Category: blog

Blog

  • Branding and Consistency: Is It Really That Important?

    Branding and Consistency: Is It Really That Important?

    It’s amazing how many times we are asked to bend the rules of a brand guideline. It often makes me think, do people really understand how important these rules are? For example, most brand guidelines cost companies large amounts of money in research, creative, and production. It’s not like you can just throw your logo in the oven and out pops a great guideline that tastes great.

    Most of the time, and hopefully, the agency put in the time and research to justify the suggestions made in the guidelines, not to mention the cost. Why do they spend so much time, and is it really worth it? Regardless of size, industry, or target market, you need a brand as strong as your foundation. The brand is usually your company’s first impression, and will be the lasting impression.

    What Is My Brand?

    Well, I’m about to open the floodgates of discussion, but your brand is NOT the same as your logo. In a nutshell: It’s your elevator pitch, your employee training, what you show the consumer, it is the ESSENCE of what makes your company…Your Company.

    How Is My Logo NOT My Brand?

    Think of it as a complete suit.
    Your tie is your logo, and usually the first thing someone sees.
    Then they see your jacket, which could be a magazine ad.
    Even deeper they see your shirt color, this would be your message and your copy.
    Oh look, nice matching pants, which should be a nicely branded website.
    And the shoes, that’s your e-blast and digital ads.

    This is just an example, but not one single piece makes the outfit; it takes all of them to complement each other. And what happens if your shoes don’t match? It ruins everything. Your brand is very similar; it is all the pieces that make your brand work, and each piece is very important for its purpose. Put the wrong piece in the wrong place, and you may end up with a disaster. There’s nothing like going to a client meeting dressed like a clown, and there’s nothing like having a confused brand.

    Do I Need to Adjust My Branding for the Audience?

    Even as an agency, we can admit it, you’re in a give-and-take relationship with your brand. Sometimes, your brand doesn’t work for the media you want to advertise in… WHY?
    You first have to ask yourself: does it not work because I’m trying to advertise in the wrong place? Am I placing my ad here because I just want to see it there? Is this really my clientele?

    You may be surprised by your own answer. If you put your time and effort into building your brand, finding out who your client really is, then the brand should fit anywhere that your target audience is viewing it and drive business through those channels.

    Exceptions: Yes, there are a few. When it’s Christmas season, go ahead and put snow on top of your logo, and use red all over. During St. Patrick’s Day, go ahead and make a cool logo in green with a leprechaun holding it up. Of course there are exceptions… as long as they don’t become one of the rules.

    What’s the Value of a Clearly Defined Brand?

    The Disney brand is one of the most recognizable in the world, along with Coke, Apple, McDonalds, and a few others that are instantly recognized. Their brand defines every single aspect of the company as a reflection of their vision. Once again, we go back to the brand being the essence of who you are and not just your logo. If you look at the Apple logo, you would think they are fruit vendors; McDonalds’ arches don’t really tell you anything; so on and so forth. It is the complete package that defines them; because of their branding efforts, when you see an apple, you think technology. When you see yellow arches, you think french fries.

    You don’t have to be a giant in the industry to have strong brand. Many small businesses use their family name or something representing their business as their logo. But the message you build around it is what really matters. When potential customers connect with the brand, begin to recognize it, what it’s about, and what it stands for; this is when you have a true brand.

    How Do I Develop My Brand?

    You have to start on the inside! What that means is you have to look at your core values and what makes you unique and different from the competition. Be honest with yourself. Do you offer better quality? Are you faster? Find the top traits that make you the best in the business, then start crafting your external message.

    Don’t cheat. Say what you really are, and if you can’t build a brand you believe in, then you need to make some adjustments from the inside out. Once you have the belief in yourself and your business, your brand will come along just fine.

    It won’t happen overnight. There are so many things involved when you build your brand, such as color, font style, bold or thin, flowing design or corporate, what photos should be used, how much copy is enough… it goes on and on.

    At Figment Design, we take pride in creating brands that are recognized and can stand on their own. Make sure you take the time to get your brand right, because once you decide on it, it should last you a very long time.

    What Does My Brand Do For Me?

    Over time, your brand should help define you and make you recognizable to your clients. When you feel like your brand is not working for you anymore, it’s time to look at it from a fresh perspective. Then you can decide if the model has changed and you need to refresh the brand, or if you have moved in a completely different direction, you can decide to create a totally new brand.

    What your brand should build for you is:

    • Trust: Does my brand deliver on who we are and what we do?
    • Recognition: When someone sees my brand do they know what we do?
    • Uniqueness: Does my brand stand out over the competition or does it get lost?
    • Clarity: What would a first time viewer think I do when looking at my brand?

    Remember, if you stay true to your brand, it should work to build a loyal base and help recruit potential customers.

    How Often Should I Adjust My Brand?

    Every month. This way, agencies can get rich and make up for the clients that are too cheap to spend the time and money. “Did I just type that out loud?”

    Seriously, your brand should be touched as little as possible, but here are some reasons you should refresh your brand or completely rebrand altogether.

    Change in Business Model: Some businesses change along the way. If you are a plumbing business and you decide you are going to start serving HVAC, electrical, and other home services… maybe the logo with the plunger isn’t your best representation.

    Business Take Over: If you are taking over an existing business that may have great resources and opportunities, but not a great reputation, it’s definitely a good time to rebrand.

    Change in Clientele: If you’re an Adults-Only hotel and business drops because the destination has shifted to being family-oriented, maybe it’s time to refocus and rebrand.

