It's Got That Look
Think about it seriously. If someone makes a presentation to you, does their appearance affect your opinion of their competence? Do you attend interviews and presentations looking well-dressed and well-groomed or wearing torn blue jeans with your hair uncombed? Do the print and web materials you use to publicize your business look professional or homemade? I have compiled the following suggestions for achieving a more polished look in your publicity materials.
Proofread, proofread, proofread. Nothing will demolish credibility like spelling, punctuation and grammatical errors. You are representing your business; you do want to be taken seriously, so take the time to check everything. Those little errors like whether or not "its" has an apostrophe, whether subjects and verbs agree, and simple typing errors, can undermine the message. Have someone whose knowledge you trust check your copy as well. It's too easy to see what you meant to write instead of what's actually there. Keep in mind that a knowledgeable human is far superior to computerized spelling and grammar checkers.
Avoid the ransom note look. That's what typography resembles when too many different fonts are used in the same item. Find an example of an ad, brochure, or web site that you think is effective and well-presented and examine the typography. You'll notice that type sizes and styles are consistent. The main body text is all the same size and style, the spacing between the lines and paragraphs is consistent and all paragraphs are either justified or not. All-caps style should be limited to headings or important warnings. Some fonts, such as decorative script fonts, should never be set in all-caps. Consider the origin of a typeface: if it is a calligraphic script style, try to recall ever seeing calligraphy that was all-caps.
Review pictures carefully. If a picture is worth a thousand words, none of them should be "What on earth is that??" Never use pictures just to use pictures. If you have a product shot, make sure that it is a good clear representation. Colour snapshots, especially taken with a flash camera from too close, often look like smudgy blobs when quick-printed in black and white at postage-stamp sizes. Avoid doing your own illustrations or diagrams if drawing is not your strong point; get a second opinion if necessary and seriously consider accessing professional expertise. Use commercial clipart with caution. If you are producing your own promotional items to save money, you are likely using one of the "Hundreds of royalty-free illustrations" packages that nearly everyone has. Unless you can be highly original about it, abstain from using an image that you remember seeing somewhere else. Chances are, everyone else has seen it too.
Use your funds creatively and effectively. Quick-print shops regularly offer special deals such as two-colour flyers or post cards at a reduced rate. These offers typically limit the choice of papers and sometimes the choice of colours. On a limited budget, consider the options that will best set your flyer or brochure apart from the others and shop around for printing services. For example, it is often far more effective to upgrade to a better paper stock than to pay for a second colour. Better stock can make your flyer stand out like a silk shirt in a sea of polyester.
Ask for opinions and advice. Find out what people really think about your project. Solicit constructive critical comments, and take them seriously -- this is not the time to fish for compliments. Evaluate the feedback carefully and incorporate suggestions that you feel will improve the piece. Then, solicit further feedback. Accept that what may appear effective from one perspective may register as ineffective from another.
If all of this sounds too labour-intensive or time-consuming when considered in light of your available resources, consider professional design. Download our PDF brochure, "Now What?" for suggestions about choosing a designer.
Finally, keep in mind that all of us can make mistakes. It's a humbling experience, but it does happen. If you find any errors on this site, please let us know so they can be corrected as soon as possible. We too want our Web site to exemplify that professional look. We wholeheartedly welcome any feedback you can provide. Email: incoming@pyrographics.ab.ca