El inbound marketing ya no es un concepto nuevo, aunque quizás sí poco conocido en nuestro mercado. El término fue acuñado por la compañía Hubspot, especializada en marketing en internet, y se ha convertido en un término genérico en los mercados de habla inglesa que podríamos traducir como marketing de entradas.
Existe el inbound marketing desde que existen usuarios en la red. Sin embargo, el mundo 2.0 ha propiciado, sin duda, esta tendencia que nos permite estar dónde nuestros clientes potenciales buscan información, soluciones, etc., y en consecuencia dar con nosotros.
Lejos de interrumpir a nuestro target a través de las tradicionales herramientas outbound, como la recepción de una llamada desde un centro de telemarketing cuando estás apunto de entrar en el cine, el inbound es aquel marketing que consigue ser encontrado por los usuarios, permitiéndoles que lleguen a nosotros, a nuestro producto, en definitiva, hasta nuestra web cuando ellos lo desean. Sigue leyendo
By Cameron Chapman
Designing magazine covers can be one of the most fun and challenging print design projects out there. Covers are so visible; it’s something everyone who sees the magazine will definitely see. The same goes for designing covers for brochures, catalogs, or other print pieces.
The tutorial here will show you the basics of creating a cover for a fictitious free travel magazine. It’s meant to be a technical tutorial more than a design tutorial, but the finished product is serviceable and of professional quality. Take what you learn here about print layout and Adobe InDesign and apply it to your own projects. The basic techniques can even be applied to something like a full-page display ad.
Here’s the final cover we’ll be creating:
Before You Begin
Like website design, there are certain things you need to know before designing any kind of print layout. While not complicated, there are many things that we rarely take into consideration when designing a website that are vital to the success of a print project. Key among these is image quality and margins (including bleeds).
When choosing images for a print layout (or when provided with images), you have to make sure they’re both sharp enough and have a high enough resolution. What looks great onscreen may be blurry or pixelated when printed on an offset printer (or even an inkjet). Any images used in a print layout need to be at least 300 dpi in order to look good. Any lower than that and they run the risk of being blurry or pixelated.
When resizing images for print layouts, remember to turn off resampling in your Photoshop settings (or whatever program you’re using to resize them). With very high quality images, you can sometimes get away with using images that are slightly lower resolution (as low as 250dpi at times), but check with your printer to see what they recommend based on your paper and other choices. Sigue leyendo
by Alexander Dawson
Judging what’s best for an audience is never far from the web designer’s mind. The ability to predict whether a web design will soar like an eagle or sink like the Titanic is among the most subjective and complex measurements you will encounter.
While resources that explain best practices exist, and your visitors contacting you about serious issues and offering you feedback relating to your site will occur if you have the proper mechanisms in place — it’s ultimately your responsibility to be proactive and research, investigate, and determine the what, why and how to ensure widespread usability.
Before we examine the types of statistical information you should be looking at — and the relevance they have to your web design projects — we first need to go over the 3 single-word questions that relate directly to all the design decisions you will make.
These 3 questions are ultimately at the heart of your research, analytics and motivation behind designing by the numbers.
What, why, and how is a simple design process that:
- Defines what the issue is
- Proves why it is an issue
- Determines how to fix the issue with the optimal solution (if it is an issue)
Of all the questions that may enter the mind of a web designer, “What?” is probably the word that relates to the task at hand. The process of understanding relevance and the usefulness of information explicitly relates to the decisions we undertake.
- What do site users need?
- What things frustrate site users?
- What can I do in this design to accomplish the site’s objectives?
- What’s wrong with the site?
- What’s right about the site?
- What can be made better? Sigue leyendo