When was the last time that you took a fresh look at the design of your newsletter, emails or your website? Many are adverse to change, but a refreshed design can have positive effects on your marketing results.
If you are running regular programmes for communicating with your target audiences, whether they be partners, customers, prospects or other influential stakeholders, considering the design used can really help readers digest your content.
Design is a fairly subjective topic and people can have different opinions depending on their own design references, taste and preferences. Just something as simple as colour can cause a stir and mixed emotions from the most unexpected parties.
One thing that is certain is that a good design will help bring your content to life and also aid with putting your point across more easily. A poorly structured design can bury the main call to action and not achieve the impact that you are looking for.
Once you have developed, tested and fine-tuned a design, it is tempting to stay with it rather than risk the uncertainty of change. However, in the game of marketing and setting yourself aside from the competition, change should really be treated as a friend as opposed to an evil arch-enemy.
With technology developing at a rapid pace, it is also important to consider if your design is still appropriate and readable on all types of devices that your target audience might use for digesting your content.
‘Well, I can’t go around changing the design every 5 min’ I hear you say, and you would be right. Changing designs too frequently does not allow readers to recognise the format and become familiar with it, whilst a never changing format would result in it being indistinguishable between different communications.
For a monthly communication programme, a suitable frequency of change would typically be every 6 months. For multiple communications streams, it would be advisable to use a series of design templates that are refreshed on a regular basis as mentioned above.
So don’t underestimate the positive effects a new design can have on the effectiveness of your marketing programmes. Make it your friend and change with suitable regularity providing your readers with something fresh and pleasantly unexpected.
Btw, please do let us know what you thought of the new design we introduced this month for our own newsletter, vNews…