Want to get the most for your money when it comes to postcard and flyer graphic design? Think brand.
- Concept Development
- Design and Layout
- Artwork Development
- File Prep
Focusing on fees and selecting the low-cost bidder for small projects may seem like the best way to spend your marketing dollars. In reality, real value is found in sound design judgement, and not price.
Whether you need a card for a club opening, to promote a new website, or announce the opening of an art show, smart design thinking can add a great deal in terms of response rates and brand impression. You may pay more up front, but the ROI on using great graphic design is a given.
Clients should consider hiring a professional designer who can apply strategic thinking to their project. Tom Weinkle, Creative Director at Vortex Communications in Miami says “Postcard design is more than just arranging text and pictures, or applying the kitchen sink of photoshop filter effects”. He continued, “Because postcards are a now a commodity, inexperienced designers can make the mistake of forcing the brand positioning take a back seat to the goal of simply grabbing attention.” As consumers, we’re inundated with print and digital stimulus, and so it’s critical that designers reinforce the client’s branding at every opportunity. Clarity, consistency and order provided by intelligent design are pleasing to the reader.”
One way to ensure you’re reinforcing your organization’s brand is to establish and follow standards. The most basic systems will take into account logo positioning, color, typography and basic messaging style and tone. Weinkle offers, “Even if you’re only producing one post card, you have to approach the project as if you are going to create ten. That enables the designer to prioritize messaging and brand elements, and create a lasting impression.” Brand standards are easily translatable from print to digital. The principles of creating a post card are not unlike that of a website design. A website designer has to think about the order of information, visual support and intuitive navigation. Postcards require the same thinking.
Thinking about big picture branding has another benefit — production efficiency. While the first issue of any project requires more time, the time to develop subsequent versions can be cut dramatically. In addition, working with an outside design firm to establish design, and then shift the production work to the in-house team can help to extend budgets and positively influence the bottom line.
Orth, Chakler, Murnane, CPAs, a leading credit union accounting firm believes in the value of design. They’ve hired Vortex to produce promotional material for their Annual Training Conference for the last three years. Weinkle offers, “We invested more time when we developed the look for the first year, but now, updating the message and look is fairly simple process, and we’re able to pass those benefits on to the client. We know that adding value to the every project large or small pays off for Vortex as well.”
Vortex has handled over 13,000 projects with a very high success rate for a variety of applications and business sectors. Their wealth of experience and strong vendor relationships helps the team make design decisions that are both creative and practical while avoiding the pitfalls of rush work. Weinkle added, “Clients come to us because they want it done right the first time.”