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Archive for December, 2005

Media Partners is Hiring – Take a Peek

Posted by Luminus on December 15, 2005

I got this in my email and thought it might benefit some ot you guys, so take a stab at it. You just might give yourself a well deserved Christmas or New year gift.
At Media Partners Limited, publishers of MoneyWise online and print, no vacancy really exists for which ‘normal’ applicants can fill.

We are a ’24 hour money clinic’ centre that only has room for the creative, innovative, out-of-the-box and passionate individual with an apprentice mindset.

If you are such an individual and are giving to excellence in your life and career pursuit, the following opportunities should tickle your fancy……

You will be operating from our Lagos Office here in Nigeria.


We are an Equal Opportunities employer and thus encourage all sexes to apply for any vacancy advertised hereunder:


We require the services of an experienced Webmaster to operate our online Portal and IT infrastructure.

Suitably qualified candidates must be self-starters who are performing similar functions in their current employment.

Qualifications and Experience:

• Minimum of OND
• Proficiency in HTML, PHP, MySQL and other web development and database tools/scripts
• Minimum of two years experience as a Webmaster
• Microsoft certification in Networking is a distinct advantage

If you are the right candidate, please forward you application and detailed curriculum vitae by email stating age, daytime telephone numbers and e-mail address latest Thursday December 15, 2005 to:


Our Business: We are in the business of financial services education. In this business, we seek to carve a niche for ourselves through our creative and illustrative style of packaging publication and 3rd party contact communication to complement our editorial style and language. The key is to keep it simple and friendly, hoping to create a quick brand recall in the minds of our clients/readers.

MONEYWISE must have a full complement of an art unit that oversees its graphics, creative, publishing and layout conceptualisation and execution needs. It will be the fulcrum for our unique style and creative approach to information dissemination online and offline.

Being the leader in our niche market, we have a portfolio of products and services hinged on a top class graphic art proposition. We are equally engaged in partnership publishing as well as the production of a weekly personal finance newspaper as well as training/seminars for discerning employers..


Media Partners has a vacancy for a Group Head, Creatives & Art who must be someone able to bring creativity and flair to the team. Working alongside an experienced team which he will have the responsibility of assembling; this role is suited to those keen to develop their skills further and make the most of the opportunities available.

The work is varied and offers lots of scope to design a variety of newspaper (and magazine style presentations), commission photography and artwork and use technology in a versatile way. We operate to high standards and tight deadlines – it is a busy, demanding but also dynamic place to build on your design skills.

■ Will report directly to Publisher
■ A key member of the management team and project conceptualisation and execution team with clear responsibilities for performance and new business.
■ Provides leadership to the ART team and works with wider production team on producing newspapers, sponsorship packages, proposals to clients, client adverts, a website and projects such as supplements, personal finance handbooks and in-house newsletters.
■ Develop the lead character for the Moneywise and partnership publishing titles.
■ Manage the art interface in all company activities


■ Supervision and guidance of all artists on team, including annual reviews, risk analysis, task assignment, etc.
■ Thorough understanding of how all disciplines integrates within the project.
■ Facilitate and lead the development and maintenance of common art criteria both for your team, and for cross-project.
■ Should create the overall art style and maintain continuity throughout the production process.
■ Working with the Editorial team, cooperatively aid in establishing a realistic and reliable task list and schedule for all art deliverables.
■ Advanced proficiency with all software packages specific to art design, and management.
■ Facilitate regular art meetings, and attend all team meetings; produce weekly status reports for submission to Management.
■ Keep up with newspaper/magazine art, computer art, and art industry trends.
■ Participate in training sessions, classes and conferences. Topics may include various computer programs, hardware, art, trends, or management skills.
■ Ensure timely and reliable delivery of all art assets within the timeframe and budget set forth in the design documents.
■ Handles all creatives for 3rd party clients
■ Designs all adverts and concepts that will be used in our publications.
■ Commission photography and artwork
■ Prepare for and attend all product reviews, offering constructive input as to progress, risks, etc. Make recommendations for any corrective action that may be necessary.
■ Direct and manage subcontractors: communicate requirements, sign off work and supply critical feedback as and when required.
■ Liaise with the Brand & PR department to provide marketing assets as and when needed.
■ Review/appraise staff and deal with general performance management of the art team.
■ Coordinate internal/external recruitment for team vacancies in conjunction with the Recruitment Department.


