Expert Collateral Design Tips | Turn Your Marketing Collateral Into A Powerful Business Tool: 6 Design Tips For Better Results
Expert Collateral Design Tips | Although marketing budgets are seeing dollars shift toward online communication, traditional marketing collateral is far from being dead. In fact, it still has a very important role to play. You may have the best product or service in your particular industry, but if it’s not marketed to reach your target audience and your ideal clients, you’re not realizing your full potential! At the end of the day, professionally designed print pieces attract more attention.
Your potential clients are buried under an avalanche of generic and dull print materials on a daily basis. The fact is that a strong, well-written and professionally designed piece of printed collateral can make all the difference in a sale and to the overall success of your entire marketing campaign. So, how can you elevate your marketing collateral, direct mail, and displays with simple design changes, no matter what your budget? Here are our top tips for planning and creating collateral that will help close the deal.
Make Collateral A Part Of Your Overall Content Strategy | Expert Collateral Design Tips
In the awareness stage of a purchasing decision, your potential clients are searching content (such as white papers, eBooks, and webcasts) that educates them on an issue they’re having. This is why the content you use for marketing collateral has to be outlined before you begin your next big marketing campaign. In other words, all marketing collateral should communicate the product’s unique value proposition. 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 market.
Know Your Audience | Expert Collateral Design Tips
And no, “everyone” is not a target audience. What defines your ideal client? Consider their age, gender, ethnicity, occupation, etc. What do they care about and what appeals to them? Where would you find them? Design and message work together to grab the attention of your ideal client, so it goes hand in hand to say that your audience is a vital factor when it comes to the direction of your design and message. Communicate the problems you are solving. Be personal. Use messaging that talks about them and their needs and not so much you.
Create A Style Guide | Expert Collateral Design Tips
One of the major challenges for non-professional designers is keeping all the moving parts together in a way that is cohesive and consistent. Cohesion across your brand and marketing campaign is one of the best investments you can make in your business because it super-charges everything you do and builds your brand. A style guide is a great way of sorting out the various elements that make up your collateral. It enables you to outline your theme elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words.
Develop A Plan For Copy-Writing And Image Use | Expert Collateral Design Tips
People are scanners. It’s vitally important to be able to hook them into your content strong visual design. Copy-writing is the art of creating marketing text that drives sales, and generally focuses on benefits. When combined with the correct images, your message will be conveyed as quickly and effectively as possible. This means high-impact graphics, killer headlines, bulletined copy and short paragraphs. Simplify the design, eliminate the jargon and establish clear takeaways.
Use Quality Base Materials | Expert Collateral Design Tips
The stock of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your audiences respond to your marketing collateral. You want your business to appear professional and reputable, which means that you need to have the highest quality paper and printing that is economically feasible. Select papers and finishes to further set your piece apart, paying close attention to textures, coatings, varnishes and unusual shapes and sizes.
Pay Attention To Typography | Expert Collateral Design Tips
Use typography as a design element. Experiment with different fonts and selective kerning to convey a specific image and tone of your brand, from classic to modern to edgy. One quick tip is to use multiples sizes. Pick your lowest font size first and work your way up from there. You should also minimize your use of font weights to two or less. For example, use bold for headlines and light or regular for copy. The more font weights you use, the more chaotic it gets for the reader to interpret.