Archive for March, 2010

Mark in Munich

What advice do you have for Americans seeking employment in Germany?

Public Relations has a very large impact in Germany. Mark had a lot to say about the job market in a large city like Munich. Famous musicians and actors are found throughout Munich constantly for numerous reasons, usually an event that they are part of. Restaurants and bars are very prominent throughout Germany. Hotels are almost constantly overbooked. Octoberfest too is a huge part of Germany’s culture and draws millions of visitors every year making headlines throughout the world.

What do you think is negative about American communication?

Mark had a very interesting perception of our mass communication culture. The media seems to be very involved in choosing a side and trying very hard to prove that they are what the masses should believe when what they are saying may not always be true. I’m sure everyone has watch CNN or FOX news stations which seem to both have completely different stories when talking about the same subject, it is kind of amusing. Mark feels that the average American would not be educated enough to Make his/her own decision about political decisions and would most likely go with the information they found watching television or listening to the radio, rather than trying to find truth and make an educated decision. Mark also spoke about the reality television that is so prominent in America, he says that Germany does not care about what someone else’s life is like, they find this information useless. I agree Mark I hate reality television.

What publications do you read in Germany?

Let me just start by saying that Mark is what American’s might call “fly.” He chooses to read GQ (Gentleman’s Quarterly) and finds that the production is very skewed based on where it is being sold. He really enjoys reading the information about what is popular in American culture, German culture, and European culture in general. Mark finds that in Germany GQ might have an entirely different idea about what is trendy or popular than what America thinks. He stated that when he went home this past summer and purchased a GQ in Germany, after buying the American GQ he found striking differences in the subject matter. This is interesting, it shows how popular trends are accepted by different cultures.

What is different about tennis in the United States than in Germany?

In Germany people still like to think of tennis as a classic sport, that involves tradition and pride. The sport is still very competitive and requires a lot of skill to succeed but all the less still a way to enjoy yourself. Mark made sure to say that this is not unlike the United States, however there are still differences in the tennis culture in America. Mark plays for the team at Georgia Southern University and has a ton of talent. He feels that the innovations in equipment technology have brought tennis to a whole new level. He believes that tennis is much more like a show, or a product to be sold rather than a humble tradition. Mark claims that dedication seems stronger in Germany than it does in the states. He made sure to say that he knows plenty of Americans who had proven him wrong on this matter, but he sees the big picture this way.

How did you feel initially when you moved to an entirely different culture?

Mark claimed that he felt very comfortable. In Germany most people speak English his communication boundaries would not be an issue. The states are seen as a very big deal in Europe and he wanted to embrace moving here to go to college. Mark finds that Hollywood, Las Vegas, and New York all seemed very interesting to him moving from Munich, Germany. I have to say, I’m just as interested in Munich after speaking with Mark.

What surprised you about cultural differences b/w America and Germany?

Americans are much more open and welcoming. In Germany people are not necessarily mean or hateful but would rather be truthful when interacting with one another. Mark claimed that Americans are not very truthful in face, meaning that their true emotions is not their strong suit. In Germany if people do not like you, you will be told just  that. It is not considered disrespectful or rude but considered normal. Lets face it, Mark and I live in the South, as do the students in my class; this can be a difficult place to transition to if these are the cultural characteristics you are used to.

What is your view of business in Germany?

Germany is very resourceful and plays a large role in global business. Munich has the 14th busiest airport in the world. Hamburg is an impressive transportation port. The amount of business being done in Germany is infinite. The people of Germany see their country as “The Engine of Europe,” and have found that their presence is very important.

How does the media operate in your country?

The media is much less discerning when it comes to covering events that occur in Germany. They will openly lash out against politicians and leaders. Openly demanding answers and verbally abusing public figures is not rare in Germany. People want to know the truth and not been left wanting answers. Mark feels like the media is very different in Germany and for their culture it works well.

I would like to first thank Mark Paetz for taking time out of his busy schedule to meet with me. I enjoyed speaking with him and learned a lot about a foreign culture.  I appreciate the cultural differences more now and I have a stronger understanding of how media operates outside the states. Once again, thank you Mr. Mark Paetz.

Mark’s Georgia Southern Profile can be found here:

-Casey Sherwin


First, I will give you a little background on the “Blue Goose.” The Blue Goose was created to provide safe rides home for college students who have had too much to drink. The Blue Goose started as a regular school bus that underwent dramatic changes. Once a yellow teeny-bopper-hauler turned blue and outfitted with a rowdy sound system that keeps passengers on their feet having a good time. Add a top mounted air-conditioning unit, or two (cold!) and you have the makings of a safe, enjoyable ride home.

The Blue Goose has definitely redefined taking a taxi home from a night out. So, how to segment the target public prior to create a brochure that will prove beneficial. A target public is referred to “specific groups of people that you need to reach with a specific message about your organization,” (“Strategic Publications” Designing for Target Publics, Linda P. Morton)

In the publication (“Strategic Publications” Designing for Target Publics, Linda P. Morton), four segments are suggested as a basis four strategic research. GENERATION, LIFE STAGE, SOCIAL CLASS, GENDER. Using these segments you can create a matrix that helps to clarify what characteristics will be most effective within your publication.

Matrix example shown below:

Segments Consumer Interests Consumer Needs Consumer Income
Life Stages
Social Class

The method used to segment the target public is very important. In order to ensure that the money spent on your publication is money well spent you must do your homework. Spending time (time=money) working to understand the specifics of the people you are directing your master piece towards will pay off if you do it correctly. I think in my case I will be able to concentrate more on what publication characteristics will better the perception of the Blue Goose; I feel that it is important to do so in the eyes of both the customer and the community. The community may not use the Blue Goose but they are indirectly still included and therefore must still be considered.

Ok, so in terms of publications “CRAP” refers to contrast, repetition, alignment, and proximity. These are all terms that help the graphic publications student understand how to piece together an effective piece of work. This acronym and the theory behind it were created by Robin Williams and can be found in her book “The Non-Designers Design Book” According to Williams:

1) Contrast
The idea behind contrast is to avoid elements on the page that are merely similar. If the elements […] are not the same, then make
them very different.

2) Repetition
Repeat visual elements of the design throughout the piece. […] This
develops the organization and strenghtens the unity.

3) Alignment
Nothing should be placed on the page arbitrarly. Every element should have some visual connection with another element on the page.

4) Proximity
Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units.

These elements when used properly can help an artist create a very useful advertisement. When designing brochures, flyers, and other handouts that are intended for publication these four rules can help drastically improve the effectiveness of your product.

Thank you,

Casey Sherwin

Typography is the art and technique of arranging type, type design, and modifying type. There are numerous factors that a practitioner must account for when planning to create a new publication. The most important factor is how to effectively target your specific market or public. As  I stated in a recent post the publics can be segmented into smaller sub-categories that allow an artist to devise a specific plan to meet the needs of a particular public.

Typography can be an effective tool if used properly. An artist can spend all their time creating a radiant, eye catching design, but if the publication doesn’t capture the attention of the intended audience than it is useless. This is when selecting certain fonts, type sizes, and type designs can help turn an average publication into a remarkable one that proves effective in the end.

A few tips on creating business cards and brochures. When creating business cards choose fonts that will properly convey your companies message, and help the public remember your company by it’s characteristics. When creating brochures you must effectively communicate the message you are intended by choosing proper fonts and colors.

Check out this website to find creative, effective new fonts that you probably have not seen before:


This website is really cool! One can choose from many categories such as Fancy, foreign Look, Gothic….

If you have a Mac here is how you install new fonts:


If you have a PC here is how you install new fonts: