Conceptual Considerations

More ideas gained through networking! Discussing what you do with all those business cards and leaflets you pick up at these events, my friend suggested promotional literature that is already hole-punched for storing in files, and the information could be designed around the holes. Also, why not have a tag on the side that sticks out further than the rest of the paperwork which contains recognisable details for instantly accessibility. Trouble is, this could be more expensive to produce; I will let you know my thoughts on this later after some try-outs.

Simple Soup Solutions

We’ve all heard the saying “too many cooks spoil the broth”, so does that mean the broth contains too many ingredients? If your stew-pot had all your favourite foods mixed together, do you think it would taste nice? Could you define any of the individual foods from the concoction?

Usually simple procedures are the most effective. Soup made from mushrooms with a hint of garlic and a sprig of fresh parsley is extremely tasty, and you can appreciate that it is mushroom soup and not a disgusting mess.

Now take a look at your promotional material. Is it easily digestible? Does your message present itself effectively? Would an alien from outer-space understand exactly what your company is all about? Is the meaning of your literature obvious at a quick glance? Are the contact details easily accessible? Is your logo clear and your strapline relevant and punchy? Are the benefits of your product/service instantly desirable?

Select your ingredients with care, because the proof of the pudding (or soup) is in the eating.

Separating Subject Matter

I’m always collecting leaflets for research purposes. I had to get my spare tyre replaced (the car’s, not mine!), and while I waited, I noticed the literature the garage had on display. Two factors were brought to my attention: the first was a repeat of the concept stated in a previous blog about cluttered versus simple information, in this case tiny dense writing in wide columns compared with clear diagrams of tyres with appropriate explanations and guides.

The second concept was something I had learned from a recent marketing course, which had spawned from the idea of headings and well laid-out details beneath: separate topics presented on individual leaflets and displayed together as a set. This series of A5 glossy sheets were collated within a tiered-leaflet-holder, each exhibiting their subject in clear, concise and uncluttered terms using the corporate colours and corresponding imagery to best show off their contents. These were suitable both as a group or individually, as customers were able to choose which were the most useful to them.

This concept of separate leaflets enables you to focus on individual benefits for customers and how best to present your solutions in an easily digestible form. Appropriate incentives can then be displayed to entice the public in, each relevant to the subject concerned and updated on a regular basis. Jumbling them up into one 3-fold leaflet may not enable you to adequately get your message across, and is far less likely to get read and understood.

Kicking into Touch

I am always pleased when I come across great design, especially when it’s an upgrade from an existing product. I would like to draw attention to Karen Skidmore’s Kick-Ass Blog, which has been most successfully redesigned by Claire Raikes of the Business Blog Angel. I particularly like the snazzy logo-links that direct the reader to other parts of Karen’s website, large, bright, bold and very inviting - you just want to click on them to see where they go.

Having just totally redesigned my own website, it now looks very bland compared to Karen’s blog. I’ve noticed other sites with brightly coloured links that entice you to take action - you certainly can’t miss them and curiosity always wins in the end. Another ingenious way to get your customers past the index page!