Marketing Collateral Design Tricks | A Practical Guide To Creating Effective Marketing Collateral
Marketing Collateral Design Tricks | In order to stand out in today’s incredibly competitive markets, it’s more important than ever for small business owners to create a unique and professional image for their businesses. The image you create for your small business has to not only grab a potential client’s attention, but also communicate what it is that you can do for them, and what makes you the only right choice for the job. Needless to say, this image you’re building trickles down into marketing collateral as well.
Your potential clients are buried under an avalanche of generic low-quality marketing collateral and they learned to filter out most of it, barely noticing it, which means you need to find a way to make yours stand out, grab their attention and effectively communicate your brand and your brand message. To help you do exactly that, we gathered some of our favorite marketing collateral design tricks we use when creating visual identities for our clients!
Keep It Clean | Marketing Collateral Design Tricks
Marketing collateral is often defined as a collection of media used to support the sales of a product or service you’re providing. In other words, it’s a sales tool. It needs to be able to communicate your message clearly and effortlessly, so make sure whatever marketing collateral you’re designing, it doesn’t overshadow your message. Don’t clutter things up – at the end of the day, marketing collateral is a delivery mechanism for your message, so make sure the message takes the center stage!
Pay Attention To Consistency | Marketing Collateral Design Tricks
While marketing collateral is supposed to sell the service or the product you’re providing, it can also do many other things for your business if you design it well. A well-designed collateral will not only sell, but it will also boost brand awareness and help your potential clients remember you better. In order to do that, however, you’ll need to make sure all of your marketing collateral is a cohesive package that perfectly matches your other branded materials.
You’ll want to use the same color scheme throughout your marketing collateral, both online and off, as well as the same fonts, graphics, and even brand-oriented words. This will turn your marketing collateral into a unique and memorable visual experience that effectively represents your brand. Consider also setting up templates, especially if you have other people handling your marketing efforts – this way you’ll ensure consistency regardless who’s in charge of running the campaign.
Make It Readable | Marketing Collateral Design Tricks
Choosing the fonts that are easy to read is vitally important if you’re hoping to set up marketing collateral that does its job! No matter how appealing the design, if you choose a complex font that’s impossible to read, your potential clients are more likely to give up than to strain their eyes to read your content. You’ll also want to make sure you’re using an appropriate font size – never go below 8pts, unless you want to force your potential clients to use a magnifying glass.
Another important thing to bear in mind when it comes to ensuring readability is using 2-3 fonts for your marketing collateral. Any more fonts, and your collateral will look like a cluttered mess, not to mention that the eye finds it hard to scan multiple fonts at once! And lastly, make sure there’s enough contrast between the text and the background – for example, light grey text on a white background is pretty much impossible to read.
Organize The Content | Marketing Collateral Design Tricks
Many business owners will try and pack as much information as they can in their marketing collateral – you’re paying for it, after all, so why shouldn’t you use it? Not so fast! Your goal is to inform your potential clients, not to overwhelm them, so try not to go overboard when it comes to the structure of your marketing collateral. Make sure you break long paragraphs of text with plenty of white space and imagery, or even bulletined lists. Also, take a critical look at each item as a grid. Is there too much in one corner or is it top or bottom heavy? Sometimes simply moving a small piece of text can change the feeling of the whole design.
Use Quality Base Materials | Marketing Collateral Design Tricks
Your potential clients will start building their opinion of your business and the products you’re providing the moment they feel the paper in their hands, so make sure you’re using only the highest quality paper your budget allows. If you cut corners here and decide to use cheap paper that easily gets dented or torn, what will that say about the quality of the products and services you’re providing? Thicker paper will appear a lot more luxurious, which will portray your company as a reliable and established enterprise.
Integrate Your Print And Digital Marketing | Marketing Collateral Design Tricks
You need to be able to stand out and grab your potential client’s attention both online and off, and many business owners often forget that linking the two aspects of the marketing strategy can be a really good idea. By including your website’s URL, or even better, a QR code, you’ll allow your readers to easily access your digital side and learn more about what it is that you can do for them. QR codes can be customized to match your other brand elements, so it will not only be a sales tool, but it can also boost your brand exposure.