Marketing collateral drives a company’s business. When properly used, it connects the potential customers with your products, services, and goals and simultaneously generates leads and contributes to sales growth.
When it comes to creating marketing collateral for your business, it is not about ‘what you convey, but how you convey.’ For any of the marketing materials to be effective and leave a long-lasting impact on the audience, good content is sometimes not enough. Presenting it in creative and visually-appealing is also required.
That is why more and more brands are creating their style guides to define the mandatory elements that should be part of all marketing collaterals. It includes elements like the logo, images, key phrases, brand words, and fonts related to the targeted customers.
Whether you are creating business cards, brochures, posters, banners, or standees, you have to be very particular about how you represent your non-tangible ideas through these visual identity designs. Following are some handy tips for rolling out the best marketing collaterals for your brand:
Colors play the most crucial role in brand recognition. So, when you choose color schemes for any of your collaterals, make sure they reflect your brand’s personality and aren’t ambiguous in any way. To set an instantly recognizable color palette, look at your logo and official brand colors and extract ideas from there. Use it as a guide when developing your collaterals. You can also check out online resources to gain some inspiration.
You wouldn’t want to spend thousands of dollars creating and printing marketing collaterals to realize that your core message for the audience isn’t visible or readable enough. To save yourself from such regret, consider ‘color contrasting’ beforehand, especially when there are many texts, graphics, and background colors involved in your design. Always use dark-colored text on a light background and vice-versa.
Font Type and Size
Although designing software can offer you a myriad of font types and sizes, it is better to stick to one to two font types only. Using different font types and sizes in a single document or creative can appear to be extremely chaotic. Thus, pick limited font types representing your organization’s personality and an appropriate size that is easy to read by the customers.
White space here means space left between different elements to make the overall design appear more dynamic because too narrow spaces between the content and graphics will look cluttered. It will also take away the audience’s attention from the main message. However, by leaving enough white space, you can direct the customer’s curiosity to the right point.
Using the right amount of graphics in your design drives the content’s flow and spices up your entire collateral. Designing only text-based content gets boring for the audience, and they cannot retain their attention on your materials for long. Therefore, try to balance out graphics and text usage and come up with unique ideas to help the consumers understand your message well.