Hospice Logo

Erin Tinney (newest addition to Jean Peterson Design) discusses the new Hospice Logo and the creative process!


Greater Tuna Poster

Briana Fanzone describes the creative process behind the Greater Tuna Poster for the FrederickTowne Players.


Marketing…Guerrilla Style

Guerrilla marketing. Sounds dangerous, doesn’t it?

Well, not necessarily. The concept was pioneered by Jay Conrad Levinson in his book Guerrilla Marketing some twenty-five years ago. In it, the “Father of Guerrilla Marketing” outlined unconventional marketing methods and techniques for the small business owner to gain maximum results from minimal resources.

Since 1984, guerrilla marketing has taken on a life of it’s own, but at the root of it all it’s “an unconventional system of promotions that relies on time, energy, and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally.” *

As you search the web you’ll find varying definitions of the term and an even greater variation of examples. Grand ideas done expensively vs. grand ideas done cheap utilizing time and energy vs. a budget. Here are 5 Top Guerrilla Marketing Strategies you might want to keep in mind as you attack your next marketing challenge… “1. Creativity, 2. [The] Unexpected, 3. [Doing] More With Less, 4. Maximize Your Surroundings, and 5. Interactive.” **

But…with the good, comes the bad, and the ugly in the world of guerrilla marketing. Here’s where it can get dangerous! Granted, the unconventional and unexpected sounds great when you’re working within a tight budget, especially in a tough economic climate, but there can be misguided approaches. Here are some unfortunate mishaps to learn from before entering the wild kingdom of marketing…guerrilla style!

* http://blogs.siliconindia.com/aaditya/Guerrilla__Marketing-bid-fxDNRPbC50003059.html

** http://sparxoo.com/2009/06/22/top-5-guerilla-marketing-strategies/

The good, the bad, and the ugly! Other examples to get you thinking from a guerrilla perspective…




Power to the People: What’s After Web 2.0?

We are in a constant forward motion that excels at increasing speeds and all the while asking ourselves, “What’s next?” This question is especially relevant in the World Wide Web. “Most of the history of the Web is ahead of us. The Web is far from reaching its full potential as an agent of empowerment for everyone in the world.” *

Consider what the future will bring to you and your business: websites have more real estate with monitors only getting bigger; apps, web apps and social apps; 
real-time content through social media, what is the future of Twitter?; augmented reality, including facial recognition, bringing us to privacy issues; online TV, including the ability to create your own channels; online payment systems; Google Wave, with communication and collaboration in real time; is SEO on its way out?; the list could go on.

World Wide Web inventor Tim Berners-Lee’s vision for the Web was “a powerful force for social change and individual creativity.” “Something much more than a tool for research or communication; it is a new way of thinking and a means to greater freedom and social growth than ever before possible”.** In the hands of the public, the web is changing and evolving at our own hand. What’s will Web 3.0 be? Time will only tell, but all signs point to “power to the people”.

* http://www.webfoundation.org/vision/history-of-the-web/
** http://www.w3.org/People/Berners-Lee/Weaving/Overview.html

For more on the history and future of the web:

Future of the Web

The Future of Twitter: Mashable Predictions

Read more about Tim Berners-Lee:
Weaving the Web: The Original Design and Ultimate Destiny of the World Wide Web

World Wide Web Consortium

World Wide Web Foundation


Of Fonts and Food

Many of you are familiar with our local Frederick celebrity, Bryan Voltaggio, of Top Chef: Las Vegas fame. Bryan has seared and seasoned his way through the ranks of 18 other chefs this season, and will be competing for a spot in the final three next week. Having eaten at his restaurant, VOLT, a number of times, I can attest to his ability to create delectable, crave-worthy, food coma-inducing dishes. Bryan has mastered the art of choosing just the right ingredients and/or cooking technique that harmoniously come together to create a memorable (and sometimes magical) dish.

Though not quite as scrumptious, choosing the right font is as intrinsic to creating a good reader experience as picking fresh apples is to making the perfect apple crisp. Readers may not care, they might not even consciously notice, but you can guarantee that it will make a difference in how they feel, perceive and understand what they read.

Now comes the hard part – with so many options, how do you choose? Here’s a great list of guiding principles. Or, take the step-by-step approach. Still stuck? Choose one of the classics, or one of the top 100 best fonts of all time. Need help with fonts for the web? Check out these typographic best practices.

Oh, and good luck Bryan! We’re all rooting for you!


Your Website is Your Website is Your Website…Don’t Put It on a Social Media Platform

In the past few weeks I have heard several people/businesses discuss the idea of taking their website and putting it on a social networking platform such as a blog or a Ning. This is not a good idea! I’d love to hear your thoughts. But in no particular order, here are mine.

These sites and platforms are in their infancy – some will simply go away or be bought by another larger company. What does that mean for your website?

Features are being changed all the time. What if you employ a feature that is altered to your disadvantage?

Sometimes features are all together eliminated.

Many of these sites don’t allow you to archive information or pull custom reports.

