Consulting and Planning

“Thanks for all your help.”

It all started with a phone call before Memorial Day. My client wanted to know if I would be willing to come in to review a new project they were developing for a local university. “Is the sky blue? Does a bear poop in the woods?’ Of course, I am more than happy to consult with you!”

We reviewed beautiful comps of a 16 page text with a pocket folder cover. The photography was stunning – very interesting elements had been added into each piece of art – produced correctly this would be a portfolio worthy brochure.

We discussed numerous paper options – brands, grades, weights and finishes. We made stock dummies of the papers we had discussed. We also looked at the cost associated with the different paper stocks with an eye toward my client’s desire to keep the cost within his client’s budget.

We discussed various production techniques. The art work needed to “pop” while the text needed to be readable – no glare desired! In addition, there were specific words which needed to be either very glossy or very dull. A strike-through varnish (dull varnish with an overall gloss aqueous coating) was chosen as the most cost effective and best way to achieve the desired “look”.

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