4 Basic Design Principles Every Business Owner Should Know

When you own a business, you need to wear many hats. In addition to your management and leadership skills,
you’ll also need to handle finances and become an official spokesperson for your business.

But in today’s marketplace, you’ll also need to advertise your business in order to reach a wider target
audience. Whenever you want to grab your audience’s attention, you’ll want to create a message that appeals
to their senses.

Specifically, basic design skills can help you brand your business and present your message in a
professional, creative way. If you haven’t studied graphic design before, don’t worry. Read the rest of our
blog post for a simple explanation of the four basic principles that will guide your business’s design.

1.  Contrast

The first basic design principle is contrast, or the idea that different colors, shapes, and sizes
will draw your readers’ attention best.

To use contrast in your designs, make sure that you choose a color scheme that combines light and dark
shades. You should also use a variety of fonts for your title and captions to create visual contrast in your

However, too much contrast can become a distraction for your readers. Instead of using 15 different
fronts, colors, and images that crowd out your central message, stick to two or three different design
elements to keep your layout unified.

2.  Repetition

In contrast with the first basic principle of design, the second principle helps you create unity. The
rule of repetition indicates that you should reuse some key themes in your design so that readers can easily
recognize and identify your brand.

For example, if you use red, white, and blue as the signature colors for your logo, you should repeat
these same colors in every print publication you order.

You can also utilize repetition with the shapes and fonts you select. If your logo uses an elongated
cursive script, you can mimic the curves of this font with curved shapes and a similar font for all your

You’ll know that your designs effectively use repetition when the casual observer can identify
advertisements that belong to your company at a glance.

3.  Alignment

Alignment refers to the placement of all the design elements on a page. If you put the text at the top
left corner of the page and then place your logo in the center of the page with images scattered around the
edges, your readers won’t know where to look for specific information about your company.

But if you carefully arrange the elements on the page so that all the images and text align with the same
invisible line, you’ll create a logical flow that pleases the eye.

As a general rule, the edges of your images should line up with the margins of your text. This principle
generates clean lines and plenty of white space that appeal to your readers visually.

4.  Proximity

Like alignment, proximity teaches you to keep related images, paragraphs, and titles visually grouped
together. This arrangement won’t just allow for more white space-it will also communicate the information of
your ads in the most concise way possible.

When you place the most relevant images and words close to each other on the page, you send a visual
signal to the reader that these elements have something in common. That way, your readers can quickly
interpret the most important details of your advertisement and internalize your persuasive message.

Notice that these four design elements don’t require you to have any experience with software or art. The
four basic principles of design simply allow you to showcase your brand’s message in the most effective way.

For more information about marketing your business, contact us for your printing and marketing needs.

Posted in News-Role, un-published | Comments Off on 4 Basic Design Principles Every Business Owner Should Know

How Direct-Mail Advertising Can Boost Your Business

When you get home from work, you quickly skim through your mail. You pull out the bills and newspaper, and then scan through the advertisements. Some you might discard immediately as spam, but others might catch your eye—the 50% off coupon to your favorite store or a notice about an upcoming sale at a grocery store, for instance.

Some people mistakenly think that this picture of the typical American consumer is no longer accurate. However, a huge number of people still either scan or thoroughly read the print ads they receive—at least 79% of all households, according to one recent study. And far more people check their direct-mail print ads than sort through their email spam box without automatically deleting its contents.

If you want to reach more consumers, direct-mail print advertising is essential to your marketing campaign. Read our blog post below to learn more about direct-mail advertising, including what it is, how it can help, and how to start implementing it.

What Is Direct-Mail Advertising?

Direct-mail advertising typically refers to targeting consumers via mail with customized discounts, offers, or other promotional materials like newsletters. These days, you can use both regular mail and email to reach consumers, though the creation of a “promotions” tab on Gmail and other common email providers has made reaching customers through email a little more challenging.

Direct-mail advertising is incredibly diverse. Depending on your company and marketing strategy, you can use postcards, coupons, brochures, catalogues, sales letters, and much more, all uniquely customized to your target audience.

How Can Direct-Mail Advertising Help?

Direct-mail advertising offers businesses several unique benefits, including the following.

It Connects Marketing Campaigns

Many businesses use direct-mail advertising to connect multiple components of their marketing campaigns. For instance, they’ll include their website on the print advertisement to tie their print and online advertising campaigns together.

No matter what industry you’re involved in, your business’s advertising campaign will reach more people if it relies on multiple channels to draw in audience members. When you switch from single-channel marketing to multi-channel marketing, including direct-mail advertising, you’re likely to experience an increase of three times the advertising return on investment.

It’s Trustworthy

In general, consumers are more likely to visit a website they find on a print advertisement than to click on a website’s link in a sidebar ad. People shy away from sidebar ads because they worry about computer viruses or fraudulent ads. As a result, most consumers (including Millennials) view print advertisements like direct-mail ads as more trustworthy than any other type of advertisement.

It Reaches All Ages

Some businesses think that only older consumers skim through print ads, which means that if their business targets a younger target audience, they shouldn’t rely on direct-mail ads.

In fact, the opposite might be true. According to a long-term 2014 study conducted by Beasley Direct Marketing, 18-year-olds to 24-year-olds are the most likely age group to respond positively to direct-mail print advertising.

It’s Affordable

As mentioned above, switching from single-channel marketing to multi-channel marketing offers a large return on investment. Some business owners are hesitant to add new marketing strategies, though, especially if they’re concerned about costs.

Fortunately, direct-mail advertising is usually quite affordable. You can minimize costs even further by researching your targeted audience more thoroughly—this way, you’ll increase your chances of sending direct-mail advertisements to those who are most likely to respond positively to your ad.

The size of your printed materials also factors into your cost. Your advertisement doesn’t need to be huge to catch consumers’ attention; inserts, which are relatively small, cost little and reap large dividends. Similarly, you don’t need to pay for a lot of text on your printed ad. Most customers appreciate an ad that tells them only what they need to know as straightforwardly as possible.

How Can You Get Started?

If you want to add direct-mail marketing or any other form of print marketing to your business’s campaign strategy, meet with a representative from Flottman Company. We’ll assess your company’s marketing needs and discuss your marketing strategy to help you launch a successful advertising campaign.



Posted in un-published | Comments Off on How Direct-Mail Advertising Can Boost Your Business