When I’m thinking about the design for a new marketing piece I’m creating, three things come to mind. What graphics, fonts and colors will work together to convey the message I want to give? These design tips will ensure your design is impactful and gets your prospects attention.
- Typography is the art and process of arranging type on a page. Take the time to search for a font that compliments your message. Your font should be readable and legible. Fonts can be Sans Serif or Serif. Sans Serif is a category of typefaces that do not use serifs, small lines at the ends of characters. An example of a Sans Serif font is Arial and an example of a Serif font is Times New Roman. A font size, style and positioning can really add impact to your design. So play with your fonts and have fun with typography.
- Graphics are the main visual for your design. It will draw your prospect to your design. A graphic can be a combination of shapes and images or a photo. Choose a graphic that represents your message. For example, if the headline is “Get Excited About Yearbook Design with Color”, then a photo of a person smiling, clapping and or jumping up and down would be a good choice. The quality of the graphic will affect the look of your design. If your design will be printed, make sure your graphic is 300 dpi and 72 dpi for web. A good resource for royalty free photos is www.istockphoto.com.
- Colors create a mood. Orange, red and brown are warm, soft colors. Blues and greens are cool and more serious colors. If your marketing piece is for a day care, you might use more warm colors to convey happy and fun. If your marketing piece is for a law firm, you might use more cool serious colors. One way to choose your colors is to pick colors from your graphics. Determine a base color and find colors that go with it to create a color palette. You will need both light and dark colors to create contrast. A Color Wheel can help you determine your color palette. The proper color combination will create an overall harmony in your design.
The right fonts, graphics and colors in your design will create a high impact marketing piece that will result in consumer action.
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