Printed Collateral Design | The Business Side Of Design: Top Tips To Maximize The Effectivess Of Your Printed Collateral
Printed Collateral Design | In today’s global marketplace it has become more crucial than ever for small businesses to convey a professional image in order to stay competitive. Your printed materials are a vital element of your marketing strategy, playing an important role in showcasing your products and services to both new and existing clients. Printed marketing materials are one of the oldest and most utilized marketing techniques, and being one of the most cost-effective business tolls, this method of marketing has the deepest penetration into the target market in terms of advertising.
Marketing collateral items often require you to communicate tons of information in a rather limited space. Add to that a potential client who won’t give the ad much of his or her time, and it’s easy to see how your collateral design becomes very challenging. Effective marketing collateral can mean the difference between a near-sale and a loyal client for life. Here are some important tips for designing marketing collateral or revising the content you already have so that it performs better.
Define Your Purpose | Printed Collateral Design
What do you want the collateral items to do for your business? What are you trying to communicate? Just as every campaign has a goal, so too should individual pieces of marketing collateral. Every piece should have a primary goal. It’s fine to have additional goals, but be clear what the main purpose is, because every single element of the design has to support that goal. By defining this main goal at the beginning, business owners can design the ideal collateral around it. This will help make sure the relevancy is maintained and the calls to action are clear.
What Is The Message? | Printed Collateral Design
Once you’ve answered “Why am I creating this piece?” you should have a much better understanding on what to say. Every piece of marketing collateral should have a simple and clear message that communicates a certain meaning to clients. While doing this, keep your target audience in mind and include those appropriate details and information which a reader would be pleased or want to see. As a rule of thumb, keep your copy simple and clear. When you’re writing about something you know well, it’s easy to get carried away with jargon and complicate the copy. Make sure the spelling and grammar are correct. Get someone else to proofread as it’s almost impossible to spot your own mistakes.
Tell Your Story Simply And Visually | Printed Collateral Design
Once the right assets are chosen, you have to arrange them in the appropriate layout. The right assets, graphics and text can only go so far – businesses must also arrange them in the most optimal way. The goal is to encourage readers to move from one call-to-action to the next and turn into paying clients, and templates go a long way in helping brands do just that. Keep in mind that people are scanners. It’s vital to be able to hook them into your content with strong visual design. This means high-impact graphics, killer headlines, well-structured text, bulletined takeaways, and short paragraphs. Simplify the design, eliminate the jargon, and emphasize clear takeaways.
Find The Right Font | Printed Collateral Design
Use a good font which makes your copy easy to read, and find a font that best expresses the nature of your goals. For example, if you’re sending out a mailer to promote a big sale, use a font that’s big, bold, and direct. A crucial consideration is serif vs sans serif fonts. As a basic rule, use serif for body text in printed marketing collateral. Also, where possible, avoid underlines, italics, borders, outlines, bars, stars, and any other visual distractions. These cutesy elements only add clutter and detract from your message.
Make Sharing Easy | Printed Collateral Design
Referrals, social media marketing and anything else that you can think of to getting your existing clients into promoting your business for you will expand your marketing efforts. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales. All your content should be simple to access and share. In a click, a client should be able to email your brochure to a friend, or tweet it out to the masses. 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 another opportunity for them to purchase from you.