A couple days ago, I pulled up beside three cars lined up behind each other at a stop light. Each had the same large sign on the roof of the car. The sign promoted a “Big Sale” at a local furniture store for three days only. The large signs on top of the car roofs got my attention, especially since I sat beside them waiting for the light to turn green. Having three in a row increased the impact of the signs. After staring at the signs for a few seconds, I wondered, Where is the sale?
I looked more closely and realized that the store name was in a slightly smaller font in the upper left corner of the signs. It melted into the background, which is why I had to search for it.
Hmmm, I thought. They made a mistake not making the store name more prominent.
I was reminded of a business card I wanted to share with you. On one side of the card was a beautiful full color photo of a patio with a stone floor and white pillars. A wood table for eight was invitingly situated inside the pillars. Attractive landscaping surrounded the patio. On the other side of the card was the name of the business, Artisans of the Earth - Design Landscape, clearly printed in large letters across the top. Beneath that on the left was the person’s name, title, phone, and address. At the bottom of the card was the business’s Web site. A logo was placed in the lower right corner.
The card impressed me for several reasons. First, both sides of the card were used. Too many business cards only use one side of the card. That is a lost opportunity. Businesspeople are wise to use both sides to more fully communicate what a business offers. Every business has something more that can be communicated on the other side of the business card. Artisans smartly showed a picture of the end result of their work, a beautiful patio. How can you use the other side of a business card to tell more about your business?
Second, the side of the card with the contact information was clear and easy to read. A clean font without serifs contributed to the readability. The type was not crowded and left a great deal of white space. This also helped readability. The logo did not dominate and impede communication of the information. Tucked in the lower corner, the logo was there but not too much.
Finally, the card was a heavier stock than I have ever encountered. The additional thickness made the card more professional, different, and memorable.
Both the business card and the signs on the cars are examples of how to use space to communicate your message. Choose your visuals well. Make certain they quickly tell what you want to say. Place your logo and/or business name so that the person reading the sign or card immediately identifies the name of the business. Select a font that is easy to read. Employ white space to help readability. Take a good look at the design before you finalize the sign or card.
Ask customers what it communicates.
This week's marketing trivia challenge is What sign or business card have you seen that clearly communicates its message? E-mail me your answer.
I looked more closely and realized that the store name was in a slightly smaller font in the upper left corner of the signs. It melted into the background, which is why I had to search for it.
Hmmm, I thought. They made a mistake not making the store name more prominent.
I was reminded of a business card I wanted to share with you. On one side of the card was a beautiful full color photo of a patio with a stone floor and white pillars. A wood table for eight was invitingly situated inside the pillars. Attractive landscaping surrounded the patio. On the other side of the card was the name of the business, Artisans of the Earth - Design Landscape, clearly printed in large letters across the top. Beneath that on the left was the person’s name, title, phone, and address. At the bottom of the card was the business’s Web site. A logo was placed in the lower right corner.
The card impressed me for several reasons. First, both sides of the card were used. Too many business cards only use one side of the card. That is a lost opportunity. Businesspeople are wise to use both sides to more fully communicate what a business offers. Every business has something more that can be communicated on the other side of the business card. Artisans smartly showed a picture of the end result of their work, a beautiful patio. How can you use the other side of a business card to tell more about your business?
Second, the side of the card with the contact information was clear and easy to read. A clean font without serifs contributed to the readability. The type was not crowded and left a great deal of white space. This also helped readability. The logo did not dominate and impede communication of the information. Tucked in the lower corner, the logo was there but not too much.
Finally, the card was a heavier stock than I have ever encountered. The additional thickness made the card more professional, different, and memorable.
Both the business card and the signs on the cars are examples of how to use space to communicate your message. Choose your visuals well. Make certain they quickly tell what you want to say. Place your logo and/or business name so that the person reading the sign or card immediately identifies the name of the business. Select a font that is easy to read. Employ white space to help readability. Take a good look at the design before you finalize the sign or card.
Ask customers what it communicates.
This week's marketing trivia challenge is What sign or business card have you seen that clearly communicates its message? E-mail me your answer.
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