Nowadays, it’s fairly simple for just about anyone to use affordable software to create their own marketing pieces - design websites, write sales copy, create logos, etc. So many entrepreneurs do just that... and unfortunately, it shows. You probably see examples of this every day – websites with eye-bruising colors, direct mail pieces with fonts too tiny to read, muddled newspaper ads, amateurish logos and more.
And even though these may not seem like big deals – after all, businesses don’t go under because of lousy design work – they are significant reflections of your company. Consider this… it takes the average consumer just seconds to “judge” your company’s credibility and decide if they want to learn more.If they like the look and feel of your communication piece, you’re over the first hump. If not, it’s all over. They won’t give you a second chance.
So never underestimate the importance of learning and adhering to basic design principles. Following are several important guidelines you can use to create your own pieces.
Then make sure that your piece reflects your understanding of their personalities. This can be accomplished in many ways such as choosing the right paper (size, weight, color), fonts (for example formal fonts for wedding invitations; "childlike" fonts for a day care center sign), size, and language (apt buzzwords). Traditionally, more upscale offers have uncluttered designs with plenty of white space, while discount offers are just the opposite (you can fill them up with graphics and words).
Although successful use of color is often elusive and always subjective, mounds of scientific research data exists on all aspects of the topic – for example, which ones are considered most attractive or eye-catching; what feelings particular colors inspire; or which are easiest to see, and the like.
However, we did locate several basic rules of thumb. They are:
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to ring true.
Your artwork will help you:
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects' attention.
Here are some tips for ensuring that it does:
What exactly is a 'font'? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters).‘Typeface’ is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect your company’s and target market’s personalities.
Choosing the right font can be daunting… particularly given the sheer number of choices. However, let the following general tips guide you:
Mary Eule Scarborough, an unassailable marketing expert and thought leader, helps businesses of all sizes get and keep more profitable customers. She is also:
Log onto her website: www.StrategicMarketingAdvisors.com for free marketing articles, tools, tips and templates…or to learn more about her books, products and services.