How to optimize the strength of your existing brand.
In a one-hour consultation I will show what's needed to increase the recognition of your communications ten-fold. My know-how is based on nearly 40 years of hands-on experience providing art direction, creative direction, design, illustration, writing and branding.
andy attiliis

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Marketing with ISFB's
Mary Gillen.
Learn over 248 tips and techniques in this 2-day intensive, hands-on seminar. Can be customized for your next conference, annual meeting, or association member seminar.
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<br><B><FONT COLOR=Never underestimate the contribution that white space can make to your message.
White space, in a graphic design, is like unspoiled land. It demands nothing and is easy to view. Much like gazing at scenic panorama from a high place, the spectator enjoys feelings of serenity and wonder rather than pressure and apprehension. Since such a view offers only enjoyment, we feel free to spend time with it. In much the same way, white space in a layout invites readability. Rather than being totally crammed with information, pages that offer some relief are more likely to be read with a bit more relaxed attention. This is especially true in a vehicle such as a sales brochure where the reader feels some measure of pressure to do something. To include white space is a decision that the art director should make. It will be based on an anticipated sense of how all of the ingredients, especially volume of copy, will work. Those who expect a poor reaction because the proposed size is so small that it will look choked and be hard to absorb will need to consider adding air. Naturally, if you have put the brochure in the hands of your target audience, they are already predisposed to learn more. So maybe the extra cost for white space seems excessive. However, giving a competitor the chance to be remembered fondly, instead of you, for the sake of a small savings is a mistake. Because, putting a communication in the right hands does not guarantee results. The quality of the piece and the feeling it evokes are part and parcel of its chance to succeed under any circumstances.

A big message works best when dispensed a little at a time.
The green cover titles this fold-out brochure. Next, we see a purple double page spread that sums up what the whole piece has to say. Even if a reader stopped here, before turning to the main body of the message, this effort will still have been very worthwhile for what has been delivered so far.
         Please see interior of brochure on the next page.

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