Compelling Collateral: Before and After

Compelling Collateral: Before and After

Compelling Collateral: Before and After

High-quality printed marketing collateral such as business cards, letterhead, envelopes, brochures, gift certificates, newsletters, client information sheets and fliers are essential to generate a professional image. Your visual promotional pieces reflect the charcter of your business. The ultimate design of your materials depends on your target market(s) and the image you wish to portray. Not all items need to have an identical look, but the colors, designs and overall appearance should coordinate well. For your visual promotional materials to be effective, they must appeal to the clients you want to attract.

Find out about print materials, advertising techniques and promotional ideas in Issue 4's Online Resources.


Keep the design simple. You don't have much space to work with. Don't make your logo too large, don't make the type too small or too large, and leave some white space.

Be selective in choosing the information to include on your card. What's most important? Your name and phone number are the most essential elements. Space permitting, you can add your physical address, e-mail address, and Web site address. Don't let your card become cluttered-simpler and cleaner is always better.

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