5 Important Steps to Take Before Designing Your Marketing Collateral

5 Important Steps to Take Before Designing Your Marketing Collateral

There’s a lot to think about when designing print collateral. You’ll most likely consider what imagery to use as well as what font styles, colors and copy best represents your brand. Those are all important elements to think about but before you get too focused on those specifics, be sure to step back and establish a broader, more holistic perspective.

Here are 5 fundamental steps you should take as a business owner or marketing professional before you begin any design conceptions:

  1. Establish Your Goals

Ask yourself a series of important questions…What is the purpose of this marketing piece? What emotions do you want it to evoke. What actions do you want your audience to take? Establishing how you want this piece to serve you will guide all the subsequent design decisions.

  1. Consider Your Audience

Once you start to consider who the prospective recipient will be, then you can design the piece in a manner that would best “speak” to them. To meet your intended goals, the materials need to resonate with your audience. The imagery you choose, as well as the wording and layout should be congruent with the preferences of your audience.

  1. Determine What Your Value Propositions Are

This goes hand in hand with determining who your audience is. Highlighting your value to customers can increase the likelihood of your target audience taking the action you desire. Knowing what aspects of your business, company or organization is important to your audience helps you to best “speak” to them. Do you solve a problem for them in a way that is superior to your competition? Make sure that message is communicated clearly.

  1. Incorporate Current Design Trends

If your piece looks outdated, it sends a message that you are out of tune. You don’t need to be “trendy” but some styles are clearly “old school” and you should invest some time to determine what colors, fonts, layout styles and copy best reflects the current and contemporary voice of your brand.

This also refers to being in touch with current behavior trends and social issues. With a move towards being more environmentally conscious, generating unnecessary use of printed paper could be negatively perceived and be a detriment to your brand. Drive your audience to your website or social sites for more information.

  1. Determine How You Will Measure Success

Since we want our marketing dollars to be used in the most effective ways possible, it’s important to establish what your key metrics will be. Decide what criteria you will use to measure ROI so you know if this particular marketing route serves you.

Bringing It All Together

Adhering to these key steps will help ensure the success of your campaign. The important thing to do with any form of marketing is to take the time to think about what you are looking to accomplish and how you can best tailor your collateral to be the most appropriate voice of your brand and message to your audience.


One thought on “5 Important Steps to Take Before Designing Your Marketing Collateral

KcPosted on  2:35 pm - Oct 19, 2018

Great article. All really valuable points. Thanks!!

Leave your message