Before and After 0681

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Design a fier that sells

Before&Af ter BAmagazine.com Ui X

Design a fier that sells a product 0681Continued

Continued



®

2 o 15

Mr. Wilson was late or the home show, and busy.

There were trucks to rent, contracts to sign, urni-ture to arrange. The new lines hadn’t arrived.

Was the ier done yet? At least the ier would

be easy: He had beautiul products, one location,

a simple message; what could go wrong?

Lots.

The common, throwaway ier is advertising’s

low man. It is most oten used to put an adver-

tiser’s message on paper when there’s no timeand no money. But its allure can be deceptive.

Why? Because it’s so easy to think cheap and miss

what’s obvious to others—that on that rickety,

10-cent page is nothing less than your company’s

precious, irreplacable image.

Let’s see i we can make a ier worthy o that.

Design a ier that sells a productWhether you spend a little or a lot, the key to an advertisement that sellsis simple: Keep all eyes on the product.

Look amiliar?

Words everywhere,

photos misaligned, amap made o sticks,

whew! The problem isn’t

that this ier is ugly (ugly

ads can be eective

salesmen, which drives

designers nuts) but that

the products—the items

actually or sale—are

smothered in visual chat-

ter. The retailer scrupu-

lously avoided hype andcareully provided his

store’s location, contact

ino and even a map, but

orgot that the product

must come frst! Once

the reader decides he

likes the product, he’ll

fnd your store.

Beore

PIER SEVEN

PATIO AND INDOOR FURNITURE

R E N T

A L S S A L E S The Warmth of Wicker

The Strength of Steel

PIER SEVEN

19661 Antelope Rd. Elk Grove, Calif. 95624

916-555-8212/.%",/#+3/54(/&0%2+).3",6$s7770)%23%6%..%4

To Stockton To Sacramento

ANTELOPE RD.

HWY. 99

P er k i n sBl v d .

DiamondPark x

W

E

NS

The beauty and warmth of Hand-

woven wicker over a framework of

structural steel. Extremely Durable And

Strong, The steel is wrapped in Epoxy.

Beautiful and almost Maintenance

free. Many Styles to choose from, from

Antique to Modern.

Cushion Pattern And Colors To Com-

pliment Your Decor.

BEAUTIFULSTRONGWICKER FURNITURE FOR INDOOR OR OUTDOOR MODERNLIVING

INDOOR-OUTDOOR FURNITURE AND MORE FOR WEDDINGS, PARTIES AND

SPECIALOCCASIONS


Design a fier that sells a product 0681



® Design a ier that sells a product 3 o 15

3 o 15

In real lie . . .

I you walked into Mr. Wilson’s store, this is what you’d see: a line o beautiully modern,casual urniture. Handsome, isn’t it? Surrounded by such nice stu, it’s easy to see how, in

his mind’s eye, Mr. Wilson’s readers could see the product as clearly as he.

To an ad designer, reality, incredibly,

can be misleading! Why? Because

while you can see and touch the prod-

uct, the reader experiences nothing except what’s on paper (or screen).

Your goal, thereore, is, through words,

pictures and composition, to make

your product speak or itsel.






4 o 15

Beore you begin . . .

Advertising design would be the same as any other kind o design except or twoespecially distorting inuences: our sel-consciousness (we tend to see ourselves, while

shoppers see the products), and the money at stake. It will pay to consider . . .

No one shops everywhere.

Many people will never buy your product, no

matter how obvious its qualities are to you,and nothing shreds money aster than trying

to change their minds. The way to profts is to

visualize those who are interested, and pre-

sent your product to them.

Maintain your poise.

As people, we share a troublesome tendency

to weigh our negatives more heavily than

our positives. But comparing ourselves to

others usually results in overreaction, which

typically takes the orm o TALKING LOUDERor talkingasterandcrowdingmorein. Maintain

your poise. Mr. Wilson’s urniture is excellent;

we can sell that. A shopper isn’t looking or a

store; he’s looking or a product.

Be cool.

Your audience is just like you—intelligent and

preoccupied. Visualize a business meeting:

Dress well. Be prepared. Be clear. Make your

point. Be concise. Don’t waste their time.






5 o 15

Start by setting a stage

I you think o your paper or screen as a stage—like a theater stage—you’llbe in the right rame o mind. Why? Because a good advertising page is a stage,

not a spreadsheet, on which you’ll crat drama, tension, impact, interest.

Place guides

Because it will be printed

on a desktop, your images

can’t touch the edges,

or “bleed.” Place border

guides wide enough or

your printer but no wider—

typically a quarter inch or

so in—and place a guide

on the centerline.