    As Time Passes: Some people say you should refresh your brand every 3-5 years. I don’t think that time has anything to do with it. I believe your business has everything to do with it.

    If you have been consistent with business for 10 years and things are still going good, I would probably recommend you make some changes just to make sure your logo fits in the same decade. But if that same business feels a steady drop, I would first check my business to make sure it’s still living up to the brand. If it is, then it might be time to refresh.

    When You Feel Like It: Sometimes you just get a feeling that you aren’t branded like you should be, or you feel like you need a fresh start. This often happens when you feel like you’ve been run over the coals and you think a fresh start will do you good. We love to make our clients happy; can you imagine the smile we put back on their faces when we tell them what they have is great—it just needs a new look. Sometimes, you just need fresh eyes to look at what you have and present it in a different way. This tends to be the case more often than you think.

    The Importance of Consistency

    The key to executing your brand with consistency is to keep the message clear—if you put all of your marketing materials out on a conference table, could someone tell you all about your company in just a couple of sentences? Can you tell that the creative, content, and messaging was created by the same source?

    Brand consistency begins by developing a style the sets the rules for your tagline, mission statement, logo usage, fonts to use, color breakdowns, etc. All of these choices are made for a reason; it reflects key characteristics of your brand. The color of the blue could be the difference between the Caribbean and the Pacific, the font style being bold or script could be the difference between a loud, fun place and an elegant, laidback place. It all fits into the grand scheme of things and makes your brand what it is.

    Once you establish the rules for using your brand, make sure anyone who works with your brand, from vendors to staff, understand the importance and are issued a Brand Guideline so that all of your team members become brand police for you. And if things do get updated, it’s ok, just make sure it gets out to everyone so they are all on the same playing field.

    Transform Your Brand into a Living Entity

    Remember, your brand is a living entity in your company. Even the best marketing materials can’t make up for products, services, or employees that aren’t aligned with your branding. Your brand should start from within and work its way outward if you want customers to believe your message.

    If you are thinking of rebranding or refreshing your brand, you have to be ready to go back to the beginning and ask those hard questions again. Are we still providing what we promise and giving our customers what they deserve? If not, you need to start with reorganizing your business model, and then move to the brand. If you end up rebranding and your services are bad, you will only taint the new brand, so get things in order first.

    Are you struggling with defining your brand and keeping it consistent? Figment Design has the expertise to help define who you are, interpret that into a message, and DRESS it up like new suit. Not sure if your business meets the criteria of your brand? Professionals at Figment Design can give your business a “check-up” from an outside perspective and compare it to your goals and what you want your brand to be.

    Because our agency is full-service, we can coordinate all elements of your online and offline presence to achieve maximum consistency.

  • Stuck In The Office For St. Patrick’s Day?

    Stuck In The Office For St. Patrick’s Day?

    Figment Design - Powered by Imagination
    Stuck In The Office For St. Patrick's Day?
    15% with Promo Code
    No matter the industry you work in, the Irish and non-Irishmen alike will be celebrating St. Patrick’s Day on March 17th. This year, the holiday falls on a Thursday. So unless you plan on calling in sick, chances are that you will be celebrating with your co-workers.

    But don’t take off your green shirts just yet. It’s easy to celebrate the holidaay, even if you’re in a cubicle. Figment Design can help your St. Patrick’s Day come to life.

    Whether it be matching company shirts or novelty items, promotional products can come in handy–especially for boosting company morale. Use the code below to redeem 15% off your first promo item!

    Call 305.593.7488
    Reach New Heights
    Figment Design
    Follow Us
    Facebook Twitter YouTube Pinterest Instagram
  • Augmented Reality in Marketing

    Augmented Reality in Marketing

    Bring everyday objects to life

    aug·men·ted re·al·i·ty

    An enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (as a smartphone camera); also : the technology used to create augmented reality.

    before-after

    Connect digital content with the real world using an augmented reality app. Scan print materials enhanced to view rich digital experiences right on top! Then be amazed as extra digital content appears, allowing you to interact with your world in a whole new way!

    qr-ar

    Download app and try it with the two samples below.

    an-play apple-store

    Sample 1

    FD_Services


    Sample 2

    VIDEODISPLAY

  • An Understanding & Introduction to Style Sheets (CSS)

    An Understanding & Introduction to Style Sheets (CSS)

    17561035531_d7ef652048_z

    Introduction to style sheets

    Style sheets represent a major breakthrough for Web page designers, expanding their ability to improve the appearance of their pages. In the scientific environments in which the Web was conceived, people are more concerned with the content of their documents than the presentation. As people from wider walks of life discovered the Web, the limitations of HTML became a source of continuing frustration and authors were forced to sidestep HTML’s stylistic limitations. While the intentions have been good — to improve the presentation of Web pages — the techniques for doing so have had unfortunate side effects. These techniques work for some of the people, some of the time, but not for all of the people, all of the time. They include:

    • Using proprietary HTML extensions
    • Converting text into images
    • Using images for white space control
    • Use of tables for page layout
    • Writing a program instead of using HTML

    These techniques considerably increase the complexity of Web pages, offer limited flexibility, suffer from interoperability problems, and create hardships for people with disabilities.

    Style sheets solve these problems at the same time they supersede the limited range of presentation mechanisms in HTML. Style sheets make it easy to specify the amount of white space between text lines, the amount lines are indented, the colors used for the text and the backgrounds, the font size and style, and a host of other details.

