unfold uk

press kit samples

In my last post, I rambled on about the various press kits I've seen and what makes them effective - or not. Here are two examples that I've recently received. There are certain elements that most kits contain, so I've looked at each package with those in mind.  

Company: INK & PAPER

Contents:

• letter from designers
• product catalog or line sheet - I use catalog to refer to anything which visually represents all available designs
• order form
• business card
• samples.

This package works.  The branding is consistent throughout and the letter is well-written - it tells their story and the company's reason for being.  Again, this is what journalists want to see.

The card samples are key.  While I appreciate that it can be expensive to blanket the world with live product, it's essential to put the real thing in people's hands.  [This doesn't always apply to customers - strangely enough - but more about that later.  Here I'm assuming the audience is retailers, journalists and the occasional blog writer!]  I like the designs and the cards are professionally presented - and if I was a retailer, I'd feel confident that they know how to fulfill orders and get product shipped on time.

 

I also really like the label they put on the outside of the card's cello sleeve. It's an attractive way to showcase their branding and useful to the retailer who needs to quickly find a product number when checking inventory.  I bet the artist has heard some mixed opinions about it; the purists might balk at anything obscuring the design while the more commercially-minded could see it as a good way to include information that needs to be there anyway.   My only criticism is that it might be too big. 

 

COMPANY:  nuggets of love

Contents:

• product catalog
• order form with addressed return envelope 
• samples.

I'm a sucker for a good envelope, and I immediately noticed this kit because of it's very professional and nicely designed address label.  I'm so easy - but you'd be surprised how often this part of the presentation is overlooked.

All of the information, from the artist Kimberly Leass' inspiration to the card details and styles, are in a single four-sided brochure that's compact and clear.  She's very generous to include four card samples.  My only criticism - and it's a big one - is that these four cards are the only styles there are.  In order to have any real merchandising impact, retailers most often buy at least six styles and definitely want more than that to choose from. 

This press kit does what it's meant to do: it piques my interest.  But for now, there just isn't enough meat here.  So get designing Kimberly - we want to see more!   

show me show me

I love receiving press kits from designers.  Each one is different and they range from simple to complex, amateurish to slick, inexpensive to really elaborate.  In most cases, it's the less outrageous ones that get my attention.  When the message is straightforward [we've got great style that tells a strong story] and the information is clear [here are the sizes, prices, ordering information and contact details], the press kit works. 

I understand the designer's temptation to showcase as much of their work as possible, but kits that are too fussy, ornate or precious simply miss the point.  Think about how the information will be used.  The retail buyer is looking for:

• a clear idea of the products' quality and design;
• reassurance that this designer/design studio is professional enough to fulfill an order completely and on time;
• product prices, dimensions and minimum quantities;
• an easy-to-read order form with contact information;
• one or several product samples.

The editor is looking for:

• a clear sense of the products' quality and design but also the designer's story - how did they get started?  What inspires them?  What's so different/great/newsworthy about their products?
• product prices, dimensions and retail outlets;
• reassurance that the designer can handle the demand that any potential article or editorial credit might generate. 

Editors don't want to tell their readers about a cool new product if there's a chance their readers can't get their hands on it.  Trust me, readers do complain if they can't get what's featured, and editors who get their readers mad don't have jobs for long.  The smart designer makes sure their favorite editors keep their jobs - and keep writing. 

One thing that both retailers and editors REALLY want is a press kit that fits into their filing system!!  This is where it pays to be practical instead of precious and design an piece that is accessible both visually and physically.  Kits that contain a lot of loose sheets or are secured by fancy ribbons risk falling apart - and getting chucked.

I'll post some examples - stay tuned.

flattery will get you everywhere

The English commonly use a compliment slip as part of their stationery wardrobe.  It's a good size; about 194 mm wide x 90mm high, and usually has the phrase 'with compliments' on it.  I really like them, probably because we don't use them in the US and therefore, they're pretty novel.  

All kinds of businesses use them - here are some examples from a lawyer's office, department stores and a gift bag manufacturer:

Graphically speaking, these are pretty boring, but it's a good format with which to do something interesting.  I'll keep an eye out for more examples.  If you have any, please send them to me and I'll post them.