Every business or organization needs printed materials. These printed materials need to present the products and services in a careful and professional manner. These materials could include, business cards, brochures, postcards, flyers, presentation folders, envelopes, letter head, notepads, and so much more.
With the increased availability of desktop design software, many business decide to try and do their printing from within. Resist this method if at all possible. Appearance is everything in marketing and you want your materials to look as professional as you are. Potential clients or customers can and will notice if something is sub-par. By then they have already made their decision to look around and see what else is out there. You have to wow them right from the start. It starts with professional high quality marketing materials or “literature”.
Here are some tips:
1. Keep the look clean and simple. Don’t overload the reader visually. Use a graphic grid to align the different elements in an orderly fashion.
2. Use heads and subheads to lead the reader. When the reader turns the page, where will he or she look? Use heads and subheads to provide scanning points to keep the reader moving along.
3. Avoid too much type. Pages filled with writing are not appealing to the reader. Break up the copy with photos, illustrations, cartoons, charts and so on. Increase fonts on any prices listed.
4. Use white space. Avoid a crowded look, despite the temptation to make use of every inch of paper you are paying for. White space serves as a visual frame for the rest of the content on the page.
5. Stay with standard formats unless you have a good reason not to. All of us have grown accustomed to the standard 8-1/2″ x 11″ format for print materials. Even our filing systems are made for things that size. If you go with an unusual size, your pieces may not lend themselves to being filed easily for reference.
6. Put a caption with each photo. We all want to know what we are looking at. And a caption gives you the chance not just to identify your product but to remind the reader of the benefit.
7. Use charts and graphs rather than tables. A brochure is a visual document. Use graphics to boost visual interest and make numbers meaningful.
Finally, remember that all your printed materials need to match. They need to look like they were part of a set. That doesn’t mean the same graphics and sizes on everything but ensure that they look related.