    For example, the following short CSS style sheet (stored in the file “special.css”), sets the text color of a paragraph to green and surrounds it with a solid red border:

    P.special {
    color : green;
    border: solid red;
    }

    Authors may link this style sheet to their source HTML document with the LINK element:

    <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01//EN"
       "http://www.w3.org/TR/html4/strict.dtd">
    <HTML>
      <HEAD>
        <LINK href="special.css" rel="stylesheet" type="text/css">
      </HEAD>
      <BODY>
        <P>This paragraph should have special green text.
      </BODY>
    </HTML>

    HTML 4 provides support for the following style sheet features:

    Flexible placement of style information
    Placing style sheets in separate files makes them easy to reuse. Sometimes it’s useful to include rendering instructions within the document to which they apply, either grouped at the start of the document, or in attributes of the elements throughout the body of the document. To make it easier to manage style on a site basis, this specification describes how to use HTTP headers to set the style sheets to be applied to a document.
    Independence from specific style sheet languages
    This specification doesn’t tie HTML to any particular style sheet language. This allows for a range of such languages to be used, for instance simple ones for the majority of users and much more complex ones for the minority of users with highly specialized needs. The examples included below all use the CSS (Cascading Style Sheets) language [CSS1], but other style sheet languages would be possible.
    Cascading
    This is the capability provided by some style sheet languages such as CSS to allow style information from several sources to be blended together. These could be, for instance, corporate style guidelines, styles common to a group of documents, and styles specific to a single document. By storing these separately, style sheets can be reused, simplifying authoring and making more effective use of network caching. The cascade defines an ordered sequence of style sheets where rules in later sheets have greater precedence than earlier ones. Not all style sheet languages support cascading.
    Media dependencies
    HTML allows authors to specify documents in a media-independent way. This allows users to access Web pages using a wide variety of devices and media, e.g., graphical displays for computers running Windows, Macintosh OS, and X11, devices for television sets, specially adapted phones and PDA-based portable devices, speech-based browsers, and braille-based tactile devices.Style sheets, by contrast, apply to specific media or media groups. A style sheet intended for screen use may be applicable when printing, but is of little use for speech-based browsers. This specification allows you to define the broad categories of media a given style sheet is applicable to. This allows user agents to avoid retrieving inappropriate style sheets. Style sheet languages may include features for describing media dependencies within the same style sheet.
    Alternate styles
    Authors may wish to offer readers several ways to view a document. For instance, a style sheet for rendering compact documents with small fonts, or one that specifies larger fonts for increased legibility. This specification allows authors to specify a preferred style sheet as well as alternates that target specific users or media. User agents should give users the opportunity to select from among alternate style sheets or to switch off style sheets altogether.
    Performance concerns
    Some people have voiced concerns over performance issues for style sheets. For instance, retrieving an external style sheet may delay the full presentation for the user. A similar situation arises if the document head includes a lengthy set of style rules.The current proposal addresses these issues by allowing authors to include rendering instructions within each HTML element. The rendering information is then always available by the time the user agent wants to render each element.In many cases, authors will take advantage of a common style sheet for a group of documents. In this case, distributing style rules throughout the document will actually lead to worse performance than using a linked style sheet, since for most documents, the style sheet will already be present in the local cache. The public availability of good style sheets will encourage this effect.

    14.2 Adding style to HTML

    Note. The sample default style sheet for HTML 4 that is included in [CSS2] expresses generally accepted default style information for each element. Authors and implementors alike might find this a useful resource.

    HTML documents may contain style sheet rules directly in them or they may import style sheets.

    Any style sheet language may be used with HTML. A simple style sheet language may suffice for the needs of most users, but other languages may be more suited to highly specialized needs. This specification uses the style language “Cascading Style Sheets” ([CSS1]), abbreviated CSS, for examples.

    The syntax of style data depends on the style sheet language.

    14.2.1 Setting the default style sheet language

    Authors must specify the style sheet language of style information associated with an HTML document.

    Authors should use the META element to set the default style sheet language for a document. For example, to set the default to CSS, authors should put the following declaration in the HEAD of their documents:

    <META http-equiv="Content-Style-Type" content="text/css">

    The default style sheet language may also be set with HTTP headers. The above META declaration is equivalent to the HTTP header:

    Content-Style-Type: text/css

    User agents should determine the default style sheet language for a document according to the following steps (highest to lowest priority):

    1. If any META declarations specify the “Content-Style-Type”, the last one in the character stream determines the default style sheet language.
    2. Otherwise, if any HTTP headers specify the “Content-Style-Type”, the last one in the character stream determines the default style sheet language.
    3. Otherwise, the default style sheet language is “text/css”.

    Documents that include elements that set the style attribute but which don’t define a default style sheet language are incorrect. Authoring tools should generate default style sheet language information (typically a META declaration) so that user agents do not have to rely on a default of “text/css”.

    14.2.2 Inline style information

    Attribute definitions

    style = style [CN]
    This attribute specifies style information for the current element.

    The syntax of the value of the style attribute is determined by the default style sheet language. For example, for [[CSS2]] inline style, use the declaration block syntax described in section 4.1.8 (without curly brace delimiters).

    This CSS example sets color and font size information for the text in a specific paragraph.

    <P style="font-size: 12pt; color: fuchsia">Aren't style sheets wonderful?

    In CSS, property declarations have the form “name : value” and are separated by a semi-colon.

    To specify style information for more than one element, authors should use the STYLE element. For optimal flexibility, authors should define styles in external style sheets.

