Choosing The Right Sofa for Our Living Room

I’m in the advertising business. At least that is what they’re still calling it. Significant blocks of time transpire, however, where nothing resembling advertising passes through my company’s job queue, or past my desk. I checked again simply to make sure. Yep, Web site designs, optimized web site re-write, corporate identity package, radio spots (there’s something), video production and streaming, html emails, logo designs, CD package design, article development and submissions, sign graphics, travel brochure, banner ads, SEO work (plenty of it), news releases. I was right – no full-page advertising in queue this week – no string of print ad copywriting assignments, no huddling using the creative team to concept to have an upcoming campaign (radio spot concept and copy is complete).

Oh, sure we’ve been frequently required to write some so-called “ad copy” full of key words. I hold hope that someday, search engines like google will code their bots to rank search engine results according to “strength of benefit” (SOB).

To finish it off, I even had a friend who sells print travel advertising begin to let me know how within the chronilogical age of Tivo, broadcast advertising was a short-timer within the marketing mix. I didn’t have the heart to inquire about him if he felt the same about print advertising, based on the proliferation of online tools open to advertisers…those who sustain my business and his.

All of these issues led me to wonder if print advertising is really a dying art?

I peeled myself from my computer, where I’ve been engrossed in three hours of blurry-eyed internet research, finding better, more efficient and cost-effective promotional opportunities for clients, including SEO, PPC, RSS, forums, article submissions, directory listings, AdWords, search engine advertising (well, really not advertising, is it?), podcasting, blogging, webcasting, as well as on and on. Where did time go?

Deciding that my work day was over, I left work. Later, I walked into my family room to find my beautiful and charming wife lounged about the sofa reading Southern Living. She looked peaceful, blissful even, there flipping the pages and sipping her freshly brewed chai tea latte with milk and Splenda. I sat down beside her, silent, and observed as she lost herself within the magazine. Once or twice she uttered “what?” I said “Nothing. I’m just enjoying the quiet.”

She scanned it all, read some of it, including ads. She even turned down corners on some of the pages – “Must be considered a recipe,” I thought. Then it struck me: she’s been carrying this out since I met her, before that. She wasn’t lounged on the couch with a laptop diligently, wirelessly downloading web site after web page of 256-color heaven. Why is this so? I mean, ads in the online version of the print counterparts tend to be less intrusive about the reader. Right?

Okay, now I had been curious. And that i attempted to do some quick and meaningful research…online obviously. What I found would be a confusing array of seemingly contradictory information from various sources, some known, many unknown. Some said magazine and dailies readership was rising due to the internet. The other side was saying, you guessed it, the alternative.

I shut down my computer.

I’m going with my intuition on this. My very own experience has taught me that sometimes your hunch on going with one headline over another is dead-center. So, here’ go.

Magazines – as well as newspapers (despite recent decline) – and those who decide to advertise inside them aren’t going anywhere. What they are called might change, but periodicals like a media form has made it into the stubborn fabric in our culture. We read. We love to to look at things, and also at our own pace. A magazine, within this light, is much more user friendly than a computer. No typing is needed. No booting up is necessary. No downloads delay us, just a cup of the favorite brand of chai tea latte to sip between articles. Was this exactly the same brand advertised in Southern Living? Probably.

So, I’ve come to the final outcome that the internet has created another media (despite many arguments the internet is not a “media”). And, it provides many possibilities to disclose and distribute information, and promote a company, individuals, group, services and products. And it does so – brilliantly in some instances, and clumsily in others – just like other media…imperfectly.

But, as for print advertising? I believe that over the years, it will retain its importance in the marketing mix. In fact, In my opinion it is more segmented and targeted, because the media which contain it and enjoy it, will still be instructed to evolve.

In response to my travel advertising friend, who prophesied the death of television advertising…perhaps I’ll cover that in another article.

For more than Two decades, Mick Danskin has been obsessing over advertising and marketing strategy and execution. He brings that passion, together with an open mind along with a team of seasoned professionals to his clients’ marketing communication challenges.

