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Brand Matters

Brand Matters

Brand Matters ​You are what you wear. You see two plain white shirts for sale. The fabric is the same, the size is the same. You wouldn’t be too surprised if the manufacturer was the same, except for one little, nearly-imperceptible-difference: the shirt on the right...
Color Matters

Color Matters

Color Matters ​By changing the colors, you can change the meaning.  It’s incredible what can be achieved in communication, using colors. Colors awaken feelings and memories in our mind and establish connections with experiences we know. It’s up to whoever designs...
Font Matters

Font Matters

Font Matters Does it look the way you’re saying it? Even something that may seem inconsequential, like a font choice, makes a big impact in your design. Look at shampoo bottles for men and women, for example. The label typographies are completely different for the...
Kerning Matters

Kerning Matters

Kerning Matters ​Letters need space to breathe too, you know? “Kerning” is the technical term to refer to the space that exists between the letters of a typeface (the type of letter). Designers can edit this spacing to create different styles and sensations. And, of...
Words Matter

Words Matter

Words Matter You say the wrong word… and you’re done! The haute couture of advertising is found in texts that are carefully magnetized with words that attract to the message all kinds of beneficial secondary associations. The synonym dictionary can be a great partner...
Geography Matters

Geography Matters

Geography Matters Don’t say the right thing, at the wrong place. Everyone knows that you ask for a “pop” in the north and a “coke” in the south [of USA]. Not knowing this information can be fatal to an advertising campaign done in the United States that’s trying to...