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News & Announcements

master print article Welcome to the Hotel of Colors

Category: Business

color printing

Just a couple of minutes from the famous Avenue Louis, a glamorous shopping and business district in Brussels, Belgium, stands the PANTONE HOTEL. A perfect addition to the avenue, which is well known for its muse-like effect on modern day designers, the hotel consists of seven floors, 59 rooms and two custom meeting rooms at the very top.  The organic design of the hotel is based on the exceptional use of contrast, where a white canvas is a pure and clean space for saturating colors. Lisa Herbert, the executive Vice President at Pantone, says that “Pantone is right at home in the heart of this vibrant city center, having long been synonymous with color and design in all walks of life, from high fashion and interior design to corporate branding.” The interior design is by Michel Penneman, a Belgian interior designer and the architecture is by Olivier Hannaert, a Belgian architect.

Described as a “hotel of colors” which will awaken the senses to an array of delights and playful surprises, PANTONE’s intention is to emphasize the psychological impact of color on human moods. The PANTONE HOTEL is part of PANTONE UNIVERSE, an arrangement that resulted from a licensing partnership with British developers. PANTONE UNIVERSE is a line of colorful, design inspired products which range from mugs, cuff links, stationary, bags, key chains, chairs, boxes and so on, all available for purchase at the hotel. The hotel’s design and array of color palettes infuses emotions and the imagination by allowing guests to select rooms and bedding patterned through one of seven distinct PANTONE color palettes. Pantone, known for pioneering colorful explorations and expressions of creativity, also makes available to guests color consultants. By making an appointment guests can discover new ways to brand their identities and express themselves or even attend an educational seminar on color psychology and trends.

If you would like to explore color options for your print job, Master Print has plenty of resources for you including an infinite amount of color swatches to look at or an in house color consultation with our designers. Please email me if you are interested in these services.

Posted on May 20, 2010.

master print article CEO of Xerox, Anne Mulcahy, on Leadership

Category: Business

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Keywords: education, business solutions, xerox, anne mulcahy

Posted on May 18, 2010.

master print article Is My Advertisement Making an Impact in the Marketplace?

Category: Advertising

advertising measurementOne of the top concerns for marketers is how to measure the impact of their advertising. Advertising formulates the identity of your company exposure and illuminates questions like, how do you expose your brand, products and services to the right people, at the right times and at the right places?

In a competitive marketplace many components determine buying. Things like price, distribution and product differences, in addition to the many advertising venues that are used to provide information and incentives to the target market vie for the attention of the consumer. In 1999, a study in the Journal of Marketing, from Vakratsas and Ambler, reviewed over 250 articles from academic literature. Their findings provide us with key metrics that are used in the understanding the impact of advertising.

The first concept is the theoretical framework of buyer behavior. While the buyer consumes and processes media, what is the opportunity or chance that they will see your particular advertisement? This is the very first stage and completely under the control of the advertiser. The advertiser determines the message and selects the media. The second stage is controlled by the buyer. In this stage the consumer discerns what information they will accept for processing. This will vary from interests, need states and selective perception like motivation, beliefs, attitudes, emotions, experiences and so forth. Based on this second stage, a result is captured and forms the consumer’s focal attention. Ultimately, the message of the advertisement will determine something called, “intermediate effects.” These can be as simple as a change in knowledge, a shift in emotion like preference or trust, and experimentation like a trial. These trends will typically predict the likelihood of buying. According to the study, some behaviors that occur prior to buying include inquiries and requests for more info and should be considered in the content and design of the advertising. The research done by Vakratsas and Ambler, present us with core models that illustrate how exactly advertising works.

The first model is the Market Response model. This model is straightforward and only measures advertising effectiveness by looking at consumer buying outcomes. In the Persuasive Hierarchy model we attribute the consumer behavior first to the cognition of the advertisement. This awareness then leads to interest and then to desire and finally-to action. The third model is the Low Involvement Hierarchy model. In this model, the action (such as a trial membership or sample) determines the brand or product preference. In the Integrated model, the response to advertising is determined by the product and by the individual differences among the consumers. These differences impact the consumer’s motivation to process the advertising. In a Cognitive Information model, Vakratsas and Ambler describe actual buying behavior as the amount of research, time and effort that the consumer expended pre-purchase. This model would encompass recommendations, interactions and market offerings. The last model is the Pure Effect model and its theoretical perspective is embedded in the belief that buyers form preferences for brands, products and services from repeated exposure or emotions induced by the brand.

