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By Alexa Saltzman
March 13, 2013
Category: Design

 

 

When you are designing your printed material for your podiatry practice, the colors and overall layout are important, but the way that you display your text is essential as well. At Podiatric Press we realize that after all, your patients are going to be reading your business cards, patient education brochures, and other printed material so legibility is first and foremost. You want to choose a typeface that people are able to read easily such as Helvetica. It can be found anywhere including tax forms and logos such as BMW, IBM, and Oral B to name a few. It has even been to outer space because the words “United States” written on the side of the space shuttle is set in Helvetica. Choosing an ornate, flowery font, though you may believe that this makes your information look more impressive, it is really counterproductive because your printed material needs to come across to your patients quickly, without distracting them with first needing to decipher what your information actually says.

 The four most important elements to keep in mind when choosing what your type will look like are size, weight, structure, and form. Size means how big or small your writing is or the point size of your type. Large amounts of text should be kept small such as here where I am using a 12 point font. Text for titles or headlines for example should be made larger because of their need to be made prominent. Weight refers to type that is bold or light. In order to add emphasis to a word in a sentence you can change its weight by making it bold or by making it thinner than your other text. Structure means using type that is either sans serif or serif. For example, the typeface is sans serif and the typeface Times New Roman as seen in The New York Times is serif. Whichever one you choose is a matter of preference because both are good for reading purposes. Lastly, form refers to writing that is in all caps, all lowercase, a mix of both, or if it is italic. This is another way to add emphasis to certain words to make them stand apart from the rest of your text. Using size, weight, structure, and form with a legible typeface will enhance the appearance of your text on your printed material. Remember, as April 15 comes closer and tax day is upon all of us remember, it's the choice of a proper font- Helvetica that helps make filing of income tax returns easy to read if not painless!

By Alexa Saltzman

By Alexa Saltzman
March 06, 2013
Category: Design

 

When you are deciding on color schemes for your podiatry practice’s printed material it is important to choose a palette that is cohesive throughout your entire package. This element will give your material personality. It will also tie into the message that you are trying to evoke to your patient’s about your practice and the members of your team. At Podiatric Press, we design your printed material through a process which gives you several options to choose from in terms of design and color choices. The groupings of items that you are shown reflect color combinations that we believe work well with your design by complimenting each other. Color has the power to transform a design and simple changes in hue can make something look entirely different. Therefore, by choosing a color scheme that remains consistent throughout your printed material, you are creating continuity throughout the entire look. 

 

Some of the most popular color combinations are complimentary colors such as blue with orange, red with green, and yellow with purple. These combinations work so well together because when they are paired next to each other they act to make the other one look brighter. They accent each other in a way that will look aesthetically pleasing on patient education brochures, business cards, or on practice referral pads. Another option is to choose various shades of the same color to use throughout your materials such as interchanging royal blue, navy blue, and a sky blue. Color makes a statement and the best example of this was at the Academy Awards where the stars walked down the red carpet wearing gowns of a variety of colors. A black gown is chic and classic whereas a red gown is attention-grabbing and bold. Using this logic, you can design your practice’s color scheme to best reflect the feeling you would like to evoke in your printed material.

 

By Alexa Saltzman

 

 

 

If you haven't heard of EDDM (Every Door Direct Marketing) the US Postal Service really wouldn't be surprised. With the USPS looking to cut Saturday mail delivery to save an estimated 2 billion dollars per year, you would think that they'd have done a better job advertising this rebranded service. They've fallen into that trap of need to advertise/can't afford to advertise. Previously called Carrier Bulk mail, the UPSP has made it easy for local businesses like restaurants, dry cleaners, pizza delivery, auto repair shops and yes medical practices to blanket printed material to specific areas of their community. While EDDM doesn't have the laser precision of other direct mail programs, it's strength is it's ferocity - There's no discrimination of who gets your message along a carrier route, yes even other foot doctors will receive your mailing if they fall within the route. A well-managed EDDM program can saturate your message to every address in a specific area or even a full zip code at a discounted postage rate. The only draw back is that the mail piece has to be with a range of specific sizes and has to follow exact postal guidelines for weight and voided spaces for bar codes and a postal indicia.

