A to Z of Design for Marketers

ZA ZZ[to
of design
ZA ZZ[to
of design
and the benefits to your marketing

ZA ZZ[to
of design
is for animation
Many companies are using animation or video nowadays as
a surprisingly cost-effective way of communicating with their
clients or customers.
Once a video or animation has been created around a certain
topic or pressing subject matter your clients might face, it has the
potential to have a long marketing shelf-life for your organisation.
It can be shared quickly on social media, embedded on your
website, stored on a company Youtube or Vimeo channel and
potentially shared by hundreds of viewers. In a previous agency
I’ve storyboarded and created assets for animations for
Knightstone Housing and Ladbrokes.
A

ZA ZZ[to
of design
B
is for blogging
Blogging is an essential part of adding valuable content to your
website. You can give your audience (existing and potential
customers) an insight into your knowledge, expertise and interests,
outside of your usual everyday activity … although it normally makes
sense to link the two.
Liven blog posts up with engaging images, header graphics
and use infographics to liven up content and make it more
engaging to read.

ZA ZZ[to
of design
is for copywriting
Many clients underestimate the value of decent copywriting.
We all think we can write. However, when it comes to
important customer-facing words such as your brand strap-line,
company values or long copy for your brochure or website,
think about a copywriter.
Copywriters can also be ideas-people, coming up with that
great advertising or direct mail campaign concept.
Read our previous post about the benefits of using a copywriter
to enhance design and marketing communications.
C

ZA ZZ[to
of design
D
is for digital print
Digital print has progressed rapidly in the past few years.
Quality didn’t used to be great, with digital print machines
essentially being nothing more than glorified colour photocopiers
Nowadays, however, it’s often hard to distinguish the difference
between good digital and proper lithographic print. Good machines
now use liquid ink (so you lose the ‘colour photocopy’ quality issue),
can print using white ink onto coloured paper stock and offer a
range of different laminate finishes.
Throwing in the ability to use variable data for bespoke names,
addresses and content on a piece of print, means there’s lots
you can achieve for an economical budget.
Ask us about the printers we use and what can be achieved.

ZA ZZ[to
of design
is for employee
communications
When thinking about your marketing communications, it’s easy
to think solely of your external audience (clients, suppliers etc).
If you’re a medium to large sized company, remember to look
inside your business at your employees.
Good design can help you communicate to your employees –
vision, values, new product or project launches, benefit schemes,
employee awards or training schemes. You can even think
smaller scale – bespoke Christmas cards/gifts or a
milestone company birthday.
E

ZA ZZ[to
of design
F
is for flyers
They may sound like an old-fashioned way of print marketing for
your business. However, flyers are cheap to print nowadays digitally
and can be used to attract a bit more attention at networking events
than just a business card (or use in combination).
Check with your printer beforehand, but some types of printed
flyer are also exempt from VAT, especially if they’re to be
distributed and received by hand. Read the ‘VAT Notice 701/10:
zero-rating of books and other forms of printed matter’
on Gov.uk for more information.

ZA ZZ[to
of design
is for google
drive stationery
Today, with the prolific use of email and cloud-based applications,
it’s becoming rarer and rarer for businesses to use a printed
letterhead. We still design and print business cards for our
clients but have recently been developing company letterheads
in Google Docs.
These letterhead templates are purely cloud-based, always saved
and easy to share among staff and the business. Letterheads or
larger documents set up in this way can easily be saved out as pdfs
or Word documents to email to clients, or print out … ironically.
G

ZA ZZ[to
of design
H
is for humour
Often the forms of marketing communication we remember the
most are the ones that make us smile. Humour can be added
to pieces of communication by using wit, irony, or playfulness in
copywriting or graphic design, or both in combination.
Much of the classic print advertising that we remember is
memorable because of its use of a witty headline playing against
an image. Watch your target audience and the subject matter,
obviously, but elements of clever humour will engage your
audience and warm them to you.
I’m particularly weirdly in love with Skittles’ ‘Skittles-pox’ advert
at the moment. It just appeals to my child-like sense of humour
but also has great art-direction and messaging such as
‘Contract the Rainbow’.

ZA ZZ[to
of design
is for infographics
Infographics play a big part in marketing communication today.
A bit like video or animation, one cleverly crafted infographic has
the potential to be shared in print, on a website and on social media.
Infographics can be fun or serious but are a succinct and
engaging way of communicating complex information in more
bite-size chunks. They are also easier and more interesting to
read than the equivalent pages of text that might be needed
to describe the subject.
Here’s some previous examples we’ve created for clients.
i

ZA ZZ[to
of design
J
is for journey
Speaking of infographics, a great way of communicating your
business story or the complexities of a product is with a graphic
timeline or journey-map.
You may want to
celebrate the history
of your company on
a special anniversary.
You may want to
illustrate a customer
journey or sales
process (to show
people how easy
and simple it is!)
Here’s an example from Liquid Agency of a new Customer Relationship Model.

