Are Your Marketing Materials Overdesigned?
Are your marketing materials and website over-designed?
Design should support your marketing message, not get in its way. If you’re blown away at the beauty or cleverness of the presentation your designer has delivered, test it with both other business employees and customers. After a 10-second look, they should be able to tell you what the piece is about. Then give them another couple of minutes to read and ask whether or not they understand what they’ve seen.
If either of these tests fail, the impressive appearance may be doing you a disservice.
Getting compliments on looks can sometimes indicate that the designer should go back to the drawing board. Rather than spending time, money, and effort on a “pretty” website or brochure, see to it that it clearly communicates your marketing message.