■ Excellent traditional and computer art skills.
■ Possess leadership, communication, interpersonal, and organizational skills.
■ Must have completed at least two product cycles as a lead artist on major projects (self or 3rd party).
■ Have experience using MS Project or equivalent program in managing a project through completion. An educational degree will be a plus while relevant industry experience is NOT a must.


■ Understands newspaper/magazine craft – combining typography, structure, grids, layout, image and colour to good effect.
■ Capable of generating creative ideas and innovating across all our products and service range.
■ Budget management.
■ Attention to detail – meeting deadlines, page planning and high standards.
■ Competent with software and hardware – practical experience of using Adobe InDesign, Maya, Photoshop, and Illustrator
■ Advanced proficiency with all software packages specific to art design, and management.

■ Proven results and passion for excellence with unbridled creativity and attention to detail.

Salary: Negotiable Management Pay.


Media Partners is desirous to employ two visionary and highly creative graphic artists for its high-impact art group. We seek the best-in-class individuals to help translate our perception of quality into reality.

The individual will work with the Group head, creatives and art to deliver a unit known for its leadership in the publication business. If you seek to be celebrated for your skills and creativity, this is the place for you.

The work is varied and offers lots of scope to design a variety of magazines, commission photography and artwork and use technology in a versatile way. We operate to high standards and tight deadlines – it is a busy, demanding but also dynamic place to build on your design skills.

This is an important must-be-filled vacancy, so email or send your CV and portfolio immediately for a quick response


We are looking for an innovative designer to create highly visual/illustrated information books for children. You should be able to visualise well, work quickly to a very high standard and have a thorough knowledge of typography.

Relevant experience essential, along with good drawing skills and excellent Proficiency in the use of QuarkXpress, Photoshop, and Illustrator would be an advantage.

Please write with CV and samples of work (Can send CD’s please).

Only successful applicants will be contacted.


We are always looking for freelance illustrators, photographers, creatives and designers.

Home-based Freelance Illustrator or full-time exclusive illustrator required to produce artwork for magazine and handbook publications as well as online characters. Traditional illustration skills required. Variety of styles considered.

Photographers, creatives and designers equally required to express their skills and talents through our publications, ads and concept creatives.

The individual must be able to fit into the smooth running of our lively and friendly art group.

If you are interested, please send copies of your work to Media Partners Art Group at the address below. Do not send any original work and, sorry, we cannot guarantee a reply.


The Managing Director
P2P Media Partners Limited
Moneywise House
Plot 704 Somide Odujirin Avenue, Omole Phase II,
Olowora, Isheri, Lagos, Nigeria
P. O. Box 3508, Ikeja, Lagos


Deadline for all applications under this section is Friday, January 13, 2006



1. Head, Sales and Marketing
2. Reporters
3. Researchers and analysts

Specific details to be made available soon.

Posted in Jobs in Nigeria | 2 Comments »

Memorial Site for Pastor Bimbo

Posted by Luminus on December 14, 2005

A memorial website has been setup for Pastor (Mrs) Bimbo Odukoya, the Associate Senior Pastor of The Fountain of Life Church, who died in the Sosoliso crash. You can pay tributes or offer your condolences here.

Posted in General | 3 Comments »

Sosoliso and Chanchangi Grounded

Posted by Luminus on December 14, 2005

Stakeholders in the aviation industry, who met yesterday in Abuja over the spate of air crashes in the country yesterday gave President Olusegun Obasanjo sweeping powers to sanitise the ailing sector.

And, the President did not waste time in wielding the big stick. He immediately barred two airlines , Sosoliso and Chanchangi, from further operations until they conclude all due checks on their aircraft.

