Tuesday, December 22, 2015
Is Your Message Being Diluted in Your Marketing Materials?
Are You Overloading the Reader Visually?
Graphics, interesting font choices, and more can all be great tools to help get your message across to readers - but they should be complimentary, not supplementary. Every element that you use in your materials that is not contributing to your message is only taking away from it - never forget that. If your materials have swayed decidedly in the direction of "a lot of style, very little substance" in that you're loading them up with tons of bright colors, flashy logos, images and more, there's a great chance that you could actually be accomplishing the exact opposite of what you set out to. Start designing your materials with your message in mind and then lay everything else around it. Don't design the best-looking print material you can and THEN try to cram your message in there somewhere.
Does it Take Longer than 30 Seconds to Discover Your Message?
In order to achieve a maximum level of effectiveness, your message needs to be as simple as possible. "This company is the one you can trust." "This product is the one that can solve your problems." "This service is the one you need to make your life easier." These are (admittedly simple) examples of marketing messages that can be identified and absorbed quickly and easily. If it takes longer than 30 seconds for your target audience to realize what you're trying to say, you've probably already lost them. Trust us - you don't have that kind of time.
Do You Have Enough White Space?
White space is undoubtedly the best friend that you have when it comes to the print marketing materials that you're designing. People don't want to read a wall of text to find out what you're trying to say - they want to be spoken to directly and succinctly. If brevity is the soul of wit, white space is the brevity equivalent when it comes to your marketing message. If you design a particular material and have very little white space left over at the end of the process, the chances are high that you should probably take another look. There are undoubtedly elements, whether graphics or text or something else entirely - that you can drop without harming what you're trying to say.
Anything that isn't directly contributing to your marketing message is only serving to take attention away from it, which is absolutely something that you do not want under any circumstances. People shouldn't have to work to figure out what you're trying to say - it should be immediately clear. By keeping these few, core tips in mind regardless of the type of material you're designing, you'll place yourself in a better position to establish a direct line of communication with your target audience in the exact way that you intended.
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