Which Typeface Should You Use?

Readability and Legibility

When I worked in advertising, 40 years ago, I was taught that a serif type, such as Times Roman, was more readable than a sans serif type because the first words that we read in elementary school primers are in that family of typeface. The morning newspaper is also set in a serif font. We are more familiar with this font, and more comfortable when reading it. Readability, however, isn’t the same thing as legibility. Times Roman may be more pleasing to our eyes, but that doesn’t make it more legible.

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How Dyes and Pigments Differ

The chemicals that color our world, whether we are painting or digitally printing or decorating fabric, fall into two categories: dyes and pigments. Both types of colorants add color to materials ranging from wood, paper, textiles, glass, plastic, ceramic glazes and even concrete. Each type of colorant, however, is very different with respect to chemical composition, solubility, durability […] Read more »

Window Graphics and Window Displays

It’s Not Just Window Dressing We all know that the economic recovery is anemic – arguably the worst recovery since the Great Depression. Drive through any business district in any town and you will witness one vacant storefront after another. A conservative estimate is at least 10% of our nation’s retailers are in financial trouble.  Read more »

Printing and Painting Problems Caused by Static Electricity

In much of the country September ushers in climatic changes. As the autumn air becomes colder, the humidity of the air outdoors decreases.  The drop in humidity can result in an increase of problems related with static electricity. Static problems in print shops are further exacerbated, as we switch from air conditioning to a heating cycle.   Read more »

Coronavirus Aid, Relief, and Economic Security (CARES) Act

We wanted to make sure you are aware of the funding options available to small business as part of COVID-19 relief program. There are two (2) primary programs; Paycheck Protection Program and Economic Injury Disaster Loan and Emergency Economic Injury Grants: Read more »

Pursuing the Vehicle Wrap Business

A full wrap is next to impossible to ignore, which makes it an excellent advertising vehicle. When I sold fleet graphics, I always emphasized the advertising value in terms of the cost per thousand of visual impressions. These are terms that marketing and advertising managers and top business executives will understand. Read more »