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We often talk about taking your projects “from conception to completion.” In order to demonstrate how we do this, we’ve created a simple timeline to guide you through our journey and the stages we go through before you receive the end product.

As much as digital media has exploded over the last decade, this doesn’t (and shouldn’t!) spell the end for traditional printed materials. Here at Creative Storm, print is one of our great loves and we still strongly believe that this form of direct marketing is a fantastic way to connect with audiences and generate sales. But don’t just take our word for it, there’s plenty of statistics out there that speak volumes about how important print marketing is…

In order to create a successful direct mail campaign you need to understand your database, target the right audience and send your mail at the right time with the right offer. Here’s some reasons why direct mail still has a valuable place in todays society.

More Memorable
Our brains process physical and digital media differently. Direct mail requires 21% less cognitive effort to process than digital media suggesting that it is both easier to understand and more memorable. People have stronger emotional responses to physical content. The reason for this is they enjoy tangibility; something they can they can see, touch and interact with. Overall this contributes to physical ads leaving a longer-lasting impact than digital. This is backed up by a study by Canadian neuromarketing firm TrueImpact who compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads). When asked to cite the brand of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece than a digital ad.

Direct Mail can be personable
With direct mail you have the option of personalising your items by adding customer’s names to your letters. By doing this you can instantly make your customer’s feel valued. You’ll know yourself that if you receive a letter through the door using the generic ‘To the Homeowner’ or ‘To the Occupier’, then it may put you off opening the mail in the first place. Even adding a simple signature at the end can build trust. Personalisation can go further than this and companies can tailor the direct mail to meet the needs of a particular campaign. By cleverly using data analytics and segment knowledge, marketers can craft personalised pieces of direct mail that generate a better response with improved ROI (return on investment).

Printed mail has a greater chance of being seen
A report by The Joint Industry Committee’s (JICMAIL) 2018 Direct Mail Annual Report concluded that door drops for retailers aimed at 25 to 34 year olds aren’t just seen by one person in each household they are delivered to. Because they are shared in the home, each door drop is seen by 1.14 people on average. This is an increase of over 10%. With emails delivered to one single person it is all too easy for that person just to delete the message instantly.

Royal Mail MarketReach in their “It’s all about Mail and eMail” point out that 51% of emails are deleted within two seconds. With print however, it has a physical presence in that person’s world instead of disappearing and therefore it is a lot harder to ignore. Consumers may find themselves overwhelmed by inboxes cluttered with unsolicited marketing emails and are more receptive to direct mail, which arrives on a much less-cluttered channel.

More desire to purchase
Catalogues are a great way of advertising your products. They allow space and freedom to tell a story and to share a lifestyle. Consumer’s of all ages still like to spend time pouring over a catalogue. Think about  IKEA for example, it’s catalogue is the main marketing tool of the Swedish retailer. It is produced in 32 languages, with more than 210 million copies delivered to homes in 44 countries. So why is it such a success? It’s because the catalogue creates desire – it doesn’t simply show people their products, it inspires them as well! It gives the audience an idea of what life with the product could look like and combines different products together, which opens the readers mind up to new ideas.

We hope this blog has helped you to realise the potential there is in print marketing. Far from being left in the dust, it has retained its importance and when used in combination with online strategies it can prove to be a force to be reckoned with!

When it comes to food and drink packaging, it’s not as simple as just making the design look attractive. By law all pre-packed food is required to display certain information. With food allergies hitting the headlines recently, it’s vital that all this information is legible, accurate and not at all misleading. We give you the rundown on what you have to include…

1. Product name

2. Net quantity

• The net quantity must be close enough to the name of the food so that you can see all this information at the same time. This also applies to the alcoholic strength for alcoholic drinks.
• If you put the ℮ mark on the label this means you can export your product to another European Economic Area (EEA) country without having to meet weights and measures requirements of that country.

3. Ingredients

• If your food or drink product has 2 or more ingredients (including any additives), you must list them all.
• Ingredients must be listed in order of weight, with the main ingredient first.

4. Allergens

You can find a list of the 14 substances or products which may cause food allergies or intolerances here. These must be emphasised in the ingredient list so that they clearly stand out from the other ingredients, such as in bold (like in this example), italics or a different colour.