The powerul center

Like center stage, centeris the most powerul place

in any visual feld. (By cen-

ter, we mean center-ish,

not the exact mechanical

center.) Remember this as

you plan your page, and

think “center out,” not

“top down.”






6 o 15

No!

No!

Place your product

Place your product on the page in the same way that you’d show it o to yourriends: Set it out in the center o things where it can be seen and touched.

Picture your

product clearly!

To do this well, you need

a photograph. The actory

or distributor is oten able

to urnish a good one; call

them. Failing that, you

may hire a photographer

who specializes in product

photography (a dierent

skill rom portraiture or

nature photography). Keep

in mind that i shopperscannot see your product

clearly, they will not buy it.

(Right) It is tempting to

play with a design in an

eort to add one’s artis-

tic touch. Resist! In prod-

uct advertising, the prod-

uct is the show. Don’t tilt

the photo or distort it in

any way. Don’t add ru-

es and ourishes. Don’t

make it tiny, thinking a

shopper would preer to

read about it. And don’t

crop it like an art poster,which will just rustrate

an interested buyer.






7 o 15

G8K@F8E;@E;FFI=LIE@KLI< DÒPXR_ steel.

Add a headline

Elucidate! Once your product is on the page, add words to reveal detail andnuance and direct the reader to virtues or uses o the product that are not evident

just by looking at it.

We like stu

Shoppers enjoy seeing and

experiencing new prod-

ucts. (We like to be thrilled,

basically.) You’ll write your

best headlines i you think

o your readers as eager

listeners. Think, What’s the

frst thing I would tell my

riends about this product?

Begin with the eature that

you fnd most interest ing

or exciting. In this case,it’s that the sot wicker

is beautiully combined

with strong, durable steel.

I your product is more

ordinary—a screwdriver,

perhaps, or a set o bath

towels—think, What do I

like most about this prod-

uct? Explain that.

Rule o thumb #1

A short headline is preerable

to a long one

In oral conversation we yak on and on with

20 words when one or two would do. As

readers, however, we are bored quickly.

Shoppers want to like your product, but theywon’t tolerate much blather. English is a rich,

descriptive language; there’s usually a per-

ect word. Finding it will pay o.

Rule o thumb #2

Avoid catchy slogans

Why?

1) You won’t be able to think one up.

2) I you do, it will be corny.

Use photo colors

Colors eyedroppered rom the photo will

always coordinate perectly. Note the small

deckhead color matches the chair.






8 o 15

G8K@F8E;@E;FFI=LIE@KLI<

.

. .

DÒPXR_ steel.

What typestyles?

Always appropriate: The classics

Understatement, the classic mark o confdence,

allows the product to shine. Match headline and

deckhead (the line beneath it) in a ace that’s

designed or text. Some o the best: Garamond(above), Caslon, Century, Times, Bembo, Sabon.

Classic type complements almost any product.

Note that the deckhead is in uppercase.

Not so good: Decoratives

Rosewood (above) is a heavily styled typeace—

part o a class called decoratives—whose pres-

ence is a scene stealer. Decoratives are really

showy on type specimen sheets, which is whythey’re tempting to use, but remember that the

product, not the type, is the show. Decoratives

are better or posters than or product ads.

Cool: Styles that express their words

Here, beautiul typestyles reect their words—in

this case, light wicker and heavy steel. This tech-

nique is best in understatement; it will ail i the

connection eels obvious or artifcial, which is like-liest to occur i the type is heavily stylized. It also

requires care to pull o; i you’re uncertain, we

recommend using classics, which are easier.

.

. .

PATIO AND INDOOR FURNITUREWICKER&STEEL

.

. .

PATIO AND INDOOR FURNITURE Wıcker&Steel






9 o 15


The warmth of wicker and the strength of steel come together in Wicker & Steel, a beautiful

line of casual furniture in styles from classic to ultramodern. Select wicker is hand-woven over a

robust framework of structural steel to make furniture that cradles your body and is practically

indestructible. Visit our store soon to see our entire line of f urniture for indoor and outdoor living.

DÒPXR_ steel.

ANDROMEDA CHAISE $999

Add your text

As you write, bear in mind that a shopper will be reading i—but only i—the productand its headline have interested him sufciently. As you compose your text, thereore,

have confdence that your reader is interested . Be clear. Keep your poise.

Design simply

Willy-nilly layout (above let) is not only

unattractive, but it’s difcult to do—there are

too many decisions to make! The makeover

is simple, horizontal lines—head, deckhead,

photo, text—right down the page. Easy! What

makes it so clear is that the lines run edge to

edge; your eye isn’t stopping, zigging, zagging

and backing up as it moves around the page.

Rule o thumb #3

Be kind

It is the reader, not you, who is in the driver’s

seat. No matter how big you are, nothing will

happen unless the reader wants it to happen.