This is part of a news article culled from the Guardian Website. Read the complete article. A similar story is here. This sounds like music to my ears, firstly because amongst frequent flyers, Chanchangi Airlines has been given the nickname of “Flying Coffin”, and secondly because for some inexplicable reasons, Sosoliso continued to fly even after news of the incident on Saturday.

You’re probably wondering why Bellview Airlines was not barred from operations, well, here’s your answer

Special Assistant to the President, Mr. Femi Fani-Kayode, denied that the banning of Sosoliso and Chanchangi was on ethnic grounds. He said that the action was based on a letter written by Ekaette in December 13, 2004 but which only came to the President’s attention on Monday night.

The letter was on near mishaps recorded by the two airlines last year.

He said that though Bellview recorded a mishap on October 22, 2005, it was not included based because investigations had not been concluded on the cause of the crash of its aircraft.

Fani-Kayode told journalists at the Presidential Villa that “the grounding of Chanchangi and Sosoliso was based on a letter the President received last night (Monday). The letter clearly stated that both airlines are defective in their maintenance.”

He added: “It is unfortunate the letter written (December 13, 2004) was never presented to Mr. President. But yes, Bellview was not affected by the letter. Bellview is currently under investigations. And if in the end, they are found culpable for any negligence, the appropriate sanctions would be applied. The non-inclusion of Bellview has no tribal leaning. Sosoliso is owned by an Igbo. Chanchangi is owned by a Northerner. No, Mr. President doesn’t indulge in such petty sectional agenda.”

The letter was written by Ekaette and passed to the former Minister of Aviation, Alhaji Isa Yuguda.

Asked why the letter meant for presidential approval was not passed by Yuguda, Fani-Kayode simple said: “Ask Yuguda.”

Why anyone would insinuate that ethnicity has anything to do with this just baffles me. It amamzes me how many Nigerians see everything that happens as some sort of marginalization agenda. We’re talking about the lives of people, Citizens of Nigeria and others, not livestock, and the first thought that comes to their minds is, Oh! it’s because I’m not from the same tribe as him.

The airlines were shut down based on intelligence report that they were unfit to fly Nigeria’s airspace, the President also ordered that all aircrafts in the country must undergo a check within one week. Where’s the tribal leaning in that?
Apart from the fact that the Bellview crash is still under investigation (why that is, I wonder), Bellview airlines up until October 22, 2005 had a near perfect service record.

The Stakeholders also endorsed the following decisions, which I think are long over due, thankfully, we’re moving in he right direction.

  • All aircraft flying and operating in Nigeria’s domestic airspace will be checked out within a week and those found to be defective in any way in servicing records, age, maintenance and operational capacity, will be grounded;
  • Sosoliso and Chanchangi airlines will be grounded with immediate effect, until all their aircraft can secure clearance by the new inspection agency within one week;
  • To ensure integrity of inspections, two International Civil Aviation Organisation (ICAO) officials have been seconded to Nigeria to join the team of inspectors. If necessary, we will ask for more of ICAO officials;
  • New classification and method of inspection is being established through International Air Transport Association (IATA) and will be in place before the end of January 2006;
  • A committee headed by Air Vice Marshal Paul Dike (Air Officer Commanding), is hereby established as a special task force to carry out urgent supplies, repairs and maintenance of all airport facilities and equipment to meet international standard. The members of the committee are Captain Roland Iyayi, chairman of FAAN board, Engineer Mohammed Danbaba, Captain Austin Okon, Architect Tunji Bolu, Tony Elumelu and the Managing Director of Virgin Nigeria; and
  • Global radar is being established for the entire country and particularly for all airports, and this will be completed by December 2006. (This has been on board and what the Minister of Aviation told me – President Obasanjo – is that Lagos will be the beginning and other airports will follow)
  • The Minister of Aviation shall effect necessary personnel disengagement and deployment across the parastatals immediately, with due process. Professionalisation of the parastatals will be enforced; and
  • The Civil Aviation Bill that will grant operational autonomy to the NCAA is before the National Assenbly (NASS) and hopefully it will be passed by March 2006.

