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Tag Archive design

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If your piece looks outdated, it sends a message that you are out of tune.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.

5 tips That Can Enhance Your Print Advertisement

your-ad-here-copyWhen designing a print advertisement, as well as any marketing tactic you are implementing, it is important to think about your objectives from a holistic perspective. Not considering what factors contribute to the creation of a successful ad could result in underutilizing your resources and efforts. It is a good practice in any type of communication to see things through the eyes of your target audience. Depending on what mode of advertising you are using to deliver your message, you’ll need to hone in on the specifics to that particular medium and ascertain what will be most effective to meet your goals.

  1. Less is More
    Don’t pack your ad with loads of copy and burden your viewers with the responsibility to decipher what your ad is about. Be concise with your message as there can be many ads competing for your audience’s eye. Determine what is necessary to draw them in and take action.
  2. Chose Your Graphics and Headline Wisely
    These two factors will bear the responsibility of capturing the attention of your viewer. What problem are you solving for them? What are you offering? Think about what resonates with the reader and make sure your imagery and headline speaks to them.
  3. Have a Specific Objective
    Your advertisement should designed with a particular goal in mind. What action do you want the viewer to take? Decide what that is and make sure that it is evident. This will also help to establish metrics to determine if your advertisement helped reach your goal.
  4. Design for the Ad Environment
    Consider the landscape of the ad medium you are using. There are many factors to consider here. The colors you choose may depend on whether your ad is in a newspaper or a magazine. If the medium has a particular niche, make sure you find the right balance of integrating in but standing out.
  5. Build an Ongoing Relationship
    Promote opportunities for the viewer to continue to connect and engage with your brand. Include a QR code that scans to your website, include an incentive to sign up for your newsletter and encourage viewers to follow you on social media.

Once you master a few basic key elements in your ad design, you will find that you get a lot more leverage out of your ads.