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I've always wondered how fancy coffee shops could charge so much for a product that is worth pennies on the dollar. But I recently had an eye-opening experience that caused my opinion to sway. While feeling slightly impatient waiting for a cup of joe, my attitude was shockingly transformed by the laid-back atmosphere, the enchanting aroma, and the unique boutique-style tables and chairs at my favorite coffee shop. For a moment, I forgot why I was in such a hurry. Time stood still, as I was engrossed in a coffeehouse state of mind.

I now understand that the value of coffee, like many other products we buy, is contingent on how it makes us feel. Sometimes when I close my eyes and smell a fresh cup of coffee, I recall my coffeehouse state of mind... and smile. While other products might not offer the same memorable feeling as a good cup of joe, we should all strive to offer a memorable experience for the customers who walk through our front door. How can you make customers think of your business and smile?

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

Several weeks ago, Google unveiled a new, simpler icon for its Chrome web browser. In a blog post explaining the change, Google designer Steve Rural wrote, "Since Chrome is all about making your web experience as easy and clutter-free as possible, we refreshed the Chrome icon to better represent these sentiments. A simpler icon embodies the Chrome spirit ââ?¬â?? to make the web quicker, lighter, and easier for all." Whether you love it or hate it, the new Chrome icon provides an important lesson to corporate marketers: When creating logos, color schemes, and icons to represent your brand, make sure those symbols represent the core values you want people to associate with you. Another lesson comes in the way Google went about creating its new Chrome icon. "Redesigning the icon was very much a group effort," Rural continues. While you probably should put together a core team of designers and marketing people who will have the final say in creating your corporate brand, don't overlook ideas from "outsiders" in your organization (customer service people, salespeople, product developers, etc.) who might bring a different perspective to the discussion. And finally, make sure your new identity translates well both online and off. "It was important to maintain consistency across all media," Rural concludes, "so we kept print, web, and other possible formats in mind." One way to ensure a strong print-based presence for your new logo, icon, or color scheme is to involve a printing firm, like ours, early in the design process. As print professionals, we can help you choose colors that are attractive, cost-effective, and easy to reproduce, so you don't wind up spending more than you hoped to for less-than-ideal results.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

Has the behavior of someone else ever spoiled your attitude? If you've ever encountered an impatient driver, a rude co-worker, or an unappreciative family member, you know how easy it is to let their behavior affect your mood. Next time this happens to you, remind yourself that sometimes people act like garbage trucks. They plow around full of frustration, anger, and irritation and are constantly looking for a place to dump it. If you let them, they may dump it on you. The trick to dealing with this behavior is to brush it off, smile, and move on, without picking up their garbage along the way. Here's the way I see it: Treat everyone politely, even those who are rude to you... not because they are kind, but because you are. If your print projects need a pick-me-up, we invite you to dump your creative frustrations with us and leave with a smile.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

The Way I See It

A school principal was informed about a persistent problem in the girls' restrooms. Some of the female students were leaving lipstick kisses on the mirrors. The custodian posted multiple notices asking for this behavior to cease, yet every evening the custodian would wipe away lipstick kisses on the mirrors, and the next day the mirror would be covered with more lipstick kisses. Frustrated with this behavior, the principal asked a few girls from each grade to meet her in the restroom.   "Thanks for meeting with me," the principal said. "I'm sure you have noticed that someone is leaving lipstick kisses on the bathroom mirrors." Some of the girls grinned at each other. "Since today's lipsticks are cleverly designed to stay on the lips, it is not an easy task to remove lipstick from the mirrors. We've had to develop a special cleaning regime, and I'm hoping that once you see the effort involved in cleaning these mirrors you will help spread the word to encourage girls throughout the school to quit this behavior."   Then the custodian stepped forward with a sponge squeegee, which he took into one of the bathroom stalls, dipped into the toilet, and then used it to clean one of the lipstick-covered mirrors. The girls looked horrified, while the custodian smiled. No more lipstick kisses appeared on the mirrors.   Here's the way I see it: Creative thinking is a life skill that expands beyond English writing class. There are a variety of ways to deal with disciplinary issues, however sometimes a creative approach is the most effective.   If you'd like help developing memorable marketing materials that express your company's personality, give us a call. We are full of ideas that are sure to help your business stand apart from the competition. Joe Gass, President Heritage Printing & Graphics 3601 Rose Lake Drive, Charlotte, NC 704-910-9914 www.heritageprintingcharlotte.com