Marketing Tips Vol 3:
Marketing and the Psychology of Design
How to create a successful marketing pieceby Cary Kanno
As marketing professionals we are busy people. Within the past few years many associations and member organizations have been been forced to cut back on marketing staff while at the same time they are insourcing things like market research, planning, graphic design, copywriting, & print buying. This makes the marketing staff as busy as ever. As a result we get so engrossed in our busy day to day activities we forget to step outside of our jobs and look at the materials we produce. We become complacent with our member benefits kits, our monthly journals, newsletters, publication collateral, & direct mailers.
Often time it's very difficult to see our own marketing materials with an objective, fresh pair of eyes.... the eyes of a current member, the eyes of a prospective member, the eyes of a prospective student member. However as marketing people this empathetic viewpoint is one of the most critical parts of our jobs. Occasionally we need to detach ourselves from the hustle and bustle of our daily activities and step inside the mind of our members and prospects. It is paramount that we understand what makes them tick. We have to think about their ages, what their day to day jobs are like, if they are conservative or liberal, how they perceive their profession, how they perceive your organization. In addition to these very conscious and obvious profile traits, we must also understand the often overlooked subliminal aspects of their cognition. Whether most people are aware of it or not their perceptions are heavily influenced by visual aspects. As marketers of member organizations most of our communication is done through direct mail, websites, emails, brochures, etc. In all of these mediums the first thing the recipient comprehends and processes is the overall visual stimulants: the colors, the layout, the images, the fonts, the shape. This cognition happens almost instantaneously and in most cases results in the formation of a subconscious opinion. This initial opinion shapes the attitude and tone with which the rest of the marketing piece will be reviewed. As (or if) the reader continues through the content of the piece their initial perception will either be reinforced or negated. Either way this initial perception is a powerful one, its not easy to change and it typically stays with the reader for as long as they can recall the piece. Usually this perception is linked to the organization from which the piece originated and will create or add to an overall impression of the company.
The old adage of "first impressions are lasting ones" holds true for marketing materials as well as people. In most cases you want to put your best foot forward (and if you are interested in membership renewals you need to keep it forward). This starts with the design and layout of your marketing piece. For most associations and member organizations design needs to be clean and easy to read. There must be a central focal point to which the eyes gravitate. This image needs to be interesting enough that it captures their attention and compels them to look further. From there, there must be what I like to call a series of subcentral focal points that will logically guide the eyes through the piece, from headline to subhead to body copy and through the "call to action". Often times we see designs that have headlines or images that fight with each other for attention, bad choices for fonts, dangling widows, and jumbled layouts. On a subconscious or conscious level most readers can perceive seemingly subtle issues like this and it impacts perception. There are certainly good and bad designers out there, and the ability to create marketing pieces that enhance perceived value on a visual level is really an art and skill. It's not easy to do, and you should select designers carefully.
Just remember, joining a membership organization can be a big and expensive decision for a potential member. They want to make sure that the organization is competent, professional, and the right choice for them. The association needs to communicate value not only in words and benefits, but sometimes non-verbal communication can send the strongest message of all.
For the past 10 years Cary Kanno has been the Marketing Director for Imagine Creative Group, Inc. in Chicago, IL. He has worked with a wide variety of clients including: National Association of Realtors, Underwriters Laboratories, American Psychological Association, Starbucks, Siemens, American Dental Association, and Alzheimer’s Association. He holds a Marketing Degree from the University of Wisconsin.
Imagine Creative Group, Inc. is a full service marketing agency
for more information on our services please call 312.397.1706
www.imaginecreativegroup.com
cary@imaginecreativegroup.com