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3 Design Elements Critical to New Product Collateral Materials

Kristi Wire


From how we interact with each other to our purchase choices, accessibility and timeliness is only the beginning of a brand’s success story.  Today, the average consumer sees 4,000–10,000 ads a day, according to Forbes. And competing for recognition has never been greater.

Taking inclusiveness and consistency across mediums into consideration before and during the design process ensures you’re on the right track to connecting and building stronger collateral materials for your consumers.

1. Consistency. Consistency. Consistency… Repeat.

Take a moment and think about products with which you resonate. How do these products apply to your needs or interests? Do they have clear messages? What do these products mean to you, your family, your friends and even strangers? When the consumer experience is tailored to you, the end result is unique, personable and memorable. Double this notion with weekly reminders, deals or information, and your content stays current and relevant within your consumer’s life.

2. Video, Print & Web—Oh My!

How a product makes you feel or how a product can be easily understood says a lot about a company’s focus on inclusiveness.  Short explainer videos (such as these we recently produced for a client of oursare a great way to present your product in an intuitive and inviting way, especially if your product is complex. Simplicity matters to your audience.

Well-designed print collateral can be reassuring and accessible for all—print, as outdated as this medium appears to be amid the digital world, still holds a primal spot for a tangible connection. A landing page (like this one we recently concocted with SDStatecompletely concentrates on delivering your marketing message and focuses on the most important aspects and benefits of your product.

Add a smart call to action by providing a free ebook or downloadable guide to generate more leads and keep your audiences' attentions along a guided path of action.

3. Embrace when and how to pivot.

Once your product collateral lives out in the real world, how your collateral is perceived changes over time. Current culture and trends shape what is to come, and what worked two years ago may not resonate with your consumers today. Because we have become a future-focused society, the importance of staying current is not only about competing with your rivals—it is a statement of embracing change and rising above the noise of 4,000-plus ads a day. 

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