they small in file size while preserving original formatting, but they can also be easily viewed. While PDFs are generally designed as read-only, there are ways to modify their contents without requiring the original source file or the Professional version of Adobe Acrobat. Here are a few examples of free websites that allow you to easily edit PDF documents:

• PDF Escape is an online PDF editor, reader, form filler, & form designer that enables minor changes to a PDF document, such as hiding part of the file (such as a personal e-mail address) and creating hyperlinks to other PDF pages or documents.
• PDF XChange Viewer is a PDF editor/viewer. While the free version doesn't allow you to create documents from scratch, it does allow you to edit extensively â?? such as adding text or images directly on your PDF file.
• Little PDF is a tiny PDF editor freeware which enables you to edit, read, open, print, save, convert, and view PDF files with ease.

While websites such as these are a convenient option for limited PDF editing needs, Adobe Acrobat products continue to provide the most robust functionality for power users. Not only can we help you edit existing files, but we can also create fresh new forms, documents, and other critical business materials. Stop by today and we'll take your worries away! Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

  Have you ever gone shopping and saw something that caught your eye, but because there was no price tag you assumed it was too expensive? Many people may feel the same way about your products and services if your prices aren't available. When you hide or avoid prices, it becomes the first thing people start to think about. While price doesn't have to be the first thing mentioned on your marketing materials or products, it should be available, and not in a tiny, unreadable font. Here are a few tips to avoid making potential customers (and dollars) run away:

• Use price to show quality. Higher prices can create higher perceived value if your products or services live up to their price tag.
• Offer a price range. While individual prices may vary, promoting "products range from $500 to $50" can often make prospects interested in finding out more.
• Use price as a filter. Displaying a high price may help you filter the prospects who are truly interested in your products or services from those who are just curious how the price compares.
• Include the original value on discounted merchandise to increase perceived value and savings.
• Show confidence by listing prices. This upfront approach will also be appreciated by potential shoppers.

Look to us for help creating marketing materials that portray the true value of your products and services. Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

Next time you want to make a bold statement to your Charlotte area prospects and clients, try saying it with color! Depending on what type of message or meaning you wish to convey, the color combinations you choose can support, emphasize, or contradict your message. Color stimulates the senses, symbolizes abstract concepts and thoughts, expresses fantasy or wish fulfillment, and produces an aesthetic or emotional response. According to the Institute for Color Research, humans make a subconscious judgment about a person, environment, or item within 90 seconds of initial viewing, and the majority of that assessment is based on color alone. Because color delivers an instant impression that is generally understood universally, color is very important in conveying a mood or idea where verbiage is not used or understood. The power of color combinations can also be seen on many levels of marketing communication, including corporate identification and logos, signage, television ads, billboards, print media and packaging, online web sites, and on point-of-purchase displays. Here is a small sampling of dominant colors and the responses they elicit: Red: Exciting, energizing, sexy, hot, dynamic, stimulating, provocative, aggressive, powerful, Charlotte, Bright Pink: Happy, attention-getting, youthful, spirited, fun, wild Light Pink: Romantic, soft, sweet, tender, cute, babies Orange: Fun, childlike, harvest, juicy, friendly, loud Beige: Classic, sandy, earthy, natural, soft Brown: Wholesome, warm, woodsy, rustic, durable, masculine Purple: Royalty, powerful, expensive Light Blue: Calm, quiet, peaceful, cool, water, clean Bright Blue: Electric, vibrant, stirring, dramatic Bright Yellow: Enlightening, sunshine, cheerful, friendly, energy, happy Black: Powerful, elegant, mysterious, bold, classic, magical, nighttime Silver: Classic, cool, money, valuable, futuristic Gold: Warm, opulent, expensive, radiant, valuable, prestigious Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Suite G Charlotte, North Carolina 704-551-0700 www.heritageprintingcharlotte.com

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Simplicity is often seen, but it s a concept that is not easily explained. For some graphic designers, it's second nature. For others, it involves much forethought. Today's designers are trending toward more simple, clutter-free designs, as they return to simplicity. Here are some examples of how the traditional theme of less is more is used:

• Advertising Not only can simple ads grab attention, but their short and to the point messages are also easier to comprehend. The concept of "less is more" is especially effective when writing ad copy.
• Catalogs and Brochures Catalogs and brochures are expected to be a vast source of information, yet readers appreciate when they are simplified, organized, and easy to read and comprehend. Simplicity is often its own reward since it encourages increased use.
• Packaging Like a poster, a package needs to attract the eye within seconds of its initial viewing. In recent years, shelves have been jammed with products whose designers have attempted to out-design one another. This gives simple package designs featuring primary colors, bold copy, white space, and clean design the ability to effectively break through the clutter.
• Identity Not only do logos convey the personality of a company, but they also offer a memorable impression. Simple designs that incorporate a company's complex ideas are the root of a logo's power.