I sincerely hope that these issues will be properly addressed, because we’ve lost way too many valuable lives to airplane crashes and if anything is not done about it, tomorrow it could be me or you or somebody we know.

Let’s keep our fingers crossed and hope that the Government does right by us and if there’s anything we as individuals or corporate organizations can do, now would be a good time to step forward.

Posted in Naija Issues | Leave a Comment »

Another Black Saturday

Posted by Luminus on December 13, 2005

I should have put this post up yesterday but I was still too distraught to compose my thoughts and the extremely hectic day at work yesterday was a welcome distraction from the trickle of disjointed thoughts that besieged my mind.

Saturday, the 10th of December proved to be another black saturday for Nigeria and Nigerians. Just 42 days after a Bellview Airline plane flying from Lagos to Abuja crashed in the remote village of Lisa, killing 117 people, another commercial airliner, OSL 1145 belonging to the fleet of Sosoliso Airlines flying from Abuja to Port Harcourt crashed leaving 107 people dead. There were 102 passengers and 7 crew members. Here is the official manifest for the flight.
Among those on the plane were foremost televangelist and one of God’s leading ladies in Nigeria, Pastor (Mrs.) Bimbo Odukoya, the Associate Pastor and wife of the Senior Pastor of The Fountain of Life Church. She was one of the seven people who initially made it out of the plane but was said to have died later due to her injuries. There were also 52 students of the Loyola Jesuit College, Abuja who were heading home for the Christmas break.

The most painful thing for me is the fact that this was totally avoidable. First of all, according to this news article on The Punch Website, JAT Airways, the Serbian National Airline confirms that the plane is 32 years old as they bought it in February 1973 from its builders, McDonnell Douglas (which has now been a part of Boeing since 1997) and used it for 27 years and then sold it to Sosoliso Airlines along with three others in 2000.

JAT sold the ageing planes to Sosoliso because they could no longer meet most European standards due to loud noise levels produced by the jet’s two engines.

If the airline that initially owned the aircraft sold it because it was no longer considered airworthy, does that not make anyone who buys them either stupid or brain-dead? Who in their right minds would buy a 27 year old plane? These are just a few of the questions begging for answers

JAT pilots who flew some of Sosoliso’s planes and engineers who worked on them had complained about “poor safety and air control standards? in Nigeria.

This is a direct indictment of the Aviation Authorities in Nigeria. I don’t know about anyone else but I think this just stinks. I’m tired of Nigeria and Nigerians promoting and revelling in mediocrity. We condone mediocrity on practically every level, and we talk about foreign investors, what a load of bullshit.

As it is, nothing works, everything is in shambles. Let me save this endless tirade for another post and another day.

Personally, I feel that If you can’t run a particular kinda business, you should move on and do something you’re good at. If you can’t run an airline, for Pete’s sake find some other bloody line of business.

Secondly, I heard that the pilot that flew that plane into Abuja before it’s final ill-fated flight said on national TV that he couldn’t land the plane for 10 minutes due to some problems with the plane itself and not with the runway or control tower. Is that not enough of a warning signal? Sholdn’t that have triggered a maintenance check of the plane? Call me an Idiot but I still say this was totally avoidable and I put the entire incident to gross incompetence on the part of the airline.

I fully agree with one of the parents of the deceased children who said “They murdered our children”. The people that died died of severe burns, where was the Fire Service? Somebody please answer me. I’m winded from even thinking about this whole scenario. My thoughts are all jumbled up.

My heart goes out to Pastor Taiwo Odukoya and the entire Fountain family. My heart also goes out to all the Parents who lost their children in the crash. Some families lost as many as 3 children, a father said “Now, I have no one to call me daddy”. Some families are fighting over the reamains of their children as the bodies are so badly burnt that identification is a problem. My heart also goes out to any and everyone that lost someone in that crash. It’s so sad.

We need to stand up as a nation and stamp out mediocrity. We need to fight the scourge of ageing airliners flying our citizens. We need to understand the value of one human life (How on earth could Sosoliso keep flying when they were aware of the crash). We need to make the system work. I could go on and on but I’m so emotionally drained I’m not even making any sense anymore.