Future growth could be limited.

Syndication of data can be restricted.

Narrow analytic options, if any.

Blogs, Ning, FaceBook, Flickr, Youtube, etc. should be used to drive traffic to your site and increase SEO.

FREE doesn’t mean you won’t pay, especially the paying you will do if you fall victim to one of the above scenarios.


Get to Know the Latest Face at Jean Peterson Design

An experienced publication designer, Erin Tinney served as graphic designer at Garbo Design House in Frederick before joining the team at JPD. While with Garbo she worked on magazines such as the Frederick County Guide and most notably she art directed the design and unique layout for Find It Frederick.

Erin's skills are not limited to publications. She has thoughtfully put her design talents to work on numerous other design projects including websites and corporate collateral. Erin recognizes the importance of asking the right questions in order to understand each client's specific goals and challenges. Her work has garnered both local and national recognition.

Erin is a graduate of Frederick Community College and received Dean's honors while working on both her Associates of Art and a Communication Graphics Certificate. Like many of the other staff at JPD, Erin gives her time back to the community. In 2009, Erin received the Member Appreciation Award from the GFAF for her service.


Mail Recycling

My own mail box fills up daily with direct mail pieces so I sometimes feel bad creating projects that fill up other people's mailboxes, until I read an article in "deliver-a magazine for marketers" that is published by the United States Postal Service.

At my own house I generally send unwanted mail directly to the recycling bin. But what are all the people with post office boxes to do? In the past they have simply thrown their mail in trash receptacles, contributing to landfill solid waste. Standard mail, magazines and newspapers make up 4.4% of the solid waste sent to the landfill. P.O. Box owners now have the opportunity to recycle unwanted mail right at the post office. Launched last fall, the Post Office Box Lobby Recycling Program aims to divert paper waste from landfills. Participating lobbies have seen solid waste totals decline since the launch of the program.

To find the list of participating Post Offices in your area visit Earth911.com. You can also find a bunch of other places to recycle your unwanted junk.


What Are You Really Working On Today?

This video is a compilation of everything Jean Peterson Design didn't want you to see....


JPD Beginning Stages of The Community Foundation of Frederick Project

JPD Designer Lisa Gorham discusses the research and planning stages in creating the Annual Report for the Community Foundation of Frederick.


Glimpse into How Jean Peterson Design Uses Social Media Marketing

Recently, we launched into the world of social media marketing and have seen some great results we’d like to share. First though, I will advise you that a good social media plan is one that is well thought out and the tools are wisely chosen to carry out the plan. With that said, you still must evaluate and be flexible enough to react to the daily evolution of social networking and to measure your results.

Our initial strategy was to network with local Frederick businesses and tell them what we have been up to. This directly parallels our recent direct mail campaign that was mailed to carefully selected regional and national businesses. We sent the hand-picked organizations a striking black box containing samples of our work along with a personalized letter explaining why JPD is a good fit for their marketing needs. Strategically placed amongst the samples were examples of our recent ad campaign that conveys some of the services we offer. The packages have been successful, so naturally we wanted to build on that success. Social media marketing was going to be our means.

We had already engaged in LinkedIn but knew we had to do more. We chose three other tools to get the word out—a blog, YouTube and Twitter. We chose them for very specific reasons. We use the blog to write about design, and in several cases have written about how design can be improved through better use of typography and layout. We know that in the current economy, client’s budgets are limited forcing them to keep some projects in-house. If we can help them in this way, we will. This leads us to YouTube.

We are using YouTube in several ways. We started off with our summer intern posting videos in which she poses the question to our designers, “What are you working on today?” Subsequently, the designer then answers a few more questions about their specific project. This helps to give clients and potential clients an idea of the projects we work on daily. We also use YouTube to post client video projects. The video we work on generally fits in with a larger campaign.

Now, for how Twitter fits into all of this! Twitter allows us to keep in touch with our clients and potential clients in a moment’s notice. We post links to articles we find interesting, announce when a new blog post or YouTube Video has been posted, promote our trusted vendors and have ongoing conversations with our followers.

After choosing the tools we would utilize, we turned to design. With social networking, most of your design options, especially with third-party applications, are limited. Using our already established web design we branded our blog and YouTube Channel. We even gave our blog a fun name—“ad:chat”. Each team member also uses a uniquely designed headshot that matches the larger JPD campaign. Notice, my headshot is pink and my business card is pink too. Check out our website to see what everyone else’s pictures look like.

Once we started using the tools, we began to monitor and measure our successes and weaknesses. We noticed that each time we posted a video on YouTube we received the most hits on our website. If we tweeted about it and provided a link, the hits to the site grew even higher. We keep an excel spreadsheet that helps us track the items that are most important. Furthermore, we employ the url shortener bit.ly that can track how many times someone clicked on our link and how many times others retweeted the message. With all this data, we can then go to our Google Analytics reports and drill down into the findings and see if what we are doing really works.

Here is an example of one YouTube video we posted and tweeted. One cool thing that has happened is our ranking in a YouTube search. When you type in “powerpoint sales presentation” our video is the 2nd none-paid-for listing! That’s success.

