Powerful Design Tips for Your Next Marketing Plan

by Kristen Palladino @ EarQ Group, Inc.


Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away.” – Antoine de Saint-Exupéry

Do you ever wonder what goes through the mind of a graphic designer when creating a newspaper ad, letter, brochure, eblast, logo, or any other marketing piece? Well, the mystery ends here! I’m about to take you into the creative mind of a designer to see what key elements they focus on and the reasons behind why they make that logo large, font style bold, or leave that empty space on the left side of the piece.

It all starts with a blank document: clean, empty, and ready to take on information that wants to be portrayed. It’s sometimes assumed that it’s important to fill up every nook and cranny with as much information about your practice as possible. However, you should always remember that less is more. The few elements that should always be included in the design are color, copy, and imagery. Like a good recipe, all three ingredients need to be balanced and just enough to make a successful dish (design). How do you plan out a balanced marketing piece design? Try these tips!


Imagery: What should the image portray? How many images should be displayed? Why is it important to have a high quality photo?


Color: What colors are appropriate to use in an ad? How many colors should be used? What components in the ad should have color applied? How do certain colors affect the mood of the message?


All this information and more can be found here.


Copy: How much copy should be used? How should copy read in different marketing formats: database letter, newspaper ad, direct mail, and brochures? What does it mean to have a balance between copy and imagery and why is it important? Why is white space important between copy and imagery?


There you have it: the three main ingredients that make up a successful design! I know it seems like more than three simple ingredients, since each have their own different components. In the end, remember these five most important things:


Now I challenge you to go with confidence when working with your Business Advisor to create delicious ads!

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