Great graphic design looks effortless, but it requireslots of attention to details. Think back to aneye-catching advertisement, publication, or flyer yousaw recently. Do you remember why you liked it?Perhaps it was something specific like the use of acool graphic or font. Or, more likely, the layout andthe words worked together to create aneye-appealing, memorable message that you're stillthinking about today.
A lot of thought, money, and skill probably went intothat design. But you don't have to be a design guru toachieve expert results! Follow these five tips to createeffective, professional-looking marketing materials foryour small business.
# Select appropriate font treatment: More isNOT better when it comes to fonts. Pick no more thantwo typefaces per document - one for headlines andone for body copy. Stick to a simple, clean font foreasy body copy readability. Headline fonts can be alittle more creative. For emphasis on certain words orphrases, use italics, boldface, or underlining sparingly.Also try to make the typeface match the personalityof the service or product you're representing.
# Use white space wisely: Just because thespace is there doesn't mean you have to fill it! Gooddesigns contain well-planned white space. ("Whitespace" is simply the areas in a layout that are leftbare - without text or graphics.) It gives the eye abreak and helps to highlight the important points.Makesure to have enough space around the edges andin-between columns and articles. And remember thatthere is a fine line between not enough and too muchwhite space. Consult well-designed magazines and adsor computer templates for layout inspiration andideas.
# Find effective graphics and photos: It'salways better to use too few than too many graphics.One great graphic is so much better than four weakones. Sometimes they are not even necessary. Whenyou do use graphics and photos, make sure they helpillustrate your point, rather than just inserting them totake up space. Likewise, be sure their sizes areappropriate to the space. Stick with high-qualitygraphics - in this age of affordable, quality clipart,there is no excuse to use any image that isn'tperfectly clear and neat. Never use a "gif" file in aprint document; those are created for web use only.Make sure the graphic element illustrates your mainpoint - it's the first thing the reader sees, so it'simportant it portrays your message accurately. Lastly,don't mix differently styles of illustration orphotography - keep a consistent look to createharmony.
# Keep copy short and neat: Readers aremorelikely to read short sentences, paragraphs, and articleswritten as if you're having a friendly conversation.Break up large blocks of text with bullet points andsubheads. Instead of using fancy multi-syllablecomplex vocabulary, use everyday words that youraudience will understand. A good rule of thumb is towrite at a sixth-grade reading level. Finally, alwayshave someone else - whether a professional copyeditor or a skilled friend - proofread your work. It'simpossible to catch all your own typos.
# Watch the flow: People generally read apagefrom top to bottom and from left to right. Draw peopleinto the top left corner of your ad or newsletter with aheadline or strong graphic. Then, pull their eyes downand through the text in the mid-section of the page,and finish up in the lower right corner. Picture a "Z"shape. Finally, be sure to include a "call to action" atthe bottom to get the results you desire. For example,give readers your contact information and specialoffer, and tell them to "Call today!"
Copyright 2005 Time to Organize
Sara Pedersen, author of the FREE e-zine "The Marketing Fairy's Guide to Simple SelfPromotion," is a professional organizer and marketing specialist. She helps smallbusiness owners make their marketing dreams come true. Sign up today athttp://www.time2organize.net to receive your FREE monthly subscription.
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