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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 Sat. May / 21 / 2022

FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews - Sierra Sun Times
FTC Proposes to Strengthen Advertising Guidelines Against Fake and Manipulated Reviews  Sierra Sun Times

US senators target Big Tech's digital advertising machine with new legislation - CNN
  1. US senators target Big Tech's digital advertising machine with new legislation  CNN
  2. New legislation aimed at online advertising exchanges will hit most of big tech - including Apple  AppleInsider
  3. Lee Introduces Digital Advertising Act  United States Senator Mike Lee
  4. Google antitrust: Bipartisan Congress bill just latest in tech firm legal troubles over advertising practices  Fox Business
  5. New bipartisan bill would force Google to break up its ad business  CNBC
  6. View Full Coverage on Google News

Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media” - Federal Trade Commission News
Save the date: FTC to host “Protecting Kids from Stealth Advertising in Digital Media”  Federal Trade Commission News

Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance - JD Supra
Protecting Depositors by Enforcing Proper Advertising of FDIC Insurance  JD Supra

McDonald’s among burger joints sued for false advertising - NewsNation Now
McDonald’s among burger joints sued for false advertising  NewsNation Now

2 Top Advertising Tech Stocks to Buy Right Now - The Motley Fool
2 Top Advertising Tech Stocks to Buy Right Now  The Motley Fool

2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business - The Motley Fool
2 Reasons Investors Should Pay Attention To FuboTV's Advertising Business  The Motley Fool

Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising - Business Wire
Viamedia Innovates Parity ADS Platform™ for Simultaneous Linear and CTV Advertising  Business Wire

What if Elon Musk ditches Twitter advertising? - Smartbrief
What if Elon Musk ditches Twitter advertising?  Smartbrief

AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising - Adweek
AAPI Creative Spotlight: Susan Colby Is Smashing the Stigma of Age in Advertising  Adweek

Meet the Notable Leaders in Advertising, Marketing and PR - Crain's New York Business
Meet the Notable Leaders in Advertising, Marketing and PR  Crain's New York Business

Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media - Seattle Medium
Congressional Black Caucus Members Push Biden Administration On Advertising With Black Media  Seattle Medium

2022 Advertising Upfronts: Four Fast Takeaways - Forbes
2022 Advertising Upfronts: Four Fast Takeaways  Forbes

What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list - Endpoints News
What drug categories spend the most on advertising? Diabetes, psoriasis and arthritis top the list  Endpoints News

Artful advertising from Out of Hand | | berkshireeagle.com - Berkshire Eagle
Artful advertising from Out of Hand | | berkshireeagle.com  Berkshire Eagle

6 Free Advertising Ideas for Your Small Business - The Motley Fool
6 Free Advertising Ideas for Your Small Business  The Motley Fool

South Dakota Department of Tourism Announces Partnerships with Advertising Agencies - South Dakota State News Home
South Dakota Department of Tourism Announces Partnerships with Advertising Agencies  South Dakota State News Home

Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze - Chicago Tribune
Fuel retailers sue state over requirement that stations post signs advertising gas tax freeze  Chicago Tribune

Why Marketers Are Returning to Traditional Advertising - HBR.org Daily
Why Marketers Are Returning to Traditional Advertising  HBR.org Daily

Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale - The Daily Vale
Advertising Distribution System Market is Booming Worldwide with Kollective Technology, Aviwest SAS, AdSparx USA – The Daily Vale  The Daily Vale

Lamar Advertising (NASDAQ:LAMR) Plans Quarterly Dividend of $1.20 - Defense World
Lamar Advertising (NASDAQ:LAMR) Plans Quarterly Dividend of $1.20  Defense World

Advertising on Netflix would boost its average revenue per user - Axios
Advertising on Netflix would boost its average revenue per user  Axios

FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States - Mondaq
FTC Begins TSR Rulemaking Process, Targets Repeal Of B2B Exception - Advertising, Marketing & Branding - United States  Mondaq

Adapt, reach and engage with Huawei’s advertising marketplace - The National
Adapt, reach and engage with Huawei’s advertising marketplace  The National

In-game advertising experts question Microsoft and Sony's gaming advertising plans - Digiday
In-game advertising experts question Microsoft and Sony's gaming advertising plans  Digiday

What’s going on with Dislyte’s advertising? - App Trigger
What’s going on with Dislyte’s advertising?  App Trigger

