• Business Development
  and Marketing Director

  Kate Wisser

  Business Development and Marketing Director

  Kate brings her deep experience in marketing, branding, media, retail, medical and interactive to Go East’s business development and marketing efforts. When seeking new business and developing current accounts, she looks to match Go East’s expertise with the needs of clients, helping those clients grow and prosper. Kate’s motto? A brand is a terrible thing to waste.

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These days, it seems as if everyone provides lists; they usually top out at 10, but this one goes to 11.

Props to Nigel Tufnel.

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You can’t overestimate or overvalue typography’s importance, in print or on-screen. Choosing a typeface for print and then translating it to the Web can be especially tough. Here at Go East (and at other agencies) designers have thousands of typefaces to choose from for print, but only a limited number of typefaces — or fonts, as they are sometimes mistakenly called  — are designed specifically for on-screen use. These are known as Web-safe typefaces. InspirationBit does a good job describing Web faces and their origins. Surprisingly, only 16 are considered safe!
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Those of us who work in the design industry often hear this phrase when we propose new marketing ideas to clients: “Yeah, that would be great — if we had the budget.” For some reason, marketing efforts are the first to go when budgets are tight (which is ironic, since marketing should generate sales). At Go East, our clients understand the importance of relevant marketing initiatives; but they face shrinking budgets, especially as 2009 comes to an end. They must choose between spending money on things that drive profits or are specifically requested by an account, and activities that are a bit riskier and generate less of a return on investment.

As 2009 comes to an end, here are a few tips to help stretch your marketing budgets: (more…)

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Whether you are writing in blood or regular type, don’t forget: You must purchase fonts and license typefaces. The process is similar to purchasing stock imagery, and can get tricky. For example, agencies like Go East can buy various types of licenses. The licenses listed by Fonts.com include the standard end-user license, an extended multi-user license, and a Web server license, as well as other commercial licenses. The one to purchase depends on the number of users and how the font will be used. Most sites that offer fonts have roughly the same types of licenses, but the cost of fonts can differ widely. In fact, price tags can range from free to thousands of dollars, depending on the font, how it will be used and how many people will use it.

So have fun with your typography, but don’t forget to lock your door … Oh, I mean, don’t forget to lock up your licensing.

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Typography exists to honor content.

When you tell a story, you don’t cast your eyes downward, speak in a monotone voice and keep your hands and arms stiff by your sides. To engage your listeners and retain their attention, you change the speed and volume of your voice and you gesture.

So it is in a layout. Writing matters; however, typography is an equally important piece that helps reinforce the message. Good typography helps the reader move beyond the words and into the meaning. Good typography engages readers and helps them understand the information (and its importance).

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Be careful not to use the word “font” when referring to a typeface. Fonts and typefaces are different things. Designers choose typefaces for communications pieces; fonts are the electronic files that make typefaces work on a computer. (A font’s sole function is to enable the electronic, visual representation of a typeface.)

Asking a designer to “make the font bigger” when you want the type to be larger is like asking someone to make a stereo speaker bigger, when you actually want the volume to be louder.

Example of a font

Example of a typeface during the design phase

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