God Help Nigeria.

Posted in Naija Issues | Leave a Comment »

Daniel Craig’s no-smoking Bond

Posted by Luminus on December 9, 2005

James Bond is locked in a battle with a new enemy – cigarettes.

Film bosses have reportedly decided new 007 Daniel Craig can’t smoke in ‘Casino Royale’ – because of the “need for Hollywood to set an example to young people”

The decision will stun fans of the original book, in which the dashing spy was a chain-smoker

It isn’t the first time producers have struggled to reconcile Ian Fleming’s book and the upcoming film

Earlier this year director Martin Campbell admitted filming a nasty torture scene – where Bond has his manhood whacked with a carpet-beater – would be difficultThe scene sees 007’s enemy, Le Chiffre, “tenderise” the hero’s private parts with a cane carpet-beater.
The episode is one of the most well-known moments in the spy thriller Bond arch in an “involuntary spasm” as the baddie tortures him – would be a challenge.

However Campbell said filming the scene – which is supposed to see He is quoted in Britain’s Daily Star newspaper as saying: “I’m still not quite sure how I’m going to film that scene”

Posted in Entertainment and Media | Leave a Comment »

Court says horses cannot wear diapers

Posted by Luminus on December 9, 2005

Regulations to control horse dung in the streets by forcing horse owners to tie bags under horses constituted cruelty to the animals, a Maltese court has ruled.The bags, popularly known as nappies, were ordered under 2002 regulations to stop the horses from fouling the streets, but owners never enforced them and 60 of them took the government to court.

A magistrate found the nappies to breach the Animal Welfare Act after vets explained that a horse’s tail had to be kept free to swat flies, the Malta Times reported on Thursday.

The practice of putting diapers on horses is also used in other European cities where horses pull carriages for tourists.

Posted in Oddly Enough | Leave a Comment »

Let’s just call it even, okay?

Posted by Luminus on December 9, 2005

A Turkish villager who ran away with his friend’s wife has offered his own wife in exchange, newspapers said on Thursday.

Farm laborer Cengiz Esme said Gulhan, his wife of 18 years, disappeared a month ago after leaving their village to go shopping in the southern Turkish town of Tarsus.

The 36-year-old said his village friend Mehmet Yaksi had telephoned him the next day and said: “I’ve run off with your wife …. You take my wife,” the Radikal daily reported.

Esme pleaded for Gulhan to return and said he was ready to forgive her and make a fresh start elsewhere. The reports said Yaksi’s wife, a mother of three, declined to comment on the situation.

Posted in Oddly Enough | Leave a Comment »

Alamieyeseigha – Arrested at Last

Posted by Luminus on December 9, 2005

The embattled former (yes, you read that right) governor of the oild rich state of Bayelsa has been impeached and his deputy Mr Goodluck Jonathan, who has been the acting governor for a while has been sworn in as the substantive governor of the state. 17 members of the state House of Assembly who sat in Yenogoa under tight security voted for his removal.

The Bow Street Magistrate Court, yesterday issued a warrant for the arrest of Governor Diepreye Alamieyeseigha of Bayelsa State for failing to appear before it at the resumption of his trial over alleged money laundering. With the issuance of the international warrant of arrest, the International Police (INTERPOL), can arrest Alamieyeseigha anywhere, except in Nigeria where he has immunity as provided in section 308 of the 1999 constitution. At the resumption of the trial yesterday, the prosecuting counsel from the Crown Prosecution Services, Mr. Mark Ludcraft, told the court that Alamieyeseigha must be presumed to have jumped bail since he had not reported to the Paddington Police Station since November 18. He, therefore, asked the court to issue a warrant for his arrest.

This impeachment has voided his immunity to prosecution and as a direct consequence, police and troops, who had been besieging the governor in his office in the state capital Yenagoa, arrested him and took him to police headquarters. A government official said he was then taken away to the federal capital Abuja. Hopefully he’ll end up in the UK and get his just desserts.
Amidst the crises, Oil company officials said they were following developments in the state but were unaware of any trouble in response to Alamieyeseigha’s arrest.

