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Augmented Reality

Believe it or not, we’d already planned an article on augmented reality prior to the phenomenon that is Pokémon Go. (Life before Pokémon Go. Who knew?)

Back on planet EP, we’ve been using augmented reality to – well – augment some campaign materials for our clients. Coupled with a smartphone, one set of business cards allow the MD to introduce himself and his company in person. A small flyer incorporates similar technology to transform itself into a full product demonstration video for international clients, dispensing with the need for heavy brochures and excess baggage payments.

Still playing catch-up on AR? Here’s our at-a-glance guide:

What: Augmented reality blends the virtual and physical worlds by using technology to superimpose a computer-generated image on a user’s view of reality.

When: It’s been around for a while.  Early concepts date back to the 1970s and 80s.

Why: Many of us associate AR with gaming, big brands or lifestyle products. It does, however, have valuable uses across a wide range of activities from architecture and archaeology to medical and military.

Where: You can find examples of AR in everything from your IKEA catalogue (bring rooms to life by hovering over pages with your smartphone) to sporting broadcasts (compare today’s competitors against the current world record holder by means of a tracking line on screen). You can also visit the app store and download a certain game…

The Defining Role of Design

Great design is not only intrinsic to great products, it also plays a huge role in generating great customer relationships. Get your design right and the rewards include brand awareness, recognition and loyalty.

If responsibility for design seems a bit daunting, don’t be put off.

Our studio team are comfortable with all sorts of design projects, whether we’re creating something from scratch or simply breathing new life into an existing brand.

Read on to find out more…

Identity crisis

A brand or corporate identity makes a visual statement about what your organisation stands for. Most brands evolve over time – if you look at well-known logos such as BP or McDonalds and compare these with versions from a decade ago, you’ll notice distinct changes. Why didn’t you notice these at the time? Because the brands may have been moved on subtly in a series of more minor updates.

You may feel your own brand needs a refresh. Or you may be a new business who is starting out with a blank page. Either way, we can help you design something that reflects your own business.

Campaign creation

New products, services and initiatives are all very exciting – but how do you make people aware that something fresh has arrived? Good design can help differentiate the new, while still being faithful to the corporate family. A new range or service gives you the chance to make a design statement that catches attention but is still distinctly ‘you’.

Get the guidelines

Already have an established corporate identity, underpinned with style guidelines? That’s no problem. We’re more than happy to ‘work to rule’ and are familiar and comfortable with all the terminology and codes that we’re likely to discover in your company guidelines. At Edinburgh Printing, we recognise the importance of brand integrity and will respect any restrictions.

Colour My World

Used correctly, colour can bring a publication to life and make your marketing message ‘pop’ off the page.

Getting colour right is, however, more complex than it seems – particularly if you want your corporate colours to look consistent across a variety of media.

Confused by colour? Here’s our quick reference guide:

Colour by numbers (and letters)

If you ask for information on the colours that make up a company logo, it might be provided in one of the following formats:

RGB – stands for red, green and blue and is often used as the default colour system for designing materials to be used online.

CMYK – stands for cyan, magenta, yellow and black. This four-ink process can be used to reproduce a huge variety of colours in print.

Pantone – A Pantone reference is a popular way to communicate the exact colour you desire. The reference allows us to reproduce your colour accurately using the four-ink CMYK process described above or as a spot colour, similarly to how paint is mixed. Some special colours like metallics might have to be reproduced separately. We can keep you right on that.

Same ink, different results

If you use the same Pantone reference to print onto different materials, you won’t necessarily get consistent results. Why not? Because items such as letterheads, business cards and glossy brochures use different paper stocks, which may be coated or uncoated. What looks bright and vibrant on a coated paper (which essentially acts as a primer for your ink) might look dull on uncoated paper. This is because uncoated paper tends to act like a sponge, absorbing the ink – and your lovely colour.

The solution: Luckily the Pantone system has colour references for both coated and uncoated papers – look for the ‘C’ or ‘U’ beside the reference. Remember too, that we are here to advise.