Simplicity is often seen, but it s a concept that is not easily explained. For some graphic designers, it’s second nature. For others, it involves much forethought. Today’s designers are trending toward more simple, clutter-free designs, as they return to simplicity. Here are some examples of how the traditional theme of less is more is used:
Not only can simple ads grab attention, but their short and to the point messages are also easier to comprehend. The concept of “less is more” is especially effective when writing ad copy.
Catalogs and Brochures
Catalogs and brochures are expected to be a vast source of information, yet readers appreciate when they are simplified, organized, and easy to read and comprehend. Simplicity is often its own reward since it encourages increased use.
Like a poster, a package needs to attract the eye within seconds of its initial viewing. In recent years, shelves have been jammed with products whose designers have attempted to out-design one another. This gives simple package designs featuring primary colors, bold copy, white space, and clean design the ability to effectively break through the clutter.
Not only do logos convey the personality of a company, but they also offer a memorable impression. Simple designs that incorporate a company’s complex ideas are the root of a logo’s power.
One of the perks of being a designer is the ability to develop a personality or character for a company or product. For designers, simplicity means a return to basics, but not at the expense of creative design.
Use color to focus attention on your main selling features and to improve the perception of quality. Two colors are better than one, and full-color printing is better yet.
Using a glossy paper will often make your brochure look more professional.
Avoid the temptation to try to jam too much information into a small space. In good brochure design, less is more.
Don’t overlook the value of white space to bring a clean look to your design and to help accentuate key selling points.
For readability, consider using a serif type for body copy. Studies have shown that serif type is easier to read. Sans serif type is good for headlines and subheads.
Other Good Ideas:
If you will be mailing your brochure as a self-mailer, consider applying a coated finish (varnish) to the printing. The coating will help prevent scuffing — ink being rubbed off by the post office’s mail-sorting equipment.
For the best impression, consider mailing your brochure in a matching envelope.
For a unique sales and marketing twist, consider applying a small label somewhere on the brochure to draw attention to a special feature, special pricing, a sales rep’s name, or a toll-free number.
Getting your audience’s attention is only the first step to a successful presentation. Once you’ve captured their attention, your next challenge is maintaining it. Typically, adults have short attention spans that shift constantly.
Here are some tips to help you out.
Provide handouts that outline your presentation. Ask your printer to use a heavier, 60 lb. paper if you have copy on both sides of the page. It will prevent a distracting show-through of your copy on the backside of the sheet.
Use colorful overhead transparencies with bold colors and large type. Use no more than seven words per line and seven lines per overhead. Letters should be one-fourth of an inch high and limited to one or two typestyles and no more than three colors.
To increase interest and keep people a little more alert, pass out one or two handouts during odd times of the presentation. Color photocopies of a product or graph are always effective, as are mini-catalogs, brochures, or postcards that contain your website address and contact information.