Respect that . A proper advertisement is a

dignifed product presentation, not a stick-up.

It is an American antasy to think a shop-

per can be compelled to buy a product. As

shoppers, we actually sell ourselves.

Help! When business success is at stake, making an

ad can give your tummy big butteries. You

may fnd it helpul to visualize your riends

and imagine showing your product to them.

Why? Because that’s who we are—people

just like you. A good sale will be a relaxed,

win-win transaction.






10 o 15






DÒPXR_ steel.


19661 Antelope Road, Elk Grove, CA 95624One block south of Perkins Blvd.

916-555-8212 www.pierseven.net

PierSeven

Add your logo

Present yoursel last, and small. Two reasons: You are the last link in the sale—remember, we shop or products, not stores—and small says confdent.

Full stop

The lower-right corner is the exit point o

the page and an excellent place to put

your logo, where it works l ike a punctua-

tion point and brings the reader to a stop.

A small logo is more authoritative than

a big one; real power always appears

eortless. In this case, the surrounding

white feld adds to its visibility, although

the reader will not be aware o that. Add

contact inormation below the logo or at

least in the vicinity.

Note how the ier is divided into our

easily digested pieces—headline, photo,

text and store name—which together

make a clear, coherent statement.

Here’s an easy way to make a logotype:

Type your name

Remove the word space

Tighten the letter spacing

Color

Pier Seven

PierSeven

PierSeven

PierSeven






11 o 15






DÒPXR_ steel.


Perkins Blvd

n t l o p eR d

A n t el o p eR d

99

A

N



PierSeven

Add a map

A map is an underused asset. Especially thoughtul o shoppers are maps o labyrinthine parking garages, one-way streets, o-the-beaten-path entryways,

things like that. Start with a Google map, then modiy.

Perkins BlvdPerkins BlvdPerkins Blvd

A n t el o p eR d

A n t el o p eR d

An t el o p eR d

A n t el o p eR d

Perk ins B l v d

Perkins Blvd

A n t el o p eR d

A n t el o p eR d

99

A

Delete streets, move the highwayToo big, too detailed

Google maps are excellent, but or a tiny

space they’re too detailed. To simpliy,

import a screen image o your Google map,

then trace new roads over Google’s. Skip

all but the main streets, then (in this case)

move an important but distant highway . . .

. . . closer to the store (above). To draw local

detail not on the map (an alley or ofce park,

or example), ollow Google’s style o white

roads on light neutral background. Match

Google’s colors with the eyedropper tool.

Crop tightly to ft (let).

N

Move the

highway





® Design a ier that sells a product 12 of 15

12 of 15

Perkins Blvd

n t l o p eR d

A n t el o p eR d

99

A

N






DÒPXR_ steel.




PierSeven

Have more products?

Tight budgets usually mean doing more with less, so your ier may need to show more products. There are two good ways to do this. The frst is shown below—put

one product center stage, and make your other products much smaller . . .

Clear hierarchy

One big photo and a row

of small photos yields clear

visual hierarchy, which

aids understanding. Key is

that the sizes are boldly

different; small differences

create only ambiguity and

clutter, as you’ll remember

from the busy original (left).

Note the map has been

moved to the end of the

row, sustaining the hori-zontal theme.Crop uniformly

Photos of like objects in a row

should be cropped so that the

objects are the same size, or as

close as possible. Judge size by the

bulk of the object, not details like

legs and other small parts.

PIER SEVEN

PATIO AND INDOOR FURNITURE

R E N T

A L S S A L E S The Warmth of Wicker The Strength of Steel

PIER SEVEN

19661 Antelope Rd. ElkGrove,Calif. 95624

916-555-8212/.%",/#+3/54(/&0%2+).3",6$s7770)%23%6%..%4

To Stockton To Sacramento

ANTELOPE RD.

HWY. 99

P er k i n sBl v d .

DiamondPark x

W

E

NS

Thebeauty and warmthof Hand-wovenwicker over aframework of structural steel. Extremely DurableAndStrong, Thesteel iswrappedin Epoxy.Beautiful andalmost Maintenancefree. ManyStylesto choosefrom, fromAntiquetoModern.CushionPatternAnd ColorsTo Com-pliment Your Decor.

BEAUTIFULSTRONGWICKER FURNITURE FOR INDOOR OR OUTDOOR MODERNLIVING

INDOOR-OUTDOOR FURNITURE AND MORE FOR WEDDINGS, PARTIES AND

SPECIALOCCASIONS

Logo moves to align with the photo.






13 o 15






DÒPXR_ steel.