ZA ZZ[to
of design
is for knowledge
(use our experience)
Sometimes, as a marketing manager or communications
officer, it’s hard to know exactly what you want before you
commission a graphic designer.
If it helps to talk things through before you firm up exactly
what you need, then let us know. We have twenty years experience
of graphic design and communications but also of helping clients
with ideas of how to communicate to their customers.
I hate the term ‘brainstorm’ but do think of us as ideas
people, as well as being able to create the final piece of
communication for you.
k

ZA ZZ[to
of design
l
is for logo
Logos … essentially our favourite thing to design. We love the way
that a brilliant logo can encapsulate and embody the whole name
and ethos of a company in one succinct identity.
Logos can be simple, clever, witty but now have to work so much
harder across things like the web and social media – not just a
business card and letterhead.
Think of the branding of your business as more than just the logo
though. The logo should work in harmony with a brand colour
palette, typography, image style (photographic or illustrative) and
even bespoke icons to present a unique brand to your audience.
Here’s some brands we’ve created to do just that.

ZA ZZ[to
of design
is for messaging
Getting your messaging and tone of voice right in your marketing
communications is absolutely essential.
You need to think about who are, who you’re talking to, how your
target audience expect you to speak to them. You can vary your
tone of voice slightly, depending on the medium you’re using to
convey your message.
For example, you’ll talk more casually on Twitter than you might on
your website home page or annual report. Here’s a great guide on
finding the right tone of voice for your communications from our
friends at Valuable Content.
m

ZA ZZ[to
of design
N
is for newsletter
Whether it’s for an external customer audience, or internal
employees & shareholders, a newsletter is still a great way of
communicating recent company information to an audience.
In recent years there’s been an increase in email newsletters which
can be designed and managed using clients such as Mailchimp
and Campaign Monitor (others, including bespoke solutions, are
available). Newsletters can link to blog posts, landing pages on your
website, special offers and customer stories.
We still design printed newsletters for clients – a great way of
keeping in touch with existing customers – and a pdf version can
still be uploaded to a clients’ website to view online.

ZA ZZ[to
of design
is for offering objects
Once the mainstay of trade fairs and exhibitions, the promotional gift
can be used to make your brand memorable in the right place.
You can stick to the classic pen, mug, or USB stick but why not
look at something more memorable and try to tie it in with your
company’s service or main offering?
Nowadays you can get anything from branded bicycle lights to
radiator keys. How about making the most of events in the news,
such as the England 5p bag charge? A branded ‘bag for life’ might
be the thing your customers are clamouring for next!
O

ZA ZZ[to
of design
P
is for presentations
Death by Powerpoint continually makes our hearts sink in this
industry. Keep them shorter, keep them more succinct.
If you’re presenting, don’t just read off the slides – people can
do that when they get home and read the notes. Whether it’s
Powerpoint or Keynote, we understand a businesses’ need to
present to internal or external audiences.
Let’s help you make your presentation look attractive, with a
decently designed template and suggestions on how to engage
your audience with icons, infographics and images. You can use
presentations to your advantage. If you create a good presentation
or guide, you can upload it to Slideshare and continue to engage
new audiences there, on this social media presentation sharing
platform that’s connected to LinkedIn.

ZA ZZ[to
of design
is for quality
Whether you’re commissioning design, looking for print costs
or trying to find free images off the internet – cheap or free
isn’t always best.
We’ll always quote realistically, based on the time, in our
experience, we estimate the job will take.
We also take into account the value our designs will add to your
business. A logo is more than just that – it’s your brand, the face of
your company which people see on your business card at all your
networking events for the next three years. Yes, you can get a logo
for $10 off the internet, but will it be bespoke to your business?
Will they have met with you and understood your needs?
The same goes for quality of supplier, such as printers – see ‘X’.
Q

ZA ZZ[to
of design
R
is for research
Whenever we begin working with clients, two of our main questions
when trying to ascertain the creative brief are, “Who is your
target audience?” and “Who are your main competitors?”
These are key pieces of information that you need to know about
your business and which are really useful for us to know when
we’re working on a piece of marketing for you. It’s especially key
to know who the target audience is, otherwise, we don’t know
who the marketing is being directed towards and it’s hard to
tailor the design or messaging accordingly.
Do some research into your target market and competitors
if you don’t know them already.

