design essentials practice Design background information was covered in the Catalyst Media Essentials: Design Theory Fact Sheet. This Fact Sheet focuses on how business owners can use good design to create effective promotional tools. colours and consistency
essentials to consider
Ask your designer to create a palette of colours to complement your main logo colours. A designer can also develop an overall design scheme for use on everything from signage and advertisements to flyers.
• Be consistent. Repeated recognition is difficult when the company look keeps changing.
The main items to keep consistent are logo/logotypes, fonts in slogans and contact details, heading and sub-head styles, colours and overall design elements such as header/footer graphics. Consistent positioning of the logo, slogan and addresses is also important.
• Keep it simple. Ensure your logo and branding is clean and easily read. Avoid numerous and difficult to read typefaces and keep information brief and concise. • Create a strong message with typefaces, colour choice, slogan and company name. • Test it. Ask people what your proposed new logo designs “says” to them.
business card basics
• Spend smart. It is a waste of time and resources to get quality gloss offset printing when a one colour flyer will suffice.
Effective business cards include:
• Use a professional. Modern computers and software make it easier for home users to do their own desktop publishing. However, you need to use a designer for all commercial printing jobs as they will make it look professional and ensure the printing is done correctly.
• A high resolution (print quality) logo. Avoid “Wordart”, low quality images and logos from websites. • The full name and position of the staff member. • One strong, short sentence that says what the business does. • An attractive, professional photograph of the staff member. • All contact details. • Design elements from your corporate branding. Match it with your business stationery. • Blank note-taking space for customers (for two-sided business cards).
about brochures Confused about what brochure size is best for your business? Options include: A4 folded to DL. This most commonly-used format is moderately cheap to print and great for general information. It is also common in the tourism industry as many brochure racks are designed to fit this size. DL (single or double-sided). This size is cheap to print and ideal for promotions or special offers. Also useful as an introductory flyer for small businesses. Using thinner paper stock is good for short term promotions, while thicker card stock can look “high end”, especially when finishes like gloss or matt lamination are used. Tall DL can be very effective. This size stands higher than normal DL size, providing more space for information and higher visibility in a brochure rack. DL 6, 8 panel. Longer than the A4 folded to DL style - yet compact, and can fit more information. A3 folded to A4. A good brochure design for small to medium businesses and has enough room for an overview of the company and its products and services. This size suggests a legitimate company prepared to spend money on promotion.
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know your designer If you are working with a new designer for the first time, it may take a little longer for a great working relationship to evolve. Be open minded when concepts are provided and if unhappy, say what needs to be changed. Also identify what has been done correctly. Once the relationship with your designer is established, future artwork will be produced more quickly and precisely. A good designer will do what it takes to get it right, and artwork revisions should be included in all quotes.
checklist 1. Effective business cards must contain a good quality logo; name, position and a quality photography of the staff member; all contact details and design elements consistent with your corporate branding. 2. There are a variety of sizes available when choosing a brochure format. Your designer can advise the best size for you. 3. Keep the layout and information simple and consistent to guarantee maximum reader impact. 4. A designer will help your final result look professional, oversee the printing process and help you allocate your printing budget wisely.
PO Box 743, Level 1 / 10 Barolin St, Bundaberg Qld 4670 • p 07 4131 9700 • f 07 4131 9797 info@catalystmedia.com.au • www.catalystmedia.com.au
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