When you hear “great marketing design,” what comes to mind?

A memorable campaign? A visually-striking ad? A clever billboard? What stood out and made you take notice?

Great marketing design is a marriage of form and function that clearly communicates why and how to become a customer. It employs copy, photography, graphics and strategic layout to support the overall brand while making an individual connection. It is effective visual communication that creates brand energy.

Keeping marketing on track

Great marketing design requires strategy and strategy requires information. We like to learn as much as we can about our clients. So, we do a lot of research and ask a lot of questions. From an ad to an entire campaign, these questions help keep things focused, inspire innovation and prevent the unexpected.

Does the marketing communicate the intended message?

Keep things clear. Make sure the main message doesn’t get buried by trying to say too much in one communication.

Does the marketing piece meet the intended goals?

Keep your desired response in mind. Make sure the task you’re requesting of your audience is obvious and attainable. If available, refer to your original creative brief.

Does the marketing support the brand?

Know and stick to your brand guidelines for consistent communication that inspires brand energy.

Was usage considered when the marketing piece was being developed?

Consider any special requirements based on how, where and by whom the finished project will be used.  Does it need to be durable?  Will it be written on?

Is the marketing piece unique?

You don’t need to reinvent the wheel with every communication but, when the opportunity presents itself, make a statement, differentiate and stand out.

Is the conversation intuitive?

Be sure to include clues and context so the reader knows what you want them to do next. Always give your audience the clear ability to continue the conversation.

Is the marketing an honest representation?

Make sure you are accurately representing your services and capabilities. Don’t start a relationship based on dishonesty.

Does the marketing speak to the intended audience?

When creating copy, be sure you are speaking the language of your audience. Don’t use industry jargon unless appropriate. Make sure visuals are relevant to the message.

Does the layout make sense for the medium?

Consider where and how your audience will encounter your communication, as well as how much time and attention will they be willing or able to give at that moment. Adjust your content accordingly.

Does the marketing make a connection?

Make sure your communication delivers a message of brand strength, need fulfillment or pain avoidance.

Questions, questions, questions! If you have any questions for us, ask away on our contact page.