Posted Tweet via Twitter
Bit.ly url report
Google Analytic data showing that on and around the date we posted the video, we saw a spike in action on our website and during this time twitter.com is the top referring site of traffic on our web site (Note: This does not take into account search engine traffic such as Google and Yahoo, that can be seen in Google Analytics.)

A “powerpoint sales presentation” search done in YouTube reveals our video is third in the results.
This is just a small glimpse into how at JPD we are using social media marketing and see some results in terms of traffic to our website.

You can follow me on Twitter at http://www.twitter.com/emilydorr

Check out our other YouTube videos at http://www.youtube.com/JeanPetersonDesign


Why Google Analytics Is Important For Websites!

JPD Art Director Emily Dorr discuss the features and the advantages of using Google Analytics to monitor website traffic and etc.


Taboo Tuesday: Top 10 "Green" Myths

The words “green” and “sustainable” have quickly become catch phrases in society today. Along with that has come a lot of mis-information, products claiming to be environmentally friendly when they are not (aka green-washing), and flat out lies about the green movement. Today, I am going to address the top 10 myths about environmentally sound choices in printing.

Recycled paper is more damaging for the environment than non-chlorine bleach fiber from sustainable sources.

Recycled paper is made from waste paper, which means it spares new trees from being cut down. It also uses less energy and emits fewer green house emissions.

Recycled Paper is more expensive and poorer quality than other papers.

Not always. When recycled paper was more of a novelty, it was more expensive and sometimes a poorer quality. However, an increased demand has driven paper companies to expand their portfolio of recycled paper and aided in price reduction. Combined with the advancement in recycled paper technology, it has become almost impossible to tell recycled paper from virgin paper, even at price point.

The paper industry is helping sustainability by re-planting trees.

This is only true to a point. FSC standards ensure that the natural woodland is respected and biodiversity is encouraged. Adversely, commercially managed tree plantations are treated with pesticides, usually grow one crop, weeded and barren of wildlife.

Paper is made from tropical rain forests.

While deforestation of the rain forest is a critical issue, most papers are not made from tropical hard woods. The wood is just too hard. Paper is usually made from northern forests’ softwoods. However, there are concerns that native forests have been cleared to make room for commercial plantations.

MTH #5
Burning Paper for energy is better than recycling.

Paper can be recycled multiple times. This saves trees, water, energy and reduces pollution.


The paper production industry doesn’t create a lot of green house gases (GHGs).

The paper and pulp industry is the third largest polluter in Canada and the United States. One of the benefits to using recycled fibers is that it emits 38% less green house gases.


All papers are recycled. No need to ask for it.

Recycled paper only accounts for about 10% of the printing and writing paper industry. Demand for recycled paper has dropped, due the fact many buyers believe most papers are recycled. Yet 90% of paper produced is still virgin fiber paper.

FSC certification is only for paper.

FSC chain-of-custody tracking (COC) is for mills, manufacturers, printers and distributors. Chain of Custody certification ensures a company's ability to track certified products throughout their inventory and distribution processes. Once a product has broken the chain of custody (i.e. used a source not certified FSC) it can no longer be considered FSC and loses the use of the FSC certified logo.

Non-wood fibers are better than those made from trees.

The jury is still out on this one. Non-wood paper sources range from annual crops grown specifically for paper fiber such as flax, kenaf, hemp and jute; to agricultural residues such as straw; industrial residues come from cotton and even natural, uncultivated crops like bamboo. Trees have longer life spans and therefore need fewer pesticides than annual crops. Yet, the processes for the non-wood fibers use milder chemistry. More research is still needed for this myth.

MYTH #10
De-inking paper is more harmful to the environment than virgin fiber processes.

De-inking paper for recycling often uses detergent or sodium hydroxide, which is a main ingredient in soap and is also used commercially for washing fruit and vegetables. Often, the residual waste can be used as fertilizer.


Farewell and Best Wishes Amy

Last week we said goodbye to Amy Guessford, one of our very talented designers. Amy started with us in 2004. Over the past 5 years, she has contributed greatly to Jean Peterson Design. Her ability to translate a client’s product message clearly and many times artistically has helped her come up with outstanding print and interactive concepts.

You may recognize some of Amy’s work.
Most recently, Amy’s direct mail campaign for Bill Me Later garnered an ADDY award at this past year’s ADDYs ceremony.
While at JPD she also contributed her talents to ArtNext, an initiative of the Frederick Arts Council and the Greater Frederick Advertising Federation.

Not only are we losing Amy’s talents, but also the humor she imparted to us. Her some times clumsy nature provided a little office humor from time-to-time. Keep picking your feet up Amy!

Amy is going on to contribute to the volunteer efforts of the Jehovah’s Witnesses. She has been an active member of her congregation and will continue her mission where needed.

Amy you will be missed!