Perkins Blvd

n t

l o p eR d

A n t el o p eR d

99

A

N

MOON POD CHAIR $499SAFARI CHAIR $499GRANDMA JO CHAIR $699

ECLIPSE POD CHAIR $799TROPICAL CHAISE $799



PierSeven

More products

The second way is to make your products the same size and group them centerstage. Now the group, not a single product, is the ocal point. Reward the reader by

providing names and prices right on the photos.

Same-size photos

A crisp block o photos

becomes a multi-image

ocal point. Key to this

technique is

that all the

urniture be

the same size,

or almost , so

crop with that

in mind. Arrange so that

the outside chairs ace

inward, i possible.

Hal width, same size

You don’t notice at a glance, but

two o the photos are exactly hal

width. The key is exactly, which

creates an intentional, not ambig-

uous, look. Stack the photos in

horizontal and vertical segments

(above let); avoid a “brick wall”

arrangement (above right), which

introduces zigzags. And remember

that even at hal width, the urni-

ture must be the same size as in

the other photos.

Map remains small to sustain the hierarchy.

Misaligned, zigzaggy

Straight and clear





® Design a fier that sells a product 14 of 15

14 of 15

Perkins Blvd

n t

l o p eR d

A n t el o p eR d

99

A

N





indestructible. Visit our store soon to see our entire line of furniture for indoor and outdoor living.

DÒPXR_ steel.




PierSeven

Typefaces

1 HTF Didot | 84 pt

2 Franklin Gothic Condensed | 84 pt

3 Benton Sans Condensed Book | 27 pt

4 (a–b) ITC Franklin Gothic Heavy

a) 14 pt, b) 11pt

5 Helvetica Neue Bold | 44 pt6 (a–c) Trade Gothic Light | a) 11 pt

b) 14/22 pt, c) 10 pt

7 Trade Gothic Oblique | 11 pt

Images

8 (www.maps.google.com)

Images: iStockphoto

9 (6175780)

10 (542325)

11 (7220638)

12 (3173386)

13 (3172210)

14 (2682001)

Article resources

Colors

C0 M0 Y0 K100

C20 M25 Y60 K10

C0 M0 Y0 K70

C9 M57 Y100 K41

C25 M100 Y100 K25

15

16

17

18

16

17

15

19

19

1

4a

10

2

3

9

8

5

6

6c

11

1312 14 4b 6a 7

6b

18



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®

15 o 15 | Printing ormats

Design a ier that sells a product 15 o 15

Beore & Ater magazine

Beore & Ater has been sharing its practical approach

to graphic design since 1990. Because our modern world

has made designers o us all (ready or not), Beore &

Ater is dedicated to making graphic design understand-

able, useul and even un or everyone.

John McWade Publisher and creative director

Gaye McWade Associate publisher

Dexter Mark Abellera Sta designer

Beore & Ater magazine

323 Lincoln Street, Roseville, CA 95678

Telephone 916-784-3880

Fax 916-784-3995

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www http://www.bamagazine.com

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f r e e .M a n y S t yl e s t o c h o o s e f r om ,f r om

A

n t i q u e t oM o d e r n .

C

u s h i onP a t t e r nAn d C ol or s T o C om-

pl i m e n t Y o ur D e c or .

B E A UT I F UL S T R O N G WI C KE R F UR NI T UR E F OR I ND O OR OR O U

T D O OR M ODE R NL I V I N G

I ND O OR - O UT D O OR F UR NI T UR E A ND

M OR E F OR WE DDI N G S ,P A R T I E S A ND

S P E C I A L O C C A S I O N S

http://www.bamagazine.com/






















2 o f 8


r o d u c t 0 6 8 1

0 6 8 1 D e s i gn a f i er t h a t s el l s a pr o d u c t

B e or e y o u b e gi n...

A d v er t i s i n g d e s i gn

w o ul d b e t h e s am e a s an y o t h er k i n d of d e s i gn e

x c e p t f or t w o

e s p e c i al l y d i s t or t i n

gi nfl u en c e s : o ur s el f - c o

n s c i o u s n e s s ( w e t en d t o

s e e o ur s el v e s ,wh i l e

s h o p p er s s e e t h e pr o d u c t s ) , an d t h em on e y a t s t a k e .I t wi l l p a y t o c on s i d er . . .

N o on e s h o p s ev er y wh er e.

M a n y p e o p l e wi l l n e v e r b u y y o u r p r o d u c t ,n o

m a t t e r h o w o b v i o u s i t s q u a l i t i e s a r e t o y o u ,

a n d n o t h i n g s h r e

d s m o n e y f a s t e r t h a n t r y i n g

t o c h a n g e t h e i r m

i n d s .T h e w a y t o p r o fi t s i s t o

v i s u a l i z e t h o s e w

h o a r e i n t e r e s t e d , a n d p r e -

s e n t y o u r p r o d u c t t o t h e m.

