Marketing Collateral Design Ideas | Creating Effective Marketing Collateral: Goals, Tips, Best Practices
Marketing Collateral Design Ideas | Branding a small business isn’t just about choosing colors and creating a logo. It is a coordinated effort to communicate your brand’s values through every level of your business, from the workplace environment to the products that are offered and through the services that are provided. Not surprisingly, it also trickles to the marketing collateral used to boost sales. Poor quality marketing collateral can actually do more damage to your business than you think. Apart from being a waste of money, it sends out a very bad image and undermines the entire marketing strategy.
Collateral marketing often require you to communicate a lot of information in a limited space. Add to that a client who won’t give the ad much of his or her time, and it’s easy to see how your collateral’s design becomes vitally important. Businesses will often be judged based on the relevancy, consistency and overall quality of the materials that they send to potential clients, so here are some simple tips to help you design marketing collateral that works hard for you and gets you results.
Showcase Your Creativity | Marketing Collateral Design Ideas
Your marketing collateral should showcase your creativity and shouldn’t shy away from the personality that sets you apart from your competitors. Just as your business must stay relevant, so too must your marketing materials communicate relevance, originality, and creativity. The fact is, marketing collateral that looks tired and outdated gives the impression that your business is falling behind its competition as well. Make sure you stand out, but be careful not to be too gimmicky – you don’t want to deter from the content.
Maintain Consistency | Marketing Collateral Design Ideas
Having a stunning website is good, but do you have great marketing collateral to match? Is your logo and color scheme consistent throughout all of your materials? Using the same layouts and templates can go a long way in building brand confidence, especially in first-time clients. Do you have a style guide to build your brand image and ensure marketing consistency? These tools keep multiple designers and writers on the same page while making it easy to add new materials to the collection.
Focus On Content And Substance | Marketing Collateral Design Ideas
It’s not all style and pretty visuals – make sure you offer substance in equal measure! Every piece of marketing collateral should have a clear message that appeals to your target audience. Write your marketing collateral content from the reader’s point of view. What are your readers’ concerns? What do they need to know before they make a purchase? Try writing down all the questions you hear from your existing clients and try and answer them in your collateral. This will also affect the overall design of your collateral. It will determine how text and images are used as well as which collateral items you need.
Fonts Can Make Or Break Your Collateral | Marketing Collateral Design Ideas
Use a font that best expresses the tone of your message. For example, if you’re sending out a mailer to announce a big sale, use a font that’s big, bold, and direct. A vital consideration here is serif or sans serif fonts. As a rule of thumb, use serif for body text in printed marketing collateral. Online, there’s a trend toward sans serif due to different screen resolutions. Speaking of fonts, simply because you have over 1,500 of them does not mean you have to use them all at once. Too many fonts tend to confuse and distract the reader’s eye from the message, rather than focus it.
Integrate Physical With Digital Collateral | Marketing Collateral Design Ideas
It’s a social world, as you may have heard. All your content should be simple to access and share. In a click, a reader should be able to email your brochure to a friend or tweet it out to the masses. Businesses tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help your clients access your business’s digital side, which in turn gives them another way of finding more about your offer and to make an actual purchase.
Make It Visual | Marketing Collateral Design Ideas
You’ve heard the expression “a picture is worth a thousand words” countless times. Spend a few hours at the white board brainstorming different ways to communicate your most important messages and solutions graphically. Refine. Refine. Refine. Choose the graphic element that best portrays the essence of what you’re trying to sell, and what you’re trying to achieve with the marketing collateral piece you’re creating. Use only quality imagery. You do not want to use low resolution stock images or clip art; instead, use high resolution images that are a minimum of 300 dpi.