It’s every designer’s nightmare. Spell check didn’t catch it. Six people looked at it and STILL. We missed it. I call this overexposureitis. It can happen. I will spare you the details of the recent South Bend, Indiana billboard debacle advertising their public schools, but just know my heart ached for all parties involved. It was a reminder to all of us to check our work.

The truth is it happens to the best of us. In December I got an email promotion from Kohl’s advertising their “Doorbuster Memorial Day Sale.” And just last week I got the latest One Step Ahead catalog (every overprotective new mom’s favorite) only to see that they had misspelled “First Look: Sun Smtarties™ 2011″ right there on the cover. I am pretty sure that the higher ups at Sun Smarties were a little bitter about that one.

But still, I can totally see how it happens. We all get so caught up in meeting and exceeding deadlines that the finer details can sometimes slip through the cracks.

Here are some easy solutions for designers and clients keep from becoming their own cautionary tale:

1. Run spell check. FOR THE LOVE OF GOD, RUN SPELL CHECK.

2. Get a fresh set of eyes (or ten) on the project. Bother another designer for five minutes to look at your work. Pull Jim out of sales, Pam from reception and Ted from accounting to give it a look-see. Chances are that the two, too, to, your, you’re, who’s and whose that spell check didn’t catch, fresh human eyes will.

3. Read the copy aloud. It may seem tedious but you’d be amazed at what jumps out at you. Taking the time to do this has saved my hiney countless times.

4. Turn it upside down. Literally. Turning a layout upside down can make inconsistent leading, paragraph spacing and even kerning hop right off the page and smack you in the face.

5. Call the telephone numbers. Telephone numbers are some of the biggest pitfalls and spell check offers zero help in this department. So pick up the phone.

6. Email the email addresses. Click on the web addresses. At the risk of sounding like Captain Obvious, I am required to include this. People tend to check a web address but not the email. And if you’re worried about bothering your client, trust that that pesky email or telephone quality-control check is way less of an annoyance than 2,000 misprinted business cards.

7. Make sure June 6th is a Saturday. Take the two seconds and check that the days of the week coincide with the dates you reference in your project.

8. Put a process in place. Proof approval stickers work well. Include a checklist that more than one person has to bless… before the client sees what will be their final proof approval.

9. Involve the client. Design and the creative process is a partnership. We all have the same goal of producing the best possible solutions. Give the client a checklist to work through and sign off on themselves. Proof approval forms are an essential part.

11. Go team! It’s a team effort, this business of ours. Enlist the skills of your team to help ensure quality.

12. Sometimes screwing up royally serves a purpose. When we know better, we do better. I love this quote by John Powell: “The only real mistake is the one from which we learn nothing.” I can say with certainty that I now know when June 6th is!

TCG's booth at NAHC

Mopdog managed The Corridor Group’s (TCG) trade event, from pre-event organization, logistics and marketing communications to on-site show management and post-show follow up. We also launched a new promotional video created for CHEX eLearning, a division of TCG which provides web-based training and orientation software. See the new video by clicking here.

Also during NAHC 2010, Mopdog successfully launched Home Healthcare Solutions’ new brand image. Over 2,000 event attendees were buzzing when Home Healthcare Solutions revealed their new branded look – complete with logo, tagline, website, trade show booth, handouts, signage and a fun “We Know Home Care and Hospice” campaign.

Home Healthcare Solutions' new logo

While attending the event, I was able to kick back and have a little fun. I attended a riveting speech by former President George W. Bush and attended a VIP event at the new Dallas Cowboys Stadium – complete with locker room inspection and cheerleader practice. Check it out!

Cheryl in the locker room

Cheryl at Cowboys Stadium

There are 3 main types of linear composition: The grid, diagonals and curvilinear. Here’s a small crash course on each.

1. The Grid

You probably know that a steady beat or rhythm is used to compose any piece of music. That basic “1-and-2-and-3-and-4-and” count is one of the first things you’re taught when you learn an instrument. The evenly-timed cadence is pleasing to the ear.

Your eye works in much the same way. Just as a composer or musician uses beat and rhythm to divide sound, an artist uses vertical and horizontal lines of a grid to divide a visual space because equal divisions of space are pleasing to the eye.

Let’s use Georges Seurat’s famous Sunday Afternoon on the Island of La Grande Jatte as an example.

What makes this painting so remarkable is the grid composition underpinning the placement of all of the elements. To the casual observer, the scene looks like randomly-placed people, but nothing could be further from the truth.

