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Graphics Essentials for Small Offices, David Loeff, 2011, ISBN 9781461052135 Graphics is an essential part of any small business, but it can be very difficult and confusing. This book aims to make it a little easier. It is tempting to designate one of your employees as the "graphics person," instead of using an outside vendor; it's cheaper, right? Can other employees pick up the slack while the person is learning PhotoShop or InDesign? Will overtime be needed to keep up with the workload? If you do use an outside printer, make sure that they are aware of your budget. It helps no one if they deliver "champagne" graphics when all you have is a "beer" budget. Come up with some sort of corporate identity manual, which includes your logo (with possible variations) and the colors and print font to be used in your documents. It's acceptable to re-visit the manual from time to time to do any necessary revising, but few things say "unprofessional" like constantly changing fonts and colors from one document to the next. You also need to decide what sort of text alignment will be used; left aligned, or justified. Don't use right aligned text unless absolutely necessary. When you are designing your page, resist the temptation to get "creative" and fancy. Readability is most important. Use color sparingly. Put the headline right under the picture, and above the body text. Use a serif font instead of a sans-serif font (the book explores the differences between them) for body text. A reader's eyes travel from top to bottom and left to right. Don't try to make the eyes go in some other direction. Learn how to use, or not use, white space. The book also looks at working with images, and photo editing. If you are getting, for instance, an 8-page brochure ready to be professionally printed, the book shows just what the printer has to do to make it come out the right way. The entire graphics process can be very frustrating for any small business. This book does an excellent job at explaining what should be going on, and will answer your questions before they are asked. It is short, and is well worth the time and money. Paul Lappen is a freelance book reviewer whose blog, Dead Trees Review, emphasizes small press and self-published books.
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