Enironmental Papers

“Designers make the world's most beautiful trash”
-Scott Ewen from Emigre

I love design. More specifically I love print design. It’s the texture of the paper and the smell of the ink that makes me warm and fuzzy on the inside. Unfortunately, there is a dark side to the print industry–it creates a lot of waste. Choices designers make about a printed piece directly impact the environment, some good others bad.

There are several ways to make sure your design is environmentally friendly. However, one of the most basic areas to consider is paper. Why is paper so important? Globally paper production has tripled in the past 30 years. (www.wri.org). Paper manufacturing is the third largest consumer of fossil fuel and has the single largest consumption of water per pound of finished paper. (Print Design and Environmental Responsibility- AIGA)

To put it simply papermaking is; energy intensive, uses huge amounts of water and generates large amounts of pollutants and waste.

These are just the facts of the industry. But better choices are out there, understanding them is the first step in reducing waste.

Recycled paper is the designer’s go-to choice for making sure their design hasn’t had a detrimental effect on the environment. Paper recycling uses less energy, creates fewer emissions and reduces the amount of waste that is going to the landfill. There are several high quality recycled papers, and most are usually a completely viable paper option.

To make the biggest impact, choose a paper with a high percentage of post-consumer content, most papers will specify the post-consumer content. Post-consumer content is when the paper product has reached the consumer, is used and then recycled. One interesting thing to note is that paper can be recycled numerous times.

While recycled content is one of the most important considerations to selecting a waste reducing paper, it isn’t the only one. There are several kinds of certifications that give assurance of a lower impact on the environment. Below I examine two, sustainable certifications and minimized chlorine use certifications.

Paper carrying sustainable “chain of custody” certifications help reduce demand on forests and in turn reduce waste.
FSC- Forest Stewardship Council

FSC is an international, non-governmental organization dedicated to responsible management of the world’s forests. FSC is generally agreed to be the most stringent of certifications available. FSC emphasizes tracking the fiber (both recycled and virgin fibers) all the way from forest to the printer. This provides assurance of the fibers origin and impact. FSC principals of stewardship include consideration of environmental, social and economic factors. There are three types of certified papers.

FSC 100%
Products with this label come entirely from forests certified as meeting the environmental and social standards of FSC.

FSC Recycled
These products support the re-use of forest resources and use only post-consumer recycled wood or fiber.

FSC Mixed Sources
These products support responsible forest management worldwide. The wood comes from FSC-certified forests, company controlled sources (not FSC certified but wood that avoids products from areas where tribal or civil rights are violated, high conservation values are threatened, genetically modified trees, illegally harvested wood and natural forests that have been converted for non-forest use) and/or post consumer re-used material. At least 70% of the used material must be FSC certified or post-consumer recycled.

SFI- Sustainable Forestry Initiative
Promotes responsible forestry practices. Operations across the United States and Canada must be audited against the SFI forest standard. SFI certifies forests, fiber sourcing and also has a chain of custody certification.

Chlorine Free Products Association (CFPA)
CFPA certification attests that papers are made without the use of chlorine compounds. They have three certifications to look for.

TCF –Totally Chlorine Free,
This term is applied to 100% virgin fiber that is bleached without chlorine or left unbleached. It only applies to virgin fibers because the sourced fiber from recycled papers cannot be determined.

PCF- Processed Chlorine Free
Used to identify paper made from post-consumer waste and bleached without chlorine or left unbleached.

ECF-Elemental Chlorine Free
Identifies paper that is made from either virgin paper or recycled fiber and is bleached using an alternative to chlorine compound as a substitute to elemental chlorine.

Ready to start being “greener”? Paper certification is only one step in a series of many to becoming a more sustainable society. Yet, it isn’t a small choice. The industry is changing every day, and products and processes are being modified to tread lighter on the environment. Staying educated and alert to these options will help you make the right decisions for your next print piece. When you are ready to have a design piece printed, ask to see paper swatches that are made from recycled and certified fibers.

Other resources:


Blackrock Center for Arts Brochure

Our Intern Tucky sits down with Designer Briana Fanzone to discuss her work on the brochure for the BlackRock Center for the Arts located in Germantown Maryland.

Signera Video Sales Presentation/Powerpoint

We created this project for Signera with flexibility in mind. Signera produces a web-based digital sign application that uses a growing number of modules to control the content displayed. The project will be used as a DVD or sales presentation. We created the project in Microsoft Powerpoint and Adobe Photoshop. By using Powerpoint, Signera will be able to update the project themselves, if necessary. Signera also allows resellers to sell the product under their own name. This will allow us to rebrand and repurpose the presentation for multiple resellers.


Sarah Stup Nest Feathers Book Cover Project

Our Intern Tucky sits down with Designer Amy Guessford to talk about her work on the cover of Author Sarah Stup's new book NEST FEATHERS.


Hope Alive Web Based Project

Our Intern Tucky interviews JPD Graphic Designer Megan Mullaney about her work on the Hope Alive Web Design Project.

Jean Peterson Design Office Tour

Join our intern Tucky, as she takes you on a tour of the new Jean Peterson Design office in Everedy Square.