    14.2.3 Header style information: the STYLE element

    <!ELEMENT STYLE - - %StyleSheet        -- style info -->
    <!ATTLIST STYLE
      %i18n;                               -- lang, dir, for use with title --
      type        %ContentType;  #REQUIRED -- content type of style language --
      media       %MediaDesc;    #IMPLIED  -- designed for use with these media --
      title       %Text;         #IMPLIED  -- advisory title --
      >

    Start tag: required, End tag: required

    Attribute definitions

    type = content-type [CI]
    This attribute specifies the style sheet language of the element’s contents and overrides the default style sheet language. The style sheet language is specified as a content type (e.g., “text/css”). Authors must supply a value for this attribute; there is no default value for this attribute.
    media = media-descriptors [CI]
    This attribute specifies the intended destination medium for style information. It may be a single media descriptor or a comma-separated list. The default value for this attribute is “screen”.

    Attributes defined elsewhere

    The STYLE element allows authors to put style sheet rules in the head of the document. HTML permits any number of STYLE elements in the HEAD section of a document.

    User agents that don’t support style sheets, or don’t support the specific style sheet language used by a STYLE element, must hide the contents of the STYLE element. It is an error to render the content as part of the document’s text. Some style sheet languages support syntax for hiding the content from non-conforming user agents.

    The syntax of style data depends on the style sheet language.

    Some style sheet implementations may allow a wider variety of rules in the STYLE element than in the style attribute. For example, with CSS, rules may be declared within a STYLE element for:

    • All instances of a specific HTML element (e.g., all P elements, all H1 elements, etc.)
    • All instances of an HTML element belonging to a specific class (i.e., whose class attribute is set to some value).
    • Single instances of an HTML element (i.e., whose id attribute is set to some value).

    Rules for style rule precedences and inheritance depend on the style sheet language.

    The following CSS STYLE declaration puts a border around every H1 element in the document and centers it on the page.

    <HEAD>
     <STYLE type="text/css">
       H1 {border-width: 1; border: solid; text-align: center}
     </STYLE>
    </HEAD>

    To specify that this style information should only apply to H1 elements of a specific class, we modify it as follows:

    <HEAD>
     <STYLE type="text/css">
       H1.myclass {border-width: 1; border: solid; text-align: center}
     </STYLE>
    </HEAD>
    <BODY>
     <H1> This H1 is affected by our style </H1>
     <H1> This one is not affected by our style </H1>
    </BODY>

    Finally, to limit the scope of the style information to a single instance of H1, set the id attribute:

    <HEAD>
     <STYLE type="text/css">
       #myid {border-width: 1; border: solid; text-align: center}
     </STYLE>
    </HEAD>
    <BODY>
     <H1> This H1 is not affected </H1>
     <H1 id="myid"> This H1 is affected by style </H1>
     <H1> This H1 is not affected </H1>
    </BODY>

    Although style information may be set for almost every HTML element, two elements, DIV and SPAN, are particularly useful in that they do not impose any presentation semantics (besides block-level vs. inline). When combined with style sheets, these elements allow users to extend HTML indefinitely, particularly when used with the class and id attributes.

    In the following example, we use the SPAN element to set the font style of the first few words of a paragraph to small caps.

    <HEAD>
     <STYLE type="text/css">
      SPAN.sc-ex { font-variant: small-caps }
     </STYLE>
    </HEAD>
    <BODY>
      <P><SPAN>The first</SPAN> few words of
      this paragraph are in small-caps.
    </BODY>

    In the following example, we use DIV and the class attribute to set the text justification for a series of paragraphs that make up the abstract section of a scientific article. This style information could be reused for other abstract sections by setting the class attribute elsewhere in the document.

    <HEAD>
     <STYLE type="text/css">
       DIV.Abstract { text-align: justify }
     </STYLE>
    </HEAD>
    <BODY>
     <DIV>
       <P>The Chieftain product range is our market winner for
         the coming year. This report sets out how to position
         Chieftain against competing products.
    
       <P>Chieftain replaces the Commander range, which will
         remain on the price list until further notice.
     </DIV>
    </BODY>

    14.2.4 Media types

    HTML allows authors to design documents that take advantage of the characteristics of the media where the document is to be rendered (e.g., graphical displays, television screens, handheld devices, speech-based browsers, braille-based tactile devices, etc.). By specifying the media attribute, authors allow user agents to load and apply style sheets selectively. Please consult the list of recognized media descriptors.

    The following sample declarations apply to H1 elements. When projected in a business meeting, all instances will be blue. When printed, all instances will be centered.

    <HEAD>
     <STYLE type="text/css" media="projection">
        H1 { color: blue}
     </STYLE>
    
     <STYLE type="text/css" media="print">
       H1 { text-align: center }
     </STYLE>

    This example adds sound effects to anchors for use in speech output:

     <STYLE type="text/css" media="aural">
       A { cue-before: uri(bell.aiff); cue-after: uri(dong.wav)}
     </STYLE>
    </HEAD>

    Media control is particularly interesting when applied to external style sheets since user agents can save time by retrieving from the network only those style sheets that apply to the current device. For instance, speech-based browsers can avoid downloading style sheets designed for visual rendering. See the section on media-dependent cascades for more information.

    14.3 External style sheets

    Authors may separate style sheets from HTML documents. This offers several benefits:

    • Authors and Web site managers may share style sheets across a number of documents (and sites).
    • Authors may change the style sheet without requiring modifications to the document.
    • User agents may load style sheets selectively (based on media descriptions).

    14.3.1 Preferred and alternate style sheets

    HTML allows authors to associate any number of external style sheets with a document. The style sheet language defines how multiple external style sheets interact (for example, the CSS “cascade” rules).

