What You Need to Have Before Designing Your Marketing Materials

Using print and mail services to reach new audiences and cement your relationship with current customers will power your marketing efforts. When you start planning your campaign, you need to gather company assets to design your marketing collateral. The custom mail services company you partner with to turn your ideas into physical flyers, newsletters, and the such, will ask for multiple assets.

To stay consistent with your branding, you need a company logo,

You should already have a company logo. If your company or organization is new and has a placeholder logo, or one you’re considering phasing out, don’t use it. The logo you send out will leave an important first impression. If prospective clients see one logo, then another on later mail or when they arrive at your location, they’ll have a hard time pinning down your branding.

You might think a logo is a minor part of your branding, but all graphic design professionals know that logos have a subconscious effect. The design, colors, and font will tap into certain perceptions. A bold, sharp logo will create a different impression than a logo with smooth lines. If you’re not attached to your current logo or you’re beginning to doubt it, ask your custom mail services provider for assistance, especially if they have graphic design services. 

…color theme, 

Your company’s color theme should be reflected in your logo and throughout your website and marketing materials. Bold colors like red and yellow could feel courageous or threatening, while softer pastels and neutral tones could feel calming and trustworthy. Your brand palette should have complementary colors, because colors that clash can come off as unprofessional, be harsh on the eyes, and attract attention in the worst way.

When deciding on a color theme, think about the emotion you want to invoke in potential clients. Do you want them to see your services or products in a certain way? How do you want them to associate with your brand? Color choices can be difficult to choose, which is why custom mail services often have a graphic design professional on their team to make sure clients are leaving the right impression.

…and font style.

A sometimes overlooked design aspect, what kind of font are you using on your logo and marketing copy? The logo can have more flamboyant font, though it should still be readable. Marketing copy should use a simple font that allows readers to skim quickly without missing key information. This includes font families like Helvetica, Garamond, Arial, and Georgia. The right fonts for your marketing will be at the intersection of branding, readability, and legibility.