Marketing Collateral Design Guidelines | Six Easy Design Tips For Great Marketing Collateral
Marketing Collateral Design Guidelines | The advantages of printed marketing collateral are countless; it gives your potential clients an opportunity to engage with your small business on a tangible level and enables them to instantly get a sense of the nature of your business brand. However, marketing collateral items often require you to include a lot of information in a rather limited space. Add to that a potential client who isn’t going to give the piece much of his or her time, and it’s easy to see how designing your marketing collateral can become challenging.
Keep in mind that your potential clients are a tactile group. No matter what the business, product or service, your print literature, or marketing collateral, will play a vitally important role in building, sustaining and growing a meaningful relationship with them. At the end of the day, effective marketing collateral can mean the critical difference between a near-sale and a loyal client for life. Here are our six easy tips for creating market collateral or revising the content you already have so that it performs better.
Take Inventory | Marketing Collateral Design Guidelines
Whether you’ve got a marketing collateral system set up or are tackling the design for the very first time, the first thing you’ll want to do is to take a detailed inventory of all your marketing collateral lying around your office so you have a good idea of what you’re working with. Select what can be re-purposed, what requires updating and what pieces should be retired. Your existing marketing materials have their strong points, so finding and removing any weak points should be one of your first goals to ultimately have better marketing collateral. This is a better choice than scrapping all the existing material and creating new material from scratch.
Understand Your Potential Clients And Speak To Each One Directly | Marketing Collateral Design Guidelines
The content you use for marketing collateral should be defined before you kick off 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 promote. Know who your potential clients are and what they want. What questions will this piece of collateral answer? Communicate the problems you are solving, and be personal.
Write A Style Guide | Marketing Collateral Design Guidelines
A style guide is a great way of choosing the elements that will make your marketing collateral unique and truly yours. It allows you to create a theme of the elements that include the logo, important imagery, vital phrases, brand words, and fonts. Choose graphic elements that reinforce your business brand, effectively convey the essence of what you’re trying to sell, and what you’re attempting to achieve with the marketing collateral items you’re creating. Don’t include random graphics purely as design elements if they will only detract from the message you’re trying to send.
Include Important Contact Information | Marketing Collateral Design Guidelines
As obvious as it may sound, make sure you always include contact information on your marketing material. Including your company address, phone number, email address, fax number and any other methods of communication that you believe are important into the design of your stationery will make it easy for clients to contact you once they decide to do business with you. Keep in mind, though, that you will have to choose the most appropriate contact details for each collateral item, as not every item will be big enough to fit all the contact information.
Ensure Readability | Marketing Collateral Design Guidelines
Whilst most businesses will try and stand out from the crowd with their custom marketing collateral, 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 convey information clearly and efficiently. Also, don’t use more than two or three different fonts. Too many fonts tend to confuse and distract the reader’s eye rather than focus it.
Use Quality Base Materials | Marketing Collateral Design Guidelines
The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your potential clients respond to your marketing collateral. You want your business to appear professional and reliable, which means that you need to have the highest quality paper and printing your budget allows. A paper with a rich appearance and feel adds greatly to the ambiance of your finished piece.