Welcome Tucky Dangamuwa Our Summer Intern

Thakshila “Tucky” Dangamuwa will join our team at Jean Peterson Design of Frederick, Maryland as a summer intern.

A resident of Frederick County and a junior at Marietta College in Ohio, Dangamuwa is majoring in marketing with a minor in history. This summer she will work with the designers at Jean Peterson Design to gain experience on marketing and pr projects.

One project Tucky will play a major role in this summer is the initiation of a YouTube Channel for Jean Peterson Design. She will film short interviews throughout the summer to help everyone get to know the many faces of Jean Peterson Design. You can check out her first video at http://www.youtube.com/jeanpetersondesign

While at Marietta College, Dangamuwa has been an active member of Alpha Xi Delta, an organization that inspires women to realize their potential. She was chosen by her sisters to be their representative on the Student Senate and this past year she helped develop and publish Marietta College’s first Greek Community Newsletter. Most notably, Dangamuwa became a member of the Model UN where she represents the school in the DAYMUN and LEMIUM Conferences and is taking part in a Leaders in Action Program.

“We are thrilled to have Tucky join us this summer,” states Jean Peterson. “She has a tremendous amount energy and enthusiasm.”


Taboo Tuesday: 5 Color DON'TS

1 DON’T rely on dated or overused color combinations. Complimentary colors may have worked in first grade art class, but why limit yourself? Explore other designs and websites to determine what color schemes are more appealing than others. Browse a variety of inspirational sites such as The Best Designs, Design Meltdown, The Dieline, and Design Sponge.

2 DON’T be inconsistent with your color usage. Color is an important branding tool – when used correctly and consistently, it can increase memory and engage your audience. According to the Color Marketing Group, color increases brand recognition by up to 80%.

3 DON’T forget about readability when combining color with type. Black text on a white background may be easiest to read, but it doesn’t mean that color and type don’t mix. If used well, color can emphasize your message. The contrast between text color and background color must be considerable to ensure that type remains visible. It’s wise to make light text on a dark background (such as white on black) a little heavier, as dark backgrounds tend to optically reduce the weight of text.

4 DON’T be afraid to experiment with color. Sometimes even the forbidden color combinations work. There are various online color tools to inspire color combinations, such as Adobe Kuler and COLOUR lovers. Sites like Color Palette Generator and Color Hunter produce color palettes from user-uploaded photos.

5 DON’T forget that the appearance of colors can change according to their surroundings. A large block of color on a white background will appear darker than a thin line of the same color on a white background. Any color will appear lighter against a darker color and vice versa.


The Pursuit of Happiness: Color and the Stalled Economy

Green with envy. Seeing red. Feeling blue. Sound familiar? These frequently used expressions illustrate how powerfully color relates to our emotions. It has the potential to calm, enliven, soothe and even irritate. Considering the black shadow cast by the dire economy, it’s no wonder that color trend forecasters are predicting a stand out year for vivid, feel-good hues.

The Anti-Mellow Yellow
Pantone®, the global authority on color, selected Mimosa as the color of the year for 2009. The inviting, golden yellow is an energizing symbol of optimism and hope in times of economic uncertainty. Mimosa reflects “the warmth and nurturing qualities of the sun, properties we humans are drawn to for reassurance,” says Leatrice Eiseman, director of the Pantone Color Institute® in Seattle. Yellow is thought to spark imagination and innovation, making it a perfect choice for a halted economy in need of bright ideas to spark recovery. Our new First Lady was right on target with her choice of a pale gold dress during this year’s historic inauguration.

Come On, Get Happy
Pantone’s® 2009 spring and summer fashion trends also favor an increased chroma of color, moderated by grounded, neutral tones that address the need for stability. Purple advanced to the fashion forefront in late 2008, and continues to evolve this year. Lavender conveys a sense of creativity, refinement and calm. A fresh spectrum of bright greens perpetuates the idea of renewal and rebirth. Salmon Rose and Super Lemon bring a cheerful, positive outlook, while Fuchsia Red adds an air of everyday elegance.

A Brave New (Corporate) World
Color trends traditionally debut in the fashion industry, but this adventurous use of hue is popping up in the most unexpected of places. Large corporations are welcoming vibrant color in their identities, and are replacing traditional business palettes with radiant tints supported by stable, sophisticated neutrals. Business may be slow, but it certainly doesn’t have to be dull.

Fall Forecast: Bright with a Chance of Beige
Looking forward, Pantone’s® fall palette for this year offers much of the same uplifting vibrancy, but with a slightly subdued tone. The hopeful yellows, purples and greens of summer are carried through with richer shades that add surprising flair when paired with some of the classic neutrals of the season.

