The Importance of Design
Mark Smelzer -- JCK-Jewelers Circular Keystone, 8/1/2005
I've always been a big fan of design, from architectural, automotive, and fashion to advertising, graphic design, and magazine art direction.
We have enjoyed success and excitement over the past few months at JCK as a result of our improved magazine designs. There's no doubt that the knowledge of our industry experts is the bedrock that makes JCK "the industry authority," but presenting that authority in a package that communicates both substance and style has proved to be an amazing formula.
Many of our advertisers are realizing the importance of design in their marketing as well. Two case studies from The JCK Show ~ Las Vegas were particularly exciting.
Our friend Valentino Diaz and his team from FIBO Steel in Miami took their marketing message to a whole new level this year. Using very cool images from their Italian manufacturer, they created a truly fresh campaign for this industry. They ran two-page spread ads in JCK's June issue and the JCK Show Daily issues. The result was a hugely successful show—in a 10×10 ft. booth on the downstairs level!
The wonderful people at Ballou also made a commitment to design this year, first with their beautiful new Caroline Ballou product, and second with a fashionable multipage insert in the May issue of JCK. When we stopped by to see Caroline and Michael Poissant, they were smiling from ear to ear.
I'm personally excited to be a part of an industry that is quickly discovering the importance of design. It's a thrill to be surrounded by success.
