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Suggest You - Marketing Communications - Design and Style Basics
Every smart manager or boss knows good company morale is priceless. They know rewarding clients, customers or employees for their continued patronage or hard work makes good business sense.The holiday season is the perfect occasion where goodwill can help build company spirit and continued patronage. You should spare no expense in presenting a nice token of your appreciation for all the hard work and loyalty displayed throughout the year.However, playing Santa in the corporate world does come with a few problems. Especially if you're a boss or employer who procrastinates or puts everything off until the last minute. You may find yourself scrambling at short notice
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Font
The management mantra of the 1980s was product quality, and activities involving Quality Control (QC) circles, Total Quality Management (TQM) and ISO 9000 were the order of the day. Back then, consumers were willing to spend enormous sums for quality products. However, product quality has significantly improved and today having a good quality product is a mandatory requirement for the company’s effective participation and survival in the marketplace.Subsequently, the management slogan in the 1990s embraced technology as the cure-all. Companies then tried to distinguish themselves from their competitors through the use of technology, by offering better and more sophisticated feat
Before beginning the designing process, it’s a good idea to outline your key message points. Understanding what you want your audience to hear or see first will guide content placement, size, color, etc.
Reflect your Prospects’ and Company’s Personality
It’s important to know your target market in the minutest detail… their wants, problems, needs, and interests. Your communication pieces, therefore, should reflect your understanding of your prospects’ personalities.
This can be accomplished in many ways such as choosing the right paper (size, weight, color), fonts (for example formal fonts for wedding invitations; ‘childlike’ fonts for a day care center sign), size, and language (apt buzzwords). Traditionally, more upscale offers have uncluttered designs with plenty of white space while discount offers are just the opposite… you can fill them up with graphics and words.
Color
While excellent marketers understand that effective use of color is elusive, they follow a few fundamental rules.
As you probably expect, there is plenty of scientific research on all aspects of color… that is which ones are considered most attractive or eye-catching; what feelings certain colors inspire; or which colors are easiest to see. After sifting through the mounds of information the following tips were echoed repeatedly:
These four colors were symbols for the following:
• Red: action, emphasis, recall, excitement
• Yellow: happiness, sunshine, attention-getting
• Green: reassurance, security, stability
• Blue: order, tranquility, coolness, relaxation
Use these findings to guide your choices… for instance, dentists should consider painting their walls a lovely shade of blue! Also, test your own color instincts, and those of friends and family, to find out what works best for you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts
Why write a business plan? There are several reasons why you might want to write a business plan. 1. It is a tool for obtaining financing. 2. It will help unite venture partners in a common goal. 3. It can serve as a feasibility study. 4. It will serve as a goal and blueprint for your new business. Of all of the purposes listed, the last one is the most important. According to the Small Business Administration, 95% of all businesses started, fail within the first 5 years. One of the main reasons for failure is a lack of direction or goals. A business plan will give you that direction or goal, if it is used properly. The Foundation For Writing A Bu
Color
While excellent marketers understand that effective use of color is elusive, they follow a few fundamental rules.
As you probably expect, there is plenty of scientific research on all aspects of color… that is which ones are considered most attractive or eye-catching; what feelings certain colors inspire; or which colors are easiest to see. After sifting through the mounds of information the following tips were echoed repeatedly:
These four colors were symbols for the following:
• Red: action, emphasis, recall, excitement
• Yellow: happiness, sunshine, attention-getting
• Green: reassurance, security, stability
• Blue: order, tranquility, coolness, relaxation
Use these findings to guide your choices… for instance, dentists should consider painting their walls a lovely shade of blue! Also, test your own color instincts, and those of friends and family, to find out what works best for you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Font
Step 1: Find a product to sell. eBooks are a great way to begin making money online as its tangible, yet low risk for buyer and seller. Once its set up, it operates with little input and best of all, eliminates distribution troubles - customers download eBooks instantly from a website host.Step 2: Design your sales page. Consider running a package like iProfit eBook Package where all the hard work has already been done. Once you've worked through the package, you should be skilled enough to adapt your website to suit your own products.Step 3: Set up credit card processing on your website. Accepting credit cards online is neither complicated nor expensive. Many companies allow you to ac
• Green: reassurance, security, stability
• Blue: order, tranquility, coolness, relaxation
Use these findings to guide your choices… for instance, dentists should consider painting their walls a lovely shade of blue! Also, test your own color instincts, and those of friends and family, to find out what works best for you
A “quick printer” conducted a recent study in Cleveland, Ohio. He tested different color reply cards (identical wording and offers) for his in-house mailers. Surprisingly, the pink postcards resulted in the highest response rates!
