Less is more
I've been presented with some campaigns recently that have hurt my eyes due to the amount of copy on artwork and in emails.
It's no secret that people are time-poor and the window of opportunity to spark engagement from a potential customer is small. Given this point why oh why do businesses insist on vomiting copy all over their collateral?
You shouldn't be afraid of space in promotional materials.
- Give your messaging space to breathe.
- Keep your messaging short
- Use headlines and sub-headers to break up sections
- Use bullets and lists for easily digestible points
- Make your message clear
- Ensure it's tightly written
- Supplement with strong, crisp, interesting and relevant imagery
- Take time to edit and remove waffle
- Include a clear call to action
If you do all of that and you cant go far wrong in my opinion.
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