Design for marketing can be challenging for business owners and marketers. There are several common mistakes made in marketing design, and we’ve listed the top 10 here!

1. The overuse of color does not help readers who print white papers on inkjet printers. Avoid solid color backgrounds behind the text. These pages can cost several dollars each in ink supplies. Besides, bright colors can create distractions that make adjacent writing difficult to read. Finally, colored text is often more challenging to read than black text in a stable, bright setting.

2. Missing pagination: Many marketing documents miss numbering their pages. Readers rely on page numbers for better navigation throughout the text. They also use page numbers to refer to the information previously read. 

3. Long lines of text: Many white papers are challenging to read because the text extends in a continuous line on the page, from the left to the right margin. But the long lines of characters are complicated and tedious to read. Also, the resulting left and right margins are very narrow. The white space along the edges of the pages provides a spot of rest for readers and highlights the adjacent text. 

4. Inappropriate character: There are three main font classifications: decorative, serif, and sans serif. Decorative fonts like Constantia or Broadway are highly stylized and ideal for drawing attention or projecting an atmosphere or an image. However, the use of these fonts should be limited to logos and packaging, where the focus is more on the picture than being able to read the text. Serif fonts are great for extended reading. The serifs, or finishing lines at the edges of each character, help define each letter’s unique shape and guide the eyes from word to word. The sleek and straightforward design allows readers to recognize words from a long distance, which is why they are used for road signs. Sans-serif fonts are often used for titles and subtitles associated with the body copy of the serif. 

5. Incorrect type size: When the type is set too large, at 16 points, for example, you cannot insert enough words on each line for readers to quickly browse the copy. The details that help readers identify each letter are lost when the type is set too small. A type that is too small also requires too much eye movement from left to right, which causes eye strain over time. The most popular and legible font size is 12 points. 

6. Headlines that are difficult to read: The headlines should contrast sharply with the text they introduce. Readers should have no difficulty locating or reading them. And never set titles entirely in upper case – this makes them more challenging to read than titles defined in a combination of the upper and lower case. 

7. Failed to segment content: Content splitting makes text easier to read by dividing it into manageable chunks the size of a bite. The best way to fragment content is to insert frequent subtitles into the document. Subtitles convert skimmers to readers by “advertising” the following text. Each caption thus provides an entry point into the text. They also avoid the visual boredom created page after page of almost identical paragraphs. 

8. Poor formatting of the subtitles: To function, the subheadings must form a strong visual contrast with the text. It is not enough to italicize the text of the caption. They should be significantly larger and/or bolder than the copy of the adjacent body. Never underline the subtitles to “make them more visible.” The underline makes them more challenging to read because it interferes with the descendants – the parts of lowercase letters like g, p, and y that extend below the invisible line on which the rest of the subtitles. Also, limit the captions to a few keywords and avoid using complete sentences. Subtitles work best when they are limited to one line. 

9. Disorganized header, footer, and borders: Headers and footers refer to repeated text or graphic accents at the top or bottom of each page. Page numbers, copyright information, and publisher addresses should be smaller and less visible than the main text. Large, colorful logos on each page can also be very distracting without adding meaningful information. As for the borders, the pages are often framed, with lines of equal thickness at the top, bottom and sides. The framed pages project an old and conservative appeal.

10. Isolated words: The worst-case occurs when a subtitle appears at the end of a page, singled out from the copy it introduces, which then emerges at the top of the next page. Some software enables you to automatically “lock” subtitles to the text they record – be sure to use it. Readers look at the cover, take a look at the text, say, “Aw, just another hard-to-read and look like white paper” or “Wow!” It looks really great! Whether your white paper gets the attention, it deserves and paves the way for future sales or (worst case) is instantly deleted or archived depends to a large extent on its design.


Do You Need More Help with Your Design? Let Us Know!

  • You are looking to design a new brand identity
  • You are interested in re-designing your existing brand
  • You are designing a new website or a mobile platform
  • You want to design and prototype your digital product

2 + 3 =

php shell

izmir escort
altyazl porno
karyaka escort
Share This