#1. More is More
“I get more for my dollar if I put as much information as possible on this direct mail postcard.” So often it's tempting to cram too much text, graphics and special offers on a marketing piece, whether it's a brochure, advertisement, or even business card. You might think, “After all, I'm spending so much money on this project for design time and paper costs, my customer needs to know everything they can about my business.”
While I will admit there is a time and place for this way of thinking, and believe me, I've had my share of clients to practice with on making a crowded ad work, more often than not, YOU WILL GET MORE OF YOUR MESSAGE ACROSS IF IT CAN STAND ALONE. It needs to pop off the page, and the most efficient way to do this is limiting your information to the most critical facts.
Think of advertising pieces you've looked at that were over crowded. There is so much information, pictures and text that you can't tell what the advertiser wants you to come away with. These often give the impression of cluttered, cheap, and maybe even lower quality. On the contrary, if you see an ad with one dynamic picture, a few words and the company name, there is no confusion as to what the message is, and it leaves you with a much higher impression of a dependable company with high quality products.
So next time you're charged with getting a marketing piece designed, I challenge you to create your company's message using LESS IS MORE and find much better results. If you have any questions about how this works or you're interested in learning more about how you can simplify your marketing message through graphic design please contact me at Kristal@kristalcleargraphics.com.
Kristal Young, owner and graphic designer of Kristal Clear Graphics in Milwaukee, Wisconsin, offers creative services in print, web and beyond. Now specializing in social media design for business identity, you can visit online at www.kristalcleargraphics.com or like Kristal Clear Graphics on facebook at www.facebook.com/kristalcleargraphicsllc.