Marketing Collateral Design Essentials | The Anatomy Of Photography Marketing Collateral That Gets You Hired!
Marketing Collateral Design Essentials | Many business owners mistakenly believe that print is dead – after all, we’ve got emails, newsletters, social media, your website, and the list goes on and on! However, claims that print has been replaced with digital tools we have at our disposal are unfounded and unreasonable. While the digital tools are simple to use, affordable, and effective, there’s still an important role printed marketing collateral plays in business, and if you’re serious about your photography business, you can’t afford to overlook it.
We’re all buried under an avalanche of printed marketing materials on a daily basis, most of which are generic and dull. This is great news for you – with the right guidance, a few industry secrets, and just a pinch of creativity, you can easily set up a marketing collateral packet that will instantly stand out from the pile of generic materials, grab the attention of your potential clients, and get the to pay attention to what you have to say! To help you do just that, we put together a list of our favorite design tips we use each time we set out to design marketing collateral for a client!
Come Up With A Visual Identity | Marketing Collateral Design Essentials
You know your marketing collateral items will eventually end up in a pile in a potential client’s desk drawer, which means you need to ensure it stands out even from the largest pile the moment your potential client lays their eyes on it. This can only happen if the design is different, which is why we advise our clients against using cheap templates available online. Sure, they cost less than a cup of coffee, so you could, technically speaking, save a few bucks, but at what price? Remember, these templates are usually designed by amateurs, so they tend to have all the telltale signs of cheap design, which isn’t something you want associated with your brand!
Not only do these templates look cheap and amateurish, but even if you’re lucky enough to stumble upon a decent template, there are a few issues you need to keep in mind before purchasing it. First, templates are deliberately designed to be generic in order to fit any brand out there. This sounds great in theory, but they actually fail to accurately represent any brand as a result. By designing custom marketing collateral, not only will you stand out a lot easier, but your potential and existing clients will remember you a lot easier.
Define Your Style | Marketing Collateral Design Essentials
In order to make it easy for your potential clients to remember you, you will want to make sure all of your materials look, feel, and sound like they came from the same source, which is best achieved with branding guidelines. This short document will help you ensure consistency throughout your materials, even if you hire a new design down the road by defining the color scheme that can (and should!) be used in the design, as well fonts, styles of graphics, and even different versions of your logo. It will also help you focus on creating content, as the design aspects will have already been mostly sorted out.
Simple Is Better! | Marketing Collateral Design Essentials
Simplicity is one of the most important things when it comes to pretty much any design niche, but it’s especially important in marketing collateral. The end goal of your marketing collateral is to sell a service or a product, so unless you’re a graphic designer yourself, you’ll want to make sure the design doesn’t overshadow the actual message. By keeping the design simple and well-structured, you will push your message front and center, where it belongs! To achieve a simple look and feel, limit the number of colors and fonts you use, as well as unnecessary design effects, such as shadows and 3D effects.
For every design element you consider adding to your collateral, ask yourself one simple question: What value does this add? If it doesn’t add any value, or help accomplish your goals, it doesn’t belong on your marketing collateral! To simplify the design even further, look for ways to incorporate plenty of white space. (Note: This doesn’t have to literally be white – the term refers to black space in your design!) White space is especially important around important details, as it will give structure to the design and emphasize important areas.
Work On Your Message | Marketing Collateral Design Essentials
Each piece of your marketing collateral has a goal and you’re not ordering them just for the sake of having them around. To get the most out of your investment, you need to decide what it is that you’re hoping to accomplish with each item and then tweak both the content and the design accordingly. For example, the purpose of your business card is to provide your potential clients with your contact details, whereas your brochure needs to inform them about your latest discount, so the content will differ considerably, especially considering the size difference and the fact you won’t be replacing your business cards as often as your brochure.
Double-Check Everything. Then Check It Once Again! | Marketing Collateral Design Essentials
Your marketing collateral will oftentimes be the first contact a potential client has with your business, so the impression it makes needs to be spot on. The quickest way to ruin that first impression is to miss a typo before ordering larger number of items from the printer’s. Whether a typo sneaks into your copy, or you include a wrong phone number, your potential clients are more than likely to get an impression they’re dealing with an amateur, or someone who doesn’t care about the business all that much, so make sure you proof everything twice before printing.