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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 Sun. May / 09 / 2021

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis - The Boston Globe
Healey sues Publicis Health for allegedly ‘deceptive’ advertising tactics that fueled state’s opioid crisis  The Boston Globe

Amazon Advertising Is Unstoppable - hackernoon.com
Amazon Advertising Is Unstoppable  hackernoon.com

Trampoline Advertising and Design Co. names two to new positions - Glens Falls Post-Star
Trampoline Advertising and Design Co. names two to new positions  Glens Falls Post-Star

Local TV broadcasters are the early winners of legalized sports betting advertising - Awful Announcing
Local TV broadcasters are the early winners of legalized sports betting advertising  Awful Announcing

Opinion : Why Connecticut’s proposed digital advertising tax is defective - Hartford Courant
Opinion : Why Connecticut’s proposed digital advertising tax is defective  Hartford Courant

T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush - The Jerusalem Post
T1 Advertising's Thomas Herd Leads Digital Marketing Gold Rush  The Jerusalem Post

The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch - Patch.com
The Difference Between Content Marketing And Advertising | Caldwells, NJ Patch  Patch.com

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Reddit Ads: Your Guide to Successful Reddit Advertising - Business 2 Community
Reddit Ads: Your Guide to Successful Reddit Advertising  Business 2 Community

Advertising paper in Munising officially launches - UpperMichigansSource.com
Advertising paper in Munising officially launches  UpperMichigansSource.com

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller - The Shotcaller
Payoff of Micro-targeted Advertising Market Unidentified Segments – The Biggest Opportunity Of 2021 | – The Shotcaller  The Shotcaller

Senate advances bill banning deceptive advertising by faith-based pregnancy centers - The CT Mirror
Senate advances bill banning deceptive advertising by faith-based pregnancy centers  The CT Mirror

CannaCraft settles false advertising case for $250,000 - Santa Rosa Press Democrat
CannaCraft settles false advertising case for $250,000  Santa Rosa Press Democrat

10 Best Advertising Stocks to Buy Now - Yahoo Finance
10 Best Advertising Stocks to Buy Now  Yahoo Finance

‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth - Digiday
‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth  Digiday

Legislation would prohibit marijuana advertising in Idaho - KXLY Spokane
Legislation would prohibit marijuana advertising in Idaho  KXLY Spokane

New anti-marijuana advertising, promotion ban bill passes Senate, 21-14... - Idaho Press-Tribune
New anti-marijuana advertising, promotion ban bill passes Senate, 21-14...  Idaho Press-Tribune

EXCLUSIVE - Analysts turn upbeat on the advertising industry - AdNews
EXCLUSIVE - Analysts turn upbeat on the advertising industry  AdNews

BA Returns to Advertising as It Takes to the Skies Once Again - Adweek
BA Returns to Advertising as It Takes to the Skies Once Again  Adweek

Bank of America upgrades Zynga as video game company pushes into advertising - CNBC
Bank of America upgrades Zynga as video game company pushes into advertising  CNBC

Dear Dave Magazine Stops Advertising for a Subscription Model – WWD - WWD
Dear Dave Magazine Stops Advertising for a Subscription Model – WWD  WWD

Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory' - AdAge.com
Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

Advertising Amid Chip Shortage-Induced Inventory Changes - Ward's Auto
Advertising Amid Chip Shortage-Induced Inventory Changes  Ward's Auto

AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update - Deadline
AMC Networks Execs See Streaming As Top Revenue Source By 2025, Hail Return Of ‘The Walking Dead’ Production After Mixed Q1 Financial Report – Update  Deadline

In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports - PRNewswire
In-Game Advertising Market to grow by USD 10.97 billion through 2024 | Key Drivers, Trends, and Market Forecasts | 17000+ Technavio Research Reports  PRNewswire

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place - Deadline
TikTok – Not Just For Gen Z Anymore; Platform Pitches Advertisers With No Forced Sale Looming, New CEO In Place  Deadline

FY 2020 Digital Video Advertising Spend Report - IAB
FY 2020 Digital Video Advertising Spend Report  IAB

CTV is still among the fastest-growing channels in digital advertising - eMarketer
CTV is still among the fastest-growing channels in digital advertising  eMarketer

Digital Video Advertising Market | Company Challenges And Essential Success Factors- Conversant, JW Player, Tremor International, Verizon Media, Viant Technology, etc – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Video Advertising Market | Company Challenges And Essential Success Factors- Conversant, JW Player, Tremor International, Verizon Media, Viant Technology, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Signal tried to use Facebook's targeted advertising data against it - Engadget
Signal tried to use Facebook's targeted advertising data against it  Engadget