ADVERTISING: Advertorial — Crystals for prosperity - Coeur d'Alene Press
ADVERTISING: Advertorial — Crystals for prosperity  Coeur d'Alene Press

Global Social Advertising Software Market 2022 by Keyplayers and Vendors: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc… – The Daily Vale - The Daily Vale
Global Social Advertising Software Market 2022 by Keyplayers and Vendors: Twitter, AdRoll, Facebook, MediaMath, Marin Software, etc… – The Daily Vale  The Daily Vale

Native Advertising Software Market Analysis, Research Study With StackAdapt, Nativo, Sharethrough – The Daily Vale - The Daily Vale
Native Advertising Software Market Analysis, Research Study With StackAdapt, Nativo, Sharethrough – The Daily Vale  The Daily Vale

Artificial Intelligence in Media and Advertising Market Report Covers Future Trends With Research 2022 to 2029 – IBM Corporation, Microsoft Corporation, Google Inc. – The Daily Vale - The Daily Vale
Artificial Intelligence in Media and Advertising Market Report Covers Future Trends With Research 2022 to 2029 – IBM Corporation, Microsoft Corporation, Google Inc. – The Daily Vale  The Daily Vale

Amazon Advertising Strategies for 2022 & Beyond - Jungle Scout
Amazon Advertising Strategies for 2022 & Beyond  Jungle Scout

Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale - The Daily Vale
Global Digital Advertising Platforms Market 2022 by Keyplayers and Vendors: Kenshoo, Adobe, Facebook, Twitter, LinkedIn, etc… – The Daily Vale  The Daily Vale

The Science Behind Why Watches are Set to 10:10 in Advertising Photos - PetaPixel
The Science Behind Why Watches are Set to 10:10 in Advertising Photos  PetaPixel

Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report - World Health Organization
Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report  World Health Organization

Digital Advertising Platform Market Is Expected to Boom: Google LLC, Facebook Inc., Twitter Inc. – The Daily Vale - The Daily Vale
Digital Advertising Platform Market Is Expected to Boom: Google LLC, Facebook Inc., Twitter Inc. – The Daily Vale  The Daily Vale

Social Media Advertising for Furniture Manufacturers - Furniture Today
Social Media Advertising for Furniture Manufacturers  Furniture Today

Cross-Platform And Mobile Advertising Market Scope and overview, To Develop with Increased Global Emphasis on Industrialization 2029 | Google, Apple, Microsoft Corporation – The Daily Vale - The Daily Vale
Cross-Platform And Mobile Advertising Market Scope and overview, To Develop with Increased Global Emphasis on Industrialization 2029 | Google, Apple, Microsoft Corporation – The Daily Vale  The Daily Vale

Global Search Advertising Software Market 2022 by Keyplayers and Vendors: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software, DoubleClick Digital Marketing, etc… – The Daily Vale - The Daily Vale
Global Search Advertising Software Market 2022 by Keyplayers and Vendors: WordStream, AdWords, Kenshoo Infinity Suite, Marin Software, DoubleClick Digital Marketing, etc… – The Daily Vale  The Daily Vale

In-Game Advertising Market 2022 Growth Status of Key Manufacturers – Giftgaming, Playwire Media Inc, Gamelin Advergames., RapidFire, Inc, etc – The Daily Vale - The Daily Vale
In-Game Advertising Market 2022 Growth Status of Key Manufacturers – Giftgaming, Playwire Media Inc, Gamelin Advergames., RapidFire, Inc, etc – The Daily Vale  The Daily Vale

Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com - Business Wire
Global Contextual Advertising Market (2022 to 2027) - by Approach, Type, Deployment, Industry and Geography - ResearchAndMarkets.com  Business Wire

Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale - The Daily Vale
Programmatic Advertising Platform Market by 2029 | DataXu, MediaMath, AOL Inc (Verizon Communications) – The Daily Vale  The Daily Vale

Why advertising won the streaming wars - Fast Company
Why advertising won the streaming wars  Fast Company

CDLLife Summit: Improve your branding and advertising — Taking the Hire Road - FreightWaves
CDLLife Summit: Improve your branding and advertising — Taking the Hire Road  FreightWaves

Creating Discord: Decentralized Advertising On Gamers' Favorite Channel - The Drum
Creating Discord: Decentralized Advertising On Gamers' Favorite Channel  The Drum

