How to Drive Decision through Design

According to the Custom Publishing Council poll, 68% of consumers say product information inside custom publications helps them make better purchasing decisions. Are your publications representing your professionalism?

Custom magazines can make waves when used in coordination with a product launch or general communications effort, but only when they combine critical assets and reinforce your message in a polished, professional way. Here are five ways to get the most out of your custom magazines.

_________________________________________________________________________

1. Consolidate Resources

Bring all of your critical assets into one deliverable format. Sometimes your communication about a particular topic takes on many forms. Perhaps you are addressing your audience with a feature article, a case study, and a video, but you don’t have the means to combine all of these separate elements into a single package. In such circumstances, a custom multimedia magazine/brochure can help deliver everything to your audience at once.

*     *     *     *     *

Example: As the editor, writer and designer of the electronic Realtime Magazine, I consolidated critical assets – articles, case studies, videos, white papers and webinars – that key audiences would find relevant. The multimedia magazine received praise as a highly effective sales and marketing tool. SEE »

*     *     *     *     *

2. Reinforce Product Launches

Strengthen your message with product-specific publications. Product launches and promotions require campaigns that incorporate a multitude of components, all working in tandem with one another. With multimedia elements quickly becoming as common as news releases, marketers are often exploring new ways to reach their potential customers. As a result, some have turned to product-specific publications as a means to reinforce product promotions.

*     *     *     *     *

Example: For one such product launch, I wrote and designed two eight-page print publications that were included in two sequential issues of Integrated Solutions Magazine (readership: 50,000). Reaching the right audience, these brochures included editorial copy and advertisements that explored the benefits of the product. SEE »

*     *     *     *     *

3. Simplify the Complex

Communicate complex information through graphics. When a complicated idea or solution necessitates more than explanatory words, strong graphics help tell the story. Visual representations eliminate confusion and reinforce the language surrounding the topic.

*     *     *     *     *

Example: When a national science nonprofit needed to disseminate cougar identification details to the public, I developed a concise field guide that leveraged visual graphics and clear descriptions. This made it easy for the audience to identify differences among species and readily identify cougars in the wild. SEE »

*     *     *     *     *

4. Demonstrate Insight

Showcase industry expertise and professional collaborations. Design can bring industry expertise to the forefront of custom publications and websites, which helps solidify an organization’s credibility.

*     *     *     *     *

Example: When I designed eight issues of the digital magazine Wild Cat News for a national science nonprofit, our goal was to establish the organization as a source for cougar science. Today, with the help of its world-renowned scientists, the website, and the publication, this national nonprofit sees the credibility it deserves; the directors are often quoted in newspapers and magazines, and media monoliths such as National Geographic have referenced the organization as a go-to authority for reliable information. SEE »

*     *     *     *     *

5. Be Bold

Use to-the-point messaging for strong display advertising. For most display advertising, text should be limited to the bare essentials, and the imagery should take precedence. In addition to readily grabbing the attention of an audience, strong visuals minimize the need for extensive copy.

*     *     *     *     *

Example: When a global supply chain company needed to communicate its message at a trade show, my task was to develop banner stand creative that communicated a rugged concept while also showcasing equipment intended for supply chain asset tracking. By leveraging short, to-the-point copy and bold imagery, the banners delivered a strong message. SEE »

*     *     *     *     *