Let’s start by overlaying 3 vertical lines, dividing the painting up into 4 equal parts:

The vertical lines show the woman in red is purposefully placed in the center, giving us the focal point of the painting. The line on the left is used to place the tree and provide a compositional guide for the placement of the men sitting on the ground. Also take note of how the right vertical line is used to place both the couple in the foreground and the couple walking off in the distance.

In this painting, Seurat ultimately divided the painting up into twelve parts. Look closely and see if you can spot all of the elements and edges that fall along these lines:

But we’re not quite finished. Not only can the space from left to right be divided, we can also find horizontal lines of composition. Again, pay attention to the elements that are placed along these equally-spaced lines:

And here’s the complete grid overlay:

2. Diagonals

The second type of compositional line is the diagonal, the two most common lie from the top left corner to the bottom right corner and from the bottom left corner to the top right. Any square or rectangle naturally has this X composition and you’ll see artists throughout history employ it.

But the natural X isn’t always the strongest compositional line, as we’ll see in Emanuel Leutze’s Washington Crossing the Delaware:

Washington Crossing the Delaware has one of the most iconic lines of composition in all of American painting, uniting Washington and the American flag in a dramatic effect:

This single diagonal dominates the composition of the painting. The line runs through the staff of the flag, provides a compositional placement for Washington (almost like he’s sitting on this diagonal) and then terminates where the paddle hits the water at the edge of the painting.

A secondary diagonal is one of the two corner diagonals:

Notice how this line guides the pose of the man in red rowing the boat and provides the angle for the flow of Washington’s red cape. The intersection of these two diagonals is intentional, not only to make the grouping of Washington, James Monroe and the flag the painting’s focus, but also to serve as an intersection point for the horizon of the landscape (which also happens to be the center line):

3. Curvilinear

The third and final type of linear composition is the curve. This is by far the hardest to spot, but it is no less important to composition. Almost always, this curve enters from the left side of the painting, loops once, sometimes more, and exits to the right. If a piece of art or design has a “flow” to it, it’s most likely the result of a curvilinear composition.

Let’s take a look at an easy example of a curvilinear composition with Raphael’s Small Cowper Madonna:

In typical Renaissance fashion, the centered, restrained pose of the Madonna and Child is achieved using a single looping curve. This curve guides the tilt of the heads, the placement of the Madonna’s shoulder, hands, and blanket, and contains the Child to the mother:

Now compare the quiet, restrained Renaissance curve above with a more dramatic Romantic period double curve composition such as David’s The Death of Socrates:

The next time you find yourself looking at a painting, building or design that you like, try to pick out its linear composition. It’s there, doing its work by giving form and purpose to what you see. You’d be surprised how often it’s used.

Is it here yet? I am anxiously waiting the release date for the new Adobe CS5. For those of you who don’t speak geek, Adobe Creative Suite (CS) is THE collection of graphic design, web development and video editing applications. This includes Photoshop (for amazing photo manipulation), Illustrator (vector-based tools for creating illustrations and logos), InDesign (super-duper page layout program), Flash (for beautiful motion), Dreamweaver (for web development) and Acrobat Pro (great for taking .pdf files to the next level).

I am most looking forward to InDesign in CS5. This new version has some really neat upgrades that will really help with productivity. One of the features that I think I will use the most is the different page sizes in one document. Great for working on concepts in a single file, business packages, binders, direct mail and pocket folders.

A few other features that I think will be helpful are paragraphs that span or split columns, no more separate text boxes to create this. I’m also loving the new gap tool in aligning and distributing, the enhanced layers panel and live corners to adjust the radius of an image frame on-the-fly. Oh, and I can’t forget, you can export pdfs in the background as you continue to work on a document. This will be so helpful, especially when you export those huge files that seem to take forever.

One last interesting thing I think printers and designers who share files can benefit from is the automatic font activation for fonts inside of a packaged (or ready for production) file. This could save a lot of headaches with corrupt or misplaced fonts.

The other programs seem to have some really great features as well. I think this will be a really great upgrade for Adobe. Our pre-ordered version should be here any day. Stay tuned for a review!

What’s the difference between a vector and raster file?
A vector graphic is an image that is not made up of a specific number of dots, it can be scaled to a larger size and will not lose any image quality. If you blow up a raster graphic, it will look blocky, or “pixelated.” When you blow up a vector graphic, the edges of each object within the graphic stay smooth and clean. This makes vector graphics ideal for logos, which can be small enough to appear on a business card, but can also be scaled to fill a billboard. Common types of vector graphics include Adobe Illustrator, Macromedia Freehand and EPS files.

