Effective Print Marketing Design | The Beginner’s Guide To Eye-Catching Marketing Collateral That SELLS!
Effective Print Marketing Design | While researching a product or a service they’re considering purchasing, consumers go through a lot of marketing materials, both online and offline, which means your marketing collateral can be the critical difference between a lost sale and a loyal client for life. However, we’re all being bombarded by countless sales messages on a daily basis, and we’re practically buried under an avalanche of printed marketing materials. And with that comes the challenge of standing out.
In other words, your collateral has to not only inform your potential clients who you are and what you can do for them, but it also needs to be able to stand out from even the largest pile, grab the attention of your target audience and appeal to them. To help you get started on the right foot, we gathered some of the most important tips, tricks and best practices that will help you create a marketing collateral kit that appeals to your ideal client and sells the product or the service you’re providing!
Go Through Your Existing Collateral | Effective Print Marketing Design
If you’ve been in business for some time now, chances are that you already have quite a few collateral items lying around your office. Instead of coming up with a brand new marketing collateral set from scratch, go through the items you already have and figure out if any of those can be used. This will not only save you some time, but it will also maintain some brand consistency throughout your marketing efforts.
Define Your Branding Guidelines | Effective Print Marketing Design
The point of setting up marketing collateral is to tell your potential clients what you can do for them, but at the same time to boost brand awareness and improve exposure. So, to make sure every piece of marketing collateral is turning your brand into a memorable visual experience, you’ll want to ensure consistency throughout your materials. No matter the size, shape, or even purpose, all of your marketing materials need to look, feel, and sound like they came from the same source. You can do this by clearly defining your branding guidelines.
Think about the brand colors you can use throughout your materials, both online and off, as well as the fonts you can use in your digital and printed materials to ensure that familiar look and feel. When it comes to the tone of voice, use the same brand-oriented words, and make sure your message is consistent. The last thing you want to do is confusing your potential clients by saying one thing on social media and another in printed materials.
Is Your Logo Adaptable Enough To Survive Your Marketing Campaign? | Effective Print Marketing Design
Coming up with an effective logo sounds like a really simple task, doesn’t it? You copy and paste the name of your business next to a random shape and you’re good to go. Well, not so fast. Just because your logo look OK on a computer screen, doesn’t mean it will work on every material you use in your marketing campaign. Each time we finish designing a logo for a client, we come up with a few different version, whether it’s a black version, a white one, or a separate watermark design. At the end of the day, your logo will have to work on different materials and in various sizes throughout its life cycle, and it’s your job to make sure it’s just as effective, whether it’s being used as a Twitter avatar or on a roadside billboard.
Keep It Simple | Effective Print Marketing Design
You want your marketing collateral to stand out from the pile and grab your potential client’s attention, we get it, however, you need to keep in mind that you should never sacrifice functionality just to stand out. At the end of the day, your marketing collateral is a delivery mechanism for your message and it should never overshadow it. You need to achieve a balance between making your collateral interesting enough to grab the attention, yet simple enough at the same time to allow your message to take the center stage.
This is why you’ll want to limit the number of colors to 2-3 per collateral item. A mishmash of colors will make your materials stand out, but it might be for all the wrong reasons, overwhelming your potential clients and ending up in the trash can! In addition to limiting the number of colors you use, you should also consider the way you’re using white space. Don’t overwhelm your readers with too much content – instead, use white space to break up long paragraphs of text and emphasize the important areas of your collateral.
Ensure Readability | Effective Print Marketing Design
As mentioned earlier, the goal of the marketing collateral is to deliver your sales message, and that can only happen if your potential clients can actually read your content. While you might really like a particular calligraphic font, make sure the fonts you use for your marketing materials are easy to read, otherwise your potential clients won’t try too hard to decipher your message. Make it easy for them! In addition to choosing readable fonts, you’ll also need to make sure you’re using fonts large enough to be comfortably read without a magnifying glass, so never go below 8pts for the content, especially important information such as your contact details.