    Authors may specify a number of mutually exclusive style sheets called alternate style sheets. Users may select their favorite among these depending on their preferences. For instance, an author may specify one style sheet designed for small screens and another for users with weak vision (e.g., large fonts). User agents should allow users to select from alternate style sheets.

    The author may specify that one of the alternates is a preferred style sheet. User agents should apply the author’s preferred style sheet unless the user has selected a different alternate.

    Authors may group several alternate style sheets (including the author’s preferred style sheets) under a single style name. When a user selects a named style, the user agent must apply all style sheets with that name. User agents must not apply alternate style sheets with a different style name. The section on specifying external style sheets explains how to name a group of style sheets.

    Authors may also specify persistent style sheets that user agents must apply in addition to any alternate style sheet.

    User agents must respect media descriptors when applying any style sheet.

    User agents should also allow users to disable the author’s style sheets entirely, in which case the user agent must not apply any persistent or alternate style sheets.

    14.3.2 Specifying external style sheets

    Authors specify external style sheets with the following attributes of the LINK element:

    • Set the value of href to the location of the style sheet file. The value of href is a URI.
    • Set the value of the type attribute to indicate the language of the linked (style sheet) resource. This allows the user agent to avoid downloading a style sheet for an unsupported style sheet language.
    • Specify that the style sheet is persistent, preferred, or alternate:
      • To make a style sheet persistent, set the rel attribute to “stylesheet” and don’t set the title attribute.
      • To make a style sheet preferred, set the rel attribute to “stylesheet” and name the style sheet with the title attribute.
      • To specify an alternate style sheet, set the rel attribute to “alternate stylesheet” and name the style sheet with the title attribute.

    User agents should provide a means for users to view and pick from the list of alternate styles. The value of the title attribute is recommended as the name of each choice.

    In this example, we first specify a persistent style sheet located in the file mystyle.css:

    <LINK href="mystyle.css" rel="stylesheet" type="text/css">

    Setting the title attribute makes this the author’s preferred style sheet:

     <LINK href="mystyle.css" title="compact" rel="stylesheet" type="text/css">

    Adding the keyword “alternate” to the rel attribute makes it an alternate style sheet:

    <LINK href="mystyle.css" title="Medium" rel="alternate stylesheet" type="text/css">

    For more information on external style sheets, please consult the section on links and external style sheets.

    Authors may also use the META element to set the document’s preferred style sheet. For example, to set the preferred style sheet to “compact” (see the preceding example), authors may include the following line in the HEAD:

    <META http-equiv="Default-Style" content="compact">

    The preferred style sheet may also be specified with HTTP headers. The above META declaration is equivalent to the HTTP header:

    Default-Style: "compact"

    If two or more META declarations or HTTP headers specify the preferred style sheet, the last one takes precedence. HTTP headers are considered to occur earlier than the document HEAD for this purpose.

    If two or more LINK elements specify a preferred style sheet, the first one takes precedence.

    Preferred style sheets specified with META or HTTP headers have precedence over those specified with the LINK element.

    14.4 Cascading style sheets

    Cascading style sheet languages such as CSS allow style information from several sources to be blended together. However, not all style sheet languages support cascading. To define a cascade, authors specify a sequence of LINK and/or STYLE elements. The style information is cascaded in the order the elements appear in the HEAD.

    Note. This specification does not specify how style sheets from different style languages cascade. Authors should avoid mixing style sheet languages.

    In the following example, we specify two alternate style sheets named “compact”. If the user selects the “compact” style, the user agent must apply both external style sheets, as well as the persistent “common.css” style sheet. If the user selects the “big print” style, only the alternate style sheet “bigprint.css” and the persistent “common.css” will be applied.

    <LINK rel="alternate stylesheet" title="compact" href="small-base.css" type="text/css">
    <LINK rel="alternate stylesheet" title="compact" href="small-extras.css" type="text/css">
    <LINK rel="alternate stylesheet" title="big print" href="bigprint.css" type="text/css">
    <LINK rel="stylesheet" href="common.css" type="text/css">

    Here is a cascade example that involves both the LINK and STYLE elements.

    <LINK rel="stylesheet" href="corporate.css" type="text/css">
    <LINK rel="stylesheet" href="techreport.css" type="text/css">
    <STYLE type="text/css">
        p.special { color: rgb(230, 100, 180) }
    </STYLE>

    14.4.1 Media-dependent cascades

    A cascade may include style sheets applicable to different media. Both LINK and STYLE may be used with the media attribute. The user agent is then responsible for filtering out those style sheets that do not apply to the current medium.

    In the following example, we define a cascade where the “corporate” style sheet is provided in several versions: one suited to printing, one for screen use and one for speech-based browsers (useful, say, when reading email in the car). The “techreport” stylesheet applies to all media. The color rule defined by the STYLE element is used for print and screen but not for aural rendering.

    <LINK rel="stylesheet" media="aural" href="corporate-aural.css" type="text/css">
    <LINK rel="stylesheet" media="screen" href="corporate-screen.css" type="text/css">
    <LINK rel="stylesheet" media="print" href="corporate-print.css" type="text/css">
    <LINK rel="stylesheet" href="techreport.css" type="text/css">
    <STYLE media="screen, print" type="text/css">
        p.special { color: rgb(230, 100, 180) }
    </STYLE>

    14.4.2 Inheritance and cascading

    When the user agent wants to render a document, it needs to find values for style properties, e.g. the font family, font style, size, line height, text color and so on. The exact mechanism depends on the style sheet language, but the following description is generally applicable:

    The cascading mechanism is used when a number of style rules all apply directly to an element. The mechanism allows the user agent to sort the rules by specificity, to determine which rule to apply. If no rule can be found, the next step depends on whether the style property can be inherited or not. Not all properties can be inherited. For these properties the style sheet language provides default values for use when there are no explicit rules for a particular element.

