September 2007 Archives
A Changed Man
One of a proofreader’s tests for checking leading consistency in text heavy copy is turning it upside down and looking for uneven spacing or single characters that shouldn’t be there.This works because it removes distractions. Right side up, one might be tempted to get involved with reading copy or enjoying the accompanying illustration. Call me crazy, but when I saw these two video captures next to each other, it sure looked like different people. If you ignore the window dressing and just concentrate on the frame, are they the same? I was wondering what some real experts in Photoshop thought. Post your comments and convince me it’s the same guy.
Marketing has an advantage over design; they have studies, strategic planning and numbers to back up what they do. Hard facts are handy things when it comes to expenditures and raises—it’s what bean counters understand. They can draw conclusions from marketing research not clearly evident in the subliminal pushes and pulls of design. Marketing people don’t make statements like that’s how I feel when justifying a design decision. The 4 Ps were introduced in the mid-sixties of last century—to update this old but good theory, progressive minds adjusted the Ps to accomodate technological changes in the global marketplace. The 4 Ps can be used in your own business and as an adjunct to the old axiom, knowledge is power. Learn this stuff and how to stand up against the strong winds that blow from marketing. Sometimes it’s a breeze so strong, it could float a hot air balloon. I admit I’ve had more than my share of run-ins with marketing; and am pleased to report I have emerged relatively unscathed. You can, too.