M a i n t a i n y o ur

p oi s e.

A s p e o p l e ,w e s h

a r e a t r o u b l e s o m e t e n d e n c y

t o w e i g h o u r n e g

a t i v e s m o r e h e a v i l y t h a n

o u r p o s i t i v e s .B u

t c o m p a r i n g o u r s e l v e s t o

o t h e r s u s u a l l y r e

s u l t s i n o v e r r e a c t i o n ,wh i c h

t y p i c a l l y t a k e s t h

e f o r m o f T A L K I N G L O U D E R

o r t a l k i n g f a s t e r a n d c r o w d i n g m o r e i n .M a i n t a i n

y o u r p o i s e .Mr .W

i l s o n ’ s f u r n i t u r e i s e x c e l l e n t ;

w e c a n s e l l t h a t .

A s h o p p e r i s n ’ t l o o k i n g f o r a

s t o r e ; h e ’ s l o o k i n

g f o r a p r o d u c t .

B e c o ol .

Y o u r a u d i e n c e i s

j u s t l i k e y o u —i n t e l l i g e n t a n d

p r e o c c u p i e d .V i s

u a l i z e a b u s i n e s s m e e t i n g :

D r e s s w e l l .B e p r e p a r e d .B e c l e a r .M a k e y o u r

p o i n t .B e c o n c i s e .D o n ’ t w a s t e t h e i r t i m e .

I nr e a l l i e...

I f y o uw al k e d i n t oMr .Wi l s on’ s s t or e , t h i s i s

wh a t y o u’ d s e e : al i n e of b e a u t i f ul l ym o d er n ,

c a s u al f ur ni t ur e .H an d s om e ,i s n’ t i t ? S ur r o u

n d e d b y s u c h ni c e s t uf f ,i t ’ s e a s y t o s e eh ow , i n

h i s m i n d ’ s e y e ,Mr .Wi l s on’ s r e a d er s c o ul d s e e t h e pr o d u c t a s c l e ar l y

a s h e .

T o a n a d

d e s i gn er ,r e a l i t y ,i n c r e d i b l y ,

c a n b em

i s l e a d i n g! Wh y ? B e c a u s e

wh i l e y o u c a n s e e a n d t o u c h t h e pr o d

-

u c t , t h e

r e a d er ex p er i en c e s n o t h i n g

ex c e p t wh a t ’ s on p a p er ( or s c r e en ) .

Y o ur g o a l , t h er e or e ,i s , t h r o u gh w or d s ,

pi c t ur e s

a n d c om p o s i t i on , t om a k e

y o ur pr o

d u c t s p e a k or i t s el .























3 o f 8


r o d u c t 0 6 8 1

0 6 8 1 D e s i gn a f i er t h

a t s el l s a pr o d u c t

S t a r t b y s e t t i n g a

s t a g e

I f y o u t h i n k of y o ur

p a p er or s c r e en a s a s t a

g e—l i k e a t h e a t er s t a g e— y o u’ l l

b ei n t h er i gh t f r am

e of mi n d .Wh y ? B e c a u s

e a g o o d a d v er t i s i n g p a g e i s a s t a g e ,

n o t a s pr e a d s h e e t , onwh i c h y o u’ l l c r af t d r a

m a , t en s i on ,i m p a c t ,i n t er e s t .

P l a c e g ui d e s

B e c a u s e i t wi l l b e p r i n t e d

o n a d e s k t o p , y o u r i m a g e s

c a n ’ t t o u c h t h e e d g e s ,

o r “ b l e e d .” P l a c e b o r d e r

g u i d e s wi d e e n o u g h f o r

y o u r p r i n t e r b u t n o wi d e r —

t y p i c a l l y a q u a r t e r i n c h o r

s o i n — a n d p l a c e a g u i d e

o n t h e c e n t e r l i n e .

T h e p ow er ul c en t er

L i k e c e n

t e r s t a g e , c e n t e r

i s t h e m

o s t p o w e r f u l p l a c e

i n a n y v i s u a l fi e l d . ( B y c e n -

t e r ,w e m

e a n c e n t e r -i s h ,

n o t t h e e x a c t m e c h a n i c a l

c e n t e r . )

R e m e m b e r t h i s a s

y o u p l a n

y o u r p a g e , a n d

t h i n k “ c e n t e r o u t ,” n o t

“ t o p d o w

n .”

N o!

N o!

P l a c e y o ur pr o d u c

t

P l a c e y o ur pr o d u c t

on t h e p a g ei n t h e s am ew a y t h a t y o u’ d s h owi t of f t o y o ur

f r i en d s : S e t i t o u t i n

t h e c en t er of t h i n g s wh

er ei t c an b e s e en an d t o u c h e d .