Bumble User Resists Dismissal in Freemium Feature False Advertising Suit - Law Street Media
Bumble User Resists Dismissal in Freemium Feature False Advertising Suit  Law Street Media

Advertising: A Slow-Fast Evolution - Forbes
Advertising: A Slow-Fast Evolution  Forbes

Saatchi advertising agency agrees €366m takeover deal by larger rival - The Irish Times
Saatchi advertising agency agrees €366m takeover deal by larger rival  The Irish Times

Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com - Yahoo Finance
Netherlands E-Cigarette Regulatory Report 2022: Product Restrictions, Labelling and Packaging Requirements, Taxation, Advertising and Public Usage Laws - ResearchAndMarkets.com  Yahoo Finance

Why we care about video advertising - MarTech
Why we care about video advertising  MarTech

Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream - MarTech Series
Mirriad Deepens Partnership With Lexus Bringing In-Content Advertising to Biggie's Celebrity-Filled 50th Birthday Party Livestream  MarTech Series

How new EU rules could create a safer and more trustworthy online advertising ecosystem - AdAge.com
How new EU rules could create a safer and more trustworthy online advertising ecosystem  AdAge.com

Advertising settlement with Ford includes Mississippi - DeSoto County News
Advertising settlement with Ford includes Mississippi  DeSoto County News

Five on Friday: Advertising, Engaging and Gifting - Subscription Insider
Five on Friday: Advertising, Engaging and Gifting  Subscription Insider

Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market Projected to Show Strong Growth | Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

How to Advertise on Facebook: A 2022 Guide - The Motley Fool
How to Advertise on Facebook: A 2022 Guide  The Motley Fool

US Podcast Advertising Revenue Hits $1.4 Billion in 2021 - IAB
US Podcast Advertising Revenue Hits $1.4 Billion in 2021  IAB

Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers - The Wall Street Journal
Elon Musk’s Alarm Over Twitter Bots Isn’t Matched by Advertisers  The Wall Street Journal

Uh Oh: Marriott Launches New Advertising Platform - One Mile at a Time
Uh Oh: Marriott Launches New Advertising Platform  One Mile at a Time

Symetra Once Again Teams Up with Sue Bird on New TV Advertising - Business Wire
Symetra Once Again Teams Up with Sue Bird on New TV Advertising  Business Wire

Ad-Supported Version Of Disney's Streaming Service Will Not Accept Alcohol Or Political Advertising To Keep A Family-Friendly Environment - Bounding Into Comics
Ad-Supported Version Of Disney's Streaming Service Will Not Accept Alcohol Or Political Advertising To Keep A Family-Friendly Environment  Bounding Into Comics

Google Shares Sneak Peek At New Advertising Features - Search Engine Journal
Google Shares Sneak Peek At New Advertising Features  Search Engine Journal

TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge - ChannelE2E
TheoremOne, Digital Advertising and Marketing Services Firm S4Capital Merge  ChannelE2E

Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency - Business Insider
Gary Vaynerchuk's Advertising Company VaynerX Opens Barter Agency  Business Insider

Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR) - Seeking Alpha
Lamar Advertising raises dividend by 9% to $1.20/share (NASDAQ:LAMR)  Seeking Alpha

Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising - PR Newswire
Global Contextual Advertising Markets Report 2022: Market to Surpass $335+ Billion by 2026 - Cookie Phase-Out Diverts Attention to Contextual Advertising  PR Newswire

4 Tips to Send the Right Message With Digital Signage Advertising - Software Advice
4 Tips to Send the Right Message With Digital Signage Advertising  Software Advice

Spotify adds incremental reach to radio, TV, and digital platforms - Spotify
Spotify adds incremental reach to radio, TV, and digital platforms  Spotify

David Droga changed advertising. Now he wants to kill it. - Fast Company
David Droga changed advertising. Now he wants to kill it.  Fast Company

Companies Try to Sell Videogaming as the Next Big Advertising Channel - The Wall Street Journal
Companies Try to Sell Videogaming as the Next Big Advertising Channel  The Wall Street Journal

Google Topics Resembles Contextual Advertising - Practical Ecommerce
Google Topics Resembles Contextual Advertising  Practical Ecommerce

Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life - The New York Times
Robert Goolrick Dies at 73; Became a Successful Novelist Late in Life  The New York Times

'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle - Digiday
'Hit a wall': Why TV advertising's measurement currency change won't happen in this year's upfront cycle  Digiday

Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale - The Daily Vale
Programmatic Job Advertising Software Market 2028 Key Players, Latest Developments, Trending News and All Future Plans: Appcast, Inc 61, ClickIQIndeed, OnRecruit, Joveo, JobAdX – The Daily Vale  The Daily Vale

Questions about digital advertising? – The Florida Bar - The Florida Bar
Questions about digital advertising? – The Florida Bar  The Florida Bar

BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION - Yahoo Finance
BYRON ALLEN'S ALLEN MEDIA GROUP HIRES FORMER WARNER MEDIA EXECUTIVE ROSEANN CACCIOLA AS EXECUTIVE VICE PRESIDENT OF ADVERTISING SALES FOR GLOBAL SYNDICATION  Yahoo Finance

TikTok introduces its first ad product to offer a revenue share with creators - TechCrunch
TikTok introduces its first ad product to offer a revenue share with creators  TechCrunch

TikTok launches ad solution aimed to court advertisers while pleasing creators - eMarketer
TikTok launches ad solution aimed to court advertisers while pleasing creators  eMarketer

Microsoft Advertising is rolling out Auto-generated remarketing lists and more - Search Engine Land
Microsoft Advertising is rolling out Auto-generated remarketing lists and more  Search Engine Land

It’s Been an Interesting Few Years in Cough-Drop Advertising - The New York Times
It’s Been an Interesting Few Years in Cough-Drop Advertising  The New York Times

All you need to know about Netflix’s advertising plans - Protocol
All you need to know about Netflix’s advertising plans  Protocol

Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network - MarTech Series
Adgile Media Group Raises $5 Million Seed Round as Leading Tech-Enabled OOH Advertising Network  MarTech Series

The Big Story: Surveillance Advertising - AdExchanger
The Big Story: Surveillance Advertising  AdExchanger

PPC Advertising Ultimate Guide - Forbes
PPC Advertising Ultimate Guide  Forbes

'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising - Digiday
'The ad experiences that consumers find most annoying are also bad for the environment': The business case for sustainable digital advertising  Digiday

Why a startup snack and wellness brand is investing more in OOH advertising after viral moment success - Digiday
Why a startup snack and wellness brand is investing more in OOH advertising after viral moment success  Digiday

How Amazon Is Building Its Huge Advertising Business - Business Insider
How Amazon Is Building Its Huge Advertising Business  Business Insider

Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem. - The New York Times
Elon Musk Hates Ads. Twitter Needs Them. That May Be a Problem.  The New York Times

FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8 - JD Supra
FTC Goes on Penalty Offense, Warns of Hefty Fines for Deceptive Advertising - Kattison Avenue | Issue 8  JD Supra

Contextual Advertising – Giving Publishers What They Need - The Drum
Contextual Advertising – Giving Publishers What They Need  The Drum

Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll - Endpoints News
Are pharma marketers finally moving away from traditional TV advertising? Yes, but it's a slow roll  Endpoints News

Dream hacking: Is this the dystopian future of advertising? - Big Think
Dream hacking: Is this the dystopian future of advertising?  Big Think

The Pitch: Advertising and marketing news for 4.26.22 - RichmondBizSense
The Pitch: Advertising and marketing news for 4.26.22  RichmondBizSense

Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed - Punch Newspapers
Nigeria to earn $2bn advertising revenues in three years – Lai Mohammed  Punch Newspapers

Lamar Advertising Company acquires Burkhart Advertising - Greater Baton Rouge Business Report
Lamar Advertising Company acquires Burkhart Advertising  Greater Baton Rouge Business Report

Netflix stands to make billions from ads—and other platforms will follow - Fortune
Netflix stands to make billions from ads—and other platforms will follow  Fortune

Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency? - Hollywood Reporter
Netflix’s Advertising Dilemma: Will Partners Get Any More Transparency?  Hollywood Reporter

Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads - The Verge
Report shows that Amazon uses data from Alexa smart speakers to serve targeted ads  The Verge

Google, Meta, and others will have to explain their algorithms under new EU legislation - The Verge
Google, Meta, and others will have to explain their algorithms under new EU legislation  The Verge

Roku Unveils a Better TV Advertising Experience at First In-Person NewFront - Business Wire
Roku Unveils a Better TV Advertising Experience at First In-Person NewFront  Business Wire

The marketer categories driving the TV advertising boom in 2022 so far - AdAge.com
The marketer categories driving the TV advertising boom in 2022 so far  AdAge.com

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