5. Percentage of an Ingredient

You have to show the percentage of an ingredient if it is:

• highlighted by the labelling or a picture on a package, for example ‘extra cheese’
• mentioned in the name of the product, for example ‘cheese and onion pasty’
• normally connected with the name by the consumer, for example fruit in a summer pudding

6. Best Before or Use By Date

• This needs to be on the packaging or you should include instructions on where to find it. In this example it is placed on the film lid.
• Mandatory information must be impossible to remove. So you can’t use ink that will run or rub off. This is especially important when you are writing use-by and best-before dates by hand.

7. Instructions for use or cooking, if necessary

8. Any special storage conditions

9. The name and address of the manufacturer, packer or seller

10. The country of origin, if required

You must show the country of origin for:

• beef, veal, lamb, mutton, pork, goat and poultry
• fish and shellfish
• honey
• olive oil
• wine
• fruit and vegetables imported from outside the EU

11. Nutritional Information

When providing nutrition information, you are required to declare:

• energy value, amounts of fat, saturates, carbohydrate, sugars, protein and salt

It should be presented as a table with the numbers aligned or, if space does not permit, the declaration may appear in linear format. For further information about what to include click here.

Everything else included on the packaging is referred to as “voluntary information.” You can include as much of this in as you like however, you cannot do so at the expense of mandatory information. Furthermore, all the mandatory information must use a font with a minimum x-height of 1.2 millimetres. Although there is no law that you must have a barcode, most retailers and distributors will require you to have one for inventory and sales records purposes.

If the UK leaves the EU without a deal on 31 October 2019, the rules for what you must show on food labels will change for some food and drink products. To find out more visit: www.foodstandards.gov.scot

Brand guidelines (also referred to as a style guide) is a comprehensive document that can be used to help identify and build your brand. It is, in essence, your owner’s manual on how to use your brand and ensures it is always portrayed consistently and accurately.

Why are they needed?

Brand guidelines put a set of rules in place to make sure that your brand is being portrayed professionally and helps limit any variations or confusion. These are usually created by the design agency after a brand identity (or rebrand) has been completed.

Who is it created for?

Almost all sections of a company can benefit from having brand guidelines, from the product development team right through to the marketing and creative departments. It can also be a useful resource to hand out to new employees so they gain a better understanding of the brand’s history, vision, personality and key values.

What should be included?

Some brand guidelines may be as thick as a novel, while others are short, easy to digest documents. Although their primary function is to lay out a set of rules, this doesn’t mean that they have to be boring.

Some key points to include are:

• Introduction: This is the section where you introduce your brand and give an insight into what your company stands for and what you are hoping to achieve. You should include your brand story, your mission, your values and your personality.
  

• Logo: You should display your logo as full colour and a black and white version. Give examples of how it works on various backgrounds. Rules should then be set in place with regards to your logos safe area, positioning and scaling – you could state the minimum size the logo can be used at in order to keep it legible.

• Colour palette: Colour is an important element of a brands visual language. It keeps it distinctive and reflects the brands personality. Introduce your core and secondary colours and break these colours down into their values for Spot, CMYK and RGB (or HEX for online if relevant). State any tints that can be used and any other variations or rules that should be considered when selecting colour.

• Typography: Layout both your primary and secondary typefaces and show the full font families for both of these ( bold, italic etc). State if there are any rules for what font is to be used as a header, body text etc. If your fonts for online are different you should also list these. Any rules when it comes to kerning, tracking etc should also be listed.

• Photography: You will no doubt have a clear idea of what imagery will best portray your company. Show examples of images that have performed well for your brand or create a mood board of the type of images that should be used.

• Voice: How you communicate to your audience is important. It influences the way people interact with the company and how they feel about your brand. Set the tone of voice that you should be using and the style you should be communicating in – technical/ non-technical; formal/casual/slang.

The above are just a few points which you ought to include in your brand guidelines. You may also want to go into detail about your iconography, tone of voice, packaging, and any of your online or offline marketing materials.

As your business grows, so will the level of detail needed. Ensure you strike the right balance when creating the document  – the guidelines need to be flexible enough for designers to be creative, but rigid enough so that there’s no confusion about how to implement your visual identity. 

PowerPoint can be a valuable tool to convey information and is a great way to engage visual learners. Even if the spoken presentation is well rehearsed, a bad visual experience can ruin it for the audience. That’s why it’s always best to enlist the help of a designer, so that your slides look polished, professional and on-brand. Here are our tips for creating a successful presentation…

Keep it Simple

Keep your design as clutter free as possible so that it is easy for people to process. White space should be used generously as it sets the tone of your design and gives more impact to your message. If you feel your slide is beginning to look a bit too busy with too much happening, then split your message out over several slides.