'Laundrette': BBH's CMO on the ad that built the agency | Advertising - Campaign Asia
'Laundrette': BBH's CMO on the ad that built the agency | Advertising  Campaign Asia

Neil Christie to leave Wieden+Kennedy | Advertising - Campaign Asia
Neil Christie to leave Wieden+Kennedy | Advertising  Campaign Asia

Ad Campaign Duration: How Long Does Advertising Take to Work? - Business 2 Community
Ad Campaign Duration: How Long Does Advertising Take to Work?  Business 2 Community

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars - PRNewswire
Ram Truck Brand Teams With Foo Fighters to Launch New Advertising Campaign to Shine a "Spotlight" on Everyday Rock Stars  PRNewswire

Which are the best cryptocurrency and bitcoin advertising networks in 2021? - - VENTS Magazine
Which are the best cryptocurrency and bitcoin advertising networks in 2021? -  VENTS Magazine

Tesla Rival Lucid To Advertise Electric Air Sedan On NBC As Elon Musk Hosts SNL - Forbes
Tesla Rival Lucid To Advertise Electric Air Sedan On NBC As Elon Musk Hosts SNL  Forbes

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

From University to Best practice: Online Advertising - TechPluto
From University to Best practice: Online Advertising  TechPluto

Teachers honored in new billboard campaign from Lamar Advertising - 13WHAM-TV
Teachers honored in new billboard campaign from Lamar Advertising  13WHAM-TV

Programmatic Display Advertising Market Research & Clinical Advancements by 2028 | Facebook, JD.com, Adobe Systems Incorporated, Google (Doubleclick) – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market Research & Clinical Advancements by 2028 | Facebook, JD.com, Adobe Systems Incorporated, Google (Doubleclick) – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

With advertising spending back, here’s why WPP is an economic-recovery play - MarketWatch
With advertising spending back, here’s why WPP is an economic-recovery play  MarketWatch

Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall - Business Insider
Advertisers Weigh Shifting Budgets to Video, Audio As TV Ratings Fall  Business Insider

Yelp beats expectations as diners, advertisers return - MarketWatch
Yelp beats expectations as diners, advertisers return  MarketWatch

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

Pharma advertising leapfrogged the norm during the pandemic—and creativity is flourishing, exec says - FiercePharma
Pharma advertising leapfrogged the norm during the pandemic—and creativity is flourishing, exec says  FiercePharma

Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys - Promo Marketing
Ed Sheeran and Other Artists Are Now Advertising on Soccer Jerseys  Promo Marketing

Senate panel takes up anti-marijuana advertising bill... - Idaho Press-Tribune
Senate panel takes up anti-marijuana advertising bill...  Idaho Press-Tribune

Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read - Fast Company
Why WPP wants to be the LVMH of post-COVID-19 advertising WPP CEO Mark Read  Fast Company

Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising - Yahoo Finance
Apollo’s $5 Billion Bet on Yahoo Aims to Go Beyond Advertising  Yahoo Finance

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in - MarketWatch
Facebook used the pandemic to develop non-advertising business, while ad money kept pouring in  MarketWatch

YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021 - MediaPost Communications
YouTube Brandcast Delivered: What It Means For Advertising, Performance 05/05/2021  MediaPost Communications

Apple How to stop apps from tracking you for advertising in iOS 14.5 - KnowTechie
Apple How to stop apps from tracking you for advertising in iOS 14.5  KnowTechie

Apple breaks up advertising. When will the DOJ and the EU break up Apple? - ZDNet
Apple breaks up advertising. When will the DOJ and the EU break up Apple?  ZDNet

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

ROKU Q1 Earnings Top Estimates, Revenues Ride on Advertising - Zacks.com
ROKU Q1 Earnings Top Estimates, Revenues Ride on Advertising  Zacks.com

How to Make Money with Scoreboard Advertising - Campus Rec Magazine
How to Make Money with Scoreboard Advertising  Campus Rec Magazine

Admix In-Play Advertising Verified for the First Time by IAS - MarTech Series
Admix In-Play Advertising Verified for the First Time by IAS  MarTech Series

RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report - MarTech Series
RRD Marketing Solutions Positioned Among Top Global Advertising and Marketing-Services Agencies in the 77th Ad Age Agency Report  MarTech Series

In the Roaring Twenties, Ads Make a Comeback - The New York Times
In the Roaring Twenties, Ads Make a Comeback  The New York Times

Online Advertising Management Software Market Is Booming Worldwide | Adzerk, Sizmek, Advanse – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Management Software Market Is Booming Worldwide | Adzerk, Sizmek, Advanse – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Garcia Lopez graduates with experience as an advertising and branding creative - WKU News
Garcia Lopez graduates with experience as an advertising and branding creative  WKU News

