Simple Ways to Make Your Marketing Pieces Look More Professional
Most people, myself included, tend to center type on a page for anything from invitations to self-designed brochures. However, centering type is rather formal, and difficult to read in paragraph format. It's fine for a variety of uses, for example, wedding invitations, some poster-type announcements. When laying out something that will require some reading, consider using aligned type. The most common is left aligned, (see brochure page at right) and is very readable. Right aligned works well for smaller bodies of copy, and can draw a visual line between the copy and a straight edge, for example next to a photo. Justified type, which has no ragged edges and instead is straight up and down on both sides of the body of copy, has a very neat, blocky appearance. This is most often used in newspaper columns. However, there is an argument that says justified type is more difficult to read, because it's harder to tell where the right end of the line leaves off in order to find the next line down on the left.

When planning subheads, again, centered alignment is not always desirable. Try aligning subheads the same way that the main body copy is aligned. In this example, the subheads are aligned left. This gives breathing room on the right to add photos, it makes it easy to scan down the left side of the page to the next topic, and it lends itself to an orderly layout with the bulk of the type forming a nice straight line of vision.

Now take a look at the fonts used in the subheads. Notice that in the main reading area, all subheads use the same font. All subheads are aligned left. And all subheads are the same color. Again, simplicity is key. There is a lot of activity going on in these pages, and unifying the fonts and colors keeps information organized and easy to follow.

What about the green and red quarter circle, the fonts are a different color there and align differently!? This is an area of focus, where there is information that you want to be called out. The alignment follows the quarter circle, adding a bit of playfulness to the otherwise linear layout. The color difference is a result of the type needing to be legible on top of those two darker colors. Yet the colors of the subheads, and also of the quarter circle, are taken from the main colors used throughout the layout.

Color palettes are chosen early in the design process. A palette is a set of 3-5 main and accent colors used throughout the piece. In this instance, we chose a brickish red, pine green, bright blue and earthy yellow. The subject of this brochure is a seminar that took place in Arizona. The colors reflect a southwestern look. They were also derived from the photo of the bright door used on the cover. Don't be afraid to choose your colors and try them out. They can always be changed later. Sometimes they only need a minor adjustment, sometimes you'll want to throw out the whole batch and start over. And sometimes, lucky you, the first colors you choose interact with everything else in the layout fabulously!

Now, a word about graphics. It's OK to mix illustration with photos. Similar illustrations and photos are used throughout this brochure, again tying the whole piece together. In The Next Step Institute brochure, the illustrations slightly overlap the areas of color. This accomplishes a couple of things. It anchors them, so they are not all just "floating" around the page. It also softens the straight edges of the color, melding color and art into a whole. The subject matter of the drawings is Southwestern, keeping in tune with the overall theme. And they add a whimsical touch to a straight subject, suggesting that this seminar will not only be informative, but interesting and a bit fun!

Next time you need to put a printed piece together for your company, or for a personal event, remember these simple "rules":

• Alignment: Align subheads and copy the same—left align or right, rather than centered. Center type only sparingly or not at all.
  
• Fonts: Same fonts in all main areas; same colors. Think "uniformity" and for body copy "easy to read". Save decorative fonts for headers.
  
• Colors: Choose a narrow palette of colors and decide which will be the main colors, which the accents.
• Graphics: Anchor photos and illustrations so they don't float on the page. Use similar styles throughout the piece.

You'll end up with a simple, professional looking, yet attractive and unified design!