We get creative for print and web
Challenges and Solutions
When should you overhaul your website?How to get people to actually read your newsletter
Why turn your print piece into an e-book?
Tips for creating a theme for a business plan or annual report
Tips on redesigning a large website
Tips on improving magazine, brochure and report covers
Tips on how to design a poster
Tips for creating multi-page templates
Tips on designing a family of logos
Tips on creating an effective fundraising brochure
Tips on creating graphic identities for related entities
Tips for making your business plan more reader-friendly
Tips for upgrading your logo
Tips for upgrading your marketing folder
Tips for extending a print brand with an e-publication
Tips for creating educational materials using new technology
How to create an interactive brochure
Tips for creating a customers-only e-newsletter
How to rebrand
Improving conversion rate on a website
How to look professional without looking impersonal
How to convert a print piece to a website
How to design newsletters for teens
How to create a capabilities brochure
How to create a website for a campaign or a cause
How to create an e-newsletter for a membership organization
How to extend your brand through your email newsletter
How to improve a school website
How to improve your sell sheets
Tips on coordinating your marketing materials
Tips on upgrading a newsletter to a magazine
How to improve your sell sheets
Hollister’s Art Director jokes that her simple answer to the question “Graphic designer — what’s that?” is “I make things look pretty.” It satisfies the mildly curious, who would really rather chat about Hollywood gossip or sports. But it also reinforces a common misconception.
Sure, good design is pretty (or handsome, depending on your contextual orientation). But pretty is as pretty does. And what every design really needs to do is communicate effectively.
Imtek Direct Marketing knew the sell sheets for its New Mover Mail programs could be more effective. The sheets are used for follow-up or “take-with,” so they provide all the program details an interested prospect would need to make the “buy” decision. Imtek had re-thought some of the content and came to Hollister for editing and a redesign.
The new sell sheet is “prettier,” for sure, but it communicates better because the information is organized, prioritized and optimized for readability. In particular:
- The front has a clear focal point to draw the reader in. The main headline and photo work together to deliver a message that required some puzzling in the previous design.
- Color and white space are used to group and separate chunks of information.
- Hard-to-read condensed typefaces were replaced with more relaxed and inviting fonts.
- Fewer words highlighted with bold (and none with all-caps or screaming red ink) make those words stand out for easy browsing of important points.