The document provides guidance on creating effective marketing materials through print. It covers four main sections: marketing basics, type and design guidelines, using color, and creating an effective layout. The marketing basics section discusses determining your audience, objectives, and key messages. The type and design section offers tips on font styles, sizes, and formatting. The color section explores how color can improve recall and direct attention. The layout section provides suggestions on balancing elements, choosing paper, and proofreading. The overall document aims to help craft marketing prints that stand out and clearly communicate your brand and messages.

1. Creating Effective Marketing Materials

2. Fact: More than 91% of organizations use print materials to market themselves. Print Materials Reflect Your Business

3. Section One: Marketing Basics

4. Who Is My Audience? New Prospect Client Membership Colleagues Community at Large Section One: Marketing Basics

5. What Are My Objectives? Educate and inform Build brand awareness Sell a product, service or idea Section One: Marketing Basics

6. How Do You Want To Be Perceived? Exclusive Responsive Price Leader Global Vs. Local People Vs. Product Oriented Section One: Marketing Basics

7. Focus On One Or Two Key Messages Section One: Marketing Basics

8. Section Two: Type and Design Guidelines

9. Improve Readability Through Type Uniformity is best Don’t mix too many typefaces Section Two: Type and Design Guidelines

10. Different Typefaces Convey Different Personalities Match the style to the message Use serif styles for body copy Section Two: Type and Design Guidelines Elegant Corporate STRONG generic FASHIONABLE FUN

11. Large Type Is Not Always Easier To Read It can appear clumsy and halting Strive for balance and consistency Section Two: Type and Design Guidelines

12. Large Type Is Not Always Easier To Read It can appear clumsy and halting Strive for balance and consistency Section Two: Type and Design Guidelines

13. LARGE AMOUNTS OF TYPE IN CAPITAL LETTERS SLOW THE READER BY 10% Section Two: Type and Design Guidelines

14. Section Two: Type and Design Guidelines Large Amounts Of Type In Capital Letters Slow The Reader By 10% Use upper and lower case to move the reader’s eye easily

15. How To Use Reverse Type It’s not for large blocks of body copy Be careful when reversing small type Section Two: Type and Design Guidelines

16. New Rules For Word Processing Leave only one space between sentences Replace two hyphens -- with one dash – Use bold or italic s instead of underline Section Two: Type and Design Guidelines

17. Section Three: Making an Impact with Color

18. Section Three: Making an Impact with Color Adding Color Will Add Interest And Appeal Color can improve reader recall by 30%

19. Section Three: Making an Impact with Color Color Improves Your Image Color adds to the perception of quality and can help improve recognition for your company

20. Color Helps Direct the Reader’s Eye Use color to make an element stand out and to pull your reader through your piece Section Three: Making an Impact with Color Color Helps Direct the Reader’s Eye Use color to make an element stand out and to pull your reader through your piece

21. Section Three: Making an Impact with Color Color Imparts A Feeling Or Emotion Conservative Happy Calm Somber Excited

22. Section Three: Making an Impact with Color Use Four Color For Photographs Or Illustrations

23. Section Three: Making an Impact with Color Two Color – Such As Duotones – Can Create A Certain Mood

24. Section Four: Creating an Effective Layout

25. Section Four: Creating an Effective Layout Ideas Are Everywhere Look for styles you like and refer to them when creating layouts

26. Section Four: Creating an Effective Layout Basic Layout Guidelines Create balance with consistent margins Don’t be afraid to leave some white space Highlight key elements with graphics, bold type, rules or boxes

27. Section Four: Creating an Effective Layout Choosing The Right Paper Paper can add credibility and reinforce a message Ask your printer for samples and suggestions

28. Section Four: Creating an Effective Layout Paper Surface Affects Printing Bright papers improve range of contrast Coated papers enhance four-color printing Textured sheets work well with line drawings, duotones and spot color

29. Section Four: Creating an Effective Layout Proofread Everything Typos and poor grammar interfere with your message Use your spell check program Implement a proofreading system

30. Section Four: Creating an Effective Layout Final Thoughts Review your market assumptions Follow these basic guidelines for layout and color Avoid the ordinary – take a fresh look

31. Need More Information or Advice?

32. Contact Cathy Harris Mail: 10790 W. 50 th Ave. Ste 700 Wheat Ridge, CO 80033 Phone: 303-339-7022 (office) 303-489-2729 (direct) Email: [email_address]