ZA ZZ[to
of design
is for social media
We won’t go into a ‘how to use social media’ guide here – that’s worthy
of a whole separate article. What we would say is that you should treat
your social media pages as an integral part of your brand.
You don’t need to do them all (unless you’re brave and want to!) You should
focus on the ones which you feel will work best for your business. It may be
worth experimenting with a few to start with, then ditching the ones which
aren’t creating engagement or leads. For example, Facebook business pages
often work better for more consumer-focused brands that can offer regular
competitions and offers, such as clothing or food. In thinking about social media
accounts being part of your brand, make sure they’re branded accordingly.
We’ve helped clients create Twitter, Facebook, LinkedIn and Google+ profiles,
making sure their brand is represented with properly sized logos, avatars and
graphic banners. A good banner on a social media page is your chance to tell
an audience about your business and what you do.
S

ZA ZZ[to
of design
T
is for typography
A well chosen typeface can help your business communicate
to your clients and customers. The typeface will often be part of
your brand identity or logo, used on your business cards, be integral
to your website and rolled out across your presentations and
other marketing materials.
Sloppy use of too many different fonts across your marketing,
or a lack of use of your main corporate typeface in anything
other than your logo can weaken how your business and brand
appear to your audience. We can advise on use of typography
in your marketing.
Why not read our Guide to Typography for Marketer’s
for some insights?

ZA ZZ[to
of design
is for useful information
Rather than just selling in the traditional manner to your
customers, think about writing and producing useful guides
for them (like this one!)
If you offer existing and potential customers useful advice, they’ll
start to come to you because they see you as experts in your field,
not just because you’ve shown them a list of your services.
Estate Agents could offer a guide to moving home, including a
checklist things to remember. A bicycle shop could offer a guide to
choosing the right sort of bike for your needs. Guides can be hosted
on your blog, shared via social media, or offered as a download
on your website.
Here’s a few guides we’ve written which are available for
free download.
U

ZA ZZ[to
of design
v
is for values
Does your company have brand values? Do you regularly
communicate them to your employees? Would your employees
know what your company values were if you asked them?
Many businesses today give weight to their brand values by
communicating them around the office internally in the form of
posters, or large wall graphics. Sometimes they also communicate
them externally to their customers, to give them a sense that
the company and all it’s employees really are on board with the
company values and what they stand for. Values are often designed
in neat graphic forms such as icons or logos in themselves.
How do you communicate your brand values internally or
externally? Read a past blog post we made on the subject.

ZA ZZ[to
of design
is for website
Having an online presence is paramount to your business today.
Even if you’re not physically selling your goods online to customers,
it’s all about awareness. Often, one of the first things potential
customers will do is visit your website – before they give you a
call, or email you to find out more.
If they don’t like what they see when they do visit, then that’s
possibly where their buying journey will end. Think about when
your website was last updated.
Does your website accurately convey your brand, your business and
what you do – without having to dig too deeply? When was the last
blog post you made? Could you liven up main pages or blog posts
with engaging graphics? Is it easy to find links to your social media
pages from your website?
w

ZA ZZ[to
of design
X
is for xerography
Xerography means either black and white or colour photocopying (do you know how
hard it is to find words beginning with ‘X’?!) Here I quickly wanted to talk about digital
print. It’s a great bonus with today’s technology that we’re able to print short print runs
digitally, rather than only having lithographic print as an option (which is a lot more
expensive and normally requires quantities to be in the thousands). Digital print lets you
print low quantities, on different types of paper or card stock. Some printers also offer
the printing of variable data. This means that you could make each item in a print run
bespoke with a person’s name, address etc. Great for direct mail pieces. However, there
are great differences in costs between digital printers. Don’t be too swung by cheap
prices, as often the quality is poor – essentially printed out of a colour photocopier.
Ask to see samples first to assess quality. We work with local digital printers who print
digitally using liquid inks (rather than ‘photocopier’ type toner). This means the quality is
much better. Ink soaks into the paper stock, giving a finish more similar to lithographic
printing, rather than the shinier toner sitting on top of the paper. There’s also the ability
to print in white ink onto coloured paper stock, which is interesting. We’d be happy to
help with print quotes and show you examples of work we’ve had done.

ZA ZZ[to
of design
is for yellow in cmyk
Both digital and lithographic print use the 4 colour process
– Cyan, Magenta, Yellow and Black (know as Key Black).
Did you know that in the print process you can also use extra
print techniques such as spot Pantone colours (giving a brighter,
stronger colour), and metallic inks?
Finishing processes also include foil blocking, varnishing,
embossing and debossing and die-cutting.
These processes will obviously add to cost, but do think
about some of these extra techniques next time you’re
commissioning any print.
Y

ZA ZZ[to
of design
Z
is for z-fold
As well as your standard booklets and 4 or 6 page documents,
have a think about different folding techniques when designing
a piece of printed marketing communication.
There’s gatefolds, roll-folds, concertina folds, French folds,
parallel folds and throw-outs, amongst many.
Ask us for advice if you’re looking for something different to do
with your next piece of print.

Stay
in touch
call 0779 3741827
email hello@creative-cadence.co.uk
visit www.creative-cadence.co.uk
tweet @createcadence
Creative Cadence Limited
Bringing ideas to life for business

A to Z of Design for Marketers

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A to Z of Design for Marketers