When it comes to text, remember that less is more. Headlines should be bold and stand out on the page. You can use bullet points to get across your key messages and make sure you keep the text brief and to the point.

Keep the design consistent

Having one style for one slide and then a different style for another can be jarring to the audience. The design of your presentation should be in keeping with your brand. The same fonts should be used and ideally you should stick to no more than two font families. A template can be created with certain features you want to remain consistent throughout the whole presentation. For example this one we created for Vestey (pictured below) has the orange and red lines at the top and bottom of each page, the logo on the right hand corner and the headline in the same colour, font, size and location on every page.

Make it visual

Nothing makes peoples’ eyes glaze over faster than a text-heavy slide, or slide after slide of just text . We understand images instantly. We have to work to process text. In fact, the brain processes images 60,000 times faster than it does text. Therefore the use of large, powerful images will get your point across quicker as well as looking visually appealing. You should make sure your images are of good quality and not pixelated.

Avoid using distracting graphics, such as clipart, that do not offer value and can make your presentation appear tacky. Infographics can be used to break up the monotony of words, these should be simple, easy to follow and use the same colours and fonts as your brand.

Tell a story

Every presentation should start with an intro and an end slide, these need to instantly grab the audiences attention. Storytelling has always been an effective way to convey information and make it more memorable. So, don’t just give information, facts, and figures on your slides. See if there is a theme you can tie throughout your whole presentation. Just like a story, your presentation should have a good structure to it and should flow easily.

If you’ve ever had to present to a group of people, you will know how intimidating it can be. You can relieve a lot of this pressure by putting some groundwork in and preparing an engaging visual presentation that is sure to impress your audience. 

Exhibitions and trade shows are an excellent way for your business to gain exposure and meet prospective clients. We’ve had a lot of experience over the years of creating everything from pop-up banners all the way up to full scale exhibition stand design, so here’s all you need to know to make your company stand out at your next event…

Stay true to your brand

First impressions are everything and therefore it’s vital that your brand is instantly recognisable and consistent. Stick to the same colours, fonts and approach that is used throughout your other marketing material. You should take into account your brand values and what you want to reflect in the design. Always think about your target audience and the people who are attending the show and create a design that works for them. Your logo should be in a prominent position that can be seen from all angles, so that there is no mistaking who you are. Ideally it should be placed on the top half of your exhibit stand so that it is not blocked by people in your display area. Make sure other key information (like your website and contact details) are given plenty of room and are bold enough to be seen from a distance.

Maximise your space

It is essential to maximise and fully utilise the exhibition floor space you have been allocated. You will need to confirm dimensions with the organisers beforehand so you know exactly what space you have available to work with. Some shows allow you to build exhibit up to 6 metres or 20 feet high. Be sure to capitalize on this height if it is allowed. Find out if there are any pillars or structural elements in your area that may restrict the design. Always try to keep meeting areas to the back of the exhibition stand space to prevent anybody from blocking the view of potential new clients.

Go big and go bold 

Attendees often don’t have the time (or patience!) to stop and read scrolls of text on your exhibition stand. Instead use headers, quotes and bullet points to grab people’s attention. Strong, powerful imagery and graphics are a quick and effective medium to communicate a complex message or idea. Carefully consider where you place your images, making sure they can be seen from a distance and won’t be concealed. If you want to display products or packaging then do so in a clean and uncluttered way.

Consider a Shell Clad system

Trade show stands are simple metal frames with soft boards available for you to hang your artwork onto, however it can be tricky to avoid the metal frames getting in the way of your designs or branding. Using a Shell Clad system allows you to have a seamless design or image run over the entire wall or walls of your stand. They come in sturdy rollable panels and use velcro attachments, so can be put up in minutes. They create an impressive impact and avoid the distracting silver lines throughout your stand.

Consider using roller banners

Roller banners are a great way to present lots of information about your brand without needing to have printed leaflets or brochures, which can take up a lot of space. The banners should be branded and tie in with the rest of your design. An advantage of roller banners is that can be quickly assembled and they offer you the flexibility of moving their position to suit your needs. They can then be easily stored and reused for future events.

