You dress well. Your offices are well-appointed. But you fall short when it comes to the appearance of sales and client communications materials.
- Prospects and clients evaluate non-verbal communications; your materials are part of the holistic view they take in.
- Presentations and client reports are the most public face of your firm, seen by hundreds of prospects, clients and consultants every year. The impressions they make can linger long after you’ve left the meeting.
- Professionally designed materials reinforce your brand image, elevate the conversation and make you feel good, too! And when you feel good, you present well and communicate your message with confidence.
See below for the three pillars that make up professionally designed materials.
Bring the appearance of your sales and client materials up to par with the rest of your professional image.
Color can influence how clients, prospects and consultants perceive your firm. It may even affect their
behavior and decision-making. Key strategies to select colors:
- When selecting a color palette for your reports and presentation materials, follow the cardinal rule of marketing: Know your audience.
- Readability is key. Your color palette must communicate your message clearly and quickly. Crisp, clear tones “read” better than
muted pastels, for example, especially when used as key colors in bar charts or graphs.
- Multicolored palettes tend to work better than monochromatic ones. Different colors allow you to show more contrast — especially
when presenting lots of graphics.
The typography you choose—and how you use it—can be as powerful as the words they form. Key strategies to select fonts:
- No more than two fonts in one design. Never mix two serif fonts or two sans serif fonts in the same document.
- Use one good font and create emphasis and visual hierarchy with color, size and bold weights.
- Use tabular figures when numerals will be read in columns. Invest in fonts with weight duplexing, which lets
you boldface data within columns for emphasis.
Information Organization & Design
Effective design and information organization is powerful. It grabs and holds the audience’s attention until
they’ve read the entire report. Key strategies to organize information:
- Decide on the design element you want readers to focus on and then use a prominent or unusual position, larger size or different
color to establish it as an effective focal point.
- Use plenty of white space in your presentations and reports to make them easier to read.
- Use bullet points to help readers summarize key points in charts and graphs.