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language is problematic for the businesses that hire the professional services of a sign shop. But the real concern should be the whole "language" of the sign. The whole "language" includes connecting the customer''s marketing objectives with the stage in the visual communication process. That connection is accomplished with not only the form and content of the graphics, but also the sign''s shape, color, texture, and form. All are the elements of a sign''s "language." As a business-owner, you must identify clearly your desires for your banners and communicate that desire to your sign-maker. "Where do you want to locate the sign, and why do you want to locate it there?" "Why do you want to use those colors?" "Why that size?" Next, the audience must be defined. Figure out just what appeals to YOUR customers rather than the famous "general public." The content of the sign cannot just boast its product; it should be convincing. Once identified, a specific group is easier to target and to convince. Once you have identified your goals, sort through them by ranking them in order of importance. Next, take the marketing objectives and the target population analysis, and apply that information to an analysis of the visual

Why would I use a 35" high Cart? Isn''t that too high for a desk height? And what''s the difference between the 35" high and 28" high Cart--which one makes sense for me? The 35" high Carts are designed so that your main worksurface is placed somewhere around 28" (whatever height is comfortable for you), and then the small shelf goes at 35" and holds your monitor. At that height, the monitor is about eye level so that you are looking straight onto it rather than up or down. Another way a 35" high Cart is often used is if you want the large shelf at one height and then want to add extension tubes to make a tall Cart. By beginning with a 35" high Cart, you won''t need to add as much height with extension tubes, which will save you money! The 28" high Carts are most popular if you want one large worksurface and don''t need anything above that point.