TexasDesign

Contributed by Chuck Lustig, of ExcitingWriting Communications

Words can be related in origin and meaning, and they can even look alike on the page and sound alike when read aloud, yet have very different meanings. They’re called homonyms.:

Ensure means to make more certain or to help in an outcome. For example, “The structure ensures many years of use.” Insure refers to a contract in place and pay-offs in case of non-performance; it implies a warranty. (Be careful not to confuse these two words or you may be unwittingly implying a legal obligation when you do not wish to.) Assure has a similar meaning as the other two words, meaning to give confidence. It implies actions that could later be given a legal context. Today we often see assure used as a noun. “Before she began the job, she was given certain assurances which failed to materialize.”We office in a cubicle. When we want to describe a blocky sculpture, we might call it cubical.

Ambiguous and its cousin ambiguity refer to “having more than one meaning, open to different interpretations.” It often refers to an unexplained or unexplainable mystery. Ambivalent means “having mixed feelings” about something, for example, a love/hate relationship or, to dress up the language, having attraction-repulsion emotions. One way to think about it: An artist with ambivalent feelings may create art that expresses ambiguity.

Augur and its cousin, augury both refer to a sign that foretells something, for example, an omen. An auger is a tool you use for making a hole, i.e., a bit. The words have separate entomologies.

Egotism “means ‘excessive conceit or self-absorption,’ while egoism is a less common and more technical word for an ethical theory that treats self-interest as the foundation of morality.”

Don’t confuse loath (”reluctant, unwilling”) with loathe, “dislike greatly.” So, you can be loath to partake in something because you loathe it, but not the other way around. Of course, the words have identical entomologies.

I think many of us forget that luxuriant and luxurious are two different words. Luxuriant means “rich and profuse in growth.” Luxurious means “extravagant,” of course. So a mink coat may be luxuriant and luxurious but for two different reasons. Both words share the same entomologies: from the Latin “lux,” meaning “light,” or “to shine.”

This Month’s Speaker: Andy Murray, Worldwide CEO of Saatchi & Saatchi X

Date: June 5

Saatchi & Saatchi X was formed in July 2004 with Publicis Groupe’s acquisition of Thompson Murray. Its goal: Creating a network consisting of multiple agencies and offices focused on the First Moment of Truth at the store level, and on turning shoppers into buyers.

The agency collaborates with other firms within the Publicis Groupe, using the “Lovemarks” process - a way of looking beyond the brand at what inspires consumer loyalty and respect - and looks at how it should manifest itself in the context of the retail environment…treating the store as an idea space.Saatchi & Saatchi X clients include Procter & Gamble Co., Wal-Mart and American Express Corp.

Noon Lunch and Program
ADFED Members $30
Non-members $40
Walk-ins $40

RSVP to vtimoteo@satx.rr.com

There is a right way and a wrong way to create a website’s overall URL architecture in terms of SEO. Though not part of the “design” itself, designers must often establish the linking structure when tasked to create the individual pages of the website, filling them with existing content or design elements.

Take a look at the following two URL’s:

http://www.thinkgeek.com/tshirts/gaming/

http://www.orangeshag.com/?page=10&cPath=21

Both of these pages sell t-shirts, but judging from the URL only, you can only guess that the first one sells t-shirts.
You should be able to read a URL backward and know exactly what each page contains. Search engines can only read text, so this is critical. If you were to read the first URL backward, you could discern that this page offers “gaming tshirts,” and it absolutely does.

Though the second site is beautifully designed, the context of the page is completely ambiguous from the URL. Not surprisingly, I found the second example from a paid advertisement, not from an organic web search.)

This type of linking structure has been coined “siloing” by SEO guru Bruce Clay.

Some other points to mention in terms of creating SEO friendly URL’s

• Keep categories (such as “gaming” and “tshirts”) short, sweet, and descriptive
• Use dashes instead of underscores
• Use static URL’s versus dynamic

David Williams is an Ethical Search Engine Optimization expert located in Raleigh, North Carolina. He works with people all over the United States marketing their websites. David has also been a public speaker since 2000.

Don’t miss out on the opportunity to gain worldwide recognition for your finest work. Enter the most prestigious juried competitions for graphic design and advertising. If selected, your award-winning pieces will be reproduced in Communication Arts’ 2007 Design Annual or Advertising Annual. Over 70,000 copies of each Annual will be in circulation worldwide, guaranteeing you outstanding exposure to potential clients and colleagues.

Guidelines and FAQs can be found at:
http://www.commarts.com/CA/magazine/comp/

Tim Frame Design is a multi-discipline design consultant, specializing in developing Brand Image and Identity concepts for Retail, Restaurants, Product and Packaging.

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