P i c t ur e y o ur

pr o d u c t c l e a r l y !

T o d o t h i s w e l l , y o u n e e d

a p h o t o g r a p h .T h e f a c t o r y

o r d i s t r i b u t o r i s o f t e n a b l e

t o f u r n i s h a g o o d o n e ; c a l l

t h e m.F a i l i n g t h a t , y o u

m a y h i r e a p h o t o g r a p h e r

wh o s p e c i a l i z e s i n p r o d u c t

p h o t o g r a p h y ( a d i f f e r e n t

s k i l l f r o m p o r t r a i t u r e o r

n a t u r e p h o t o g r a p h y ) .K e e p

i n mi n d t h a t i f s h o p p e r s

c a n n o t s e e y o u r p r o d u c t

c l e a r l y , t h e y wi l l n o t b u y i t .

( R i g h t ) I t

i s t e m p t i n g t o

p l a y wi t h

a d e s i g n i n a n

e f f o r t t o

a d d o n e ’ s a r t i s -

t i c t o u c h

.R e s i s t ! I n p r o d -

u c t a d v e

r t i s i n g , t h e p r o d -

u c t i s t h e s h o w.D o n ’ t t i l t

t h e p h o t

o o r d i s t o r t i t i n

a n y w a y .D o n ’ t a d d r u f -

fl e s a n d fl o u r i s h e s .D o n ’ t

m a k e i t t i n y , t h i n k i n g a

s h o p p e r

w o u l d p r e f e r t o

r e a d a b o

u t i t .A n d d o n ’ t

c r o p i t l i k e a n a r t p o s t e r ,

wh i c h wi l l j u s t f r u s t r a t e

a n i n t e r e

s t e d b u y e r .






















B e or e &A t er | www. b a

m a g a z i n e . c o m

4 o f 8


r o d u c t 0 6 8 1



G 8 K @ F 8 E ; @ E ; F F I

= L

I E @ K L I <

DÒ PX R_

s t e e l .

A d d a h e a d l i n e

E l u c i d a t e ! On c e y o ur pr o d u c t i s on t h e p a g e , a d d w or d s t or ev e al d e t ai l an d

n u an c e an d d i r e c t t h er e a d er t ovi r t u e s or u

s e s of t h e pr o d u c t t h a t ar en o t evi d en t

j u s t b yl o o k i n g a t i t .

W el i k e s t u

S h o p p e r s e n j o y s e e i n g a n d

e x p e r i e n c i n g n e w p r o d -

u c t s . ( W e l i k e t o b e t h r i l l e d ,

b a s i c a l l y . ) Y o u ’ l l wr i t e y o u r

b e s t h e a d l i n e s i f y o u t h i n k

o f y o u r r e a d e r s a s e a g e r

l i s t e n e r s .T h i n k ,Wh a t ’ s t h e

fi r s t t h i n g I w o u l d t e l l m y

f r i e n d s a b o u t t h i s p r o d u c t ?

B e g i n wi t h t h e f e a t u r e t h a t

y o u fi n d m o s t i n t e r e s t i n g

o r e x c i t i n g .I n t h i s c a s e ,

i t ’ s t h a t t h e s o f t wi c k e r

i s b e a u t i f u l l y c o m b i n e d

wi t h s t r o n g , d u r a b l e s t e e l .

I f y o u r p r o d u c t i s m o r e

o r d i n a r y — a s c r e w d r i v e r ,

p e r h a p s , o r a s e t o f b a t h

t o w e l s — t h i n k ,Wh a t d o I

l i k e m o s t a b o u t t h i s p r o d -

u c t ? E x p l a i n t h a t .

R u l e o f t h u m b # 1

A s h or t

h e a d l i n ei s pr e er a b l e

t o a l on

g on e

I n o r a l c o n v e r s a t i o n w e y a k o n a n d o n wi t h

2 0 w o r d

s wh e n o n e o r t w o w o u l d d o .A s

r e a d e r s ,h o w e v e r ,w e a r e b o r e d q u i c k l y .

S h o p p e r

s w a n t t o l i k e y o u r p r o d u c t , b u t t h

e y

w o n ’ t t o

l e r a t e m u c h b l a t h e r .E n g l i s h i s a r i c h ,

d e s c r i p t

i v e l a n g u a g e ; t h e r e ’ s u s u a l l y a p e r -

f e c t w o r d .F i n d i n g i t wi l l p a y o f f .

R u l e o f t h u m b # 2

Av oi d c

a t c h y s l o g a n s

Wh y ?

1 ) Y o u w

o n ’ t b e a b l e t o t h i n k o n e u p .

2 ) I f y o u

d o ,i t wi l l b e c o r n y .

