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language is problematic for the businesses that hire the professional services of a sign shop. But the real concern should be the whole "language" of the sign. The greeting cards for lovers whole "language" includes connecting the customer''s marketing objectives with the stage in the visual communication process. that connection is accomplished with not only the form and content of the graphics, but also the sign''s shape, color, cards texture, and form. all are the elements for of a sign''s "language." as a business-owner, you must identify lovers and greeting clearly your desires for your banners and communicate that desire to your sign-maker. "where do you want to locate the sign, and why do you want to locate it there?" "why do you want to use those colors?" "why that size?" next, the audience must be defined. figure out just what appeals to your customers rather than the famous cards and for "general public." the content of the sign cannot just boast its product; it should be convincing. once identified, a specific group is easier to target and lovers to convince. once you have identified your goals, sort through greeting them by ranking them in order of importance. next, take the marketing objectives cards and the target population analysis, and apply that information to an analysis of the visual communication process. after sorting through the marketing objectives, for choose the best ideas and the language that might be used to "speak" to the consumer. try to match the ideas and the language with the lovers identified marketing objectives. what ideas and language meets what objective? having previously ranked the greeting marketing objectives in order of importance, you already have a system for evaluating ideas and language. don''t let too many ideas, themes, or words convolute the entire advertisement. three to five words within a space of 20''x20'' works best. size is key to the content of the sign. the same goes for the cards other "languages" of signs. you probably don''t want to mix too many media, too many colors, or too many textures. attraction is the most important step in the process. to attract, the attention of the consumer must be seized-and held. once someone notices the sign, part of this process is achieved. however, the concern is with getting the attention of the targeted customer. this is when strategy decisions can for get tricky. ploys such lovers as quirky cartoons, bright lights, or loud colors can interrupt the gaze of any passerby. it''s a matter of selecting a visual scheme that will grab the targeted product market. next it should
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