Apart from this being a feather in the Anti-Corruption campaing cap of President Olusegun Obasanjo, I for one am happy that the lawmakers of Bayelsa state did not allow the shameful behaviour of the now ex-governor go unpunished. At the very least this’ll do a bit of damage control to the already battered image of our dear nation.

I’ll let y’all make your own inferences and conclusions after you read proper news articles here and here. Read those and let me hear your views.

Posted in Naija Issues | Leave a Comment »

Bibles for Porn: Absolute Madness

Posted by Luminus on December 6, 2005

I just came across this post on Matthew Schinckel‘s blog and decided to check it out. You can’t imagine how insane human beings can get. A group of atheist students from The University of Texas at San Antonio calling themselve Atheist Agenda decided to show the height of their stupidity by staging a Porno for Bibles event. They reffered to religious scripture as smut, how absurd.

Even though I’m one for tolerance for people’s beliefs, that tolerance ends when they begin to bash other peoples’ beliefs. How on God’s earth can you after first being stupid enough to believe that there’s no God, attempt to make him look frivolous.

They did get 5 students to turn in their bibles for pornography but them again that goes to show in my opinion that God will not be mocked. Those that traded in their Bibles were never believers in the 1st place so what the heck.

Let me just end this post here before I say something that even I might not like when I get a chance to calm down. But I still think they’re downright stupid. Sorry did I say stupid, brain dead would be a more appropriate term. Sheesh. Check here for a detailed news item.

Posted in General, Religion & Spirituality | 1 Comment »

Harness the Psychological Power of ‘3’ to Improve Communication

Posted by Luminus on December 6, 2005

I nicked this article off one of the sites of Sean D’Souza just because he said I could and because I found it infintely interesting and informative. I’m a small business junkie so I grab all the small business tools and tips I can lay my hands on. I’m also into marketing and advertising and in this line of business, you have to constantly think on your feet. Hope y’all like it.

Read on…

Two might be company in life, but in communication you can go all the way to three and still have a rollicking party. If you step over to four however, it’s quite likely that you’ve stepped into the hara-kiri zone. Back up that truck a bit and learn how the power of ‘3’ has the ability to make your communication soar.

Let’s Start With a Little Test

Here’s a psychological test. Lay out 10 business cards in a row and choose three that catch your attention instantly. Now don’t cheat. Do this before you continue reading this article and you’ll be quite amazed at the results.

So What Did You Find?

Isn’t it strange that there seems to be no real reason why you chose what you did? There doesn’t even seem to be a very clear pattern emerging.

Some of the cards have lots of information, and some that have very little. Some are colourful and others are not. Yet something has drawn you to play the devil’s advocate and reject some of them outright. Could that something be a deep-rooted psychological trigger embedded in your subconscious? And how can this trigger make such a dramatic difference to your communication and marketing?

Aha! You’ve just run into the magic of THREE.

Understanding and applying it will throw a light into the dark world of your presentations, brochures, web sites and yes, even email! Before you put this into the “This is for my graphic designer” basket, read further because it will help you recognize the psychological background of how the brain understands these things and reacts to them. It will also help you clean up your every day communication that your designer might never get involved with.

How the Brain Sees Things

The brain finds it relatively easy to grasp threes — elements, colours and fonts. Push that marginally up to four and the brain gets confused about where to look and what to do, and sends the eye scampering like a frisky puppy on a sunny day.

So why does this happen? For that we might have to go back a little to diaper country. As a child, everything you did and learned seemed to be centered around three — A,B,C; 1,2,3; Three blind mice, Three musketeers, Trinity, Three Stooges and Huey, Louie and Dewey. (Quack! Quack! Quack!)

Then again, maybe these writers, animators and wise men understood the ease with which we understand ‘threes’ and reconstructed their work to fit this paradigm.

The Building Blocks of Visual Communication: Elements, Fonts and Colours

Most visual communication can be reduced to these three features:elements, fonts and colours. Understand how they work and you’ve given yourself the added advantage of a mini design degree.

