There are two factors in effective graphic design. The first is using design principles to lead the viewer through the information. The second is clear content (text, images, etc.) so they understand when the designs leads them there.
My job as a graphic designer is to take care of the first factor. The client usually takes care of the second factor. If something the content fees confusing or vague, I’m always happy to give suggestions. May small businesses need to be conscious of their budget, though. They need to maximize the money they spend on graphic design. Use these tips to polish your content and clear before you send it to the designer.
Create some personas
Our industries then to become a big part of how we talk and write. It’s far too easy to slip into jargon or make assumptions about what customers know. A common marketing too is to create personas to represent important segments of your customer base. Give them names, professions, hobbies, families, etc. Then take the time to read through your content as if you were each of those characters. What might they struggle to understand? What questions might they be looking to answer? Is it clear problems can you solve for them?
Use the 3 key pieces of information
You need to always convey three key pieces of information in your marketing materials. First, who you are (your business identity). That one is rarely forgotten. The second is what you do (the products or services you offer). This is basic, but ofter I see communications that don’t make this one completely clear. Be specific and avoid generic, catch-all terms like “systems” or “services” unless they are accompanied by adjectives that make them completely clear. The third is why the customer should care (also called your unique selling proposition). This is where you lay out for the potential customer why they should choose you over your competition.
Use a readability checker
There can be large amounts of text in projects such as website design or brochure design. It can be useful in these cases to use a readability checker. A readability checker is software that assesses how easy your text is to read and makes specific recommendations on how to improve it.
Get an outsider to read your text
Once you have done the steps above, ask someone from outside your industry to read it. Ask they to highlight anything they find confusing or unclear.
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My name is Mark Garrison and I’m a graphic designer in Victoria, British Columbia. I have more than 20 years of experience producing creative work in a variety of media and using strategic thinking to build and grow projects.