U s e ph o t o c ol or s

C o l o r s e

y e d r o p p e r e d f r o m t h e p h o t o wi l l

a l w a y s c

o o r d i n a t e p e r f e c t l y .N o t e t h e s m a

l l

d e c k h e a

d c o l o r m a t c h e s t h e c h a i r .

G 8 K @ F 8 E ; @ E ; F F I

= L I E @ K L I <

DÒ PX R_ s t e e l .

Wh a t t y p e s t y l e s ?

Al w a y s a p p

r o pr i a t e: T h e c l a s s i c s

U n d e r s t a t e m e n t , t h e c l a s s i c m a r k o f c o n fi d e n c e ,

a l l o w s t h e p r o d u c t t o s h i n e .M a t c h h e a d l i n e a n d

d e c k h e a d ( t h e l i n e b e n e a t h i t ) i n a f a c e t h a t ’ s

d e s i g n e d f o r t e x t . S o m e o f t h e b e s t : G a r a m o n d

( a b o v e ) , C a s l o

n , C e n t u r y ,T i m e s ,B e m b o , S a b o n .

C l a s s i c t y p e c

o m p l e m e n t s a l m o s t a n y p r o d u c t .

N o t e t h a t t h e

d e c k h e a d i s i n u p p e r c a s e .

N o t s o g o o d : D e c or a t i v e s

R o s e w o o d ( a b o v e ) i s a h e a v i l y s t y l e d t y p e f a c e —

p a r t o f a c l a s s c a l l e d d e c o r a t

i v e s —wh o s e p r e s -

e n c e i s a s c e n e s t e a l e r .D e c o

r a t i v e s a r e r e a l l y

s h o w y o n t y p e s p e c i m e n s h e

e t s ,wh i c h i s wh y

t h e y ’ r e t e m p t i n g t o u s e , b u t r e m e m b e r t h a t t h e

p r o d u c t ,n o t t h e t y p e ,i s t h e s h o w.D e c o r a t i v e s

a r e b e t t e r f o r p o s t e r s t h a n f o

r p r o d u c t a d s .

C o ol : S t y l e s t h a t ex pr e s s t h ei r w or d s

H e r e , b e a u

t i f u l t y p e s t y l e s r e fl e c t t h e i r w o r d s

—i n

t h i s c a s e ,l i g h t wi c k e r a n d h e a v y s t e e l .T h i s t

e c h -

n i q u e i s b e s t i n u n d e r s t a t e m e n t ; i t wi l l f a i l i f

t h e

c o n n e c t i o n f e e l s o b v i o u s o r a r t i fi c i a l ,wh i c h i s l i k e -

l i e s t t o o c c u r i f t h e t y p e i s h e a v i l y s t y l i z e d .I t a l s o

r e q u i r e s c a r e t o p u l l o f f ; i f y o u ’ r e u n c e r t a i n ,w e

r e c o mm e n d u s i n g c l a s s i c s ,wh i c h a r e e a s i e r .

P A T I O A N D I N D O O R F U R N I T U R E

W I C K E R &

S T E E L

P A T I O

A N D I N D O O R F U R N I T U R E

W

ı c k e r & S t e e l
























5 o f 8


r o d u c t 0 6 8 1



G 8 K @ F 8 E ; @ E ; F F I

= L

I E @ K L I <

T h e w a r m t h o f wi c k e r a n d t h e s t r e n g t h o f s t e e l c o m e t o g e t h

e r i nWi ck er & S t e el , a b e a u t i f ul

l i n e o f c a s u a l f ur ni t ur e i n s t y l e s f r o m c l a s s i c t o ul t r a m o d e r n.

S e l e c t wi c k e r i s h a n d -w o v e n o v e r a

r o b u s t f r a m e w o r k o f s t r u c t ur a l s t e e l t o m a k e f ur ni t ur e t h a t c r a d l e s y o ur b o d y a n d i s pr a c t i c a l l y

i n d e s t r u c t i b l e .V i s i t o ur s t o r e s o o n t o s e e o ur e n t i r e l i n e o f f ur ni t ur e f o r i n d o o r a n d o u t d o o r l i v i n g .

DÒ PX R_

s t e e l .

A ND R O ME D A C HA I S E $ 9 9 9

A d d y o ur t ex t

A s y o uwr i t e , b e ar i nmi n d t h a t a s h o p p er w

i l l b er e a d i n gi f — b u t on

l yi f — t h e pr o d u c t

an d i t s h e a d l i n eh av ei n t er e s t e d h i m s uf fi c i en t l y .A s y o u c om p o s e y

o ur t ex t , t h er ef or e ,

h a v e c o n fi d e n c e t h a

t y o u r r e a d e r i s i n t e r e s t e

d .B e c l e ar . K e e p y o ur p oi s e .