    If the property can be inherited, the user agent examines the immediately enclosing element to see if a rule applies to that. This process continues until an applicable rule is found. This mechanism allows style sheets to be specified compactly. For instance, authors may specify the font family for all elements within the BODY by a single rule that applies to the BODY element.

    14.5 Hiding style data from user agents

    Some style sheet languages support syntax intended to allow authors to hide the content of STYLE elements from non-conforming user agents.

    This example illustrates for CSS how to comment out the content of STYLE elements to ensure that older, non-conforming user agents will not render them as text.

    <STYLE type="text/css">
    <!--
       H1 { color: red }
       P  { color: blue}
       -->
    </STYLE>

    14.6 Linking to style sheets with HTTP headers

    This section only applies to user agents conforming to versions of HTTP that define a Link header field. Note that HTTP 1.1 as defined by [RFC2616] does not include a Link header field (refer to section 19.6.3).

    Web server managers may find it convenient to configure a server so that a style sheet will be applied to a group of pages. The HTTP Link header has the same effect as a LINK element with the same attributes and values. Multiple Link headers correspond to multiple LINK elements occurring in the same order. For instance,

    Link: <http://www.acme.com/corporate.css>; REL=stylesheet

    corresponds to:

    <LINK rel="stylesheet" href="http://www.acme.com/corporate.css">

    It is possible to specify several alternate styles using multiple Link headers, and then use the rel attribute to determine the default style.

    In the following example, “compact” is applied by default since it omits the “alternate” keyword for the rel attribute.

    Link: <compact.css>; rel="stylesheet"; title="compact"
    Link: <bigprint.css>; rel="alternate stylesheet"; title="big print"

    This should also work when HTML documents are sent by email. Some email agents can alter the ordering of [RFC822] headers. To protect against this affecting the cascading order for style sheets specified by Link headers, authors can use header concatenation to merge several instances of the same header field. The quote marks are only needed when the attribute values include whitespace. Use SGML entities to reference characters that are otherwise not permitted within HTTP or email headers, or that are likely to be affected by transit through gateways.

  • Don’t Be Last In Search Results

    Don’t Be Last In Search Results

    Take Your Google Search To The Next Level With Figment Design

    fd-gsearch

    Online Marketing Opportunities SEO/SEM/PPC

    A great website attracts more visitors, entices them to stay on the site longer, maximizes your conversion rate and increases sales. But how do you get them there? We have a full array of products that can deliver qualified visitors to your site. After all, you don’t need traffic… You need the RIGHT traffic!

    Having your site fully optimized for (Search Engine Optimization) improves your organic ranking and your site’s visibility, which in turn helps to achieve more qualified traffic.

    We combine many key steps to improve your site’s ranking; on-page/off-page tactics, key word analysis, code optimization, link building, professionally written content, PPC-pay per click, banner ads, full mobile capabilities and a fully integrated reporting system that makes sense.

    seo-res

    If interested in one of the
    Services or to request a meeting
    so we can provide a detailed
    custom program click below

    click-btn

  • Red Nose Day

    Red Nose Day

    Please Join the Cause this May 21st

    We came to work with the spirit of creating a positive change in the world.

    We were so eager to show our support that we couldn’t wait.

    redNose

    Even Figs the fish joins the cause. Please Join the Cause this May 21st

    figs-thefish

    PhotoOne-a

    rednose-dog

    GOPR09180

    Remember to donate

    btn


  • Looking For A Better Balance Between Direct And OTA Booking?

    Looking For A Better Balance Between Direct And OTA Booking?

    Complete Resort Packages – Figment Design
    Looking For A Better Balance Between Direct And OTA Booking?

    res-eb

    Looking For A Better Balance Between Direct And OTA Bookings? There’s no magic button that suddenly opens the floodgates to direct bookings. And while your striving to earn more direct bookings, how do you keep your market share of OTA business. Find out how we can help you adjust your revenue scale in a more favorable balance. COMPLETE RESORT PACKAGES, WEB/ONLINE PACKAGES, CREATIVE/BRANDING PACKAGES. Find Out More

    We Truly are a FULL Service Agency. At Figment Design we realize that clients are our partners and that we are an extension of their sales and marketing team. As a creative agency and marketing agency, we don’t just produce the work and walk away, we care about the results for our clients, and we work hard to ensure the results generate business.Whether it’s to develop your brand through new and exciting creative design, or to develop effective media campaigns that reach the right target, Located in Miami, FL (Coconut Grove) The Figment Design has a team that will focus on you and meet your needs. We pride ourselves in being hands on. This is an advertising agency that will actually listen to your needs, work diligently in collaboration with you, your thoughts, ideas and concerns, with the ultimate goal of generating powerful results. Though services are expansive and cover a lot of ground within this industry, the professionals at Figment have been working in their respective fields for many years successfully and can easily navigate our clients/partners through the various aspects of the advertising process. We are a full service agency offering all services from Creative Development to final production… we are A Creative Powerhouse. We offer our expertise in all aspects of advertising including: graphic design, web design, full service printing, direct mail, brochures, fulfillment and distribution. Additionally, we proudly offer photography, media planning and buying, promotional items, vehicle wraps and trade-show displays. And with an industry that is always changing and making technological advances, additional services are being added every day in order to better service our clients and their needs. (FIG-muh-nt) a mere mental invention, a creative imagination… isn’t this where advertising and marketing starts. We are the Creative Powerhouse that will take the time to learn your business and your competition, we then develop a business identity wrapped around you… and then the fun begins. Our creative team goes to work making you stand out from your competition. Once that is done, then the strategic thinking comes in and our marketing team figures out where your creative will earn you the best ROI. What is it worth if it doesn’t get to the right people and why waste money on the wrong people. We provide all services from start to finish, creative, web, marketing strategies, media buying and placement, even fulfillment and direct mail. Executive Offices – Coconut Grove (Miami, FL). Production – Doral, FL

