2014
Lynda
Sean Adams
1:43
English
Marketing collateral gives your audience a chance to hold something in their hand, get important news right from their mailbox, and encounter your product or idea on a poster in a public place. Sean Adams, cofounder of renowned design firm AdamsMorioka, helps you make the most of these opportunities by designing great marketing materials. He begins by talking about the importance of preparation: the essential fact finding that needs to happen before any design can begin. He then dives into the key elements of marketing materials (copy, images, paper, and printing method). The remaining chapters break down the design process for the most common marketing pieces (brochures, business cards, posters, media kits, and promotional pieces like holiday cards and swag). These lessons will help you make design decisions that will intrigue your audience and save your campaign money along the way.
Introduction
Welcome
What is marketing collateral?
First steps
1. Preparing to Design: Essential First Steps
Which media is best for the message?
The rollout of materials
The right questions
Determining the target audience
Setting the budget
Determining if you will use digital or offset printing
2. Preparing to Design: Developing the Content
Making information accessible
Writing and placing copy
Creating imagery
Choosing paper and printing
3. Brochures
Format
Grids
Impact
4. Stationery Systems
Components of a stationery system
Letterhead
Business cards
Specialty business cards
Envelopes
Mailing labels and other pieces
Challenge: Designing a stationery system
Solution: Designing a stationery system
5. Posters
What makes a good poster?
Size
Color
Typography
6. Folders and Media Kits
Types of folders
Designing a folder
Media kit
Specialized envelopes and boxes
Printing issues for folders
7. Promotional Pieces
Announcements
Holiday cards
Printed swag
3-dimensional promotion
Email blasts
Challenge: Designing an announcement
Solution: Designing an announcement
Conclusion
Clients
Recap
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