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Good design means not only visual appeal, but also effective communication. What do you want to say? Is your product or service sophisticated, chic, funky, or conservative?
Everything within your page conveys a message - even the white space. Lots of white space can give either a feeling of elegance or a baron wasteland. It can establish an airy, open feeling or it can resemble a struggling shop with empty shelves and very little to offer.
For every element you put into your communication, ask yourself if it is in keeping with the image and feeling you are trying to project.
Things to think about:
- How do you choose a font? The font you choose should reflect the feeling of your business. Think of one word that describes the persona of your business and try to find a typeface that gives that feeling. Be careful with bold and powerful - too much bold can be overwhelming.
- What is the focal point on any given screen of content? How does your eye move?
- Do you want to draw attention to a statement? If so, consider a headline, italics, bolding the type and/or centering the alignment.
- Good design must always be easy to read. Large blocks of copy can appear daunting. Break them into smaller paragraphs if you can. You may consider making some sections bold for emphasis and diversity.
- Create a balance between photos and copy. Photos break up the text and give your eyes and mind a rest from reading.
- What colors speak well for your product? From hot Pink, to conservative Blue, color (and combinations of color) convey a message. Try to pull colors from your logo as those should be working for your business' image in a positive way and will then work well together on the page.
Background texture and patterns can add interest to your page; however, some e-mail providers block background images and leave your page looking incomplete.
Variety creates visual interest but too much variety gives an amateurish, hodge-podge look. Limit the number of typefaces you use to one or two. Limit your use of color to two or three. Of course all rules can be broken to make a point but in doing so, you must make that point impeccably. You may do well to read books on graphic design to help you create more professional looking promotions.
Express the right message and watch your professional image and results soar!
More on the subject:
Formatting your e-mail sends for a higher rate of success
Tips on using color psychology in your e-mail marketing
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