For more information on Pantone’s® fall color report, visit their website at http://www.pantone.com/pages/Pantone/Pantone.aspx?pg=20644&ca=4


Taboo Tuesday: 6 Copyright DON’Ts

1 DON’T share your fonts with others. Fonts are not shareware and by purchasing or downloading a font you agree to their respective licensing agreements. This includes not posting a font to newsgroups, on a FTP sites, or copying to CD/DVD for distribution purposes. The one exception to this rule is in the event that you provide a service printer with the collected files for a job that you are having printed. Design programs run a job collect action on a file and this includes collecting all fonts used in the document. The printer needs these fonts in order to print the job. When the program runs the collect action it will warn the user of restrictions and to comply with copyright law as well as the terms under the agreement. Here is an example of what that warning looks like.

2 DON’T relinquish stock images to a client unless they were purchased on their behalf. Much like a font, stock images are not shareware. By purchasing a stock image you have agreed to the licensing agreements for that image and that agreement is between you and the stock house. If the client wants to own the image for their use, they must either purchase it themselves or you may do so on their behalf.

3 DON’T assume that a stock image is royalty free. When purchasing an image from an online stock house, be sure to read ALL the information on the image’s page. That image may be rights managed. This means you have to acquire a licensing agreement in addition to paying a determined fee. How much that fee will be is all dependant on: usage, placement, image size, print run, duration, website usage, electronic distribution, location and industry. It is your responsibility to be accurate when supplying all this information. Failure to do so, may lead to serious legal and/or financial consequences. Here is an example of what a fee calculator form looks like. This one is from the online stock house, www.veer.com.

4 DON’T try and pull an “American Apparel”. The clothing company was caught using an unauthorized image of famed filmmaker Woody Allen from a scene in the movie “Annie Hall”. By not contacting Woody Allen and/or his agency, and acquiring all the necessary permissions and paying a negotiated usage fee, a lawsuit initiated by Mr. Allen followed, who sought $10 million in damages. The lawsuit accused the retailer of using the filmmaker’s image without permission and furthermore, incurred a profit from it. The retailer paid the consequences for their unlawful actions to the tune of a $5 million settlement. Did American Apparel’s ROI cover this lawsuit? Something to think about when you’re considering using a famous face to sell your product and/or service without permission. For more on this story: http://online.wsj.com/article/SB124265734071730621.html?mod=dist_smartbrief

5 DON’T just think it’s famous faces. Characters and cartoons from movies and TV and/or the likeness of them, usage of their names, and even the usage of an average, everyday person, are protected under the copyright law. You must acquire permission from a person(s) and/or their agency and likely pay a usage fee. In the case of using a photo of an average everyday person, it’s in your best interest to have the person(s) sign a photo consent form. Make sure your consent form is quite clear on the intent and usage. Here is a sample of what a general consent form may look like.

6 DON’T assume an image is in the public domain. As you’ve now learned, if you want to use a photo of someone famous in an ad campaign to sell your product and/or service, you’re going to have to ask his/her agency’s permission, get a licensing agreement and pay handsomely for it. But is that person alive, or are they deceased for less then 70 years? After the Copyright Term Extension Act in 1998, an additional 20 years was added to the copyright law. Copyright protection availability extended for the life of the author, plus 50 years. With the additional 20 years, it makes it a total of life plus 70 years. If the work is of corporation authorship or other entity, the term is 75 years plus the additional 20 years. Beyond this period, the image becomes public domain. Under this Extension Act, original works made in or after 1923 that still hold their copyright in 1998 will not enter the public domain until 2019 or later.


The Lowdown on the Big ©

Copyright and How it Applies to You

COPYRIGHT is a small, inconspicuous symbol that packs a big punch – one that can put you into a financial knockout. Owners have the right, by federal and international law, to protect their published or unpublished original works of authorship against unauthorized usage. Anyone who breaches these rights can be held liable. Lawsuits, fines, loss of intellectual property, and in some cases, criminal action such as imprisonment can incur. There are five specific rights that a copyright holder is entitled to: reproduction, modification, publication, performance, and public display of the work.

Understanding copyright basics is fundamental for anyone who is involved in “creating, licensing, selling, or buying creative products.”* For anyone interested in knowing all there is to know about the different facets of copyright can read all thirteen chapters contained in Title 17 of the United States Code. And for those that have a little less time on their hands, here are some copyright basics.

What does the term “original works of authorship” mean?
“The term ‘original works of authorship’ means that the work owes its origin to the author and possesses a minimal level of creativity. Because of its subjective nature, the threshold for creativity is extremely low and it varies with the different types of works. Musical arrangements, along with scientific works, typically require higher levels of creativity to obtain copyright protection, while fiction needs less. The more creative the work, the more protection it has.”*

What works are copyright protected?
Copyrightable works include the following:
1. Literary works, including books, magazines, ad copy, and computer programs
2. Musical works, including any accompanying words (songs)
3. Dramatic works, including any accompanying music (plays, skits)
Pantomimes and choreographic works (dance)
5. Pictorial, graphic, and sculptural works (paintings, designs)
6. Motion pictures and other audiovisual works (films)
7. Sound recordings, including CD, Cassette, or Digital Audio Tape, or MP3
8. Architectural works

How does my work become copyrighted?
The work is copyrighted the moment it is created and “fixed in any tangible medium of expression, now known or later developed, from which they can be perceived, reproduced, or otherwise communicated, either directly or with the aid of a machine or device.”** If you wish, you can take it a step further and register your original work.

