Creating a Successful Marketing Piece
Whether you are designing your marketing materials yourself, or working with a professional, there are three important considerations before you begin.
Identify your goals. What are you trying to accomplish? Focus on one goal that we can build the piece around. Are you selling something? Inviting people to an event? Identifying this goal gives your piece its direction and ensures your message is clear.
Identify your audience. Who is receiving this piece? Audiences of different ages, genders and cultures will respond differently to photographs, font selections, copy and colors. Know who you are speaking to so you can create a design that appeals to them and connects with them. This connection is the key to the effectiveness of your marketing materials.
Identify your medium. How are you going to use this? What works in one medium doesn’t always work in another. Do we need to compete with reels and scrolls in a cluttered social media feed? What kind of readability do we need for a sign? Is this a full-page color ad or a business-card sized black and white one? The real estate you have available and the way your advertisement will be viewed matters and will drive what we can do effectively.
Content and design are of equal importance when it comes to print, whether it is a brochure, print ad, online ad, or tradeshow sign. Careful consideration should be paid to your message, the arrangement of your content, grammar, punctuation, photo selection and overall look. All of these things should be done with purpose and should be developed specifically to meet the goals you’ve identified and the audience you are trying to reach.
LEARN MORE:
It’s Not About You — IdeaWorks Design & Print Studio
