More bang for your marketing $$$: Lookin’ Good

You’ve heard of dressing for success. Well, looks count when it comes to communications materials as well. In fact, looks matter a lot.

Whether it's electronic or print, you can avoid looking bush league by watching these details:

1) TYPEFACE
There are hundreds, maybe thousands, of typefaces. Some are easier to read than others. Use a readable face to make sure your text is easy-to-follow. Keep the type large enough, too. (You may have to cut back on copy to fit your space.) Avoid using more than two or three different faces in any piece. Multiple typefaces can look cluttered.

2) LINE LENGTH
Ever wonder why newspapers and magazines format their articles in columns? It’s easier for human eyes to track shorter lines of text. Break up your copy into columns about 3” wide or less for a cleaner look and better readability.

3) COPY LENGTH
Most of your audience won’t have the time or inclination to plow through long text. Keep what you have to say brief. Use bullet points.  Or use photos and captions -- much more involving than straight text  If it’s a web site, you can offer more information through links. That leaves it up to the visitor to click or not. 

4) PHOTOS/VISUALS
You know the saying, “A picture is worth a thousand words”? It’s true. So use visuals to emphasize your messages. But be picky. Poor quality photos speak volumes about your organization. And what they say isn’t good.

5) PRODUCTION QUALITY
Fuzz is okay on peaches but not on web sites, ads, brochures, newsletters or anything else with your name on it. That means no fuzzy logos, fuzzy type or fuzzy photos.

6) CONSISTENCY
Once you’ve worked out a look, standardize it. Set up rules for logo usage, colors, tag line, and layout, and follow them. Consistency helps build familiarity.