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Good Design Makes Good Sense


Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.

In the same way, marketing materials that use good design make business easier for your customers. Layout and presentation make the difference as to whether people will understand your products and services. This is why a well-designed ad outperforms one that's thrown together using intuition alone.

Well-designed materials become even more important as their complexity grows. For instance, an ad typically gets someone's attention for five seconds. In contrast, a brochure has the potential to claim much more of your prospect's time and commitment. Hand a customer a poorly-formatted, hard-to-read piece and you may lose them forever.

So is good design really as simple as organizing your tie collection? Well, not quite. But there are some hard and fast rules you can follow. Use this checklist for your next project. Structure and time your piece correctly, and then brace yourself for every businessperson's dream: informed customers who are ready to do business with your company.

Five Basics of Good Design

1. Never obscure your message. The KISS (Keep It Simple, Smarty) rule applies equally well to writing copy, creating graphics, and choosing a format.

2. Work backwards from your goal to your marketing piece. Listen to your customers' needs before you make a decision about how to fill them. A website may not initially appeal to you as a tool, but if your customer base is using the Internet, it may be a great way to deliver your message.

3. Present similar kinds of information in similar ways. People love to look for patterns. And we feel good when we find them, so let your customers in on that happy feeling. Chances are it will help them retain your information better and use it more effectively.

4. Save special effects for the 4th of July. Just because you can print in all caps in that cool new font, it doesn't mean you should. Readability wins out over gimmicks every time.

5. Be practical and be dedicated. Consider all the steps involved in a project, from the time you spend creating it all the way through to postage or follow-up calls. Commit to following through on every item or your project may not succeed.

Wendy Gray Maynard is the co-owner of Kinesis. Kinesis specializes in marketing, graphic design, and business writing. Visit http://www.kinesisinc.com for more articles and free marketing wisdom.

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. February / 27 / 2024

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Perham business owner starts guerilla advertising campaign to grow customer base - INFORUM
Perham business owner starts guerilla advertising campaign to grow customer base  INFORUM

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

The Right To Advertise? - Techdirt
The Right To Advertise?  Techdirt

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

The war between Walmart and Amazon will now be fought on TV - Business Insider
The war between Walmart and Amazon will now be fought on TV  Business Insider

Sir John Hegarty’s 10 rules for a creative life - WePresent
Sir John Hegarty’s 10 rules for a creative life  WePresent

We need to break up Google’s online advertisement monopoly: Mike Davis - Fox News
We need to break up Google’s online advertisement monopoly: Mike Davis  Fox News

Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9% - AdExchanger
Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

PHOTOS - American Advertising Association Shreveport-Bossier Awards - Shreveport Times
PHOTOS - American Advertising Association Shreveport-Bossier Awards  Shreveport Times

Huron Daily Tribune advertising director retiring after 35 years - Editor And Publisher Magazine
Huron Daily Tribune advertising director retiring after 35 years  Editor And Publisher Magazine

The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV - BeetTV
The Great Advertising Reset: Embracing a Post-Cookie Media Democracy – Beet.TV  BeetTV

My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing - Digiday
My Code's CEO says a floor, not a ceiling, has been set by advertisers for multicultural marketing  Digiday

What Thriller teaches us about advertising audibility - The Media Leader
What Thriller teaches us about advertising audibility  The Media Leader

The Pitch: Advertising and marketing news for 2.27.24 - RichmondBizSense
The Pitch: Advertising and marketing news for 2.27.24  RichmondBizSense

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry - DeSmog
Ellen Ormesher and Kathryn Clare Join DeSmog to Investigate Advertising Industry  DeSmog

Elevate your brand with data-driven digital OOH advertising in APAC - The Drum
Elevate your brand with data-driven digital OOH advertising in APAC  The Drum

Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising - Pharmaceutical Executive
Gen-Z Behavior and Their Influence on Pharma Marketing and Advertising  Pharmaceutical Executive

