Blog posts tagged clarity

Five easy ways to avoid collateral damage and win more business

You’re probably savvy enough to realise that you need to get the pros involved when it comes to creating your logo and website. But what about everything else? The reports, invoices, proposals and posters that you create yourself? Are they sending out the right signals, or do they chirrup “cheap! cheap!”.

The good news is that you can make some simple changes to the way you design your own collateral in house that will make a big difference to how people perceive your business. Get it right and you’ll build more confidence and win more business. And you don’t need a graphic design degree or an expensive piece of software to do it. Here’s how…

• Work out what’s important (it’s probably not your logo!)
• Get some decent structure in place
• Use fonts that enhance your brand (that means no Arial or Verdana!)
• Use colours that engage and attract your ideal clients
• Make sure your images are relevant and do you justice.

1. Work out what’s important

With the exception of your business stationery, your company logo and name shouldn’t take centre stage – so move the logo away from the top! Think about what message your clients will respond best to and make sure that’s what stands out.  Secondly, think about what you’re asking people to do. Your call to action also needs to be clear.

2. Get a decent structure in place.

Don’t send your text from one side of the screen to the other! Use columns and grids to add structure and clarity. And remember, odd numbers are good – threes, fives, sevens. Feel free to “break the grid” and use text across two columns.

3. Use fonts that enhance your brand

Fonts are often overlooked, even by some graphic designers, but nothing will scream amateur more than a dodgy stock photograph coupled with Verdana! The point is that fonts subconsciously create moods and send your clients signals about your business. Ask your designer to advise you on what fonts will work best with your brand and use them for all printed material. Emailing something? Consider creating a PDF if it’s important.

4. Use colours that engage and attract your ideal clients

Colour psychology is a powerful thing. Using the right colours will have a big impact on how your clients and colleagues perceive your business. And it’s not just about the colours you use – think also about the tones and how they all fit together. Ask your designer to recommend you a colour palette and make sure you use it!

5. Make sure your images are relevant and do you justice

Images can make or break your design. Try to avoid the temptation to use over-used and clichéd “clever” images that you have to shoehorn a headline around. Instead, pick images that are relevant to what you do and are also visually pleasing.

And finally… let’s not get things out of perspective. I’m not suggesting for one moment that these simple tricks can replace your fabulous graphic designer. But I’m a realist – I know you’re always going to need to design something in house – so why not learn how to make it look a cracker!

Fiona Humberstone of Flourish