If you have a signage fetish then Lisbon is the city for you. The Portuguese capital has a huge number of small, independent (often family run) establishments that have somehow managed to survive (in fact they seem to be thriving) the onslaught of the multiple retailers that have invaded every British high street. While stores and restaurants seem to chop and change owners regularly in Britain, in Lisbon they seem to have been – given the style and often condition of their signage – in same hands for decades. This is worthy of celebration. There is a wealth of wonderful typography from the 30s through to the present day. Here are a few of my favourites.
A question which I am sure more than a few of us are thinking about.
Email is a great way of marketing and works wonders for the big media companies. But how effective is it?
Email marketing only works if you have permission of the recipient, otherwise it’s junk mail. Print can go anywhere without permission, so that’s one up already. But email marketing costs little money compared to print which makes economic sense, plus it’s greener; or is it?
In recent years print has changed dramatically with everyone aiming to be as green as possible. All the printers we use are now responding to the market’s expectations for them to take environmental issues seriously. They use non-toxic vegetable inks, use local resources to cut down their carbon footprint and all the paper they use is either 100% recycled or from sustainably managed forests.
The linked article shows that in the America, print still has has more of a presence than viral marketing. Three quarters of people prefer printed matter to electronic communication. Email these days is so quick to the inbox but let’s not forget, if it hits a junk filter, the respondent is on holiday or is deleted, then it is very quickly gone too. With printed material, it is looked at and held onto for much longer. How powerfully the message gets across is down to the designers. More thought has to be put into making print effective, but the returns can justify the greater costs involved in producing it.
We have just created a new site for Meriski, the ski holiday specialists in the French village of Méribel. The resort lies in Les Allues Valley at the centre of Les Trois Vallées, the world’s largest ski resort. Over the last few years Meriski have established themselves as THE Méribel specialists and the operator of choice for families, couples and groups looking for a relaxed, luxurious week on the slopes. It all looks very tempting….especially those dinner menus.
We now live in a digital world. The Internet changed the relationship between people and information and revolutionised the relationship between people and brands. Old approaches to marketing just don’t engage with consumers in a digital world.
The biggest issue for brands these days is believability. It’s not good enough to just demonstrate your proposition in advertising, you have to prove your value every day in credible ways…
How can you encourage a market that relies on digital communication to use traditional communication methods?