You make your Logo. Then we'll make everything match.
DIY Don'ts:
What Not to Do When Designing It Yourselfby John Williams
Copyright 2007, John Williams
Have you ever noticed how many articles there are on creating your own
marketing materials? These articles concentrate on things you "should do" –
like "know your audience", and "say it with pictures." Now, I'm not saying
that's bad. That's great. But you should also know what NOT to do. That's
what this article is about. Specifically, it's about what most
do-it-yourselfers are TEMPTED to do but shouldn't.
Nothing screams "Design Novice!" like the following:
- Don't enlarge your logo so it's the main focus of the page. Yes,
your logo features the name of your company. But it is not the main
point. People are interested in what you're selling, not who you are. In
fact, the smaller your logo, the more established your company will
appear. (If you don't believe me, check out ads by pros like Nike and/or
Hewlett-Packard.)
- Don't place your logo in the text of your piece. Of course
it's fine to use the name of your company in text, but inserting your
actual logo into a headline or body copy is design suicide.
- Don't use every font at your disposal. Choose one or two
fonts for all your materials to build brand equity. Your font choices
should be consistent with your image and industry (conservative industry
= conservative font).
- Don't use color indiscriminately. More color doesn't
necessarily make something more appealing. Often it just makes it load
and off-putting. When someone screams at you, do you want to listen or
run away? Most (if not all) of your text should be the same color,
preferably black for readability. For a unique look, try duotone
photographs or print in 2 colors.
- Don't be redundant. Don't repeat the name of your industry or
product in your company name and tagline and headline. I once had a
client request that the descriptor "Pharmaceutical" appear in his logo,
his tagline, and in the headline of his marketing brochure. Totally
unnecessary and even harmful. Potential customers know your industry.
Restating it implies you don't.
- Don't choose low-quality or low-resolution photography. A
photo may look great in an album, but unless it features balanced
lighting and good composition, it's not print-worthy. Photos need to be
at least 300 dpi. Yes, people can tell the difference.
- Don't fill up every inch of white space on the page. White
space, or "negative space," brings focus to what's important and gives
the eye a rest. You may have a lot to say, but cramming it all in
creates chaos and minimizes impact. Your piece will end up visually
overwhelming. Think less, not more.
- Don't focus on the details of your product or service instead of how it benefits your audience.
Unless your product is extremely technical, make your offering relevant to your audience by emphasizing its benefits,
not its features. Otherwise it's like going to a party and talking about yourself all night. It's not exactly a way to
win friends, nor gain customers.
- Don't do exactly what your competitors are doing.
When you're positioning your product it's good to know your competition. But don't copy them. Find out what your customers want
and are attracted to. Stand out without sticking out.
- Don't change design styles with every piece.
Strive for a consistent look and feel, keeping the same fonts and logo placement. If you use photos in one ad, don't use
illustration in another. If you place your logo in the middle of one brochure, don't place it at the top-right corner in another.
You get the gist.
Finally, DO be Clear, Clean, Compelling and Consistent. You'll end up looking – and selling – like a pro.
John Williams is president and founder of LogoYes.com, the world’s first
and largest DIY logo website. In his 25years in advertising, he has created
brand standards for Fortune 100 companies like Mitsubishi and won numerous
awards for his design work
