Photography Business Marketing Collateral | Print Is Not Dead! Spice Up Your Marketing Collateral With These Tips And Start Growing Your Photography Marketing TODAY!
Photography Business Marketing Collateral | The world we live in has gone completely online, there’s no denying that! We not only connect with friends and family online, but we shop and do business online. However, there’s still so much left to be said about printed marketing collateral and its effectiveness in our digital time. Email may be quick and convenient, but there’s a certain feeling of intimacy that’s lost in online communication. And if that’s not enough, a recent study found that majority of consumers still prefer print marketing materials as opposed to newer media.
What is marketing collateral? And should photographers like you even care? It’s defined as the collection of media used to promote your brand and support the sales and marketing of the services you’re providing. The goal of marketing collateral is to convey your message, remind your past clients of your business, and introduce your potential clients to the services you’re providing. However, the average consumer is buried under an avalanche of dull and generic print materials every day. What can you do to make yours pop? Read on to find out!
Keep Things Simple | Photography Business Marketing Collateral
They say that the design process is finished not when there’s nothing left to add, but when there’s nothing left to remove, and we couldn’t agree more with this. We get it, you want your marketing collateral to stand out, and you want to make the most of the investment, but try and resist the temptation to throw every piece of information at your marketing collateral. There’s a fine line between providing your potential clients with everything they need to know and overwhelming them with cluttered collateral.
Your Logo Should Be Versatile | Photography Business Marketing Collateral
Marketing collateral comes in all shapes and sizes, and your logo needs to be versatile enough to easily adapt to any material – whether you need to scale it down to the size of a golf ball, or blow it up and feature it on a roadside billboard. This is why when we design logos for our clients we use vectors. Vectors, unlike raster images, will allow you to scale the logo to pretty much any size without ever affecting the quality. Raster images, on the other hand, will turn into unrecognizable mess of pixels after a certain point, which will make your collateral feel tacky and cheap.
There’s another very important thing you’ll need to keep in mind when ensuring versatility of your logo. Color! There will be times when you’ll need to use your logo in only one color, or you won’t be able to use color at all. Does your logo rely on color to communicate a message? What happens when the color is removed during faxing or copying of documents? Your job is to find a way to communicate the same message to the viewer, whether you’re using your logo in a single color or in gray scale.
Don’t Be Afraid Of Color | Photography Business Marketing Collateral
When the medium allows, you should definitely go for a more colorful look for your marketing collateral. Color is a powerful tool designers use to make their designs stand out, grab the attention of potential clients, communicate a particular message and evoke an emotional response. However, you’ll want to stick to your brand’s colors – your goal is to ensure consistency throughout your materials by using the same scheme. At the end of the day, when you lay down all of your marketing collateral side by side, all of the items have to look and feel like they came from the same source.
Ensure Readability | Photography Business Marketing Collateral
Each collateral item has a particular goal to achieve – whether it’s to describe your packages in depth, provide your potential clients with just your contact details or convey a specific message. Whatever it may be, you need to make sure the fonts you’re using are not only consistent throughout your collateral, but that they’re actually easy to read. If you use a complex calligraphic font for the content of your thank you card or the information on your business card, how hard do you think your clients will try to read it?
Instead of opting for a complex font, you should go with a simple, easy to read font. To improve readability even more, you’ll need to pay attention to font sizes – you shouldn’t use fonts smaller than 8pt, especially for vitally important details such as your contact details and your actual message to the reader. And lastly, you’ll want to pay attention to color; there needs to be enough contrast between the text and the background in order for the copy to be readable. Using light gray text on a white background is not the wisest idea, because it will make reading difficult for your potential clients, which will only frustrate them.
Print Design Affects All Senses | Photography Business Marketing Collateral
While designing interesting collateral that communicates the message effectively is important, your potential clients will start forming an opinion the moment they take the letter out of its envelope, or the moment you hand them your business card. The quality of the paper you use for your marketing collateral can make or break your entire campaign. Think about it – no one likes a limp handshake – so why would they like a limp business card or a brochure printed on paper that gets dented or torn easily? Thicker paper feels more luxurious and will help you leave an impression of an established and reliable expert, which is why you’ll want to get the best paper your budget allows.