Artwork and Graphics
Visual images are simple, yet widely effective ways to communicate a lot. Trite phrases such as “a picture is worth a thousand words” are certainly overused because they continue to “ring true”.
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Font
The subject is constantly in the news and may decide the next national elections - the infamous jobless recovery. More than 8 million Americans are out of work with another 4 million underemployed or no longer looking for work. Good manufacturing, technical and services jobs are being shipped to India, Asia, and other developing countries. The mood of the middle and working class becomes more pessimistic, the outlook for their immediate future more grim.Politicians debate solutions: abrogating current trade treaties, providing protection for various industries, investment in retraining programs, wishful thinking that lower taxes will turn everything around, the promise of a labor s
Your artwork will help you:
• Tell a compelling and appealing story
• Symbolize your company’s values and culture
• Evoke important feelings
• Explain your product/service
• Itemize key points
Thus, visually pleasing communication is important and can increase your chances of capturing your prospects’ attention. Here are some tips for ensuring that it does:
1.Take your time while creating or choosing your artwork. If it’s rushed… it shows. Great photography and graphics are affordable and easy to find on the internet. Check out these three: www.indextock.com; www.corbis.com, and www.fotosearch.com.
2.Make sure your artwork is compatible with your company’s and target market’s personality
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Font
Franchise companies are not born they are made and when studying the history of franchise companies, it is amazing how similar they really are. To continue this story we are in the height of the Dot Com Bubble with money flowing in Silicon Valley and personal services and labor is at a premium indeed;Before Oil Maxx's downfall, Oil Maxx with the foresight of Mr. Winslow and the help of Lou Gurnick was a registered California Franchise poised to dominate the industry as companies like New Jersey based Oil Butler were doing. Oil Butler had already sold some 50 franchises and were getting ready to go for an IPO. Lance and Dave decided they needed very much to kick butt on the West Coast so they
3.Do not create an ad where your artwork overpowers your content, headline, product, etc. Yes, it should be noticeable and “tell your story”… not be “the story”
4.Your artwork should increase the odds that your message will be notices, even to casual readers or viewers.
5.Don’t waste money investing in unnecessary, and often distracting, “pizzazz” – you know, graphics that flash, move around, dance, etc. They increase costs substantially and result in negligible or negative reactions.
6.Find ways to reuse photos, illustrations, testimonials, and blowups again. This will save you money and if they continue to work, why change?
Fonts and Typefaces
What exactly is a “font”? Simply put it is the specific traits (size, intensity, and typeface) for letters, numbers and symbols (that is, characters). “Typeface” is a subset of font and refers only to a character’s design (e.g. Times New Roman, Helvetica, Verdana). The right font will make your copy easier to read, create harmony with your artwork and graphics, and be reflect your company’s and target market’s personalities.
Choosing the right font can be daunting… particularly given the sheer number of choices. However, let the following general tips guide you:
1.“Sans Serif” fonts are easier to read because they leave more “white space”.
Tip:
Serif: little decorative “doolollies” (adornments, flourishes) on the ends of the characters
Sans: Means “without”
Some popular “sans serif” typefaces are: Gautami, Microsoft Sans Serif, and Arial. I also like Verdana.
2.For a more traditional look you’ll want to consider using “serif” typefaces such as Times New Roman, Century Schoolbook, and Garamond.
3.While it’s okay to vary font styles within a piece, try not to use more than two. Also, if you decide to try different fonts mix choose one of each – sans serif and serif. The contrast will result in an “eye pop”.
4.When choosing size, italics, and bolds keep readability in mind. This doesn’t have to be a major pain in the neck! Look in your own magazines, newspapers, and direct mail… copy styles that you find appealing, easy-to-read and in keeping with your company’s tone and feel.
AVOID:
- Reverse Type… while it works well for eye-catching headlines, it’s harder to read and tough on the eyes. Use sparingly…
- Overdoing italics, underlining and capitalization… it looks unprofessional.
- Fonts that look typeset (making them fuzzy). They should be clean and crisp.
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