Collateral Design Tips | Boost Your Sales And Marketing Using Marketing Collateral
Collateral Design Tips | Throughout the research and purchasing process, customers go through a variety of content to guide them through every stage. Although marketing budgets are seeing dollars shift toward other areas of business, traditional marketing collateral still has a very important role to play. Printed marketing collateral is one of the oldest and most extensively used marketing techniques. Being one of the most cost-efficient tactics, this method of marketing has the deepest penetration into the intended market in terms of marketing.
Getting custom marketing collateral designed quickly can be a challenge, especially for small businesses and start-ups. Whether you have already built a brand and are simply looking to have some marketing collateral designed, or you are starting from the scratch, today’s post will help you put your best foot forward. Here are seven tips for designing market collateral or revising the material you already have so that it performs better.
Contact Information | Collateral Design Tips
As obvious as it sounds, make sure you always include contact information on your printed material. Effective business collateral must include your contact information, and incorporating your company address, phone number, email address, fax number and any other methods of communication that you believe are crucial into the design of your stationery will make it easy for clients to contact you. It’s a digital world and most potential clients will search for your products or services online, so ALWAYS include your URL address on your stationery! Of all your contact details, this could possibly be the most important!
Content | Collateral Design Tips
The content you use for marketing collateral has to be outlined before you begin your next big marketing campaign. It will help you focus your marketing more effectively by preventing you from losing focus on the themes and types of content you want to market. Define the goal of your marketing collateral and the content you include thoroughly. Start by identifying three to four of the key problems for the audience or the niche you’re targeting. Research indicates that customers respond to content that discusses their challenges and pains — not your product.
Create A Style Guide | Collateral Design Tips
A style guide is another way of sorting out the various elements that make up your collateral. It enables you to outline your theme elements, which includes your logo and any vital graphics, your fronts, key phrases and brand-oriented words. You know you’re going to need business cards, brochures, maybe even booklets and signs. Working out the designs together, instead of taking them on one at a time, can have an incredibly positive effect on the results. With each printed material there should be the same consistency throughout with the visual design, tying in your stationery with the same look and feel.
Font Type | Collateral Design Tips
Whilst most businesses will try and stand out from the crowd with their custom printing designs, make sure that you do not opt for illegible or overly complex fonts. Your potential clients will be looking for text that is easy on the eye, that can communicate information clearly and efficiently. Text should be printed in an easy-to-read format, aligned left to right. Using no more than two different fonts keeps the style consistent and the text readable.
Color | Collateral Design Tips
Over the last few years – full-color printing has become much more affordable, and it is always a great tool with collateral and other marketing materials – it grabs attention and makes the read all that bit more interesting! Think carefully about your branding colors, and how you use them in each collateral item. Use pleasant and attractive color scheme. Color can many a times give an image about the standards of a business.
Imagery | Collateral Design Tips
It’s a known fact that we digest imagery far quicker and easier than text, so wherever possible, include pictures and images to break down your collateral, but make sure the imagery is always related to your company or the marketing purpose of each stationery item. While incorporating imagery into your design can make your stationery stand out, however, keep in mind that using clip art is not a good idea, as it makes your stationery look generic.
Space | Collateral Design Tips
Never be afraid of clean space! Whilst you may be tempted to fill in every inch of your stationery with information or pictures, this may result in your collateral becoming too cluttered and a reader will lose interest quite quickly. A design that is too busy will distract clients from noticing the important things on the stationery, such as your contact information and logo.