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Free schtuff you can use
The information needs to be designed, too!
Whether it’s your Web site, directory,
ads or print collateral… the key to success
is communication. The design of your communications
and promotions should be three-fold:
1. The words used in the headlines and text
should communicate your message, be in alignment
with your objectives, and evoke an impression
coordinated with the visual look.
2. The visual impression of the colors, images,
and fonts (including how they are composed and
printed) should evoke an impression and response
appropriate to your message and objectives.
3. The organization of the information should
be logical, intuitive and strategic so information
is easy to find and understand.
Number three can be the toughest part of the
process, and is often overlooked. Organization
should be the FIRST step before text is written
or the creative is produced. Our clients often
bring us “raw” content, and, based
on their objectives and audience, we help determine
what should be included, where it is best visually
displayed, and how best to talk about it. In
communications, the synergy of each carefully
considered detail makes a stronger whole. In
our book, those are the intricacies of well-crafted
work.
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