How do you avoid too many effects and shadows?

The mark goes flat: one colour, no shadow, no relief and no button shine. An effect is not added so that it «looks like more» if on the cup that effect cannot be printed.

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Look at the mark in black and white. If it is not understood, the effect was hiding the fault. The shadow stays in the file and the sign-maker turns it into a blot on the front. The file without effects, in one colour, ready for cup, sign and screen.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.