Analyzing Lamar Advertising (NASDAQ:LAMR) and VICI Properties (NYSE:VICI) - AmericanBankingNEWS
Analyzing Lamar Advertising (NASDAQ:LAMR) and VICI Properties (NYSE:VICI)  AmericanBankingNEWS

40,000 tear sheets from old Eisner advertising museum going up for auction - Milwaukee Record
40,000 tear sheets from old Eisner advertising museum going up for auction  Milwaukee Record

eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ... - Insider Intelligence
eMarketer Podcast: Around the World: 2024 global predictions ('Shark Tank'-style)—Retail media rivals, metaverse ...  Insider Intelligence

‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut... - ThatGrapeJuice
‘Celebration Tour’: Madonna Vows to Fight “False Advertising” Lawsuit / Removes Lut...  ThatGrapeJuice

Virtual Marketing, PR, Advertising Fair | Student Affairs - The University of Virginia
Virtual Marketing, PR, Advertising Fair | Student Affairs  The University of Virginia

Mississippi, Medical Cannabis Advertising and the First Amendment - Harris Sliwoski LLP
Mississippi, Medical Cannabis Advertising and the First Amendment  Harris Sliwoski LLP

SoundCloud gets moody with its latest advertising feature - Music Ally
SoundCloud gets moody with its latest advertising feature  Music Ally

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - Yahoo Finance
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  Yahoo Finance

Millikin students earn American Advertising Awards for creative excellence - Millikin University
Millikin students earn American Advertising Awards for creative excellence  Millikin University

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone - TradingView
RegEd's Advertising Compliance Solution Surpasses 6 Million Submissions, Setting New Industry Milestone  TradingView

Local advertising agency wins 13 ADDY awards at American Advertising Awards - Laredo Morning Times
Local advertising agency wins 13 ADDY awards at American Advertising Awards  Laredo Morning Times

Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ... - MarTech Series
Shirofune Exhibits Extensive eCommerce and Omnichannel Advertising Automation Platform at eTail West To Help ...  MarTech Series

Why Salomon wants its advertising to be more than just 'sports action porn' - The Drum
Why Salomon wants its advertising to be more than just 'sports action porn'  The Drum

The Trade Desk stock signals a rebound in digital advertising - MarketBeat
The Trade Desk stock signals a rebound in digital advertising  MarketBeat

Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength - MarketWatch
Clear Channel Outdoor Posts Higher 4Q Revenue on Airport-Advertising Strength  MarketWatch

MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com - Insideradio.com
MediaRadar Highlights 2024 Advertising Trends. | Story | insideradio.com  Insideradio.com

Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising - BNN Breaking
Jake Hawkins Merges Hollywood Tech with Corporate Marketing for Next-Gen Advertising  BNN Breaking

Supponor expects continued growth with scalability of digital advertising tech - Sports Business Journal
Supponor expects continued growth with scalability of digital advertising tech  Sports Business Journal

Forms | centraloregondaily.com - Central Oregon Daily
Forms | centraloregondaily.com  Central Oregon Daily

Squeamish about advertising? Get over it - The Media Leader
Squeamish about advertising? Get over it  The Media Leader

Google allows advertisers to audit ads in Search Partner network | News - Campaign Asia
Google allows advertisers to audit ads in Search Partner network | News  Campaign Asia

Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s - MarTech Series
Parallels Between B2B Demand Gen and Display Advertising in the Early 2000s  MarTech Series

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites - BNN Breaking
Navigating the Maze: The Media Industry's Struggle Against Made-For-Advertising Sites  BNN Breaking

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Meta's layoffs continue to impact advertisers as the company replaces account team members with AI - Digiday
Meta's layoffs continue to impact advertisers as the company replaces account team members with AI  Digiday

Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86 - WCF Courier
Jim Mudd Sr., founder of Mudd Advertising, passes away at age 86  WCF Courier

Grubhub sued by LA County for false advertising and unfair business practices - CBS Los Angeles
Grubhub sued by LA County for false advertising and unfair business practices  CBS Los Angeles