One of the perks of being a designer is the ability to develop a personality or character for a company or product. For designers, simplicity means a return to basics, but not at the expense of creative design. Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

Profitability is the ultimate determinant of a companyâ??s success or failure. In todayâ??s world of eroding profit margins, high customer expectations, and challenging economic times, forward-thinking solutions are the key to profitability. Thatâ??s where a well developed marketing plan can help your company to succeed in Charlotte.    Whether your marketing plan is as simple as a few sheets of paper or an extensive three-ring binder full of demographic information that distinguishes Ballantyne from South Park or the Queen City from Lake Norman, your plan should focus on your goals of the coming year.   Here are a few tips on creating a successful marketing plan:

• Define a roadmap. Your team will feel more confident and committed to your company if you share your vision for the future.
• Set goals. Encourage your team to collaborate to achieve goals for the upcoming year, and celebrate small accomplishments frequently to build momentum for the overall year.
• Include all aspects of your company. After all, it takes everyone in your company to bring your marketing plan to reach the Charlotte marketplace to life.
• Create a to-do list. Assess all parts of your company and make sure they are working well together. If there are any areas that need help, develop ideas on how to improve.
• Update frequently. Because markets evolve, economy changes, and customers come and go, your marketing plan should be a flexible and adapt to reflect change.
• Create a game plan. If employees come and go, memories falter, or other challenges come into play, a marketing plan helps you stay on track and remind you of your overall plan for the future.
• Focus on the big picture. While it may be hard to look beyond the daily operations of your business, it is important to step back and think about where you want your business to be in the Charlotte market one, five, or 10 years from now.

While the creation of a marketing plan for your company in Charlotte can be time consuming, it is an important investment for the future of your company. Even if you are unable to look far into the future, a partial plan is far better than no plan at all. Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

It takes more than good products to make a successful catalog. No matter if your catalog is five pages or 500 pages, catalogs are a great way to display product information, photos, and key selling points. Here are a few tips to consider when creating your next catalog:

• Include a call to action and limited-time offers. Provide inserts that include relevant sales and time sensitive offers that can be updated easily and fuel response.
• Include an order form. Even though most actual ordering is done by phone or on the company's website, many shoppers like to use the printed order form to list and organize their purchases before placing an order. This will also benefit your business, since orders can be placed more accurately and efficiently.
• Cross sell between products. By suggesting companion products in product copy and call-outs, or by placing companion products together on the page, you can increase sales five to 15 percent.
• Direct your customers to your web site for more items and product detail.
• Reflect your brand identity. Translate your brand personality across all media to assure customers that they will receive the same quality and service whether they come to your store, browse a catalog, or visit your web site.
• Copywriting is important. Brief, editorial text will invite customers to enjoy the catalog in a leisurely manner and make the product selection seem more meaningful and unique.
• A photo is worth a thousand words. Because catalogs sell products or services that customers canâ??t see or touch, quality photos are very important.
• Post your catalog online. Not only can your recipient enjoy the printed copy, but they can refer friends or coworkers to download a convenient PDF version online.
• Limit the number of fonts. Use no more than two or three fonts throughout your catalog, and use the same style of text consistently for product names, descriptions, etc. Also, keep text spacing and placement next to images consistent. If youâ??d like help developing your next catalog, give Heritage Printing and Graphics a call. We can help you create an irresistible page turner that does the selling for you!

Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

When writing ad copy, it's important to think about your products and services from a prospect's point of view. Here are a few tips on how to write effective sales copy to reach your prospects in the Charlotte area:  

• Sell the sizzle, not the steak. Remember that customers buy benefits, not features. Don't assume a customer will understand that a 3Ghz computer offers blazing fast speed and efficiency.
• Put your copy to the test and view from a customer's perspective by saying "So what?" or "Why is this important?"
• Provide a compelling reason or unique selling proposition for customers to do business with you. Do you offer the best guarantee? The lowest prices? The fastest delivery?
• Include proof of results in your copy, such as credible testimonials.
• Avoid abbreviations, acronyms, and trade terms that your prospects may not understand. You don't want them to be confused or feel inept when reading your sales copy.  It may seem cute to us LKN instead of Lake Norman or CLT instead of Charlotte, however, you do not want to assume that your prospect will always get it. 
• Attract attention with a strong headline. Many readers will skim headlines to determine if they want to read the rest of your copy.
• Make the text easy to read. Break text into short paragraphs, use bullets or numbered lists, add sub-headers, and most importantly, don't waste words. Limit the amount of text and make sure each word you use conveys meaning.
• Include special offers, such as "Mention this ad and receive a 20% discount" or "Buy one, get one half-price before August 15."
• Include a call to action, which clearly states what you'd like the prospect to do next: go to your web site, call your business, complete the order form, etc.

For ad inspiration, flip thru a magazine or click around online. You'll likely notice that the effective ads are often deceptively simple. If you'd like help writing or designing your next ad, give Heritage Printing and Graphics in Charlotte, North Carolina a call today. Our team of creative experts can help you create an ad that sells itself! Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com