If you are not spending much time thinking about how valuable your fonts and imagery are when your customer is looking at your marketing – You’re in big trouble. Here’s a few tips to help you get started and headed in the right direction.
- Font Design: This is one of my personal favorites. I love to use fonts as design elements. I feel it can be done very effectively as long as you know the key messages and type of person you are going after. The font you use must be in-line with the key message you are trying to get across. Font design is best used by selecting a font type that is easy to read, and has particular characteristics: type, weight, stroke, kern, space, shadow, color and size. All of these come into play. It must all be in concert with your grand plan and theme on all channels.
- Imagery: Like fonts, a photo is a critical design element not to be ignored. You don’t have to be an award-winning designer to select the right photo. Just select a photo that helps communicate your key message. In lieu of a photo you may need to select a more generic background, which may also have a color or tone. This must integrate into the big picture of your campaign and brand. Make sure not to over design. This can kill the user experience more than you think.
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