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How can you use design to effectively reach your audience? This can seem like a daunting task in a world flooded with images and information.  You need to find a balance of creating something unique, while appealing to your consumers’ wants and needs.  There are several key areas you can focus on to make sure you are using design to its full potential.

Know your audience. Get personal.

Before you start a design plan, you need to know who you are trying to reach.  Do some research and learn about your audience’s likes/dislikes.  An easy way to do this is to provide a short customer survey with very pointed questions.  The more personalized you make your design, the more likely you are to get a positive response.

Another way to personalize your designs is through the use of Variable Data Printing.  With this tool, you have the capability to use the customer’s name or pull from other information to personalize your design pieces.

Stand Out. Engage your audience.

While designing a marketing piece, it is important to choose imagery that is both impactful and relatable to your intended audience.  There are a lot of other competing images vying for your viewers’ attention, so it is very important to pick imagery that will convey your message loud and clear.

Another important aspect of design is the amount of copy you choose to use.  You do not want to use so much copy that you lose the viewers’ interest before your message is communicated.  In contrast, you don’t want to have so little information that you leave the viewer wondering “What was that supposed to be?”  Depending on the medium being used, you need to find a balance between these two extremes.  Also, design visual hierarchy must be used if you want to convey your message effectively.  For more on this topic, check out my blog on visual hierarchy.

Use multiple media platforms.

Usually, people do not act on an offer the first time they see it.  It takes a few different approaches before your message starts to sink in.  For example, it may be beneficial to do advertising on social media as well as a billboard or print media.  Spreading your message across multiple platforms increases your chances of being heard.

To sum up, in a world where information and advertising is constantly bombarding the general public, we need to be very purposeful in how we design.  General, vague advertising is almost as useless as not advertising at all.  The more you can connect with your audience through your design, the more likely you are to start a positive working relationship.