Mobile Advertising Market To Reach USD 657.17 Bn By 2029, Emerging At A CAGR Of 13.2 Percent And Forecast 2... - WhaTech
Mobile Advertising Market To Reach USD 657.17 Bn By 2029, Emerging At A CAGR Of 13.2 Percent And Forecast 2...  WhaTech

‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels - KWTX
‘It was deceptive advertising’: Killeen man warning others, says he was sold used solar panels  KWTX

Click, Connect, Convert: Unravelling the Mechanics of Computational Advertising - TimesTech
Click, Connect, Convert: Unravelling the Mechanics of Computational Advertising  TimesTech

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

Walmart Is Going For Advertising Growth - Yahoo Finance
Walmart Is Going For Advertising Growth  Yahoo Finance

Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness - Yahoo Finance
Warner Bros. Touches All-Time Low on Ad Woes, Studio Weakness  Yahoo Finance

FTC to ban Avast from selling browsing data for advertising purposes - BleepingComputer
FTC to ban Avast from selling browsing data for advertising purposes  BleepingComputer

Pioneers in Outdoor Advertising: JCDecaux and Pargesa Plot Exit from APG|SGA - BNN Breaking
Pioneers in Outdoor Advertising: JCDecaux and Pargesa Plot Exit from APG|SGA  BNN Breaking

oOh!media leads the charge in gender equality in advertising - Marketing magazine Australia
oOh!media leads the charge in gender equality in advertising  Marketing magazine Australia

Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States - Mondaq News Alerts
Listen To The Ad Law Tool Kit Show – A New Podcast From Venable - Advertising, Marketing & Branding - United States  Mondaq News Alerts

New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies' - Mashable
New Google ad policy bans fake endorsements like the notorious 'Shark Tank keto gummies'  Mashable

Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman - The Media Leader
Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman  The Media Leader

Kim Petras 'isn't above' writing another advertising jingle - Longview News-Journal
Kim Petras 'isn't above' writing another advertising jingle  Longview News-Journal

Warner Bros. Discovery Q4 Hit By Soft Advertising, Strike Impact; “We Have An Attack Plan For 2024” – David Zaslav - Deadline
Warner Bros. Discovery Q4 Hit By Soft Advertising, Strike Impact; “We Have An Attack Plan For 2024” – David Zaslav  Deadline

HOAX: This poster advertising jobs at EABL is a scam - PesaCheck
HOAX: This poster advertising jobs at EABL is a scam  PesaCheck

Meta's Ad Manager Glitch Causes Ad Prices to Soar - Business Insider
Meta's Ad Manager Glitch Causes Ad Prices to Soar  Business Insider

Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences - Storyboard18
Google Analytics 4 to introduce updates to its advertising space; users to get more tailored experiences  Storyboard18

Walmart CEO says the big-box retailer is well-positioned to grow its advertising business - CNBC
Walmart CEO says the big-box retailer is well-positioned to grow its advertising business  CNBC

California governor launches ads to fight abortion travel bans - The Associated Press
California governor launches ads to fight abortion travel bans  The Associated Press

What OTT advertising will look like in 2024, according to industry leaders - Marketing Interactive
What OTT advertising will look like in 2024, according to industry leaders  Marketing Interactive

Media buying in 2024—how TV investment strategies are evolving - Ad Age
Media buying in 2024—how TV investment strategies are evolving  Ad Age

Italian watchdog fines BAT and Amazon over misleading advertising - Reuters
Italian watchdog fines BAT and Amazon over misleading advertising  Reuters

Google Analytics 4 set to introduce updates to Advertising workspace - Exchange4Media
Google Analytics 4 set to introduce updates to Advertising workspace  Exchange4Media

Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com - PenBayPilot.com
Ride the WAVE of Exposure: Advertise in the WAVE Magazine and PenBayPilot.com  PenBayPilot.com

Japanese Advertising Giant Hakuhodo Launches Trigger Happy Studios in India (EXCLUSIVE) - Variety
Japanese Advertising Giant Hakuhodo Launches Trigger Happy Studios in India (EXCLUSIVE)  Variety

Kim Petras 'isn't above' writing another advertising jingle - Islander News.com
Kim Petras 'isn't above' writing another advertising jingle  Islander News.com

Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising - Inc.
Forecast: AI's Rise Will Cut Search Engine Traffic, Affecting Advertising  Inc.