  • Google’s Search Algorithm (Mobile-Friendly) in 2015

    Google’s Search Algorithm (Mobile-Friendly) in 2015

    Are you prepared for the Google Mobile-Friendly Algorithm?

    google-algorithm-banner

    Each year, Google changes its search algorithm. While most of these changes are minor, Google occasionally rolls out a “major” algorithmic update that affects search results in significant ways. On April 21st Google is changing their algorithm and making it more mobile friendly. Google will launch a new mobile crawler that can do a better job of crawling single-page web apps, Android apps, and even Deep Links in iOS apps. The new algorithm will evaluate mobile search results but not desktop results. This doesn’t mean that it will not crawl non-mobile websites, but it can affect your ranking in Google. With that said, you should probably take some time soon to make sure that your site works—at least in a passable way on mobile devices.

    Why the change?

    Page Rank and Domain Authority is a problem. Sites are being judged by their seniority in Google and not their content. Just because a website has a high page rank doesn’t mean it should automatically be given a higher rank by a search engine. Google wants to reward great content. They want to make searchers happy. And they certainly don’t want the end users using another search engine.

    Based on googles quote: “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

    Seniority of websites, the new and future websites shouldn’t be punished because they weren’t around during the golden age of SEO and search engines. If a website has been around for longer it used to have the advantage over the new sites being created regardless whether the new sites have better content.

    Google has been telling webmasters to prepare for mobile for years, now. Thanks to the announcement of the Mobile Search update, many webmasters now have a compelling reason to take action. If you find yourself scrambling to be mobile-friendly and can’t decide between a dedicated mobile or responsive design, it makes sense to weigh the pros and cons of each before making a decision.

    Contact Us today for a FREE Site Analysis!

    What do I need to do?

    Your site’s content will continue to become more and more important with the new changes. Google will reward smart content, in other words, not the piece of content that is looking to sound smart, but rather the piece of content that has the goal of communion with the reader/searcher. Just keep in mind these few steps:

    1. MOBILE: Google is taking into account that mobile is taking over. Everyone is on their phones or tablets. Your content better be mobile friendly. It better be responsive and look good in every screen size.
      • Test your current website, remember to use Google’s Mobile-Friendly Test tool to review the homepage and a number of other pages on the website, including blog posts, category pages, and shopping cart.
      • Update to responsive design or independent mobile site (auto recognizing). It is very likely not worth it to try retrofitting an existing design. For very old websites built on HTML, FrontPage or Dreamweaver, it is time to migrate to a content management system (CMS) such as WordPress. For websites already on a CMS, switching to a responsive theme shouldn’t be too painful or expensive. Google has a Mobile Guide to help with this process.
    2. Faster is better: Google rewards websites that load quickly. Make sure your hosting and your load time is up to Google’s standards.
    3. Google Analytics: Without it you’re flying blind. The Google Analytics tool is your best friend when it comes to keeping an eye on the health of your site. This will be your best friend.analyticator
    4. Average Session Duration (ASD): This is the time that your viewers spend on your site. This is also going to be one of the greatest factors that Google will judge your site in regards of content quality.
    5. The Bounce Rate: These are the people that enter and quickly leave your site. It shows that people saw your site and didn’t find what they are looking for, as in the content they were searching.
      bounce-rate
    6. Up to Date: This refers to how old or new is your content, so keep your content as fresh as possible.
    7. Quality: Searchers don’t want answers to their searches, they want GREAT answers to their searches. The quality of your content will also be taken into account.
    8. Honesty: People want honest content, they want the answers to their searches. The search engine will be getting better at getting the honest content.
    9. Multimedia: People are more digital now than ever. Content that includes different forms of media will be taken into account. Text with video/audio will begin to win over plain text.

    If my site is not mobile-friendly, will this impact my desktop rankings as well?

    On a panel at SMX Munich (2 weeks after SMX West) Zineb from Google answered ‘no’ but you should probably take some time soon to make sure that your site works—at least in a passable way—on mobile devices, just in case there are eventual desktop repercussions (and because this is a user experience best practice that can lead to other improvements that are still desktop ranking factors, such as decreasing your bounce rate).

    What is Google’s goal with all of these mobile-friendly changes?

    Being able to easily surface apps in a search result will help them drive more and better app development for Google Play and monetize their other content like TV shows, books, magazines, movies, and music—all of which have been threatened recently by competitors like Hulu, Amazon, and of course iOS App Store and iTunes.  Google has been encouraging publishers to include transcripts with videos and song lyrics with songs. In the long run, those will help Google scrape and show those things in answer boxes, as shown at the right, but eventually they will probably also surface their own version of the content from Google Play, with links just below the answer box, so that you can watch the video or download the song directly to your phone on Google Play. When you think about Google’s intentions on this front, and try to envision the future, it is important to note that Google is actually already offering Google Play for iOS, which currently just provides the Google Music cloud-storage and a music subscription model. We expect this to expand as well, so that Google can expand their level of competitiveness here too.