Just What are Elements?

I’m assuming you’ve gotten rid of those business cards in front of you. So I’ve made up some of my own to illustrate how elements work together. Elements are simply groups of objects that are grouped together to form a common definable form. For instance, your eyes, nose, mouth and ears are the main objects that form the element called the face. Let’s look at the cards below to understand this even better.

If You Look at Card# 1, You Will Spot 3 Elements:

card example 1

1) The name and the title of the person.

2) The logo, the logo font and the service description.

3) The contact details form the third element.

If You Look at Card# 2, You Will Find Very Subtle Differences.

All I’ve done is moved the text and logo just a tad bit around. However, even that tiny displacement has ADDED a series of unwanted elements. Suddenly it appears there are 5 or even 6 elements.

1) The name.

2) The designation.

3) The logo design.

4) The logo font.

5) The service description.

6) The contact details.

Card# 3 Gets Even Harder to Focus On… Guess why?

Card#3 is all over the place, as it has not only violated the rule of elements, but also complicated the visual layout with additional fonts. It has 5 fonts. Learning how to manage fonts makes a big difference to your layout and the overall look of your project.

Here a Font, There a Font, Everywhere a Font, Font

There are zillions of fonts out there today, and it’s hard to restrain yourself when you’re putting together a document. Try to use not more than 3 fonts in any communication. The more fonts you have on a page, the harder it is to actually read what you’re saying. Be aware that a font that is in italics visually ends up looking like another font altogether. It adds to the elements and clutters it up considerably.

Also determine what the font is really doing for your document. You might want to create some drama and use contrasting fonts. For instance, fonts that are vertical used with fonts that are wide contrast well.

I’d also recommend that you read The Design book for Non-Designers, by Robin Williams. It’s an inexpensive, easy to read book that clearly explains the different facets of fonts and their usage, plus how to use fonts to set the mood.

Seven colours are for Rainbows

Whether it’s a tee-shirt, brochure, website or business card, it’s important to restrain yourself. Managing your colour palette with just three colours can often provide the feeling of as many as five or six colours, when moved around a bit.

Count shades of colours as two colours. So, red and dark red are not just one colour but two definite shades and hence, two definite colours. So, be clear about the colours you are choosing. Say you choose something like red, black and green. Move that round a bit and you can get brighter communication without the confusion.

Why This is Important in Marketing and Business Communication

Most of us are always presenting or selling to someone else. The proof of the pudding is always in the eating. But the taste buds start to salivate only when it looks really YUM! If you choose to ignore the psychology behind this, your ‘dish’ might taste wonderful, but you may never get someone to stay long enough to eat.

This also helps you keep a check on your designers. Good designers instinctively get this right, but sometimes they goof up big time. You can run this audit past your marketing material and check for elements, fonts and colours.

Having said that, a competent designer might have the innate ability to break rules. And if it works, that’s OK. Nothing is that sacred, but it helps to know the reasoning behind it. Besides, you now have the ability to make that designer sweat a bit.

Heeeeeeeeeere are some Examples!

McDonald’s: The McLogo consists of two elements-The name McDonald’s and the Big Golden Arches. They use just one font, and just two colours — yellow and white (or black)

Coke: The Coca-Cola button that you see in most advertising, consists of three elements: the button itself, the bottle on the button and the Coke Logo. Even though it is a full colour image, the colours are minimal and there are just one or two fonts used.

Now that you can see the forest for the threes…:)

Go out and look at advertising. Revisit your brochure. Audit your presentation. Streamline that website. You will be appalled at how much clutter you had to start with, and how easy it is to smarten it up quickly and efficiently.

Your marketing message will be much tighter and more professional. But best of all, you’ll know you’re doing something that’s deeply embedded in the psychological psyche of humans.

May the ‘fours’ be with the reckless Luke Skywalkers of the universe (That’s a joke, ok?)

You’ll find it pays to stick to the threes!

©2001-2005 Psychotactics Ltd. All Rights Reserved.
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Posted in Marketing Communication | 2 Comments »