The key conclusions resulting from the findings of this research should help you to apply an inclusive design to your advertising efforts. The first generalization from the study finds three key intermediate advertising effects: experience, affect and cognition. If any of these are omitted in the framework then the marketer may overestimate the impact of their advertising. Second, short term elasticities in advertising will be small and they will decrease during the lifecycle of the promotion, product or service. In the third generalization, Vakratsas and Ambler found that small frequencies, such as one to three reminders per purchase cycle are sufficient for an established brand. Finally, the most supported model from the theories is the concept of Intermediate Effects, while the Hierarchy Sequences was the least supported.

Posted on May 11, 2010.

master print article Wells Fargo Manages and Fulfills Personalized Collateral for Results!

Category: Business

wells fargo direct mailThe first step in Wells Fargo’s program was to develop a customized enrollment kit. This included the layout, graphics and content, combined with parameter driven text to make the material more coherent. The target market of Wells Fargo employees that are eligible for the pension plan, then access a web based interface to customize their own retirement plan document.

Targeted messages are created when the team members select their preferable fund plans and forms. The ability to have this design and content flexibility increases the likelihood of participation by accommodating the various needs and desires of the employees. Depending on the fund selection, the web system will add associated fact sheets and supply a list with the appropriate funds in the included forms. Variables like the plan name and company are then placed throughout the content of the customized enrollment kit. The project essentially has 51 different versions of the booklet.

Once the user completes the assembly of the system generated content, they may upload a custom template with custom graphics and text elements along with a custom cover. The product is then put through the system's error checking software and hardware to ensure accuracy and quality. The booklet, which at this point contains customized, variable-page, personalized retirement plans and forms, is sent out to the printer to be printed, perfect-bound and trimmed in-line.

In addition to a 25% enrollment increase, more than 8,500 booklets were produced in just the first 10 months of the program, while the web based fulfillment solution reduced the necessary fulfillment time to 2-3 days.

If you would like to work out a similar solution for your company visit our web-to-print services or contact us.

Posted on May 07, 2010.

master print article Part II: Preparing Your Publication File for Printing Doesn’t Have to be Stressful…

Category: Print

Many simple, overlooked preparations cost you money and time. In terms of using colored font, unless you are using a colored font size smaller than 18pt, tinting should not be a problem. If your text is a small font size, utilize colors that are solid spot color inks and avoid using a tint of a color. Publisher will print tints as a percentage of a solid ink color and viewed up close will appear as a pattern with dots-this could potentially result in blurred, speckled and hard to read text. Possible solid ink color choices that will not do this are: black, white, cyan, magenta, yellow, red, blue and green.

A grid of multicolored squares is called pixels. Pixels make up graphics that are scans, photos or images created in a paint program; the more pixels in a graphic, the more detail the picture contains. Since every graphic will have a limit on the number of pixels that is expressed, a large scan will decrease the resolution because it contains fewer pixels. While a very low resolution will be blocky when printed, with a very high resolution the publication’s full size will become unnecessarily large and waste your time when you’re trying to open, edit or print the file. If you choose to print with graphics in your publication, before you submit your product to the commercial printer you must have an appropriate resolution. In Publisher, go to your Tools menu and click on Graphics Manager, under Select a Picture click “Details.” In the Details window a field should display the dpi resolution; dpi is an interchangeable term to pixels. Your picture should not have a resolution higher than 800dpi (pixels) or lower than 200dpi (pixels).book printing

In reference to linking your pictures to the publication, this is a good route to take if you need to reduce your publication's size. This also allows the printer to edit the pictures and manage the colors. If you use EPS graphics, you will not be able to save an image as an EPS in Publisher-you can only supply that file as a separate linked file. To do this, on the Insert menu, point to the picture and click “From File” in the Insert Picture dialog box, click Insert and then click Link to File.

Have you heard of the Pack and Go Wizard? This is a publication preparation program. The Pack and Go Wizard will allow publisher to save a copy of the file, embed True Type fonts, create a compressed archived file, include the linked graphics and create a PDF file. If you are having trouble with the specifications of your file, this will be a great resource for you to invest in.

*Side Note: When you run the Pack and Go Wizard, you can begin by clicking the option “Take to a Commercial Printing Service.”

Posted on May 06, 2010.

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