What are your communications

missing?Learn how copy, color, and appropriate graphics

catch the eye and create inquiry. See a demonstration of layout organized by emphasis.

Understand the reasoning behind common yet important visual signals.

Design of a Brochure or Postcard

Don’t try to write the entire bible in your brochure. More is less so give the basics about your product or service in a fashion that your customers will readily

understand. Define your major selling points and make those your headlines or largest copy. What are

your secondary features? What benefits do your products offer that can be easily explained?

Layout:Structure the message by determining the emphasis on information. What is your primary message, secondary, tertiary, etc.

Leave room for white space! When images and copy are over-crowded, readability suffers. Think of white space as the “punctuation” of graphic design.

Graphics:Images are terrific eye-catching ways to get your point across so long as you choose relevant graphics. Choose pictures that help explain what you sell.

Brand:Do you have one? Should you have one? Many companies rely on their Brand/Logo identification to retain a place for them in the mind of their customer. This can be your most important marketing investment.

Demonstration of a Post Card Promotion

Now, it’s time to play! I am going to demonstrate how to take an amount of copy, organize the copy, plus some images, to communicate a sales message and fit the whole enchilada to the front of a 6 x 9 postcard.

Here’s our copy:

OH NO!What was the

client thinking!Plus, we will need 1 impact photo

and 3 product photos.

What’s a designer to do!

Information Organizationvia Emphasis:

What to Do?Triage the information, compose the page in groups based on four ideas:

• Catch attention - A CONCEPT!• Tell ‘em why• Make the sale• Call-to-Action information

The Concept

Catch attention:

Tell ‘em why:

Begin Building the Sale

Adding price

Adding persuasion

Add your site

Call-to-Action:Now that we have the customer’s interest how can we sweeten the pot?How about a $5 Off Coupon! We have room to flag it in the left corner.

What are Your communications

missing?Now, you get to play too. Show me YOUR communication materials and

lets see how we can make them better!