US Printing December 5, 2017

An adroit mixture of everyday settings and extraordinary events.
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The world of business and finance gets skewered, as Bottom Liners tackles subjects such as foreign takeovers, office policies, getting a raise, and the fast-paced world of Wall Street.
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A wry look at the absurdities of everyday life.
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In today's complex world of family issues, Focus on the Family provides grounded, practical advice for those dealing with family problems.
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A whimsical, slice-of-life view into life's fool-hardy moments.
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News From
Reza Khaz
Idea of
the Week
Marketing Tip
Uncommon Product of the Week
Tech Tip

All-Star Leading

More than Just Branding

The Gift of Paper!

Convenience At Your Fingertips
A Message From Reza Khaz
The Way I See It

The Cake Fight

Two big tom cats were strolling around a neighborhood after a big celebration and came across a big delicious piece of cake. They immediately started arguing over the cake.

A monkey was passing by when he overheard the two cats fighting. The monkey tried to help the cats and said, “Don’t fight, my friends. I can easily divide the cake into two pieces. Let me equally share the cake among you both.” The cats agreed and handed the cake over to the monkey. The monkey split the cake into two parts. Then he shook his head and said, “Oh no! One piece is slightly bigger than the other one. Let me take a bite of the bigger one to even them out.” After taking a bite of the bigger piece, he sighed and said “Oh no! This has become smaller now.” And he took a bite from the other piece and kept doing so until there was no cake left, leaving both cats disappointed.

Here’s the way I see it: Henry Boye once said it best: “The most important trip you may take in life is meeting people halfway.” After all, when you choose to quarrel and fight, someone else always gains.

Idea of the Week
Leading Like a Pro

Creating a print project that pops takes more than having the best printer on the block. It also requires stellar design and text that is well thought-out and easy to read.

Have you ever wondered how those professionally designed print pieces look so incredibly clean-cut and crisp? To get that clean, easy-to-read look, professional designers make use of the big three in typography: leading, kerning, and tracking. Although all of them are important, leading can make or break a design.

Leading Like A Pro

What is Leading?

Simply put, the term 'leading' (pronounced LED-ing) refers to the amount of spacing between lines of text. (Fun fact: The term originated from hand-typesetting where thin strips of lead were placed into the forms to increase the distance between lines of text.) When you want to save space on a page or use up more space on a page, adjusting the leading is the way to go. Leading can also be used to change the aesthetics of your design, whether your text is the hero of your design or informational only. Mastering this design element will allow you to create balanced, well-formatted text that helps sell your product or service.

First Things First

When you type text into a word processing or graphic design program, you will generally get a pleasing result. Sometimes, though, the spacing may feel a bit "off." This can be especially true if you're using a variety of sizes, fonts, or other character adjustments. When you type the same word in a few different fonts, you will quickly see the difference between how the spacing works for individual words, both horizontally and vertically. No fonts are exactly the same, which can cause awkwardness in your design. The cure for that awkwardness is formatting.

Awkward Typography example

General Formatting

Formatting can be applied at either the character level or the paragraph level. Paragraph-level formatting includes text alignment (left, right, center or justified) as well as spacing before or after paragraphs. Examples of character-level formatting include the style and choice of font, size of the characters, and the leading.

Good Typography Example

Application of Leading

While leading is considered a character-level attribute, it should generally be applied at the paragraph level to your text. This is because applying it only to a few lines of the text within a paragraph will only change the lines highlighted -- which leaves you with an uneven final product.

Changing the fixed leading in InDesign can be accomplished in a few simple steps:

  • Go to 'Edit,' then 'Preferences' in previous versions of InDesign, or 'Preferences' in InDesign CC
  • Choose 'Type' from the left-side of the list
  • Under 'Type Options,' choose 'Apply Leading to Entire Paragraphs'
  • Select 'OK'

All finished! Now, every paragraph that you begin will inherit these same options, giving you very consistent and clear paragraphs that are easily read by your audience. InDesign is a very smart program, so even if you don't set a leading value, you'll find that it defaults to auto leading -- which is 120 percent of the current font size. Realistically, that translates into a space between lines of 12 pts if you're using a 10 pt font.

Want to learn more about how leading and character formatting can make the text in your next printing project really pop? Give us a call to get started!

See more great ideas like this!
Click here to visit the US Printing Ideas Collection.

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Marketing Tip
Differentiate Your Marketing Materials

Many businesses resell products from other manufacturers and use the marketing materials that they provide. While this is often an easy and inexpensive way to promote product lines, the problem is your competition is likely using the same marketing materials.

Customized marketing materials can differentiate your products and services and help you stand apart from your competition. Marketing materials that also reflect and promote your business will help customers think of your business first, rather than just the product brand they are interested in purchasing.

If you’d like help creating booklets, flyers, and other professional print materials, stop by today. Our creative team would love to help you bring your ideas to life.

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Uncommon Product
Personalized Stationery

Personalized stationery can be a thoughtful gift idea and a fun way to show appreciation to a boss, colleague, friend/family, or even children. Whether you choose custom notepads, personalized paper, monogram notecards, or even custom mailing labels, your recipient is sure to love a gift that is designed just for them.

Here are a few ideas for personalized stationery:

  • Business professionals enjoy using personalized stationery as a symbol of credibility and success.

  • Teachers love custom stationery to send thank you messages, notes home to parents, or to leave their students encouraging notes.

  • Newlyweds appreciate custom monogrammed thank you note cards that can be used for years to come.

  • For family/friends, stationery can be sentimental, humorous, or a blend to portray the recipient’s personality.

  • Children love stationery personalized with their name to write notes and wish lists to their friends, parents, and grandparents.

If you’d like help creating personalized stationery your recipient will look forward to using, call or email us for ideas today!

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Tech Tip
YouTube Keyboard Shortcuts

Here are a few helpful and time-saving YouTube keyboard shortcuts to consider when watching videos online. Please note: shortcuts may vary depending on your web browser and/or your operating system, as well as your keyboard. For example, not all keyboards have media keys, and the media keys on most Apple keyboards will not work since they are directly tied to iTunes.

  • Play/pause the video: k or Spacebar

  • Go back 5 seconds: Left arrow

  • Go back 10 seconds: j

  • Go forward 5 seconds: Right arrow

  • Go forward 10 seconds: l

  • Skip to a section of the video: Numbers 1-9

  • Restart video: 0

  • Go to Full-Screen mode: f

  • Exit Full-Screen mode: Escape

  • Go to beginning of video: Home

  • Go to end of video: End

  • Increase volume: Up arrow

  • Decrease volume: Down arrow

  • Increase speed: Shift+> or Shift+.

  • Decrease speed: Shift+< or Shift+,

  • Move forward when paused: .

  • Move backward when paused: ,

  • Mute/unmute video: m

  • Turn captions on/off: c

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