Use of Pantone vs CMYK in Printing​

Many clients have asked us what the difference between Pantone and CMYK color ink is. Printing is a complicated mix of paper style and color mixing, but we will explain it in layman’s terms. For the printing industry to have a color standard the Pantone (PMS) system was created. It is premixed to the color and printed from a dedicated printing plate on the press. The use of Pantone color is referred to as a spot color. You can print a wider range of colors, like silver and gold, which is not achievable through CMYK.  Pantone is best suited for solid colors on logos and other marketing materials. CMYK is made up of 4 colors - cyan, magenta, yellow and black.  Each color is printed on paper separately and layered on top of each other. CMYK colors can vary depending on the angle of application, paper stock, printer and amount of ink coverage. CMYK is best for the printing of photos or other multi-color graphics. Pantone colors allow a company to ensure color consistency throughout all their marketing materials.  Without the consistency you can see websites that don’t have the same colors as business cards, brochures that don’t match the trade show booth. Pantone colors can be converted to CMYK colors, however the colors have a tendency to loose their brightness. If you have any questions regarding printing or color contact Waterfront Graphic Design at 608-669-4677.​

How Often Do You Need to Update or Rebuild your Website?​

When is the last time you updated your website. There is no set rule to redesigning your website, however, a good rule of thumb is every two years. Keep in mind that design and technology trends change all the time. Technology changes and most people are accessing the web on a mobile device, or tablet with different screen sizes. Is your website compatible with these devices?  Here are some clues that its time to update:If customers are complaining about your website.If it looks outdated or doesn’t work well.If it’s not mobile friendly.If it takes FOREVER to load. If it still uses Flash technology.You can’t find your website using your industry keywords. A business should be checking their bounce rate on their website. A bounce rate means that people visit but few stay on the site or convert to clients. Invite your customers to be part of the update and give feedback. Ask them for the insights to convert visitors to customers what makes them want to hire you. Ask what they think of your proposed design and if it appeals to them. Ask about the problems they are trying to solve and if the information is relevant.  Make updating your website important to your company. Make it part of your budget. Marketing is a continuous process so make sure your website is keeping up with the trends. When redesigning, make continuous updates to your site part of your marketing strategy. Here are some questions you can use to guide if a redesign is necessary… Is my marketing strategy up to date?Am I making changes to my messaging?Am I making changes to our sales process?  Do NOT look at your redesign or updating as an expense.  It’s actually an investment in your lead generation, your marketing and sales strategy.  When you ask the question, should I update my website?  That is the exact time you start your journey.  Indicator Guidelines of when to Update:Website is over 3 years old. Out of line with your current brand.Not intuitive and not user friendly.The site is unresponsive.Still using Adobe Flash (Flash is one step closer to death thanks to Google).Social sharing buttons are not in a high traffic area.You are not using social media or have links to social media from your site.Company contact information is not easy to find.URL is 10 miles long.It looks like it was created in 1994. If your website has not been updated since 2010 you are lagging behind. It’s rare that you won’t need to change anything on the website after 3 years (so rare it never happens to any of our clients when they take the time to really look at their site).  You don’t always need to do a complete overhaul. Perhaps your site just needs some refreshing. Contact Waterfront Graphic Design today to receive a free website evaluation. We will help you start a ripple and watch it grow. (608) 669-4677 or  ​

Waterfront Graphic Design Awarded

At their annual dinner, the Lodi & Lake Wisconsin Chamber awarded us the title of Small Business of the Year. We couldn't be more humbled by the honor. Thank you to all of our clients for your support over the years. We are blessed to know you all.

February 2017 - Featured Client

Our featured client is Baskets and Beyond LLC of Dodgeville, Waterfront Graphic Design worked with Baskets and Beyond creating their website and logo. Their need was to revamp and update their website. The accomplishments Baskets and Beyond LLC received were expressed by owner Chris as, “getting the look of the website we wanted.”  “Amy did a great job at the design with little input from us. It was nice, she just went with it.”  They decided to take Amy's recommendation and get rid of their current e-commerce site as they didn't use it, which was “changed to our satisfaction.”  Baskets and Beyond LLC, said the most impressive thing about working with Amy was “We had no idea what we wanted or where to start.  Amy asked us questions on what we wanted and where we wanted to end up and we just let her take the lead.  She did a great job.”  Baskets and Beyond stated once the website was up and going, if we had questions Amy from Waterfront Graphic Design was able to answer them.  “I know if I have any questions, concerns or problems I am able to call or email and get them taken care of right away.”       If you are in need of an initial or revamping of a website/logo, connect with Amy from Waterfront Graphic Design by emailing  or by calling 608-592-6501.​

Common Website Mistakes

The list below is common mistakes that are done on websites by amatures and professionals alike. Use this list to help make your site the best it can be. Social Media should be simple.  Don’t make it hard for people to share your website.  Make it easy to post to facebook, twitter, Instagram etc.  Crowded Websites are never fun to navigate.  Don’t put too many things on your website. Too much clutter makes people confused. More often than not, they will hit the back button if the site is too hard on the eyes. Make your navigation menu easy to find.  Make sure to include services, about us, and a contact page.  Don’t keep more then seven tabs on the menu.  If your clients are unable to find what they are looking for they will easily loose interest in your site.  Unappealing designs turn your target audience away.  Gear your design toward the right people and plan to sell your product by making it appealing. Poor deign makes your company look fly by night. Misplaced Ads or Too many ads. This makes the website flashy and annoying, it can be frustrating for visitors.  Evaluate the placement of advertising by putting them in the right spots.  Don’t have too many hyperlinks.  This causes overcrowding and looks busy.  It takes away from the purpose of the company and misses focus on hitting your target audience. Don’t use animation and flash.  This causes downloading problems. Don’t make it complicated.  Keep it simple but impressive.  Flash does not work on either cell phones or tablets, so it will appear like a blank page on these devices. Unscannable Content Format.  Trade in huge blocks of text for list format articles and how to guides. Break your ideas into paragraphs.  Readers use key areas to qualify content to read. Most readers like to scan information for what they are looking for, so keep it short.  Don’t use low quality Images.  Low quality images damage a readers impression of your website.  Most readers assume any posted graphic is a reflection of the company.  Keep it high tech and clean. Use Clear Content.  It’s vital to explain the services our company provides.  However, giving too much information about everything your company has done. Don’t make it too flashy and don’t fail to solicit and showcase customer reviews.  Most important thing on a website is to have easy to find contact details.  Don’t hide contact information on just the contact page.  Make contact information easily accessible.  Have a phone number you can call or email address that opens  in the viewers default email.  Have a footer that allows viewers to see the contact information at all times.   If you have any questions about what to include on your website contact us at or 608-592-6501. 


Throw a pebble into the pond of inspiration...

start a ripple and watch it grow.

 608.669.4677        W10994 Eagle Drive, Lodi, WI 53555

Located 30 minutes north of Madison, WI, on beautiful Lake Wisconsin.

We were honored to be awarded the Small Business of the Year award from the Lodi & Lake Wisconsin Chamber.