Think Kulture

Using the right program the wrong way

While working at a Company in Ontario, California, I had the experience of developing a 48 page catalog using Photoshop to design each page and InDesign to put it together and place the copy.

When we started the project I suggested to used a multi page layout program, I never expected that it was going to be used the WRONG way.

Can you imagine, building each page of the catalog using Photoshop? Yes you guessed right, at the end the file was enormous. I mean, we are talking about at least six high-res (406.5dpi) product images per page. Well that is just the beginning, remember when you were a kid and wanted to eat dessert before your dinner? In this case it was the other way around while trying to make them understand that there are steps that we should follow we end up eating the dessert before the dinner and although the experience was somewhat painful I did survive.

When we started the project we were asked to come up with ideas for the new catalog, however we used a layout that was already used for another catalog.

The next step was to start building each page with the images only, no description, in Photoshop. We would use InDesign for all captions. A lot of times we had to do changes on images like carpet color, change a unit from stainless steel to polished brass, change the color bag of a cart as well as the size or change the size of a unit because the one we were told to place in the catalog was not longer available but a larger unit was offer instead.

Then, paginate it and place the description for each unit using InDesign. Every time there was a change, we had to save a new version and if you know how InDesign works you understand that we had to rename all Photoshop files so changes apply to the new version and not old versions, you can imagine how many different pages we had at the end.

Does it seem like it was all over the place? Yes it was.

I am still having nightmares about it.

Flies

Ever wondered what flies are good for? Did you ever ask yourself what to do with those flies in your window sill? Did you ever asked yourself if flies could be used in any way as a catalyst for creativity? Well, here are some ideas...

Things you see around the world...

When you travel around and go out of your comfort zone, you get to see a lot of picturesque things and situation that you wouldn't usually see in your normal touristy areas... Some of these things are what makes a certain place so unique... some others... well, just take a look!

Forget the driving your convertible...  

Just in case you want your own lion...

Can you see the cow in the back seat?  

Working hard before the holidays!!!

Interesting Sculptures

My dad, who lives in Colombia (South America), usually sends me a lot of forwards that I never open just because i don't want to take 5 minutes of my life reading something that, at the end, will tell me that i will die or will never find love if I don't forward such message to 20 of my friends right then and there... Well, this morning I opened my e-mail and found another forward from my father, but this time it caught my attention... The subject line read: Famous Sculptures around the World. I decided to open the e-mail and found some pics of some pretty interesting sculptures... Check them out!

You ate where??? - When business naming goes bad...

As important as a logo is for a company branding and corporate image, the name of a business can make or brake a deal... A friend of mine sent me these images and looks like these businesses didn't think about the implications of choosing the right or wrong name before opening to the public... Enjoy and have a good laugh!

Friend's don't Let Friends Drink Starbucks

Now don't get me wrong. I love a good Starbucks coffee. It's great when you need something to wake you up in the morning or you are meeting a client for a meeting. But there is something magical about the Gypsy Den.

The walls are covered with paintings and tapestries. Darkly lit, the artistic ambiance serves as an inspiration to many locals in the areas. It gives testament to what imagination and a lack of conformity to convention can create.

Looking around, you will see a wide variety of hair styles, and dress- old and young. It's not unusual to overhear a conversation on an independent film or see someone reading a book in a corner.

The facts: There are two locations. One in Costa Mesa and another  in Santa Ana- the Santa Ana location has more of a laid back feel.

They DO have open mic night, the best Crème Brule in town, and a bumper sticker proudly displayed at there Santa Ana location: Friend's don't Let Friends Drink Starbucks. Enjoy!

Common mistakes when using e-mail or direct mail to promote your business

Mistake No. 1: Ignoring the importance of a list.
The most common mistake when using e-mail marketing or direct mail is not spending enough time and effort up-front researching and testing your list. Depending on your offer, you could buy different lists. However, i would recommend you to create a list of current clients and prospects that have responded to your ads or that you have met at tradeshows, etc. A list like this might pull more response because the people in such list already know who you are.

When renting outside lists, make sure you have done your homework and know exactly who you're going to target.

Mistake No. 2: Not testing.
You don’t know whether something will work until you test it. And you cannot predict test results based on past experience. You need to be aware that sometimes things will be an instant hit, some other times it will take more effort.

How to create a Marketing Plan

Developing an effective marketing plan is not an easy task. In fact, many times, such task becomes a burden that business owners tend to manage intuitively or, even more dangerous, don't manage at all. 

We're Back!!!

Well, it's been quite a long time since we posted an article on our blog. Unfortunately, once you get busy with other stuff, you tend to push things back more and more with the excuse that you will get to it later. Well, after a few months of inactivity, we have made the point of continuing sharing with you our knowledge, expertise and experiences in the graphic design, advertising and art worlds.

Stay tuned for interesting articles about the industry and for updates about what is going on with our company and what we do every day. 

It's good to be back!!!

San Diego, California: Art of the City - By Maryann Beckman

There is a natural beauty to San Diego that is undeniable. Walking along the beach one is captured by the inspiring beauty of the sand, the sky and the ocean. San Diego has a natural beauty which can not be argued. It also holds man made beauty-works of art that are not only confined within the walls of a museum but displayed openly throughout the city. The County of San Diego Commission for Art and Culture lists over fourteen Public Arts completed and in Progress are listed at the site (http://www.sandiego.gov/arts- culture/publicart.shtml).