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Logos are used to graphically represent a country, business, product or organization, making them immediately identifiable.  They should be designed to say a lot with very little--they should express the essence of your organization in an efficient, memorable manner.  A good logo goes a long way.

Paper, or “stock” quality is another consideration when reproducing art or text, as the quality of the reproduction depends on the paper’s makeup, thickness and texture.  Inexpensive papers are more likely to smudge, to appear fuzzy, or to allow text to show through.  Newsprint is the cheapest paper.  A better bet is offset paper, making it a popular stock choice, especially for mass mailings.  For formal stationary, there are several grades of rag bond paper.  The better the paper, the more bits of rag in it. 

Stock is based on 1000 sheets of a particular size of paper, and is referred to by weight.  For instance, a thousand sheets of 8.5”X11” paper weighing 70 ponds is called 70 pound stock.  The heavier the paper, the better its quality.

There are two kinds of stock to be concerned about when producing publications: one for text and ones for covers.  For text stock, do not go below 25 pounds or the print quality will suffer.  For cover stock, 70 pounds is a good weight.  For an even finer reproduction, consider coated stock.  Coating consists of clay and adhesive and it serves to add body to the paper, thereby sharpening the text and pictures. 

Overall, the ability a balance between appearance and cost will come with experience.  Remember, it does not look good to have a really slick, expensive brochure if your budget cannot handle it.  Or use a good quality paper but use less of it by tapering down the size of your text.

Another way to a striking publication is to use plenty of white space, and not to cram too much on one page.  Remember, simplicity is the key: use white space text to separate text, feature photos and graphics  Coordinating your graphic and color themes is another way to achieve this unity and simplicity.

Finally, and this may seem obvious, it is crucial to proofread slowly and carefully.  Take breaks when you get tired so that you can retain “fresh eyes”.  Another strategy is to read from the bottom of the text upward, so that context does not get in the way of looking at each word.


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