Graphic Design is more than just colors, lines, text and texture. It's the creative use of all these assets and more to convey a message, elicit a feeling and inspire an action. The action, in the context of advertising, is typically to purchase a product or service, or create an awareness for a brand. Great graphic design is a delicate balance between work that adheres to the principles of design yet effectively performs its function. This function is something that needs to be well thought out beforehand and discussed between the designer and the client. With Lexgen Design we understand design, but most importantly we understand you. This allows our design to artful, attractive and unique, but ultimately contribute to the growth and profitability of your business.
Logo/ Brand Identity
Combining the resources of both web and graphic design we will create the visual identity that best communicates your message to the world.
An effective brand identity is as valuable as crude oil these days. It represents more than just its respective owner, it can serve as a friendly and fond reminder of a place, period or pastime. Just think of being in a foreign land, with everything in a different language and far removed from our way of life. Then think of seeing a big McDonalds Arch. Its amber and red glow piercing through the sea of unfamiliarity would serve as a reminder of the good old USA. Maybe you will recall a fond childhood memory of your father lifting you above the counter so you could order your cheeseburger-- no onions of course. All of this would be invoked by merely gazing at a logo which proves the importance of a strong identity. Although we can’t guarantee your logo will become a part of Americana, we can guarantee you an identity that fits your needs, your budget, and can withstand the test of time.
When we design a logo we ensure the logo feels like your company. From the color scheme to the typography to the use of graphics and lineation. Everything comes together to become a self contained, memorable mouthpiece for your company.
Advertisement/ collateral Design
Great advertisement and collateral design requires skills and talent beyond just good designing. For effective advertisement or collateral design we need to have a clear understanding of the end user, their environment and how they will consume the design. This includes exactly how to lay the content down to ensure the consumer of the design is able to quickly ascertain the relevant information. Additionally, you need to understand the media and format utilized to deliver this design. Each media has its own limitations and advantages and a great designer needs to know how to best traverse the design to overcome these limitations while exploiting the advantages. A perfect example of balancing the advantages and limitations of a design medium is with business cards. A great business card needs to have a font size that utilizes enough empty space as to not clutter the design, but still be big enough that an older person could read the information without their glasses.
When designing any piece we always begin by creating a framework for delivering the content, ensuring the most important and relevant information is highly visible. From there we use hierarchy design (the most important information being largest and subsequently less important information being smaller) to provide information that is presented message by message in a cascading and organic manner. We can't always guarantee the consumer of a design will sit and digest all the information, especially in this fast-paced, time-is-money world. This is why designing for the modern world needs to take into account all these realities and ensure key information is highly visible and presented as quickly as possible.
twitter this: direct marketing delivers
Now-a-days when you hear about marketing it seems like the answer is social media. Although social media has certainly permeated our culture and become part of the marketing vernacular one thing is still very certain, social media is not poised to take the reigns anytime soon. Although popular, if your looking for a solid marketing investment and something that is certainly capable of delivering real revenue, direct marketing is still the tried and true marketing certainty.
Effectiveness: Last year, over $45 Billion was spent on direct mail by advertisers, yielding over $528 Billion in Sales!
Lexgen Design believes in direct marketing because direct marketing delivers. Combining the skills of advertising with the art of designing we can handle every aspect of your next direct mailing campaign. From identifying the SIC (Standard Industry Codes) or residential addresses for your desired target market, to purchasing qualified lead lists from the top lead suppliers.
From design to deliver Lexgen has you covered.
Keep your message simple. You have only a few seconds to get your prospect's attention - do it with a simple, powerful message that clearly tells what you are selling and what the benefits of your product are. Avoid too many details, especially on the cover of a brochure
Determine your "Customer Profile". Examining your current customer base and determining its important characteristics is the starting point. You want to target the right audience for your product, so come up with a customer profile first.
Test. Many variables can affect the response to a mailing: the list, the offer, price and so forth. Test with smaller mailings - a few thousand pieces - to refine these variables before rolling out those big mailings. There is no mailer that consistently performs better than any others, so you have to test. This can help you avoid major mistakes.
Designing your mail piece. You want to include something that will make your customer react. A mailer that just tells them your businesses location and hours of operation won't get them to come running to your door. But a buy one get one free promotion just might!
• Personalization-the more personal you make your mailer, the better chance you will have increasing
• Giving your customer a time limitation helps too (ex: 25% off until the end of the month)
• Offering a free gift
Analyze the response. Make sure you can track leads and orders, so you can determine the return on your mailing investment.
Mail more than once. Repetition is important; mail at least six times a year to your prospects for maximum impact. In most cases, the effectiveness of your message will be enhanced by repetition. Be persistent, it will pay off!
Mail only once. Too many times, businesses use a mailing as a one-time "knee-jerk" reaction when things are slow. But this doesn't give a true picture of the potential. Like other kinds of advertising, repetition is the key to success in direct mail. You should mail at least six times to the same group to get best results.
Forget existing customers. Direct mail is a great way to stay in touch with your customers, offer them specials, and get more orders from them. You should mail to existing customers several times a year.
• Business Cards and Stationery
CMYK & RGB explained
Pieces designed for viewing on the Internet are delivered in a 72 DPI format in a RGB color mode. This is because computer monitors require about 72 DPI to give the illusion of full color depth and range. RGB stands for Red, Green and Blue. This is because CRT monitors create color via three electron guns (one for each color) that fire electrons at a phosphorous coated screen which, depending on its values, glow and produce color. Similarly, LCD monitors create color by sending an electrical current through liquid crystals on a substrate (a layer of glass) and depending on how they align produce different colors. This mimics the way the human eye interprets color. Our eyes have three receptors (called cones) that pick up the colors red and green along with light intensity. Then our brain uses this information to deduce the amount of blue light and the end result is our perception of color.
In printing we deliver the media in a 300 DPI format with a CMYK color mode. 300 dots per inch (DPI) has been discovered a long time ago to be the limits of human color perception, so not needing to waste ink we print using 300 DPI. Modern day printing, typically off-set lithography, utilizes a four color printing process. These colors are Cyan (C), Magenta (M), Yellow (Y) and Black (K). By adjusting these values we can print essentially any color imaginable. We are only able to perceive the visible light portion of the electromagnetic spectrum, except for Super-Man, who is able to see through objects using X-Ray vision.
Why are monitors RGB and printing CMYK? Monitors emit light and color in the same manner we perceive color, via red, green and blue values. Printed material, on the other hand, display color by what colors the printed material absorb and reflect back to the observer. Cyan, magenta, yellow and black server as filters by how they subtract varying values of red, green and blue from white light to give the perception of color. Is it complicated? Yes. Do we understand it? Absolutely.