Advertising investment on Facebook and Instagram grows 68% – Explica .co - Explica
Advertising investment on Facebook and Instagram grows 68% – Explica .co  Explica

ViacomCBS Q1 Advertising Revenue Jumps 21% With Super Bowl LV, NCAA Tournament - Yahoo Entertainment
ViacomCBS Q1 Advertising Revenue Jumps 21% With Super Bowl LV, NCAA Tournament  Yahoo Entertainment

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID - CBS News
South Korea dairy company boss resigns over advertising claims that yogurt prevents COVID  CBS News

Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Market to Get a New Boost | Netsuite Inc., Facebook Inc., eBay, Inc., Pandora Media – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers - FOX43.com
Lamar Advertising marks Teacher Appreciation Week with billboards thanking local teachers  FOX43.com

Social Advertising Tools Market 2021-2026 In-Depth Analysis with Top Key Players: Hootsuite Inc., Facebook (Facebook Ads Manager), Qwaya, AdEspresso, Inc. – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Social Advertising Tools Market 2021-2026 In-Depth Analysis with Top Key Players: Hootsuite Inc., Facebook (Facebook Ads Manager), Qwaya, AdEspresso, Inc. – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

YouTube's linked TV advertising will be more shoppable thanks to a new update - Digital Information World
YouTube's linked TV advertising will be more shoppable thanks to a new update  Digital Information World

Global Contextual Advertising Market Key Stakeholders – Google, Beijing Miteno Communication Technology, Facebook, Microsoft, Amazon, Aol – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Contextual Advertising Market Key Stakeholders – Google, Beijing Miteno Communication Technology, Facebook, Microsoft, Amazon, Aol – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President - StreetInsider.com
Preeminent Orange County Advertising and Marketing Agency Loses Pioneer President  StreetInsider.com

TikTok Talks About Advertisement And Creators In NewFronts 2021 Convention - Digital Information World
TikTok Talks About Advertisement And Creators In NewFronts 2021 Convention  Digital Information World

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Software giant SAS launches biggest brand campaign in 20 years | Advertising - Campaign Asia
Software giant SAS launches biggest brand campaign in 20 years | Advertising  Campaign Asia

Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts - PRNewswire
Global Digital OOH Advertising Market (2021 to 2026) - Industry Trends, Share, Size, Growth, Opportunity and Forecasts  PRNewswire

Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry? - InvestorsObserver
Is Quotient Technology Inc (QUOT) a Winner in the Advertising Agencies Industry?  InvestorsObserver

MediaCrossing Unveils New Marketing and Advertising Business Geared Specifically for the Education Industry - GlobeNewswire
MediaCrossing Unveils New Marketing and Advertising Business Geared Specifically for the Education Industry  GlobeNewswire

Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Social Media Contextual Advertising Market Foraying into Emerging Economies 2020-2026 | – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Healthcare Advertising Market with Covid 19 Analysis and Challenges On Upcoming Trends 2021-2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Healthcare Advertising Market with Covid 19 Analysis and Challenges On Upcoming Trends 2021-2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Facebook Postpones Meetings With Advertisers on Trump Ban Decision - Business Insider
Facebook Postpones Meetings With Advertisers on Trump Ban Decision  Business Insider

Facebook v Apple: The ad tracking row heats up - BBC News
Facebook v Apple: The ad tracking row heats up  BBC News

Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Contextual Advertising Market Size, Growth, Trends, and Regional Outlook by 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Global Advertising Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Advertising Market Research Report, Growth Trends and Competitive Analysis 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Disney and ad-tech firms agree to privacy changes for children’s apps. - The New York Times
Disney and ad-tech firms agree to privacy changes for children’s apps.  The New York Times

Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging - S&P Global
Rebooting The U.S. Media Sector: 2021 Advertising Trends Are Nicely Up, With Some Sectors Lagging  S&P Global

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

Blaine B. Taylor, author, editor, perennial political candidate and Vietnam War veteran, dies - Baltimore Sun
Blaine B. Taylor, author, editor, perennial political candidate and Vietnam War veteran, dies  Baltimore Sun

Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever - Forbes
Oscars 2021: Advertisers Spend Millions On Least-Watched Ceremony Ever  Forbes

Robert De Niro, Roger Federer team up for hilarious advertisement | NewsBytes - NewsBytes
Robert De Niro, Roger Federer team up for hilarious advertisement | NewsBytes  NewsBytes

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids - eMarketer
eMarketer Podcast: Audio advertising, the IAB Podcast Upfronts, moderating podcasts, and podcasts for kids  eMarketer

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