.ai – Adobe Illustrator Vector Drawing
Fully scalable, composed of paths or lines connected by points, instead of bitmap data.

.bmp – Bitmap
Raster image format used to store display images, suitable for photos. Made up of a rectangular grid of pixels, each pixel is a different color which together form an image.

.eps – Encapsulated PostScript
A platform independent format used for vector or raster information. Fully scalable when it is saved from Illustrator.

.gif – Graphics Interchange Format
Compressed image file used for screen presentation only. Used on the Internet for images with 256 colors or less. Can also make transparent gifs for web and animated gifs.

.jpeg or .jpg – Joint Photographic Experts Group
Compressed image file format. JPEG images are not limited to a certain amount of color, like GIF images are. They are used on the Internet, and for decreasing file size for larger images.

.pdf – Portable Document Format
Enables files to be viewed cross-platform and without the original program that created them. Acrobat Reader is required to view pdf file. Since PDFs contain color-accurate information, they should also print the same way they look on your screen. Many printers can print from high-resolution print-ready PDFs with crops and bleeds.

.pict or .pct – Picture File
Mainly for Mac applications, counterpart of the Windows Metafile (WMF) format. The PICT format has largely been replaced by PDF format.

.ps – Postscript
A page description language for both PC and Mac platforms, primarily used for printing documents on laser printers. The evolution of PostScript led to the development of Adobe Acrobat, which creates a PDF.

.psd – Photoshop Document
May include image layers, adjustment layers, layer masks, annotation notes, file information, keywords and other Photoshop-specific elements. Documents support RGB, CMYK, grayscale, monochrome, duotone, indexed color, Lab color, and multichannel color modes; the color mode can be changed within the Image.

.png – Portable Network Graphic
Image format that uses indexed colors. Also include an 8-bit transparency channel, which allows the colors in the image to fade from opaque to transparent. GIF images only support fully opaque or fully transparent pixels. PNG images are now supported by most Web browsers.

.tiff or .tif – Tag Image File
High-quality raster graphic format often used for storing images with many colors, such as digital photo, includes support for layers and multiple pages. Can be saved in a uncompressed format. Supported in almost all software.

I don’t remember who said that. Maybe a 4-star general or Lincoln or somebody. The point is that we have limited control over the big events in our life. Or the large, sweeping changes in the world for that matter. We can, however, try to excel at the little things. Because it’s those small, overlooked parts that over time compound, add up and multiply into something big.

I know this concept has all kinds of positive applications in your daily life (exercise, career, calling your mom more than once a month, etc.), but that’s not where I want to go with it. Let’s talk about ads.

Take a look at the ad to the left.

It’s a one-column ad from 1991 in the back of an issue of The Village Voice, a weekly, alternative New York culture pub.

Now, I don’t know if this little ad got any more pull than the standard “SUBSCRIBE NOW!” approach. I don’t have the data on that. To be honest, I don’t know if I would’ve done anything different myself.

But what I can tell you is that the current, alternative-minded subscribers who read this ad loved the magazine that much more. So much so that it created enough buzz to catch the ear of Communication Arts, an advertising/design magazine, which promptly picked it up for a 1991 issue. It was so well received among the Communication Arts readership that it then made the 1991 Advertising of the Year Annual.

But the little-ad-that-could wasn’t done.

It went on to make a return appearance in the 50th Anniversary Communication Arts issue 19 years later, which sits on my desk next to me as I write this.

On a side note, readership of the Village Voice did go up.

All of this from a small subscription ad. All of this because someone had the initiative to take something small, overlooked and passed-over, and make it into something great.

Now that’s thinking big.

The event was held at The Cobb County Safety Village. The Safety Village, built on an eight-acre site, is the most comprehensive safety training environment in the region where our residents and business community gain knowledge through hands-on experiences. It is a place where the walls come alive with knowledge while instructors share the most advanced techniques and ideas for making our community safer. These life-like streets include sidewalks, traffic signals and a variety of structures that represent our community. These structures will become an integral part of the learning experience.

The “Stop, Drop, Rock & Roll” gala event was a huge success with over 300 attendees who enjoyed live music, toured interactive venues and bid on one-of-a-kind experiences. The proceeds will help the continued growth and awareness of the Safety Village.

