NEWSLETTER AND FLIER DESIGN PUR 4103 Kay Tappan

*adapted from various sources *Adapted from various sources

NEWSLETTER CHARACTERISTICS ELECTRONIC OR PRINT

 Tailor made for situation, time and audience  Chatty style  Specialized information, condensed from many

sources  Newsletter design should strike a balance

between informing and being visually interesting/entertaining

 Brief, concise writing  A newsletter is not a giant ad: provide

information of value and interest  Distribution channel should influence design and

layout decisions

NEWSLETTER TYPES ELECTRONIC OR PRINT

1.  Promotional   Sent to current or potential publics free of charge   Could go as mailing or be included with invoice

2.  Relationship   Club, employee, religious organization, non-profit,

alumni   Focus on the shared interests of the target audience

3.  Expert   Usually subscription based   Focus on a specific topic   The subscriber has chosen to receive the newsletter

NEWSLETTER SIZES: PRINT  Standard: 8 ½ x 11

  8 ½ x 14

NEWSLETTER SIZES: PRINT   11 x 17 (broadsheet)

  Tabloid size is a broadsheet folded in half   Various folding options

NEWSLETTER SIZES: PRINT  Other

  Tri-fold (11 x 25 ½)   Etc.

CLASSIC PRINT NEWSLETTER: ELEMENTS  Logo  Nameplate: The banner on the front of the

newsletter that identifies the publication   Possibly contains graphics or a logo   Subtitle, motto, publication information (folios)

 Masthead: Typically found on the second page, includes name of publisher and other pertinent info

 Headlines: Should be the most prominent text after the nameplate; identifies articles

 Subheads: Appear within body of article

CLASSIC PRINT NEWSLETTER: ADDITIONAL ELEMENTS  Kicker  Deck  Running Head  Table of Contents

  Page Numbers  Continuation Lines

  Jump lines   Continuation heads

 End Signs  Pull Quotes  Photos/Illustrations  Mailing Panel

CLASSIC NEWSLETTER: ELEMENTS

Page Numbers Folios

Nameplate Logo

Table of Contents Heading Nameplate

NEWSLETTER LAYOUT: GRIDS  Designing a specific grid or set of grids promotes

a look of continuity from one page to the next  Grids can be followed closely or “interrupted”

NEWSLETTER LAYOUT: GRIDS

NEWSLETTER: WHAT TO AVOID  Small, difficult-to-read typefaces  Too many “cute” graphics  Dull, static layouts with little accent or variety  Tiny photos  Group shots   Inconsistency in design

ELECTRONIC NEWSLETTERS: SUBSCRIBERS  Tell users what they

will get  Keep sign up

questions short and simple

YES

NO

ELECTRONIC NEWSLETTERS: SUBSCRIBERS  Preview your

newsletter

 Reward users for signing up

ELECTRONIC NEWSLETTERS: CONTENT  Sender, subject line, date  Provide useful and well-written content

  Provide content that users would not research on their own

  Link to your website!

 Make content relevant to your readers   Filter address list   Recommendation based

 Offer exclusive deals/opportunities (when applicable)   Redeem in hard copy   Promotion code   Links

ELECTRONIC NEWSLETTERS: DESIGN  Design your newsletter to suit its chief purpose

  Don’t waste the viewer’s time

 Keep it simple and straightforward   “Users spend 51 seconds reading the average

newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded inbox.” –Nielson Norman Group Report

ELECTRONIC NEWSLETTERS: DESIGN  Make good use of

images, numbers and colors

NO

YES

ELECTRONIC NEWSLETTERS: DESIGN  Taylor the layout to the content

  Think about grids

NO

YES

ELECTRONIC NEWSLETTERS: DESIGN  Keep in mind that pictures might not load

automatically   Always send plain text and HTML versions

ELECTRONIC NEWSLETTERS: ODDS & ENDS  Don’t send on Monday mornings or Friday

afternoons  Test before sending  Make it easy for users to unsubscribe  As with all tactics, outline clear objectives  Track, measure and monitor performance

FLIER DESIGN & LAYOUT   Uses concepts of advertising design

  All principles working in small area

  Draws a clear link between design and message   Takes into account short-term exposure to audiences   A communication piece with a specific job   Flier strategy platform:

  Who is the target audience?   What is the most important idea of the flier?   What action do we want from the target audience?

  Flier design by objectives:   Goal: to get the desired “action” from audience   In most effective and cost effective way

FLIER DESIGN Link between design and message

FLIER VISUALS  Flier visual elements:

  Integrate verbal and visual elements   Emphasize one element that dominates   Don’t use too many elements

Copy matches visual

Too many elements

FLIER DESIGN STRATEGY  Two main approaches:

  Headline method   Attention to action

 Headline method:   Copy focused   Theme driven   Stresses reason to

read the piece

FLIER DESIGN STRATEGY   Attention to action method:   AIDCA: Attention, Interest,

Desire, Convince, Action   Initial contact attracts

attention   Simulates interest quickly   Gives audience a desire to…   Brings audience to conviction:

close the deal!   Tells audience what action to

take

FLIER DESIGN GRAPHIC ELEMENTS  Art:

  Show product or service   Show it being used (symbolically or realistically)   Happy results illustrations   Reinforce the headline

  Show people audiences can identify   Attract the audience

 Headlines:   Keep it short   Use news headline style   Include audience and benefit to audience

FLIER HEADLINE TYPES  Selective headline: Emphasize target audience  Benefit headline: Stresses advantages  Promise headline: Offers reward

  Followed by proof in copy

 How to or advice headline  Command headline: Urges action; should be

subtle  Pose a question, arouse curiosity, challenge

audience

FLIER HEADLINE TYPES  Selective headline: Emphasize target audience  Benefit headline: Stresses advantages  Promise headline: Offers reward

  Followed by proof in copy

 How to or advice headline  Command headline: Urges action; should be

subtle  Pose a question, arouse curiosity, challenge

audience

FLIER HEADLINE TYPES  Promise headline: Offers reward

  Followed by proof in copy

FLIER HEADLINE TYPES  Pose a question, arouse curiosity, challenge audience

FLIER COPY  Copy is persuasive

  Behavioral framework   Identify need, problem or opportunity   Offer credible solution   Describe benefit of action or inaction   Help audience mentally rehearse action/behavior

 Keep it short and poignant  Personalize it: “You,” “We,” “They”  Reflect reader’s point of view

REFERENCES  http://www.smashingmagazine.com/2010/02/15/

email-newsletters-guidelines-and-examples/  http://desktoppub.about.com/od/newsletters/a/

newsletter_part.htm  http://desktoppub.about.com/od/newsletters/qt/

Quick-Tips-On-Newsletters.htm  http://www.nngroup.com/reports/newsletters/  http://lindaperry.us/nm3217/fliers.htm

E-NEWSLETTER RESOURCES

 http://www.campaignmonitor.com/  http://mailchimp.com/  http://myemma.com/