    It truly depends on what your site is focused on and what you need it to do. Make your website user-friendly, helpful, and relevant and you will have the opportunity to rank in Google organic search, regardless of the website type. Statistics gathered by a variety of companies show that mobile sites have much better conversion rates. This goes back to the fact these sites are designed only for mobile platforms. They tend to load faster and are easier to navigate. In short, they offer a better mobile user experience than responsive designs.

    We’ve been saying for years now to build for mobile and respond for desktops. Many responsive sites that are  maintained by the business owner and the sites are large because of images, javascript and tons of CSS will pose a problem with the new algorithm, this is why proper mobile design is key this year.

  • Your Business: To Be or Not to Be Online?

    Your Business: To Be or Not to Be Online?

    Why Should Your Business Need To Be Online?

    global-smallGiving your small business an online presence means more than simply putting up a website with your address, email and phone number. It means setting up a virtual version of your business, the face and branding of your company and a social presence such as a Facebook page. In this digital era, more people search online for the products and services they need as opposed to searching through a phone book or browsing store to store. Ignoring this reality in marketing is like saying, “I don’t need any new business I’m making the money I want.”

    The Digital Age, A New Economy

    It’s no secret that the Internet has created a new economy. Since 1991 when the NSF first allowed commercial use of the Internet the world changed how it did business. Since then we changed our perception and the way we do business. Think of Jeff Bezos founder of Amazon. He set up his business in his garage. Now his net worth is worth $34.7 billion. There is no doubt that this was all due to his small business having an online presence. However, in order to be successful online, you don’t have to be a giant like Amazon or eBay. Many small and mid-size businesses succeeded in building online businesses quite lucratively. Small and mid-size companies will be the main growth force of e-commerce in the digital age.

    The Internet Is The Perfect Place For Business

    Where do you think more people enter the Target across the street or Target.com? In order to make a sale you need visitors to come to your store. Online there are no lines, no wait, no open and closing hours, no, well you name it. You’re a click away from customers. With proper marketing and a web design company to back you up your Internet storefront can have more buyers than you ever can get in a physical shop.

    Low Start Up Cost

    How much does a store cost these days? Building a website doesn’t require that kind of investment. There are many tools available for small business owners that won’t leave you hurting in the bank. Tools like WordPress can help your business get a boost online. With a good web design company, you can have a site build in a relative short amount of time. Not bad for opening your business to the world.

    Business 24/7

    Could you be at work 24 hours a day 7 days a week? Well you can if your store was online. The biggest advantage of online shops is that they are open 24 hours a day, 7 days a week, 365 days a year. Your online store never closes, never takes coffee breaks, doesn’t have vacation time, doesn’t take lunch breaks and doesn’t complain about pay. Your store is open while you sleep and you can sleep sound that you have a web team behind it, protecting it.

    Corporate Image

    Today everyone has a digital presence. We are all on Facebook, Twitter, Instagram, etc. Even your Corporation has a digital image. Whether you sell a product or a service you have a presence on the Internet. Those that don’t have a presence on the Internet are under the illusion that they have a business when in reality they aren’t even in the sights of the competition. For example, if you have a company that sells electronics but isn’t online, how can it compete with the Best Buy and the TigerDirect down the corner? Most people don’t take you seriously when they ask you for your business’ website and you don’t have one. A nice corporate site definitely increases the image of a company, especially if it has great product or service related content to go with it as well as good SEO.

    www-fiPhysical Presence Anywhere

    Imagine being on your vacation on the beaches of Hawaii and knowing your business is running just fine. The Internet allows you to do business from any part of the world. Your physical location, except for few cases is not that important since you conduct your business online. Your portal to the world is on the palm of your hands.

    Provide Better Customer Support

    Business owners can’t control how good of a day an employee or a customer is having. When the customer visits the store and has a bad experience it’s mostly out of the owner’s hand. Thanks to the Internet, business can provide customer support and care more effectively. This means better customer satisfaction and increase of profitability. When connecting your site with your social media such as Facebook you can keep connected with your customer base. You’ll have more accurate feedback from the people you’re trying to attract to your business.

    Information Easily Available To Customers

    How can you give a present to a customer? In old times companies used to require days to deliver products or services or up to date information to their customers. This is not the case anymore. Now you can add or make any changes to your company and product related content virtually in a matter of hours. Publish on your site and share with the whole world the latest news to your customers.

    Reduce Costs

    Your online presence helps you streamline the business process. This allows you to cut costs in almost every aspect of your business. Companies reduce their maintenance, repair, and even the cooperation costs by using e-business solutions such as online shopping carts. No more slip and fall frivolous lawsuits.

    Global Presence

    If you open your pharmacy and they put a Walgreens and a CVS on each side can you compete with them? Thanks to the Internet, you instantly become a global player. You don’t have to invest large amounts of money opening up your business in every corner. Your business has a radius of action; the online world gives you a global radius.

    Have your business online before you are out of business.

    The longer you wait to have an online presence the harder it’s going to be for you to reach your customers. In the long run do you think more people are going to buy at the corner store or on an online company? If not you then think of the next generation who’ll be the consumer base of the future. Are they buying everything online now? How about 5 years from now? Take your business to the next level. Find yourself a web design and marketing company and give your business the advantage it needs.