Last month we outlined the first five of the Ten Commandments of Savvy Marketing Design. This month (you guessed it) we continue with that theme.

To recap, briefly, here are the “first five” in capsule form:

1. Be Purposeful – know exactly who will read your materials, why, and what you can expect them to do with your information.
   
   
2. Be Recognizable – use color, typeface, design elements to best advantage and in all of your materials.
   
   
3. Be Readable – use appropriate words, leave white space, give your reader an easy, enjoyable experience with your materials.
   
   
4. Be Emphatic – don’t be afraid to use “whammy” words, provocative pictures, dramatic design elements throughout your messages.
   
   
5. Be Simple – break down your complex concepts into easy-to-read copy and evocative, descriptive illustrations.
   

Now, on we go to the “final five.”

Savvy Marketing Designs communicate through the eyes of the reader, so work hard to tell your story with pictures unless words are absolutely necessary. Use charts, graphs, bulleted lists, well-organized tables, timelines and photos or illustrations that cause your readers to say, “Yep, I get it!” This is particularly apropos when you are trying to show comparisons, relationships or sequences of events.

Savvy Marketers are (deep in their hearts) penny pinchers! They choose formats and design concepts that are easy to produce, print and distribute. Their objective is to communicate the maximum amount of information to the greatest number of customers or clients at the lowest possible cost.

Example: It’s often possible to get three-color (or even four-color) impact from a two-color print job, which can markedly reduce printing costs.

Savvy Marketers also learn about – and use – the latest technology whenever they can because they know that those “new-fangled” communication tools like email, autoresponders, Internet web sites, Acrobat .pdf files and print-on-demand publishing can leverage marketing dollars.

Design isn’t a cure-all. It can’t compensate for a lack of planning or the absence of meaningful content (see Commandments 1 through 5!). On the other hand, they also know that good design can mask the smaller flaws that every marketer has to confront, and they compensate by honing in on a valuable message, then deliver it to the right audience at the right time – and for the appropriate cost.

Yes, there are times when if you want the job done right you’ll have to do it yourself. But the Savvy Marketer knows that it just makes good sense to delegate responsibility for professional, informed and effective design, inspired copywriting, and proficient print/Internet/radio/tv production to people who have the insight, experience and raw skills to best frame and present the selling proposition or the company “message.”

Of course, the Savvy Marketer also understands that it’s wise to be fully “in the know” about what gets done and how it works, and to personally do as much of the routine maintenance (like web site updates, monthly newsletter content, etc.) as possible (another great cost-cutter, we’ve found).

Savvy Marketers understand that “the devil is in the details.” The best collateral materials depend heavily on a delicate balance between the broader design concept and the content and presentation of the message. If you’ve ever marveled at the fine detail and consummate beauty of a piece of fine cut glass or a classic masterwork painting, you know what I mean.

Does that sound like just too much to handle? Well, it isn’t. As you go about your daily work you will absorb ideas, tips, techniques and methods for achieving high-quality outcomes. Use your resources (like your graphic designer, your copywriter, your printers, your web designer) as classrooms. Ask questions; observe demonstrations; make suggestions (no matter how radical they may seem – you may discover that you’ve made a terrific contribution to the final product! – and you’ll also pretty quickly learn what doesn’t work, and why that’s so).

Remember, Savvy Marketing Design is a fundamental business competency that can be developed and mastered when you choose the right resources and use them properly and intelligently.

Well, there they are – Ten Commandments (or “Be-Attitudes”) that can help you become the Savvy Marketer you were meant to be.

To read last month's article click here . . .

Can we help you? If so, get it touch. And look for next month’s issue of our newsletter; we’ll talk a little about type and give you a short glossary to help you communicate better with your designers and printers.

Click here to contact GDA today!

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