Photography Marketing Collateral | Graphic Design Tips And Tricks All Pros Use To Create Effective Marketing Collateral
Photography Marketing Collateral | Photographers rely heavily on word of mouth marketing to grow their client base, but that doesn’t mean you shouldn’t have a solid marketing plan to spread the word about the services you’re providing and reach a wide audience of potential clients, especially if you’re just starting out and don’t have that many clients singing your praises. What many photographers, and small business owners in general, fail to understand, is that in order for a marketing strategy to be effective, you will need to pay attention to every aspect of it – including the materials you use to deliver your sales messages!
What you say is definitely important, but the way you deliver the message can be the critical difference between a loyal client for life and a lost sale, yet you’d be amazed how many photographers out there neglect their printed materials, or choose not to invest in them at all. Whether you’re just starting out in the industry and you’re designing your marketing collateral for the first time, or you’ve been around for some time now and are looking for ways to freshen up your materials, we’re sure you’ll find something for yourself in this list of our favorite design tips and tricks for memorable and effective photography marketing collateral.
Think Simple! | Photography Marketing Collateral
When it comes to pretty much any type of design, the best piece of advice you’ll ever get is “When in doubt, go without!” This doesn’t mean you should just slap your message on a white piece of paper and call it a day – but you should definitely try to keep the design of each item simple and elegant to allow your message to stand out. A complex design, when not done right, will appear cluttered and it will only detract from the impact of your message. Use a graphic grid to align the different elements in an orderly fashion, and get rid of any element that doesn’t add real value to your items.
Don’t Go Crazy With The Colors | Photography Marketing Collateral
Color is definitely a designer’s best friend! It can help you emphasize important areas, communicate a particular message, and set the mood. However, you need to be careful when adding colors, as they can easily clutter up your design and detract from your message. Whenever we design a stationery or marketing collateral item for a client, we advise them to stick to 2-3 colors, max! For example, a light shade of gray for the background, the main brand-friendly color and an accent color you’ll use sporadically to emphasize the most important elements, such as calls to action.
Ensure Readability | Photography Marketing Collateral
You’ll also need to pay attention to the color of your content, as you want to ensure there’s enough contrast between it and the background, so it stands out and is easy to notice. So, if you’re using white as your background color, light gray text is the perfect recipe for a disaster, because it will make reading the text next to impossible. Another thing you’ll want to keep in mind is the font size – don’t go lower than 8 pt, as anything less can appear readable on a computer screen but will turn into illegible smudge when actually printed!
White Space Is A Vital Element Of Every Design | Photography Marketing Collateral
The content is the reason why you’re creating your marketing collateral after all, so it’s essential you get it right. But the content is definitely not the only important thing. In addition to colors, shapes, and content, white space can have just as much effect as the content itself. It’s a term used to describe the areas of the design left blank or empty (and no, it doesn’t have to be white at all!), and it can be used to emphasize important areas of the design, organize the design into sections and break the content into more digestible chunks, so make sure you use it, and make sure you use plenty of it! In other words, white space serves as a visual frame for the rest of the content on the page, so resist the temptation to make use of every inch of paper you are paying for.
Make Sure All Your Items Have A Similar Look And Feel | Photography Marketing Collateral
Marketing collateral is primarily used to support and deliver the intended message, but when done right, it can do so much more than that. Many photographers out there are already using their marketing collateral to boost awareness, reinforce their brands and turn them into memorable visual experiences. The good news is that this doesn’t have to be expensive or time consuming – all you need to do is clearly define your brand’s style guidelines and stick to them no matter which item you’re designing.
This document will help you ensure the familiar look and feel throughout your items and make it obvious that they’re coming from the same source. To get the most out of your branding guidelines, clearly define your brand’s color scheme, the exact fonts you’re going to use throughout your materials, as well as any graphics and brand-oriented words you might have. And lastly, you’ll want to prepare a few different versions of your logo to have them ready for any material or situation. Some items will have size restrictions, while others will allow you to use only one color or no color at all, and your logo needs to be ready for everything.