How do I note copyright in my work?
Position your copyright notation in a location that gives reasonable notification of your copyright claim. That notation will consist of 3 elements:
1. the © symbol, or the “Copyright” spelled out in full-form, or abbreviated “Copr.”;
2. the year the work was first published; and
3. the name of the owner of copyright or an abbreviation that is generally recognized.
Example: ©2009 Jean Peterson Design
For further information and details on the notice of copyright, please refer to Chapter 4 of Title 17.

How do I register my work to be copyrighted?
Registering your work is completely voluntary. Failure to register your original work will subject you to limitations of copyright law and in the event of infringement, it may cost you attorney fee recovery as well as loss of statutory damages. The only time you are required to register is if your work’s rights have been violated and you wish to file a lawsuit. You can register your original work online at http://www.copyright.gov/register/index.html. Or you may visit the Copyright Office located in Washington DC.

What if I want to use an original work for my own usage, how do I go about getting permission and/or a licensing agreement?
First check to see if the work has been registered with the Copyright Office. There you will be able to find the author’s name. If it hasn’t been registered, you will have a bit of leg work to do, but likely the source where you found the work will either list the author or it will be obvious. Contact the author for permission and if a licensing agreement is required, be specific on the terms of usage, such as: where, when, how, and the quantity of the usage. Keep in mind, registered works prior to 1978 can only be found in the Copyright Public Records Reading Room.

Is there a difference between copyright and trademarks and patents?
As you have now learned, copyright protects original works of authorship. Whereas a trademark protects logos, images, symbols, phrases, words or designs identifying a service or goods from one party and that differentiates themselves from competitors. And a patent protects discoveries and inventions.

United States Copyright Office

US Patent and Trademark Office

*From the Copyright Primer authored by Astrachan Gunst Thomas, P.C., Baltimore MD

**United States Copyright Office


Taboo Tuesday: Negative Space DON’Ts

1 DON’T hide your message with a lot of words–when only a few will work.

2 DON’T forget that negative space is a shape too.

3 DON’T overwhelm a viewer with a lot of clutter–space can be a key to comprehension.

4 DON’T lose sight of your message–use negative space to guide your viewers eyes to the key elements of your design.

5 DON’T forget that what is left off of a page can speak louder than what isn’t.


Give Me Space!...Negative Space

A wealth of information creates a poverty of attention… Herbert Simon

Close situations cause irritation. Take for example, standing in line at the post office. We’ve all had a person standing behind us so close that there is no question they had tuna for lunch. That lack of personal space can be irritating. Design is no different. Not enough space in a layout can be smelly, or at least irritating.

Irritation leads to loss of attention. The quickest way to lose an audience is to overwhelm them. Cluttered layouts tire the eye, hinder clarity and overall irritate the viewer. Worst of all, the message is lost when the viewer simply loses interest. Padding your message with space gives the eyes a place to rest and will help you to avoid drowning your viewer with too much information. Use negative space, often called white space, to guide the eye around the page and put emphasis on important information.

A little planning, a bit of a concept and nice use of negative space will help get your message noticed, read and most importantly, remembered. Less is more.

Some simple thoughts about negative space to keep in mind:

For reference, or to learn more about negative space:


Taboo Tuesday: New Postal Rates and Regulations

Don’t forget, first-class postal rates increased to 44 cents yesterday!

As of March 29, 2009 addressing requirement on flat mail (large envelopes, catalogs) has changed. Make sure your designs are compliant. Download the pdf.

While all this is kind a downer, check out some fun facts on the United States Postal Service.

Most Unusual Delivery Method — mule trains in Arizona. Each mule carries about 130 pounds of mail, food, supplies and furniture down the 8-mile trail to the Havasupai Indians, averaging 41,000 pounds per week.


Taboo Tuesday: 10 Typography DON’Ts

1 DON’T use more than 2 or 3 fonts per project.

2 DON’T use all-italics or all script/cursive fonts in big blocks of text, like an invitation.

3 DON’T use more than 4 different sizes of type in your project: (1) Header, (2) Subhead, (3) Body Text, and (4) Caption/Footnote.

4 DON’T use tick marks as apostrophes or quotation marks.

5 DON’T use all-caps as body text.

6 DON’T stretch or squish your text.

7 DON’T put double spaces between your sentences.

8 DON’T allow a line of body text to exceed 5 inches in width.

9 DON’T use a decorative script font in ALL CAPS.

10 DON’T use center-aligned headers or subheads with left or right aligned body text.


5 Tips for More Professional-Looking Designs

What distinguishes good design from great design? Typography. While typography is a complex art, that has evolved over the ages, by using these simple tips, your designs can achieve greatness.

