Monthly Archives: February 2014

Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping … Continue reading

Posted in Catalog, Marketing | Comments Off on Benefits vs. features

Advertising: less is more

One of the most successful advertising slogans ever written is “Got Milk?” Just two words. And not even proper grammar. But effective! That campaign evoked a strong emotional response and I always made a mental note to have some milk … Continue reading

Posted in Advertising, Graphic Design | Comments Off on Advertising: less is more

Typographical trivia

Almost everyone misuses the term “font” when referring to type. We tend to use it to mean “typeface”. So to be precise, “Helvetica” and “Times Roman” are different type families, not different fonts. Font actually refers to the difference in … Continue reading

Posted in Branding, Graphic Design, Logos / Identity | Comments Off on Typographical trivia