Print design is a complex and skilled profession, but there are some basic tips which you can use which will ensure that your printed material creates an impact with your clients and their relationship with your practice. This brief outline will give you the principles to encourage you to think about what literature you are distributing to your clients.
People are busy and bombarded with information - it is said that the average person is exposed to more information in one day than in an average lifetime 200 years ago. Your job is to find a way to get your message through that clutter. You have an instant to capture their attention before your carefully prepared document is binned as junk mail - don't waste that opportunity.
People tend to respond to emotion and then to justify their decisions with logic. Do not be afraid to exploit their emotion - if you don't, someone else will. That does not mean you can be dishonest or unprofessional, but presenting your wares in a po-faced manner may not hit the button.
The principles of good design
Visual impact and appeal
The document must achieve its goal. Remember that you are designing for the reader, not for your own satisfaction. Tailor your document to your target audience. You will want to present a professional image, but don't be too stuffy - the general public are not necessarily as cynical and conservative as the veterinary profession!
Direct the reader
You direct the production, so make sure, as far as you are able, that you control the outcome - the message the reader takes away from reading your document.
Ensure it is readable
Having slaved over perfecting a piece of work, it is easy to lose sight of the original aim. It is extra-ordinarily difficult to be self critical. Find a harsh critic, preferably someone who has no association with you or your job, and ask for an honest opinion.
Pay attention to detail
An irritating error such as a spelling mistake will distract the reader and the error is likely to become the take home message - not what you intended at all!
Much of the effect is subconscious / psychological
It is difficult to control the reader's subconscious reaction, but be aware of the effect of the mood or tone of the document which is heavily influenced by the non-textual content - for example; text type, use of colour, pictures and overall layout.
The tools of good layout
The use of eyeflow
In western culture we scan pages in a 'Z' pattern. The top left is the prime space to attract attention and the bottom right is the exit point - the message taken away when the page is put down.
The use of hierarchy
The order of importance on a page can be controlled by the use of different sizes of text and images. You can direct the reader from introduction through to conclusion.
The use of proximity
Text or images placed close to each other will create associations in the reader's mind. Conversely, space between items infer that they are not associated. Hence headlines, subheadings and captions should be placed carefully to avoid confusion.
The use of contrast
An A4 sheet of 12 point text will blur into a block of grey in the reader's mind. Colour, white space, large vs small, heavy vs thin, dark vs light are all ways to make important messages jump off the page. Try the 'ten foot test' - stick your page on the wall and stand back ten foot - what is the your overall impression? Use the tools to create contrast, selectively highlighting those areas you want to direct the reader's attention.
The use of balance
It is easy to fall into the trap of symmetry as it looks neat, but there is a tendency to look boring - it's called the 'tombstone' look. Throwing the reader off balance gives them a mild shock and makes them stop and think. How 'shocking' you are prepared to be depends on your message, but an asymmetric layout may be all that is necessary.
The use of consistency
Your document is part of a series of publications sent to your clients - ensure that your business identity is instantly recognisable by giving your reader visual clues - for example; a logo, colour theme, layout and type face which they will recognise.
If you need help with designing your practice literature, contact . We can make your life easier and your promotions more successful.
. We can make your life easier and your promotions more successful.