Have you ever been stumped getting your voice across? Struggled to get your marketing message or material just right? Whether you are working with a designer or creating your marketing material yourself, keeping in mind a few basic guidelines will help you convey your message with confidence. It can be frustrating but stick with me and read on.
1. Start with the text - Always
It's so tempting to start with the dimensions and the format of the marketing collateral first. And although it might seem like good strategy, it really isn't. Write the copy first and get the message crystal clear. It will make deciding the format and the type of material that much easier. It will save you time and a ton of frustration.
1. Start with the text - Always
It's so tempting to start with the dimensions and the format of the marketing collateral first. And although it might seem like good strategy, it really isn't. Write the copy first and get the message crystal clear. It will make deciding the format and the type of material that much easier. It will save you time and a ton of frustration.
2. The Logo (if available) is sacred
Your logo (along with your message) is how people recognize your business/service. It is often a reflection of what you do, your ideals and principles. If it is getting pushed and pulled and squeezed while fighting with the text all at the same time, the purpose of the entire exercise is lost. Place the logo, preferably left aligned or center aligned with adequate and equal spacing around it. Give it it's very own moment every chance you get and let it shine.
3. The Headline says it all
Consider your headline a capsule of your main message. It is akin to the subject line in a letter or an email. It's main purpose is to draw the reader in and have them read the body copy. Make it compelling and urgent.
4. Type of type
Choose classic, well designed, readable fonts. You could have a limited use of fancier fonts but don't write the entire copy in italics. The type has one and only one purpose - to convey your message. Make it as pleasant and clear for the reader as you can. Depending on the font, try and keep the leading the font size+5pts. And remember, no widows and orphans.
5. Number of acceptable fonts
Limit your use of fonts to 2 (3 at the maximum). The Headline and the body type can vary for distinction. I would recommend that it does. This is one time you can use Serif and Sans Serif fonts together and have it look great!
6. Short and snappy
Make your message short and snappy. I was at the Guggenheim over the weekend and I loved it! Right from the round Frank Lloyd Wright building to the carefully curated artwork, everything serves a purpose - to take you from start to finish. It is short, snappy and an exhilarating experience. Your copy needs to do exactly that - it needs to be well designed and short to consume and with ease (lets face it, no one has time to read an essay).
7. Actionable action
You may have seen actionable buttons in the online world - the 'Learn more' links to the 'Buy Now' buttons. These are super critical. They get the message across and direct the user to where you want them to go. Similarly, even if you are working on a print project, always have and action in the end - a task that you want the consumer to do, a place with resources, a contact address. And tell them in clear words what you want them to do. Actionable action!
Hope this helps. Talk soon!
Your logo (along with your message) is how people recognize your business/service. It is often a reflection of what you do, your ideals and principles. If it is getting pushed and pulled and squeezed while fighting with the text all at the same time, the purpose of the entire exercise is lost. Place the logo, preferably left aligned or center aligned with adequate and equal spacing around it. Give it it's very own moment every chance you get and let it shine.
3. The Headline says it all
Consider your headline a capsule of your main message. It is akin to the subject line in a letter or an email. It's main purpose is to draw the reader in and have them read the body copy. Make it compelling and urgent.
4. Type of type
Choose classic, well designed, readable fonts. You could have a limited use of fancier fonts but don't write the entire copy in italics. The type has one and only one purpose - to convey your message. Make it as pleasant and clear for the reader as you can. Depending on the font, try and keep the leading the font size+5pts. And remember, no widows and orphans.
5. Number of acceptable fonts
Limit your use of fonts to 2 (3 at the maximum). The Headline and the body type can vary for distinction. I would recommend that it does. This is one time you can use Serif and Sans Serif fonts together and have it look great!
6. Short and snappy
Make your message short and snappy. I was at the Guggenheim over the weekend and I loved it! Right from the round Frank Lloyd Wright building to the carefully curated artwork, everything serves a purpose - to take you from start to finish. It is short, snappy and an exhilarating experience. Your copy needs to do exactly that - it needs to be well designed and short to consume and with ease (lets face it, no one has time to read an essay).
7. Actionable action
You may have seen actionable buttons in the online world - the 'Learn more' links to the 'Buy Now' buttons. These are super critical. They get the message across and direct the user to where you want them to go. Similarly, even if you are working on a print project, always have and action in the end - a task that you want the consumer to do, a place with resources, a contact address. And tell them in clear words what you want them to do. Actionable action!
Hope this helps. Talk soon!