ONE. Size matters.
A good rule of thumb, when setting text, is that 10 pt type is a good, basic size for a large body of text. Anything below 9 pt can become hard to read, and anything above 11 pt can look elementary, like a children’s book. 16 to 20 pt type works well for headlines, and 12 to 14 pt is appropriate for subheads. Captions and footnotes can be much smaller at 7 to 9 pt.

When it comes to size, keep it simple – only use 4 different sizes of type: (1) Header, (2) Subhead, (3) Body Text, and (4) Caption/Footnote.

TWO. Set the mood.
Set the proper mood by using a carefully selected font. A “serif” font (like Times) is best for setting a long body of text. “Serifs” are the little feet at the ends of each letter. They tend to portray a traditional look. In contrast, “sans-serif” fonts (like Helvetica or Arial) don’t have serifs. Sans-serif fonts are more modern and basic. They are great for headlines or short stretches of text in a poster or small advertisement.

Most importantly, the font you use should be appropriate to the subject matter. If you find yourself limited to fonts that came with your computer, use a playful font like Comic Sans for a child’s birthday announcement or cartoon, and use Papyrus on an invitation to an Egyptian-themed party. Stick with serif and sans-serif fonts for text heavy projects like newsletters. Sans-serifs are utilized for the web.

Use the appropriate character style (bold, italic, underline, all caps) to create emphasis. Emphasizing a word or phrase requires only one style change. It is unnecessary to set text in bold, italics, and underline; instead select one style that is most appropriate.

At the appropriate font size mentioned above, all caps can be very effective for setting a headline, or for calling out a word or two within your body text, but keep it to a minimum. When you over use a character style it doesn't draw attention, it competes for attention and decreases readability.

Invitations and fancy announcements that have been set in all italic text or all cursive/script text are hard to read. Use italics and script fonts sparingly as accents or highlights to your over-all message.

FOUR. Get in Line.
Text alignment is key! Flush left aligned text is the easiest to read and is the best choice in most instances. Flush right alignment should be used for short pieces of text, like a caption, call-out quote or margin note. When working with full-justified text, be mindful of word and letter spacing – large gaps between letters and words can become an issue. Centered text works well for invitations or short documents. Stick with one alignment style throughout your document for the most professional look.

FIVE. Consistency is key.
Most of all, keep your document or project consistent. An organized and consistent document will always appear more polished. Make sure the characteristics you choose for headers, subheads, body text, et cetera, remain constant throughout your entire project.

At the end of the day, your newsletter, advertisement, or flyer should have great readability (reading ease) and consistent structure. Follow these basic guidelines, and you’ll be on your way to greatness.

Be sure to check back on Tuesday, May 5, for “Taboo Tuesday: 10 Typography DON’Ts.”

For reference, or to learn more about typography:

“Thinking with Type”

“Typography” from Wikipedia

For Free Font Downloads (Mac & PC):


Jean Peterson Design is Moving!

After being in our current space for almost 12 years it was time for a change. Over the course of the past year, JPD has undergone some major changes: a new identity, expanded services and staff, a new website...and soon we will boast a new home. As of April 6, 2009, our new address will be:

Everedy Square
6 N. East St., Suite 200
Frederick, MD 21701

Please update our information in your address books. We’re growing our business so that we can help you grow, too.

JPD Honored with 5 ADDYs and a Judge’s Award

Saturday night was filled with much excitement at the annual GFAF ADDY Awards. JPD was proud to take home 5 ADDYs, 4 Silvers and 1 Gold for work done for clients Bill Me Later, Blackrock Center for the Arts, Dinners On! and the Fredericktowne Players. The panel of esteemed judges was comprised of advertising professionals from as far away as Seattle, Washington.

The biggest award we won came in the form of a prestigious Judge’s Award. Aside form Best of Show, each judges gets to choose one piece from the field of entries that they feel is worthy of special recognition. Our poster, designed by Megan Mullaney, was chosen by Joyce Hesselberth, from Spur Design in Baltimore. The poster was for Grace & Glorie and featured a custom photographic illustration and clean typography.


Frederick Chamber Awards JPD Summit Award

Each year Frederick County Chamber of Commerce holds its Annual Summit Awards. This year the panel of esteemed Chamber judges chose Jean Peterson Design as the winner of their At Your Service Award. The award is given to a Frederick retail or service business for making its store, office location, or web site a destination for an increasing number of customers; undertaking actions that generate customer loyalty and satisfaction; and bringing positive recognition to Frederick County.



It gives us all great pleasure at Jean Peterson Design to introduce our blog, ad:chat. It is part of our completely new corporate marketing that started with a fresh approach to our identity.

We plan to use this blog to discuss relevant design and marketing. We hope to inform our readers of services and information we think are important for successfully marketing your business, product or service.

Over the past decade, the company has grown into a full-service advertising agency with print and interactive services. With this growth came an expansion in staff, each of our team members bring unique talents and thoughtful insight to the creative marketing process. All of us will contribute to the articles found on ad:chat. We will tag each by contributor and topic—so search by whichever you choose or better yet, subscribe to our blog and keep up on everything we are chatting about. And of course, feel free to join in the discussion by posting your comments.