D e s i gn s i m p

l y

Wi l l y -n i l l y l a y o

u t ( a b o v e l e f t ) i s n o t o n l y

u n a t t r a c t i v e , b

u t i t ’ s d i f fi c u l t t o d o — t h e r e a r e

t o o m a n y d e c i s i o n s t o m a k e ! T h e m a k e o v e r

i s s i m p l e ,h o r i z o n t a l l i n e s —h e a d , d e c k h e a d ,

p h o t o , t e x t —r i g h t d o wn t h e p a g e .E a s y ! Wh a t

m a k e s i t s o c l e a r i s t h a t t h e l i n e s r u n e d g e t o

e d g e ; y o u r e y e i s n ’ t s t o p p i n g ,z i g g i n g ,z a g g i n g

a n d b a c k i n g u p a s i t m o v e s a r o u n d t h e p a g e .

R u l e o f t

h u m b # 3

B ek i n d

I t i s t h e r e a d e r ,n o t y o u ,wh o i s i n t h e d r i v e

r ’ s

s e a t .N o

m a t t e r h o w b i g y o u a r e ,n o t h i n g w

i l l

h a p p e n u n l e s s t h e r e a d e r w a n t s i t t o h a p p

e n .

R e s p e c t

t h a t .A p r o p e r a d v e r t i s e m e n t i s a

d i g n i fi e d

p r o d u c t p r e s e n t a t i o n ,n o t a s t i c k - u p .

I t i s a n A m e r i c a n f a n t a s y t o t h i n k a s h o p -

p e r c a n

b e c o m p e l l e d t o b u y a p r o d u c t .A s

s h o p p e r

s ,w e a c t u a l l y s e l l o u r s e l v e s .

H el p!

Wh e n b u

s i n e s s s u c c e s s i s a t s t a k e ,m a k i n g

a n

a d c a n g

i v e y o u r t u mm y b i g b u t t e r fl i e s .Y o u

m a y fi n d

i t h e l p f u l t o v i s u a l i z e y o u r f r i e n d s

a n d i m a g i n e s h o wi n g y o u r p r o d u c t t o t h e m

.

Wh y ? B e

c a u s e t h a t ’ s wh o w e a r e — p e o p l e

j u s t l i k e

y o u .A g o o d s a l e wi l l b e a r e l a x e d ,

wi n -wi n

t r a n s a c t i o n .

G 8 K @ F 8 E ; @ E ; F F I

= L

I E @ K L I <







DÒ PX R_

s t e e l .


1 9 6 6 1 A n t e l o p e R o a d ,E l k G r o v e , C A 9 5 6 2 4

O n e b l o c k s o u t h o f P e r k i n s B l v d .

9 1 6 - 5 5 5 - 8 2 1 2

www. pi e r s e v e n.n e t

P i er S ev en

A d d y o ur l o g o

P r e s en t y o ur s el f l a s

t , an d s m al l .T w or e a s on

s : Y o u ar e t h el a s t l i n k i n

t h e s al e—

r em em b er ,w e s h o p

f or pr o d u c t s ,n o t s t or e s — an d s m al l s a y s c o n fi d

e n t .

F ul l s t o p

T h e l o w e r -r i g h t c o r n e r i s t h e e x i t p o i n t o f

t h e p a g e

a n d a n e x c e l l e n t p l a c e t o p u t

y o u r l o g o

,wh e r e i t w o r k s l i k e a p u n c t u a -

t i o n p o i n t a n d b r i n g s t h e r e a d e r t o a s t o p .

A s m a l l l o

g o i s m o r e a u t h o r i t a t i v e t h a n

a b i g o n e ; r e a l p o w e r a l w a y s a p p e a r s

e f f o r t l e s s

.I n t h i s c a s e , t h e s u r r o u n d i n g

wh i t e fi e l d a d d s t o i t s v i s i b i l i t y , a l t h o u g h

t h e r e a d e

r wi l l n o t b e a w a r e o f t h a t .A d d

c o n t a c t i n f o r m a t i o n b e l o w t h e l o g o o r a t

l e a s t i n t h e v i c i n i t y .

N o t e h o w

t h e fl i e r i s d i v i d e d i n t o f o u r

e a s i l y d i g

e s t e d p i e c e s —h e a d l i n e , p h o t o ,

t e x t a n d s t o r e n a m e —wh i c h t o g e t h e r

m a k e a c l e a r , c o h e r e n t s t a t e m e n t .

H er e

’ s a n e a s y w a y t om a k e a l o g o

t y p e:

T y p e y o u r n a m e

R e m o

v e t h e w o r d s p a c e

T i g h t e

n t h e l e t t e r s p a c i n g

C o l o r

P

i er S ev e

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