UncommonVision.com is a unique Web site that features the work of photographic artist, John Leifer. From the very beginning, John knew that the complexity of his new site was going to require a Web developer with knowledge, talent and experience. That's why he came to Digital Lagoon.

UncommonVision is an invigorating place to take a few minutes and browse through the imagery of a man with an uncommon perspective of light and shade, of colors and angles. It's a site that almost makes you feel like you're taking the afternoon off and relaxing in an art gallery.

Despite its complexity, the site is clean and user-friendly. The home page is dominated by a collage of individual photos that automatically change every five seconds. Click on the Gallery link and you'll enter a virtual museum wing that showcases 425 photos of fauna, flora, architecture, sculpture and people from around the world.

The site features a light box where viewers can select and save a wish list of their favorite photos. Another unique feature is a Flash interface where potential buyers can interchange a variety of mats and frames to see how they would look with a specific image. And of course, there's an e-commerce link that directly feeds the buyer's selections into a shopping cart.

So, when you have a little time on your hands, consider a relaxing visit to www.UncommonVision.com. You'll be captivated by some of the most beautiful photography in the world, and you'll see how the writers, graphic designers and programmers at Digital Lagoon work together to make a Web site come alive.

Let's face it. Good writing works in any medium. But writing on the Internet is a little different than writing a moving speech or a company brochure. There are a number of considerations you must take into account to make sure your e-mails and Web pages reach your intended audience and capture their attention.

Robotic Hurdles
What's so different about writing on the Internet? First of all, and most importantly, there are inhuman forces like search engines and anti-spam software that examine every word you write. For example, if you're sending out an e-mail to a business associate or to thousands of prospective customers, spam filters are waiting in hiding, ready to pounce on your prose if it contains the slightest hint of an unsolicited sales pitch.

A good rule of thumb in writing e-mails is to avoid any words a pushy salesperson might use. Don't use words and phrases such as "save up to", "credit", "free" or "guaranteed". Other rules include avoiding "ALL CAPS" type as well as symbols like dollar signs, exclamation points and asterisks. Here's a simple way to find out if your message will pass the spam test: If your computer is equipped with anti-spam software, send the message to yourself from a remote location to see if it manages to jump through the robotic hoops.

Short is Good
Many of the rules in writing good marketing communications apply to writing content for the Web. People don't want to waste their time, so make your verbiage succinct and easy to read. Use short sentences in short paragraphs and separate the paragraphs with white space to make the copy more inviting. Make sure each Web page deals with one specific topic. And don't fill the site with endless babble. Many experts agree that a Web page is too long if it forces the reader to scroll down for information. If copy length does happen to make scrolling unavoidable, make sure the most important information remains at the top of the page.

Using Keywords
Search engine robots are constantly on the lookout for keywords that will direct Internet inquiries to the most logical destinations. So it's important that you put keywords that apply to your company and your company's products in headlines, subheads and body copy. Using keywords not only helps search engines locate your site, it lets surfers know that they've arrived at the right place. Keywords are an integral tool in attracting potential customers, but don't overuse them. Robots can sense that, too.

Make it Readable
Last but not least, here are a few basic formatting principles most Web developers adhere to when creating a Web site:

• Make sure the font is easy to read - at least 9-point type
• Don't underline copy or use colored fonts unless they link
• Use a sans-serif font that all browsers can read such as Arial, Helvetica or Verdana

From Cubes to Exhibits

A year ago, the area was a hallway surrounded by glass-enclosed cubicles that housed the marketing department. Today, it's a colorful, informative gallery that gives viewers an opportunity to see the wide scope of printing possibilities that are available with Digital Lagoon's state-of-the-art flatbed press.

Cubicles have been replaced by cubistic carpeting, and track lighting now takes the place of fluorescent bulbs. Comfortable benches in the center of the gallery allow viewers to sit and enjoy this unique capabilities display.

There's a vast spectrum of signage here. The enormity of a trade show graphic on MDO plywood featuring a Husqvarna metal saw will initially grab your attention. Despite its massive height of 7 feet and length of 15 feet, the image maintains its flawless, photo quality. There are other trade show graphics printed on fireproof fabric and vinyl-like banner materials.

Local professional sports teams are also represented in the new Digital Lagoon print gallery. Royals’ infielder/outfielder Mark Teahen is featured on a substrate called DiBond, which consists of two sides of brushed aluminum separated by a black PVC core. Two Kansas City Chiefs Pro-Bowl players are also featured on display pieces that are presented annually to the Chiefs’ primary corporate sponsors.

There's a lot more interesting stuff to be viewed in the gallery. At Digital Lagoon, our versatile flatbed press can print directly on lenticular material to create displays that radiate both motion and dimension as the viewer's angle changes. There is a wide variety of lenticular imagery in the gallery including a 6-foot tall, backlit image of a tropical (digital) lagoon, which is an original work commissioned by Florida artist Michael Searle. And there are other lenticulars as small as 6 inches that can be mailed as attention-grabbing postcards.

Other impressive gallery works include a replica of the Brotherhood Bank logotype on brushed aluminum, superimposed on an clear acrylic checkered flag which adorns the bank's suite at the Kansas Speedway. You'll also be taken aback with a wild lenticular that can be seen on exhibit at the Ripley's Believe It Or Not museum in New York City.

After you've checked out all the signage on all the substrates, you can sit back and enjoy an educational, interactive video that demonstrates how our unique press works, and what makes it so very different from the typical printing press. If you'd like to check out this incredible flatbed press or schedule a tour of our brand-spanking new print gallery, call Digital Lagoon at 913-888-3468.