Easy Collateral Design Tips | What Makes Good Marketing Collateral For Photographers? (Spoiler Alert: It’s Not What You Think!)
Easy Collateral Design Tips | We live in a digital age – a time when most of our business correspondence happens online. Whether you’re emailing your clients, texting them, or sharing a Facebook status update about the latest discount, both your existing and potential clients are just a few keystrokes away. This, of course, has its own benefits and drawbacks. There’s a certain intimacy lost in online communication that’s inherent to print, and not only do we all get excited about receiving a letter, but according to a recent study, we are much more likely to respond to printed marketing collateral than we are to its digital counterpart!
You’d be silly to miss this opportunity to engage your potential and past clients on a physical, tangible level. However, not all marketing collateral is created equal! The average consumer is buried under an avalanche of printed materials each day – and your job is to make sure your marketing collateral stands out from even the largest pile. The good news is that it’s not as difficult as it might sound at first. The great news is that we gathered a list of some of the most effective design tips to help you create marketing collateral that wows!
Why Should You Care About Printed Marketing Collateral? | Easy Collateral Design Tips
Vast majority of photographers made the switch to digital photography years ago, and thanks to broadband Internet, printed materials often feel like a relic from a long past era. However, a recent study found that consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. There is something about print that gives a sense of legitimacy as well – while the average Internet user will definitely think twice before clicking on an online ad, there is no imminent danger in a print ad.
Reinforce Your Brand | Easy Collateral Design Tips
You’re not just running a photography business – you’re building a brand, or a unique identity that needs to stand out from the crowd of other photographers in your area or your particular niche. Keep in mind, though, that you’ll need to ensure consistency throughout your materials in order to boost brand awareness – from your thank-you and business cards to your brochure and packaging, everything needs to look and feel like it came from the same source! This can be done by using the same color scheme, logo placement, and even the same fonts throughout – turning your brand into a memorable visual experience.
Ensure Readability | Easy Collateral Design Tips
No matter what marketing collateral item you’re designing, whether it’s a brochure or a business card, you’ll want to ensure perfect readability. While certain calligraphic fonts may be absolutely stunning, if they’re not easy to read, they don’t belong on your collateral. How hard do you think your potential clients will try to read the content if you use a font that’s too complex to be easily read? In addition to paying attention to the font itself, you’ll also want to make sure the fonts you use are big enough to be read without using a magnifying glass! And lastly, you’ll want to make sure there’s enough contrast between the background and the font – a white font on a light gray background is the perfect recipe for a disaster!
Say It With Color | Easy Collateral Design Tips
When designing your marketing collateral, you’ll want to make sure whatever you end up designing will actually stand out for all the right reasons. Color has always been one of the most effective tools that can help you do just that! However, don’t go overboard – countless contrasting colors will definitely stand out, but it might be for all the wrong reasons. Don’t overwhelm your potential clients – instead, limit your selection! When we’re designing marketing collateral items for our clients, we usually advise them to stick with 2-3 colors max. Limiting the number of colors will also keep the printing costs under control.
Less Is More | Easy Collateral Design Tips
Limiting the number of colors you use is a smart move – but you’ll also want to keep the general look and feel of your marketing collateral simple. For starters, you’ll want to limit the number of fonts, as the human eye finds it difficult to scan multiple fonts at once. Another great trick when it comes to any kind of design is using plenty of white space. It can break up large chunks of text into digestible paragraphs, and help you emphasize the important information. Remember, the more important an element is, the more white space it needs to stand out.
Link Digital And Print | Easy Collateral Design Tips
Just because marketing collateral has been around for ages and its purpose hasn’t changed that much, it doesn’t mean it hasn’t changed at all. For example, the business card has been around for years now, but with the introduction of smartphones and scannable codes, you can now do much more with it than ever before. QR codes will allow you to take your potential clients to your website after they scan the code, add your contact details to their phones, or pretty much anything else you’d like. And the best part about QR codes is that they can be customized to perfectly match your brand colors, and you can even customize their shape without sacrificing the effectiveness.