Made The Way You - Hills Pet Food
June 03, 2015
We get it. We also do design work for our clients. From packaging to direct mail to billboards to flyers. And, yes, we've made an error or two in the years that we've been at it. (Once we failed to spell an ingredient correctly in on a tiny list on the back of a bag.) So, yes...we understand that mistakes happen and not only to small advertising agencies like ours or maybe even in your business.
The image here is from a direct mail piece that came in the Sunday Des Moines Register. If you look at it carefully you're left with a question: "Made the way you...would what?"
This happens when text boxes are left out of the final design and print run. So, how do you make sure something like this doesn't happen, even if you don't have a staff? Some tips:
- Pass It Around - Often the person who writes the copy is expected to proof the copy. Big mistake because often writers may "think" they included the information and on proofing just don't see it. Pass the piece around to others to review;
- Print Run - We nearly always demand that if the printing is done locally that somebody from here is at the print run to check color, layout, bleeds, etc. It takes some extra time but worth it;
- Create a Mock-Up - What we see on a computer screen often just isn't the same as holding the actual print piece. So before it goes to press create a mock-up so you can handle, circle changes, etc.
- One More Time - We've even gone so far as to take a technical item out of the office for a review from another technical writer. Again, it might take some time but perhaps he/she might find a goof.
Speaking of Goofs - Before writing this we posted the image on our Facebook Page and asked folks to see if they "noticed anything odd". Many didn't but, once it was pointed out it was, to some, a "brand ding". A negative impact of the brand seemed a little harsh but, for some folks...that may be all it takes.
Take a little extra time...and thanks for reading!