Have you ever noticed some advertising just has “a look?” You could put all the words from the ad in Latin and remove the logo, but you would still know whose ad it was? Ever wish your business had “a look?”
There are definite advantages to it. I created an ad campaign when my oldest was four years old and he accompanied me to proof a window banner before it printed. He looked at the poster on the computer monitor intently, and I explained to him that I had designed it. A month later, we were running errands in my car and he proclaimed loudly from the back seat, “Mommy, that’s your work!” as he pointed to a billboard we were passing. Two different mediums, but similar look. He couldn’t even read, yet he recognized my ad.
Whether you are designing your own marketing materials or working with a designer, here are a few guidelines to follow to create your own “look.”
Consistent photography. Photography often takes up the majority of communication pieces. Make sure you utilize similar filters, treatments, or techniques. For example, if you photograph objects shot on bare backgrounds, don’t suddenly throw a photo in of a scenic landscape.
Consistent colors. Your corporate colors should appear in every visual piece you create if you invest in color. If your logo consists only of one or two colors, find complimentary colors on the color wheel to use as accents, but use them only as accents.
Consistent fonts. Utilize the same fonts in all communications, even your letters and emails. All headlines should be in the same font, all body text the same, etc.
Consistent graphic elements. If you utilize borders around photos, be consistent in their thickness. Likewise with frames around your ads. If you use arrows, starbursts, or any other graphic elements to draw attention to certain aspects of your ad, be consistent in what you use them to draw attention to and proportion to other elements in the ad.
Consistent materials. Don't forget about your paper choice. If your brand is concerned about environmentalism, choose earthy papers and materials. If you are trying to communicate a sleek feel, choose coated paper and sleek materials such as smooth metal or shiny plastic.
As you can tell from the above list, consistency is key! Of course, these are not rules never to be broken, but general guidelines to aid in creating a consistent look. If you’re concerned about a making a big investment in hiring a professional to create a look for you, consider having templates designed that you can drop text and photos into to customize with your message.
If you’d like guidance in creating a look, or just want someone to do it for you, give Rethink Marketing a call!