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Marketing Pieces into Marketing Masterpieces with These Five Design
By : Karen Saunders
It's almost 5
o'clock on Friday afternoon. Do you know where your newest marketing pieces
are? If you're a small business owner, they may be buried on your desk
because you've got so many other important details to handle. Or they're
still sitting on your assistant's desk where she's staring at them
hopelessly. She's an admin assistant, for heaven's sake, not a designer, and
she knows what she's produced so far is not very memorable or effective.
All of us would like to think our product is so good, our services so
unique, they'll simply sell themselves. Not so! Strong branding, powerful
images, compelling web pages and outstanding marketing pieces make or break
that upward sales curve you crave so urgently. In today's market, your
customers and clients are influenced more than ever by the visual
presentation of your marketing pieces. If they are well designed, they're
likely to be read, remembered and respected.
Here are five simple, but essential tricks of the designer's trade that you
can use immediately, at little cost, and with excellent results to profit
you both short and long term.
1. Take advantage of quality clip art and stock photos
Chances are you're not an illustrator or photographer, but that shouldn't
stop you from using professional illustrations or photos in your marketing
piece. You can use clip art--sometimes at a very low price--to enhance your
layout. Check out the Internet for sites that feature clip art or stock
photo libraries that provide a wide variety of quality and prices to choose
from. Use the same style of graphics throughout your piece to create a
2. Add dramatic contrast
Using contrast means having clearly apparent differences among the design
elements that come together on a page, business card, or computer screen.
These include contrasting colors, shapes, fonts, and sizes of text and
graphics. A high degree of contrast helps create dramatic interest and draws
the viewer's eye to specific areas of your page. White space also provides
contrast, aids legibility, and gives the reader's eye a resting point.
Controlling the amount of white space you use affects the overall page
3. Repeat certain elements
Good design calls for repeating certain elements throughout your piece to
make the whole piece come together visually. For example, use the same
color, shape, and size for all your bullets. Also make all your headers the
same size, color, and font. Go for more and repeat specific graphic elements
(e.g., boxes, banners, rule lines, etc.) throughout the piece. A word of
caution: When you review your work, make sure you've used all of these
design elements consistently.
4. Pay attention to proximity
Proximity refers to the exact spatial relationships between elements. For
example, you create visual relationships between photos and their captions
by keeping the captions close to the photos. For subheads, a pro positions
them closer to the text below than the text above. Apply this principle of
exact spatial relationship to all other graphic and text elements where
appropriate. When you review your work, make sure you've applied this
spacing consistently throughout.
5. Know when to use serif and sans serif fonts
In general, when you have a large amount of text, it is best to use a serif
font because it is easier to read than a sans serif font. Serifs are the
tiny horizontal strokes attached to the letters which help the reader's eyes
flow from letter to letter. Bold sans serif (without serifs) are good for
headlines and subheads because they slow the reader down thus bringing more
attention to each word or concept. Some examples of serif fonts that are
good for body copy are: Times, New Century Schoolbook, Garamond and Goudy.
Some examples of sans serif fonts that are good for headlines are: Arial
Bold, Helvetica Black, Univers Bold and Trade Gothic.
It's 9 o'clock Monday morning. You're smiling because you have incorporated
these important design elements into your marketing strategy. You're ready
to face a new week with vastly improved opportunities to keep smiling at a
growing bottom line.
About the Author :
Karen Saunders is the author of the book, "Turn Eye Appeal into Buy
Appeal: How to easily transform your marketing pieces into dazzling,
persuasive sales tools!" Karen has helped thousands of small businesses to
increase their sales over the past 15 years using her award-winning
marketing design strategies. For more free tips by Karen, visit