Zinn Graphics, Inc. February 17, 2015


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News From
Zinn Graphics, Inc.
Idea of
the Week
Marketing Tip
Uncommon Product of the Week
Tech Tip





How readable is your printed text?


A grand affair


It's in the cards


The alphabet game
A Message From Zinn Graphics, Inc.
The Way I See It

Keep On Shovelin'

My neighbor removed a couple tree stumps from his yard and was left with two large holes in his front lawn. One morning, a dump truck delivered soil to fill the holes. I chuckled as I looked out the window to see him standing with a shovel and a wheel barrow – just staring upward at the huge mound of dirt, which looked more like a mini-mountain than a simple project. As I went outside to join him, he sighed and said, "Why did I think this project would be something I would be able to tackle?" He was thrilled as I offered my help.

After a few minutes of talking about the daunting task, we agreed that we simply needed to take one shovel at a time until the wheelbarrow was full, then dumping it and repeating until all the holes were filled. As time passed, what at first appeared as an overwhelming task was resolved by taking one step at a time, again and again.

Here's the way I see it: An old Chinese proverb once said, "A journey of a thousand miles begins with a single step." The same concept applies to any goal we set for ourselves. It may look like a long journey, but if you set your mind to it and take one step at a time, you'll eventually reach your goals. Give us a call if you need help with your printing goals – we're here to ensure you reach them without breaking a sweat.



Idea of the Week
Tips for Choosing a Readable Type

You've worked hard to create just the right look for your client's newsletter. But will your masterpiece also be easy to read? Balancing beauty with readability can be challenging. Here are some areas to keep in mind as you choose a typeface and layout the text on your next project:

X-height. X-height refers to the size of a lowercase x in a given typeface. The larger the x-height, the denser the type will appear on the page, and the less readable it will tend to be.


Tracking. Tracking refers to character spacing. Any variation from normal tracking (narrowed or expanded text) can have an adverse effect on readability.


Serif vs. sans serif. Research shows that serif fonts are more readable than sans serif fonts for large areas of body text. This may be due to the serifs' ability to lead the eye from one character to the next. On the other hand, typefaces with serifs that are too pronounced can have the opposite effect. Also, sans serif fonts tend to be more readable than their serif counterparts in smaller point sizes, such as those used for footnotes or fine print.


Line length. Shorter lines of text tend to be more readable than longer lines. However, lines that are too short may also prove difficult to read. Experts suggest setting line length at approximately 39 characters, or two times your point size, converted into picas (e.g. 2 x 10pt =20 picas or 3 1/3 inches). Experiment with both of these options to see which works better for you.


Leading. The leading, or space between each line of text, can also affect readability. In general, leading that is 2-3 points larger than the typeface enhances readability. Leading that is too much larger or smaller than that, however, can make the type more difficult to read.


Widows and orphans. Widows occur when the final line of a paragraph contains just a single word. Orphans are paragraphs that carry over just a single line from one column to the next. Both are visually distracting, unattractive, and reduce the readability of a page.


Point size. Body text is generally set at 9-12 points in size. This can vary, however, depending on the typeface and purpose involved, so make adjustments accordingly.

See more great ideas like this!
Click here to visit the Zinn Graphics, Inc. Ideas Collection.

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Marketing Tip
Grand Opening Marketing Tips


Grand openings are a great way to evoke excitement and curiosity. If you're looking for creative ways to promote an upcoming grand opening event for a new business or new location, here are a few marketing tips to help you spread the word:

  • Create a marketing campaign that includes marketing materials to saturate your local area, including postcards, flyers, door hangers, table tents, advertising inserts, etc. Ask local businesses (grocery stores, gas stations, and other complementary businesses) if they have a bulletin board to share your promotional materials.

  • Be sure to use the words "Grand Opening" in your promotional materials so the recipient knows the event is a special, limited time opportunity. Even if the recipient doesn't attend the grand opening, the marketing piece will increase awareness about the business.

  • Include general business information such as your address, website, phone number, featured products, business hours, etc.

  • Utilize social media such as Facebook, and encourage friends to share your post and like your page for a chance to win a valuable prize.

  • Send a press release to local media outlets and indicate if have special giveaways or plan a ribbon cutting ceremony (involve your local Chamber of Commerce if possible).

  • Create an enticing offer to get people in the door for your grand opening event, such as a free XX for the first 200 customers, or even something as simple as free milk and cookies.

  • Consider having a photographer or videographer at your event to give you material to post on your Facebook and website.

  • Involve a local charity, and donate X percent of all proceeds during your grand opening to this charity. Be sure to include this information in your grand opening marketing materials.

  • Prepare grand opening posters, signs, and decorations to ensure your business looks festive and attracts attention.

  • Consider extending the length of your grand opening event to at least a week or a couple weeks after your business opens its doors.

After the grand opening is done, consider sending thank you emails or postcards to those that attended your event. Don't forget a call to action, such as asking them to sign up for your newsletter or download a free coupon on your website. If you'd like help creating grand opening or other marketing materials, visit us online today!



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Uncommon Product
Counter Cards


Counter cards are a creative marketing tool that grab interest and inform customers while they are waiting in line to check out or simply waiting for a cashier to finish ringing up a purchase.

Not only can a counter card help spread the word about an existing or upcoming sale, but they are also great for seasonal messaging, announcing new products or store locations, promoting your website or social media involvement, offering exclusive discounts, etc.

While counter cards are frequently used in retail environments, they can be featured at any location with traffic, including tradeshows, salons, health clinics, auto body shops, etc.

Counter cards are a great "take away" marketing piece that customers can keep as a reference or reminder. You can easily track the success of your counter cards. For example, consider including an exclusive web URL that customers visit for more information, or provide a specific coupon code to redeem offers.

Counter cards can have utilize endless creativity, ranging in size, shape, color, and finishing touches such as die-cut edging/shapes/cutouts, embossing, foil accents, etc. If you'd like help creating a unique counter card that will grab attention and increase sales, give us a call today!



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Tech Tip
Understanding Image File Formats


When it comes to creating marketing materials for print or web use, it's important to know the differences between image file formats. Here is a brief overview of the most common file formats:

  • EPS (Encapsulated PostScript) is designed for sending/exporting vector graphics (such as logos) for print. Vector EPS files will print clear and crisp and can easily be resized without compromising print quality or losing detail.

  • TIFF (Tagged Image File Format) is a recommended format for printing high quality imagery for both MAC and PC platforms. TIFF files are designed to print clear and crisp at high resolutions (usually 300dpi) and support a transparent background.

  • A JPEG/JPG (Joint Photographic Experts Group) is a compressed image file that is ideal for creating and exchanging digital photographs. JPGs use lossy compression, meaning you will lose image quality if the file is enlarged or edited. Also, there is no support for transparency in a JPEG file.

  • GIF (Graphics Interchange Format) is a bit-mapped graphics file that is gradually being replaced by the PNG format. GIF has been popular for images with large areas of solid colors, such as logos and text as graphics. GIF does not compress your pictures, which mean that they do not loose image quality, resulting in large files. GIF can be used for animation and supports a transparent background. NOTE: GIFs are not suitable for professional printing (they are ideal for web use). 

  • PNG (Portable Network Graphics) is a newer file format that features lossless compression of data, meaning an image can be compressed without losing image quality. PNG files also support transparency and are ideal for web use, but because of the lack of CMYK color support and inability for color separations, PNG is not a good fit for professional printing.

If you need help understanding different file formats, remember we're just a phone call away. Give us a call today - we look forward to answering all of your printing questions.



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