When looking at a web site, business card, brochure, or logo, have you ever thought; “I really like the way that looks”, but you didn’t know why you liked it? You probably said, “There’s just something about it”. Well, that, “something about it” is what separates mediocre designers from experienced, talented ones – the talented ones know what that something is.

Designers…good designers know there’s a reason, a science behind why some business cards, web sites or logos look better and are more effective than others. It’s not luck; it’s research and it’s knowledge. Sure, you might like a different style than the guy down the street, but as a whole, business people respond to good design when they see it.

Most business professionals have a rough idea of what good design looks like; they just don’t know why it looks good, this might describe you as well. Going though this quick article will give you a better understanding why some marketing materials just look better than others; it will help avoid some common design gaffes that inexperienced artists or “owners turned designers” typically make. Armed with this new knowledge, you’ll have a greater understanding of how good or not so good your marketing materials are, and you can make some appropriate improvements.

Typography:
No, this isn’t the one that has to do with maps. Typography is concerned with the style, arrangement, or appearance of typeset matter. In normal language, it’s referring to the way letters, words, sentences and paragraphs interrelate to each other and with the overall layout of a design. Have you ever thought, “This brochure is hard to read”, “Why are there so many odd gaps between letters?”, or “Why is there so much space between the lines?” – that’s typography. Interestingly enough, typography is rarely if ever noticed unless it’s handled badly. If you’ve hired an expert designer, you’ll never really notice the typography at all, you’ll just say, “Wow, that looks good!”

Fonts, Fonts Everywhere:
Staying along the typography theme, there are hundreds of font styles to choose from today, just as there are hundreds of types of candy, but that doesn’t mean you should jam them all into your design, or your mouth! I guess the thought is, if one font is good, than 2 should be better – you know the rest: this is dangerous logic. Including a kaleidoscope of different fonts, colors and sizes is something you want to avoid. Designers affectionately refer to layouts like this as “clown barf”. Avoid fonts being the focus of your design; fonts typically work best in a support role, rather than the main focus. A good rule of thumb is to keep the number of fonts you use to under 3 (preferably under 2).

Keep in mind that the fonts you choose should support your content and your message rather than take away from it. Lastly, make sure you test your fonts on your target audience ahead of time to make sure the font(s) you chose are easy to read.

Clip Art:
Ahhh, nothing in modern design and desktop publishing has been so helpful, yet so hurtful as clip art. Clip art’s a lot like dynamite; it’s a good thing in the hands of an expert, and if you’re not, you might consider leaving it alone. When used (usually) in a subordinate role in the overall design, clip art can work well. A couple of quick final thoughts on clip art: if your intended message and image are professionalism and credibility, I implore you, no, I beg you, please steer clear of hokey, cartoon clip art. Between cheesy clip art and no clip art – take no clip art. You can have an effective, interesting layout with no graphics at all. With clip art - use where appropriate, use sparingly and use with caution.

Hey, Look What This Button Does!
If you’ve got a newer computer of any kind it probably came with some desktop publishing or graphics software. Invariably, you’re going to start playing with all of the different effects (in Photoshop many are called filters) you can apply to text, pictures and graphics. You know: beveling, embossing, making objects glow, adding a drop shadow, all sorts of goofy things. All of these effects are great, but much like clip art, you want to use them sparingly and when appropriate. To get the most out of these effects here’s something you always want to keep in mind: effects are great for adding a little spice to your layout, just a pinch. You can give your audience a slightly different look to a picture or section by applying an effect – just something a little different. When you catch yourself adding effects just because you think they look cool, stop, count to ten and slowly pull your hand away from the mouse button.
Hopefully, this article will help you avoid some easy-to-spot design gaffes. You might even be able to spot them in your competition’s advertisements and promotional materials.

When it comes to your business, choosing who does your design is a big decision; whether it’s you, the guy at Kinko’s, or a professional. Remember, it’s your reputation and your company’s image, so be careful. If you don’t have artwork that you’re proud to put your company’s name and reputation on, don’t put your name on it and don’t send it out. There is a direct correlation between the quality of the design/layout and the perceived quality of the company that it’s representing. One shouldn’t have any effect on the other, but they do, that’s just the way humans are. I make that correlation, you do, and I promise you that your customers do as well. So it’s critical to understand that your business card, your web site and your other marketing materials all make an immediate statement to the world about your commitment to quality. What does your marketing and design say about your level of quality?

I help small businesses build more confidence and credibility into their business brand. Through marketing and design initiatives; I help you feel better about your company. Making you feel good about your business gives you more confidence and less anxiety when you are networking, promoting or selling your business. If your business needs the reliability and talent of an in-house marketing and design department but doesn’t want additional employees, salaries and benefits, give me a call at 480.391.0704 - I have a new approach for you.