Ready to create a new promotional campaign? Send it out there into the world and hope the customers start knocking on the door?
Most of our clients start with an idea – they have a notion to launch a new product, promote an upcoming event, or highlight an existing product. When our clients approach us to help create their design, they have already developed a visual representation of this idea in their head. One of the most important jobs of a graphic designer is to draw that vision out and turn it into reality, while providing sound guidance that enables us to create the most effective ad possible.
Here are a few tips on how to make the graphic design process more enjoyable and end up with a productive new promotional campaign.
Cut the Copy
Keep your copy short and sweet. Keep longer copy reserved for website pages, magazine articles or email newsletters. You need much smaller amounts of text for posters, banner ads, PowerPoint slides, and brochures.
Your viewers are going to be visually drawn to small amounts of text, a variation in fonts, and bullet points. Banner ads, PowerPoint slides, and brochures/pamphlets are a short introduction into what your company has to offer. These ads are the attention grabbers and the first impression of your brand. They should be short, clever, and contain a call-to-action for readers to learn more.
Use Color to Engage
Many of our clients are professional organizations that cater to educated and serious customers. Sometimes, these clients worry that straying too far outside of the world of black and white can make them seem less serious. This misconception can hurt them in the end when their ad ends up boring and easy to overlook.
It is important to utilize variations in font, boldness, and COLOR. These variations not only keep your ads interesting and visually appealing, but will emphasize parts of your ad that are most crucial for the customer to see.
Just remember to use colors that compliment each other and always err on the side of classy, not tacky.
Complement Your Branding, Don’t Just Mimic It
All your marketing collateral should have underlying themes, logos, or colors that complement each other, but they should not look too similar. Focus on some of these do’s and don’ts for a starting point.
- Do make sure your new ad has some elements of your corporate brand.
- Don’t make your new ad so similar to old ads that it appears bland, boring, and unoriginal.
- Do incorporate your logo and chosen fonts.
- Don’t be scared to try new colors, bold graphics, and different layouts. You don’t want your ads to all look like you just downloaded them from an Internet template.
In the end, it is always a good idea to brainstorm new ways to market yourself and your company. Using these graphic design tips will help you and your designer partner to create a powerful and effective ad for your next campaign.