Sometimes, despite your best efforts, your promotion looks,
well, boring. Maybe it’s undeniably and
unavoidably text-heavy. Maybe it’s just
a small space. Maybe it’s the
limitations of black-and-white.
No matter what kind of marketing you need to spruce up--print
ad, postcard, email, renewal form, etc.--you can make your “blah” an “ahhh”
with just three easy tips.
Use an initial cap.
It’s just a larger letter to start off your text, but it’s enough of a graphical
change to create contrast with your text and to give your piece a little visual
pop. Just be sure to choose a size and
style that suits your format. For
example, a noticeably bigger (than the message text), ornate initial letter
works on a half-page or full-page ad, but only a modestly bigger and simpler
initial letter should be used on smaller ads.
Remember your white space.
Nothing suffocates a promotion like a promotion, especially if you’re
trying to cram a large amount of information in a small space. Remember that space is your friend. Space is inviting. Space makes text easier to read and more
inviting to do so.
Box it up. If your
format or your volume of information simply doesn’t allow for graphics, color,
or anything else that helps make a layout more visually appealing, don’t forget
about the power of a simple box. If you
hope your readers pick up on just one piece of information, whether that be a
deadline, a phone number, or the crux of your offer, highlight it by setting
that text in a box. Even in a “boring”
layout, it says to your audience, “read this.”
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