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language is problematic for the businesses that hire the professional services of a sign shop. But the real concern should be the whole "language" of the sign. The whole "language" includes connecting the customer''s marketing objectives with the stage in the visual communication process. That connection is accomplished with not only the form and content of the graphics, but also the sign''s shape, color, texture, and form. All are the elements of a sign''s "language." As a business-owner, you must identify clearly your desires for your banners and communicate that desire to your sign-maker. "Where do you want to locate the sign, and why do you want to locate it there?" "Why do you want to use those colors?" "Why that size?" Next, the audience must be defined. Figure out just what appeals to YOUR customers rather than the famous "general public." The content of the sign cannot just boast its product; it should be convincing. Once identified, a specific group is easier to target and to convince. Once you have identified your goals, sort through them by ranking them in order of importance. Next, take the marketing objectives and the target population analysis, and apply that information to an analysis of the visual

Signs in the window are restricted to the size of the frame. Banners have no such restriction. They can be as big as the building. Big banners offer flexibility. You can change a banner. A new banner can have a new message. A new banner can have new colors and new dimensions. As time passes, events and sales and promotions change. So can that big banner. Big banners are relatively inexpensive. They hardly require research and development. The materials are readily available. Rocket scientists are not needed to make even the biggest banner. The big banners do not require the intensive work and time of an army of sign professionals. There is no major fabrication, no electrical work, and no real installation woes. Big banners are effective and match up well in comparison to print advertising and media promotion in terms of coast. Big banners represent a fraction of the expense associated with direct mailings, TV ads, and telephone solicitation. Bold can be a massive billboard on the highway, a logo emblazoned on a vehicle, or simply a cloth banner. However, not only must customers see the sign, but they also should read it-and should absorb the message that it offers. Sometimes in the sign industry, the phrasing or the

8" x 10" transparencies are acceptable for color and grayscale scanning. While 35mm slides may become "grainy" when enlarged, transparencies 2 1/4" size and up will reproduce extremely well in most cases. If possible, specify to your photographer to use 2 1/4" format or 35mm film intended for extreme enlargement. Full Color and Grayscale Scans: Continuous-tone art is most commonly submitted in the form of transparencies, photographs, or negatives taken by a professional photographer. Supplying preprinted artwork such as a magazine page or a printout from a color printer is highly discouraged. "Rescreening" this type of art will result in either a moire pattern and/or a blurry image. Scans for Recreating Artwork: Client supplied artwork is often submitted as black and white "slicks" or printed material such as stationary, decals, promotional pieces, etc. This art is scanned as a "template" with the intention of recreating it in Adobe Illustrator. The finished art can contain one or more colors and varying tones of those colors. While a scanning charge does not usually apply, an art charge to recreate the image may. The complexity of the image as well as the quality of the supplied original will have a direct effect on art charges.