Kim Petras 'isn't above' writing another advertising jingle - Watauga Democrat
Kim Petras 'isn't above' writing another advertising jingle  Watauga Democrat

Walmart eyes advertising growth with acquisition of Vizio smart-TV biz - Fast Company
Walmart eyes advertising growth with acquisition of Vizio smart-TV biz  Fast Company

Charts - The story of gender pay in advertising and media - AdNews
Charts - The story of gender pay in advertising and media  AdNews

Your gaping gender pay gap in media and advertising - AdNews
Your gaping gender pay gap in media and advertising  AdNews

Watertown announces advertisement of bids for new fire station's construction - Watertown Daily Times
Watertown announces advertisement of bids for new fire station's construction  Watertown Daily Times

Kim Petras 'isn't above' writing another advertising jingle - Shelbynews
Kim Petras 'isn't above' writing another advertising jingle  Shelbynews

I am in advertising. The Copy Traineeship is about advertising; I thought I should totally create an ad: Bodhisatwa ... - afaqs!
I am in advertising. The Copy Traineeship is about advertising; I thought I should totally create an ad: Bodhisatwa ...  afaqs!

How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming - AdExchanger
How Loop Media Is Looping Advertisers Into Out-Of-Home Streaming  AdExchanger

Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants - DeSmog
Investors Challenge 'Blind Spots' in Climate-Friendly Ratings for Ad and PR Giants  DeSmog

$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It. - The New York Times
$7 Million for 30 Seconds? To Advertisers, the Super Bowl Is Worth It.  The New York Times

Study: How AI boosts digital advertising and direct bookings - PhocusWire
Study: How AI boosts digital advertising and direct bookings  PhocusWire

How Sora Will Transform Technology, the Media and Planet Earth - Bloomberg
How Sora Will Transform Technology, the Media and Planet Earth  Bloomberg

INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ... - Business Wire
INVIDI Technologies and Tata Play Revolutionize Television Advertising Landscape in India with Launch of Data ...  Business Wire

Famous Innovations announces new leadership team in Delhi - ETBrandEquity
Famous Innovations announces new leadership team in Delhi  ETBrandEquity

Walmart's $2.3B Vizio deal highlights retail-streaming marriage - Axios
Walmart's $2.3B Vizio deal highlights retail-streaming marriage  Axios

Sorensen: Disney intros shoppable streaming TV ads via second-screen - StreamTV Insider
Sorensen: Disney intros shoppable streaming TV ads via second-screen  StreamTV Insider

Beyond pixels: The AI renaissance in branding - ETBrandEquity
Beyond pixels: The AI renaissance in branding  ETBrandEquity

Google Analytics Overhauls Ad Reporting In One Central Hub - Search Engine Journal
Google Analytics Overhauls Ad Reporting In One Central Hub  Search Engine Journal

Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges - Insider Intelligence
Guide to Meta for Marketers: Platforms, Advertising Options, & Challenges  Insider Intelligence

Why Walmart-Vizio deal could be 'new nexus' for advertising - Yahoo Finance
Why Walmart-Vizio deal could be 'new nexus' for advertising  Yahoo Finance

Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business - Yahoo Finance
Walmart to acquire smart TV maker Vizio for $2.3 billion in bid to boost its advertising business  Yahoo Finance

What Vizio can do for Walmart's digital advertising business - Yahoo Finance
What Vizio can do for Walmart's digital advertising business  Yahoo Finance

'Stability with transformation': Insights into the turbulent landscape of 2024 advertising - Digiday
'Stability with transformation': Insights into the turbulent landscape of 2024 advertising  Digiday

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