Consistent Graphic Standards in Printed Materials Boost Professional Appearance

The quality of printed materials says much about an attorney and law firm. A consistent use of good graphic design, applied to all documents and materials carrying the attorney's name, communicates a professional image. Logos and logotypes, type styles, paper, ink colors, and other items all play a role in the attorney's image.

This article discusses

• the role of good graphic design in the marketing process.
• the effect of graphic design elements on clients' perceptions of an attorney.
• use of desktop publishing by individual attorneys.

Most attorneys are surprised when they realize the large number of printed materials that carry the firm name on them and therefore reflect the firm's image. Every attorney has business cards and letterhead with some sort of typeface and color of ink and paper representing his or her name. But there are many other items where the name of the attorney or firm is represented: outdoor signage, brochures, invoices, internal memos, transmittal slips, note papers, binders, fax transmittals, notebooks, and many more.

Therefore, establishing standards for graphic design is desirable to achieve a professional presentation of the firm name whenever and wherever it appears. The purpose is not only to cause instant recognition of the sender by the receiver, but also to reflect a high quality and consistent image at all times.

When establishing graphics standards, it is helpful to think of graphic design as a language. It has a vocabulary that includes color, type, paper, grids, size, layout, photos, illustration, graphic devices, and printing techniques. By combining the various elements effectively, an attorney creates appropriate and powerful communication and a common unified presentation.

Logos and Logotypes

Logos are symbols or marks that identify a company or organization. Most attorneys prefer the use of logotypes, simply the attorney's name printed in a certain typeface. In both cases, the design elements are presented in a certain relationship of words and lines to each other. The logo (if there is one), typeface, and colors work together to create the visual impact desired.

Type Styles

There are hundreds of different typefaces. Through historical association and exposure to type, the average person is conditioned to respond and feel differently about each face. Although this response can be strong or subtle, type plays an important role in the reader's reaction to a printed piece and therefore the attorney who produced it.

Colors

Most attorneys prefer black on their stationery. But in printing newsletters, announcements, brochures, and other materials, other colors can be used. It is important to choose colors that are designed to provide a wide variety of color selections for the particular needs of a printed piece but at the same time establish a color harmony throughout all communications.

Paper

The use of appropriate paper is probably the most overlooked opportunity for attorneys to make a powerful impression on clients and other alike. For relatively little extra cost, the impact of high-quality paper is generally worth it. Most attorneys choose white paper, but papers that are cream or ivory can be of value. Like type style, each of these creates a different impression.

Paper also comes in various weights, measured usually in pounds. Standard photocopier paper is 24 pound, although some with a lighter "feel" will be 20 pound. Most letterhead is printed on 24-pound paper, but with a texture added. The point here is to realize that there are numerous options, and a few minutes with a knowledgeable printer or graphic designer choosing a good-quality paper is time well spent.

Grids

A grid is a way of organizing a page so that information can be easily placed in a consistent and structured manner. A grid divides a page into units which are the basis for determining the layout. A typical grid will be based on a rectangular module. The most common page size is 8-inch by 11-inch and the grids will typically be in the same ratio. Documents of other sizes work well using the grid concept. The 4-inch by 9-inch horizontal and vertical formats are functional sizes for self-mailers and inserts into standard envelopes. The same square grid is applied to these sized pieces.
A grid should be designed to guide the layout of every printed piece. The use of the same grid from piece to piece will contribute immeasurably to the continuity of an organization's presentation.

Graphic Devices

Graphic devices such as bars and rules can be used to add emphasis and interest. They should, however, be used sparingly and should have a communication function rather than simply being decorative.

Desktop Publishing

Desktop publishing software gives attorneys great opportunity to reduce outside design expenses. But it also may cause attorneys to spend enormous amounts of time creating documents that may or may not look better than other options.
Both individual attorneys and firms can become enamored with the technology of desktop publishing, with the intentions to increase efficiency and save money. In reality, a downturn in staff and administrative productivity can easily occur. Most attorneys now use some form of computers for word processing. This is almost mandatory in today's business environment. However, as word processors get more and more elaborate and allow users to enter the world of desktop publishing, the user can go astray. Desktop publishing is best left to the outside experts, or in the case of very large firms, left to one individual who uses it daily and becomes proficient.