Mopdog worked closely with the Safety Village Foundation to plan this event. With Cheryl serving as Co-chair for the Gala, Mopdog was an integral part of the planning and promotion. We provided support – designing and producing save-the-date postcards, invites and other signage, as well as assisting with the event logistics. We are proud to be able to lend our time and talents to such an important cause.

See some of our work below. To learn more about the Cobb County Safety Village, click here.

safety village gala collateral

This “pick two” theory of the quality triangle is something we joke about but continually aim to challenge and achieve. The premise is simple. We all strive to produce quickly, with exceptional quality and at a reasonable cost. But is this really possible without sacrificing one of these vital cornerstones?

I hate saying that having all three is impossible. Improbable is more like it.

Here are some scenarios:

“Make it ‘pop’. Jazz it up. Include artificial intelligence. Budget is $50. I need it tomorrow.”

“This is a rush due EOD. Use lots of stock photography. Don’t spend too much time on it. I’ll know what I want when I see it.”

“Pull out ‘all the stops’. Sure…die cuts and varnishes are great! Keep the budget of $500 in mind since I only need to print 20 for our tradeshow next week.”

These types of interactions are destined for disappointment for both parties.

So, can we have it all? I’m not certain about that but what I do know is that we can come closer to achieving all three if we do our homework and have an accurate scope going into a project. This helps manage realistic expectations and adds structure to a project or relationship. Sadly, it’s the step that often gets neglected in the hustle and bustle of our industry. Communication is key, especially up front. As designers, so much of our job includes educating. We need to teach our clients what is realistic in terms of resources, timing and technology.

This got me thinking… and Googling. This theory transcends more than just our industry. Here are some entertaining “pick two” examples:

College: Work, Sleep, Play – Pick two.

Men: Handsome, High-Earner, Faithful – Pick two.

Girls: Single, Sane, Smart – Pick two.

Operating Systems: Fast, Efficient, Stable – Pick two.

Bicycle Parts: Strong, Light, Cheap – Pick any two.

“Pick two” may sound like some sort of Three Stooges mantra but the truth is it can leave us wanting to poke our eyes out if we don’t do our part to educate, communicate and manage expectations. Come to think of it, the true Quality Triangle should be comprised of these three elements which are completely attainable.

More and more of our clients are requesting design that is sustainable. Sustainable design is environmentally conscious and eco-friendly—it’s the philosophy of designing physical objects or services that comply with the principles of economic, social and ecological sustainability. With the success of the “green” phenomenon, this idea is not surprising. Everybody is looking to sustain the earth in one way or another whether it is shopping organically or locally or recycling. I just started shopping at my local farmers market, and I already feel great about it. And that’s what’s so huge about sustainable design; it makes you feel good…and that’s all that matters.

As creative thinkers and graphic designers, you may wonder how we help our clients achieve their goal of staying eco-friendly. That’s why you shouldn’t be surprised that most of our requests have been for papers that are environmentally friendly. This includes business cards, brochures, postcards and other printed pieces. That’s a good start (and it’s simple) for lessoning an environmental footprint, however, some clients are interested in going the extra mile like using FSC Certified papers in support of well-managed forests. There are many other options for eco-materials specifically for printing needs, including inks and other printing processes. A great resource for green paper products is Neenah Paper. They have a great line of sustainable papers and an even better list of terms to help you decipher what’s what so you can decide which paper is right for you. Here’s what to look for:

• Made Carbon Neutral: Reduces emissions to help decrease the effects of global warming.
• 100% Post Consumer Fiber: Saves trees, water, energy and greenhouse gas emissions.
• Processed Chlorine Free: Manufactured without chlorine.
• Alternative Fiber Choices: Offers environmental benefits.
• Green Seal™ Certified: Ensures 30% minimum post consumer fiber.

Besides paper, there are many others ways we can help clients achieve their goals for sustainable design, including reducing the amount of materials required for production, printing with low-VOC inks and making sure the end-product is biodegradable. Considering how successful going green has become, many think that this is the new standard in design. HOW magazine is one of them: “Brands have to love the planet in order for us to stay here with any significant quality of life. It will no longer be OK for brands to be disposable; they must transition into something else, once their primary role is exhausted. They must be “zero-carb” in terms of carbon dioxide output, reusable, recyclable. It is no longer optional.”

What are you doing to stay eco-friendly?