Browsing online, snuggling track of the family, chilling having a takeaway or indulging in a few hours together with your favourite DVD box set… Modern living means a settee has become a lot more than somewhere to relax your legs of the evening.

The era of the three-piece suite might be gone, there is however still an almost endless choice of sofa shapes and styles on offer. How do we choose from a traditional chesterfield and a big squashy number?

‘No other piece of furniture rings the changes like a new sofa,’ says Polly Dickens, creative director at The Conran Shop. ‘The right design can form the centrepiece of the room and dictate the atmosphere of an interior.’ With this thought, knowing your options is crucial – along with a breeze with our help guide to finding your perfect sofa.

Before you purchase

Sofas can cost anything from the few hundred pounds towards the cost of a small car, therefore it is wise to be clear about your budget.

Think about your way of life and just how the sofa will have to function. ‘Is it as a living room, a family room or a playroom?’ asks Matt Gayleard, brand director at Natuzzi. ‘Do you have kids or pets, and how much effort are you able to put in to keeping it up?’ The number of people do you have to seat? Why not a sofa bed for guests? Some sofas have built-in storage, so think about other uses the piece might have, too

Consider the Size

Measure up before you decide to shop and see how big a settee you can accommodate. Two smaller sofas a treadmill large one and a handful of armchairs might be more flexible.

‘Sofas will appear much smaller within the store compared to your living room, so it’s vital to ensure it’ll actually fit and won’t look out of proportion,’ says Sally Hudson, central buyer for upholstery at John Lewis. ‘Lay out newspaper on the floor to the size your sofa to see roughly just how much room it will require up.’

From the practical point of view, don’t forget to think about the access into your home. Some retailers offer a home visit to check that the couch will fit through doors, along corridors or up staircases. Some sofas ease the process with detachable arms or coming in sections.

Think about the shape and style

You will, of course, naturally gravitate towards a style of sofa that appeals to you – would you like something soft and squidgy, or firmer and tidier?

‘If you’re somebody that loves to lay down and relax, you might want a sofa with low arms and a lot of loose cushions to obtain cosy on,’ advises Paul Staden, marketing director at Sofa Workshop. ‘However, if you prefer to be supported when you sit, more formal, upright shapes with back cushions might be better.’

Check out lots of styles and don’t hesitate to possess a good lounge and really test a sofa.The shapes of a sofa as well as the number of cushions can make a difference to the general feel of the room. In a smaller space, narrower sofa arms provide the illusion of a more compact piece, and whereas a couple of cushions provide a cleaner, more contemporary look, three feel classical.

Consider the Fabric

The material you choose to cover your sofa is crucial to its feel and comfort.

Once considered a luxury, leather has now become a lot more affordable and for that reason a popular choice. Fabrics give a large range of colour and texture options, but where leather often improves with age, fabric will show deterioration. In a household with children or pets, machine-washable loose covers are a practical option. Removable covers also mean that, should you redecorate and your sofa doesn’t match your new colour scheme, just dye them or purchase a new group of covers.

Tightly woven fabrics will wear the very best and fabrics with woven patterns will retain the look of them much better than printed designs. But unless you are going for loose covers, choose something classic, like a smart stripe, as patterned sofas can date quickly. Wool is springy and resilient, with a natural stain resistance, chenille is soft and hard-wearing, and velvet is warm and textural with a luxurious feel. Linen is cool and crisp and something of the very durable fibres for sofas, while cotton is ideal for taking colour and blends well along with other fabrics.

Leather is robust, cool in summer and warm in the winter months and, if well-maintained, can last a lifetime. Technology implies that all sorts of finishes can be achieved, from distressed and antiqued to smooth and soft. There are several different grades of leather, so ask a specialist which sort is most suited for your needs. Most leathers will age in some way, but this can add to the character.

Alcantara is really a man-made microfibre having a luxurious feel that’s much like suede. It’s incredibly strong, with a contemporary look, but because it’s simple to maintain, it’s an excellent selection for busy households.

Consider the filling

Cushion fillings vary widely. Foam has a firm feel and search and can hold its shape well.
Feather-filled cushions are soft and comfortable, and have a more casual look, but will require regular plumping.