We have just had a clear-out of old artwork files that are
more than 10 years old and sent almost a skip-load of old samples and
worksheets off to the local recycling tip.
The chances of ever using this artwork again are minimal as techniques
and quality have improved beyond recognition over the last decade. However, there are some basic principles that
should have been consistently applied then and still apply now.
Here is a very short summary of the 5 key rules for any
budding designer to follow:-
1. You only get a second to catch attention.
We are all bombarded by sales messages from every form of
media every day and we “switch off” to most messages unless something
immediately grabs our attention and makes us interested to continue to read or
listen.
This magic “hook” usually is something to do with relevance
or personalisation of the message. The
headline is the usual “hook” for the written message. It is often stated that the headline or title
is the most important and difficult item to create.
It is worth spending a lot of time testing different headings
for all your promotional or marketing materials to see whether some work more
effectively than others.
2.
Keep it short and sweet.
In a world where we are all so short of time, we expect
things quicker, faster and neater.
Do not try to include too much written information – just
the most important points in a way that is relevant to the recipient. If you are making a sales point it is
important to always convert the copy for extra emphasis by considering what it
means for the recipient. Make a list of
sales points, then another list of the benefit for each sales point and finally
a third list entitled “which means that” – for the basis of your copywriting.
Good copywriting is a real skill. No one is prepared to read heavy text, which
is why some believe social networking sites like Twitter have been so
successful. Keeping communications down
to 140 characters is difficult for most people of my generation! Trying to fit too much text on any printed
page is more likely to be a ‘turn off’ and whatever is produced in terms of
quality and feel will probably end up in the waste bin.
Using graphs and charts and infographics is a great way of
communicating anything and helps to keep text to a minimum. Eyes that would glaze over tables of figures
or long sentences, suddenly find a new fascination with the data and words you
are trying to communicate. In terms of
sentence length – keep them as short as possible. A good piece of advice is to imagine you are
writing for “The Sun” rather than “The Times”.
3.
Use colour and photographs effectively.
A considerable amount of research has been undertaken on the
impact of colour in terms of improving communication. The conclusion is that effective use of
colour improves impact and recall by up to 80% for all types of printed
materials from promotional literature through to training materials.
The human brain accepts and interprets messages received in
colour significantly quicker than those in mere monochrome. However, there are good and poor combinations
of colour and selecting the wrong combinations can be a disaster. Always think of the application – for example,
menus are often read in dimmed lighting and always require good colour
contrast.
Effective use of vector or photographic images is almost
always essential. Be aware that a
photograph is only “worth a thousand words” if it is relevant to the message
you are trying to communicate.
Some products will look dramatically better with the use of
high definition photographs only available from stock libraries or if you have
a sizeable budget, professional photographers.
Low quality, pixelated images downloaded from a web site or from a camera
phone will usually do nothing to enhance any quality image you are trying to
project.
Rapid developments in digital photography over the last
decade have, however, have given most of us the capability to produce fairly
high resolution quality images very cost-effectively to use in literature and
on web sites for most small businesses.
4.
Plenty of white space and consistent text
layout.
Formatting is very important and the use of sub-headings, paragraphs
and spacing can help in absorbing the message.
White space doesn’t have to be white; it just has to be
blank so that it draws the eye to the text and makes it easier to read and
comprehend. The process of creating
white space is very important in all aspects of design for business printing
and promotional printing.
Another good technique is the use of lists, numbering or
bullet points that help to keep sentences shorter. They also contribute to more white space and
make it is ‘easy on the eye’ to visually scan and digest the information.
Always use a legible and good- sized font (never go below
10pt). Do not mix too many fonts and
styles and apply consistently throughout a long document. Extra line spacing or leading should be
employed wherever possible – and this is particularly critical in legal and
academic documents.
Try and avoid the use
of upper case text and underlining. If
extra emphasis is required bold text can be very effective to highlight the key
points in any sentence.
The use of QR codes is a great way of providing a lot more
information in a limited amount of space – as they can be scanned by a mobile
device and linked to all forms of digital media or simply to the relevant page
on a web site. Their application is now
common in many industries such as estate agency – where it works well in
combination with expensive advertising space in local newspapers.
5.
Content and call to action.
Last but not least is the actual content or message you are
trying to get across. It must be
relevant and meet the specific objective of the printed materials – whether to
sell, inform, advise or encourage a call to action.
The latter is the easiest way to determine the effectiveness
of the material – which is why offers are a vital element of any marketing
communication.
Needless to say any spelling errors will have a detrimental
effect on the communication – yet we still see examples every day of spelling
mistakes by companies of all sizes.
Finally, software such as “Direct Smile” and digital
printing have revolutionised the quality and effectiveness of promotional
literature – resulting in less wastage and better targeting and
personalisation.
Variable data is being applied across many forms of company
communications from statements, sales messages to e-broadcasts. You can find good practical examples in the
motor trade where text and images can be easily manipulated for effectiveness.
A typical application is in some sections of the motor
trade. When you walk into a new car
showroom the salesman is trained to build up a picture of what you are looking
for – usually by asking a series of subtle, yet pertinent questions on the
desirable features and extras you are looking for in a new vehicle.
The data is sent to a central print production site and then,
within a couple of days a personalised brochure is delivered with photographs
and text to matching the car’s specification you have requested!
One last final piece
of advice is to encourage feedback from as many people as possible and then try
and use this constructively in the design of your next printed item. If possible, leave anything you write for at
least 24 hours. A fresh look and read
through usually is very worthwhile.
And if it all too
much – you can use the services of our own copy writers and graphic designers. Simply contact our Customer Service people
during normal office hours free on 0800 0346 007 and we will discuss any
particular project with you.
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