 How important are graphics and design in my newsletter? In business, perceptions are everything — especially online. That's why it's important to ensure your newsletter carries not only the right message, but also the right kind of graphics and design. Think of this: Internet users will make periodic visits to your Web site, but your newsletter will repeatedly show up in subscribers' email in-box...month after month. So you need to make the most of your ongoing contact with your subscribers because each "touch" could ultimately lead to a sale. Likewise, negative interactions can breed dissatisfaction. And this can taint a potential customer's perception of your business. Here's what I mean: If a receptionist in your company answers the phone in an incompetent, indifferent or rude manner, callers will associate that attitude with the entire company. Subconsciously, they'll also make negative presumptions about your products, services and even management — regardless of what is actually true. In essence, their perception shapes their reality. That's why it's imperative that your newsletter design convey a professional appearance to subscribers. You can't afford to produce a publication that is homemade, poorly constructed and difficult to read. If you do, readers will perceive that you didn't care enough to do the job right. And the reality is: They won't trust you to handle any aspect of their business — no matter how insignificant. Elements of a Professionally Designed Newsletter
There are no cut-and-dried rules concerning good design, but the right graphics can make your newsletter more attractive and readable, as well as help reinforce your message. Graphics also help break up blocks of print that otherwise might seem to "heavy" and unapproachable. In general, stay away from standard clip art because it appears amateurish. Here are some other fundamentals your newsletter should have: - Consistency. Uniformity holds together headlines, text, graphics, photos, captions and other elements, so they're more organized. And this can help eliminate clutter and other distractions that can make your newsletter difficult to read.
- Conservativeness. Good newsletter design means not wasting space on distracting or unnecessary visual elements. An effective design includes no more than three typefaces per page, uses frames and boxes sparingly, and limits graphics, photos and other art work on each page.
- Contrast. Variance between headlines and text and other elements can make your newsletter more interesting and visually-appealing. So be sure to break up the monotony.
Remember, great newsletter design and graphics not only can help you communicate your message effectively, but they also can help enhance your company's image. So make sure your publication conveys a look that makes you feel proud. Have an eMarketing question? Email us! |