 

The team at Podiatric Press has some great successes with EDDM because we understand like any other marketing campaign it's all about content, content, content. We can help you take your message and design the appropriate piece to get the most possible responses. After your piece is designed and ready to be mailed we will pick the carrier route and can even help track your responses. EDDM isn't for every local business; some businesses need the focus of demographic based mailings to get the biggest bang for their marketing dollar. Pet stores, dress shops or businesses that target people with specific income levels, homeowners as opposed to renters or genders are poor candidates for this approach. Take a 3-mile drive around your location, in most moderately populated areas that's a carrier route. How many of addresses within this area have occupants that could potentially use your services?  How many do you think you already treat? If the first number is much higher than the second EDDM might be a good option to get your message out.  

By Ron Gravius

By Alexa Saltzman
February 20, 2013
Category: Design

 

 

 

As a podiatrist that needs printed material for your practice, a unique option is to have your items created using eco-friendly or “green” paper and ink. At Podiatric Press, it is possible to create your business cards, pads, and other material using recycled papers and more organic inks. The “go green” effort is something that people throughout the country are taking very seriously in today’s society where there are constant warnings about rapid climate change around the globe. If you decide to engage in this movement by printing the materials for your podiatry practice using eco-friendly substances, your patients will take notice and appreciate the effort your practice is taking in being environmentally conscious. Additionally, your items will have a symbol or text on them which mentions that the product is made from recycled papers. This small extra step that your practice can take to leave a smaller footprint makes a difference not only to the environment, but in the minds of your patients.

 

Throughout the country, there are many efforts being taken by communities, schools, and businesses to be more conscious of their effects on the environment. These initiatives take many forms including recycling, reducing emissions, and using less paper. Repurposing materials such as paper that has been recycled and giving it a new use is a step in the right direction to continue this “go green” spirit. This issue is of high importance on the national stage through its discussion in the State of the Union address, given by President Obama, where he talked about climate change and the ways that America is working to slow its effects. Similarly, even the smallest endeavors, such as printing your practice’s material on recycled paper and using eco-friendly inks can show others that your podiatry practice is making an effort not only in your services, but in your concern for the state of the environment and its ongoing changes. 

 

By Alexa Saltzman

By Alexa Saltzman
February 13, 2013
Category: Branding

 

 

It is important to create a brand for your podiatry practice. At Podiatric Press, we help you to build a graphic brand through a set of printed material. These materials include business cards, patient education brochures, pads, and other items that combine to create a package for your practice. The creation of a graphic brand gives you and the members of your team an identity and a memorable image. This will allow both your clients and potential clients to see how professional your practice is with the continuity displayed throughout all of your graphics. A large part of having a successful brand package is in the presentation of your aesthetics and this is more than just putting your logo onto your products. I think that your set of printed material should be uniform in color palette and design elements in order to evoke a look that is a perfect fit for your practice. Your graphic package that makes up your brand will match the professionalism displayed by the members of your practice around the office. 

The creation of a set or package with the development of your graphics will give you the winning look that you want for your brand. The Grammy Awards recognize the value of creating a graphic package with the Grammy that is given out for Best Recording Package. This year the award went to art directors Michael Amzalag & Mathias Augustyniak for their work on the album Biophilia, performed by Björk. Michael Amzalag & Mathias Augustyniak are best known as M/M Paris and are most recognized for their art direction and collaborations with musicians like Björk, Madonna, Benjamin Biolay, Etienne Daho, Jean-Louis Murat, Mew, and Kanye West. This accolade of Best Recording Package shows the importance that is placed on establishing a complete graphic set. A unified collection of graphics will strengthen your practice with the creation of a dynamic brand.

By Alexa Saltzman





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