by Harry Acosta
Design isn’t just about making things look pretty. It’s equally important to communicate information effectively. Too often, small business owners try to craft marketing pieces that mean everything to everybody, cramming in as much as they can. The truth is, the more information you put in a marketing piece, the less impact each word will have.
Here are the first steps to creating a successful marketing piece:
- Decide the purpose of the piece and stick to it.
- Organize content in a logical manner for customers to easily understand.
- Create a visual hierarchy of what is most important.
The easiest way to achieve visual hierarchy is through size and color, such as using a larger font size or a different color to distinguish something that’s important. Removing extraneous information and utilizing blank areas or “whitespace” throughout your design will also help your message pop.
Whether you hand design tasks off to a professional designer or take it on yourself, focus on the purpose, organization, and information hierarchy to perfect your marketing message.
Harry Acosta is the art director for Manta with more than 15 years of experience in marketing. Harry is an avid concertgoer and loves to capture his favorite musicians and unseen moments we take for granted in everyday life. His work can be found at HarryAcosta.com