Invest in a great promotional video

If you want to grab people’s attention then invest in a short promotional video which describe your products, services or company values. A television or computer screen has the added benefit of taking up minimal space on your stand and you can share a couple of videos or presentations which allow you to get your key messages across.

Get a branded Gazebo

The summer months bring lots of opportunities for outdoor festivals and fayres that companies can exhibit at. The last thing you want to do at these events is blend into the background. Printed Gazebo’s have become extremely popular at outdoor events – especially given the Scottish Summer it is always wise to have a waterproof shelter at your event! They are essentially a huge blank canvas for you to advertise your brand on. With lots of different panels, there is plenty of space to get across your messages. Due to their compact folding nature they take up little room when packed away and are therefore easily stored and transported.

Before the trade show begins take the time to promote your presence at the event on social media. You can also create an email marketing promotion, using a list of people who fit your audience’s profile and are likely to attend the event (please ensure you stick to GDPR guidelines). By following these tips and creating a stand that is both eye-catching and inviting you should be able to attract the attention you deserve at your next trade show.

In this digital era, it is all too easy for companies to underestimate the impact that a well-designed stationery set can have on their clientele. Printed stationery is an important advertising tool that can project your company’s image in a positive light.

Giving the right impression

Put yourself in the customer’s shoes. If you’re handed a cheap looking business card or receive a poorly designed letter through the door, chances are you will be left with a negative opinion of that business and question whether you can trust them or not.

Customers need to be able to make a clear connection between your brand and the validity of the communication you’ve sent them. With each printed material the design should stay consistent throughout, using the same colours, fonts and approach that is used in your branding.

Using premium paper stocks, that are professionally printed, can highlight your stationery as coming from a credible company. There are also different printing techniques that can be used which can add extra interest to your finished product.

Some examples of these are:

Spot UV – A creative way to add depth and contrast through varying levels of sheen and texture.

Foil stamping – Foil stamping uses foil rather than ink to create coloured designs on stationery. Foil is transferred onto the paper or card using a die that presses the foil into the design with the help of heat and pressure.

Letterpress – The process involves using moulds of letters and designs along with ink to press the designs into thick paper, leaving the paper indented.

So what business stationery do you need?

Of course, needs may vary from business to business, but here are some of the most common categories for essential business stationery

• Letterheads
  A letterhead, or letterheaded paper, is the heading at the top of a sheet of letter paper. That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. In addition to a strong design, there are some things you need to include by law. These differ depending on your type of business. The general list of requirements are as follows:
  1. The name of your company.
  2. The location where your company is registered.
  3. The company registration number.
  4. The registered address.
  5. The address of any other company location unless it is living accommodation.
  For a full breakdown of what you need to include click here 

• Envelopes
  Creating a strong branded envelope can really make an impact when it lands on a customer’s doorstep. Not only does it show professionalism but it stands out amongst other generic mailings.

• Compliment slips
  A compliment slip is a small piece of paper on which a company’s name, address, and logo are printed and which is sent out with goods or information, typically in place of a covering letter. Compliment slips give the opportunity for a genuine connection between you and a client, as they allow you the space to add a handwritten note

• Business cards
  There are a couple of ‘standard’ sizes for business cards, with one of the most popular being 55 x 85mm. Our main advice when it comes to designing business cards is to keep them simple. Usually this consists of the company logo on the front and the key information on the back – typically a name, phone number, email, web address and social handles. Most business cards are printed on card stock as this is the most cost-effective. If you’re willing to get a little more creative, you can print onto all sorts of different materials including transparent plastics, metals or even wood. Think carefully about the quantities you’re likely to use before any of your business details change – such as your address or telephone number. We can organise printing as little as 50x units, however a more standard and sometimes cost effective quantity is 250-500x or 500x plus. Printing larger volumes is cheaper – but you don’t want to be left with old stock with outdated information.

• Other
  Corporate stationery does not start and finish with letterheads and business cards, but covers plenty of other products that can play a role in setting the right tone for your business. These can range from notepads, pens, USB sticks, labels, stickers, cards, diaries, calendars, highlighter pens, postcards…the list is endless. There’s no need to go crazy and buy lots of business stationary you won’t use, instead be selective and choose the right stationery for your marketing purpose.

Whether your just starting out in your business or it has been going a while, business stationery is something you are going to need at your disposal as a marketing asset to build your brand. Taking the time to get it looking right is sure to benefit you greatly in the long run.