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Graphic design

Visual persuasiveness: outdoor advertising with banners and tarpaulins

2023-11-18T09:36:00+01:0010 November 2023|

Advertising banners, billboards and tarpaulins play a crucial role in a company's advertising strategy. These forms of outdoor advertising are important because they appeal to a broad target group, remain in the memory of potential customers and increase brand awareness.

Here are some reasons why these advertising media are important for companies:

  • Reach and visibility
    Large billboards and advertising banners are often placed in highly frequented locations, such as on main roads or in shopping centres. They therefore reach a large number of people, both pedestrians and motorists. This broad visibility is crucial for reaching potential customers and increasing brand awareness.
  • Attract attention
    Large and eye-catching advertising banners attract the attention of passers-by. Creative design, vibrant colours and interesting messages can help to make people stop and take a closer look at the advertisement. An appealing advert sticks in people's minds, making it more likely that they will remember the advertised company later.
  • Addressing local target groups
    Large billboards and banners are particularly effective for local companies as they can specifically address local target groups. People in the immediate vicinity become aware of the company and are more likely to visit the shop or make use of the advertised product or service.
  • Flexibility and creativity
    Advertising tarpaulins and banners offer companies the opportunity to be creative and communicate different messages. They can advertise seasonal offers, draw attention to special promotions or present new products. This flexibility allows companies to adapt their advertising messages to current needs and trends.
  • Creating credibility and trust
    For many people, well-placed and professionally designed advertising banners radiate seriousness and trustworthiness. Companies that invest in high-quality advertising are often perceived as established and reliable. This can boost the confidence of potential customers and encourage them to try out the advertised company's products or services.

Professionally designed advertising banners, billboards and tarpaulins are therefore indispensable tools for attracting the attention of a broad target group, increasing brand awareness, appealing to local customers and gaining the trust of consumers. They are not only eye-catchers, but also powerful communication tools that strengthen a brand's image and play a key role in attracting potential customers and building long-term customer loyalty. Through their visual presence, they play a key role in ensuring a company's success in today's highly competitive market.

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Tips & Tricks No. 17

2024-02-15T14:43:37+01:0028 October 2023|

neunmalklug from vh-crossmedia

In the "neunmalklug" section, I publish tips, tricks and technical information about graphic and web design at irregular intervals. Today:

Newsletters that convince your readers

Good newsletter examples can serve as inspiration for your own newsletter and help you to strengthen your customer loyalty and sell products through targeted email marketing. Before you get started, however, you should make a few important considerations:

  • Define target group: Think about who you want to address - prospective customers, existing customers or potential new customers. Segment your contacts accordingly to provide relevant content.
  • Offer added value: Varied content such as specialist knowledge, tutorials and company information together with product highlights and voucher codes make for an interesting newsletter.
  • Choose the right tool: Use professional newsletter software that gives your brand a trustworthy and contemporary image and complies with data protection regulations.

Visual design is crucial:

  • Sender and subject line: Create trust with a clear sender and an appealing, intriguing subject line. Emojis can also enhance the subject line.
  • Use pre-header: This first line of the newsletter offers space for further information and an exciting hook. Avoid repetitions from the subject line.
  • Design: An appealing header image, balanced image/text ratio, clear structure and a well-designed email signature and footer are crucial to arouse the recipient's interest.

A successful newsletter not only appeals, but also convinces visually and in terms of content - the perfect combination for a successful email marketing campaign.

9 imaginative examples of successful newsletter design

  1. Creative visuals: Inspire your subscribers with imaginative designs, be it with captivating header images or innovative graphics. The newsletter example, in which handwritten fonts and tempting tea offers harmonise, creates a unique connection. This personal touch gives your communication depth and sustainability. Show that details make the difference and create an unforgettable experience for your readers.
  1. Structured organisation: Design your newsletter carefully: an appealing header image and skilfully placed call-to-action buttons guide readers through the content. Think of a structured newsletter in which a consistent theme is followed like a red thread (here in yellow). This clear structure not only provides orientation, but also gives your newsletter an appealing and easy-to-understand form.
  1. Product presentation: Present your products with style: inviting header images and fresh colour palettes that run through the entire newsletter skilfully showcase your products. Let your offer shine in a visually appealing setting and capture the attention of your readers with a harmonious design.
  1. Animated highlights: Cleverly placed GIFs give your newsletter a dynamic touch without overloading it. Imagine an animated header graphic that comes to life with colourful accents. These subtle animations add a playful dimension to the newsletter while keeping readers intrigued. Use these creative elements to present your message in an innovative and appealing way.
  1. Gift ideas: Make it easier for your readers to find the perfect gift by presenting suitable ideas for different occasions. In the example, you can see compelling offers with winter motifs emphasised by clear and attractive images. These visual elements not only provide inspiration, but also create an emotional connection. Make it easy for your readers to celebrate special moments with your products!
  1. Versatile content: Establish a balanced variety of content and formats that go beyond pure product advertising. Creative ideas and relevant information are the key to deepening reader loyalty. Inspire your readers not only with products, but also with insights, tips and original ideas that offer added value. This will create a lasting relationship and keep your audience engaged and informed.
  1. Corporate Design: Ensure that your newsletter reflects the consistent image of your company. Your newsletter is like a mirror image of your brand in the corporate colours. Matching call-to-action buttons reinforce recognition and direct readers to relevant information. This coherent presentation not only strengthens your brand identity, but also promotes the trust of your subscribers by giving them a consistent and professional communication experience.
  1. Attractive product images: Use high-quality photos to visually emphasise your products - in the example of a cosmetics newsletter that impresses with aesthetic product images: the balanced ratio of images to text conveys what readers can expect in an appealing way - this also creates an emotional connection that inspires customers to buy. Use the power of images to communicate your message and attract the attention of your target group.
  1. Clear, modern design: A minimalist and straightforward design gives your newsletter a touch of luxury. In the last example, you can see high-quality images of living rooms which, together with discreet calls to action (CTA buttons), create an exclusive atmosphere. This layout not only creates visual pleasure, but also draws attention to relevant information. Discover the potential of an appealing design to present your message with a touch of elegance.

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Business cards & stationery: How business stationery strengthens your identity

2023-11-18T09:36:08+01:0017 September 2023|

Well-designed business stationery, such as letterhead and business cards, is of central importance for companies. It not only conveys a professional impression and strengthens the trust of customers, but is also an essential part of the brand identity.

A company needs well-designed stationery such as letterhead and business cards for a variety of reasons. These elements are far more than just practical tools; they are an important part of corporate identity and business success.

Well-designed business stationery creates a professional impression. When customers, business partners or potential customers see stationery or business cards that are carefully designed, it gives the impression that the company or person is serious and professional. This can build trust and leave positive first impressions. The stationery serves as an important part of the brand identity. It should reflect the company's logo, colour scheme and fonts. A consistent brand identity is crucial to promote brand recognition and strengthen the brand image.

Well-designed business equipment can serve as a marketing tool in this way: Creative designs and high-quality materials can leave positive impressions and attract potential customers. They are a simple but effective way to present the company and stand out from the competition. Professionally designed business stationery signals that you pay attention to detail and quality. This can help to strengthen business relationships and improve the company's reputation.

Stationery and business cards are also effective communication tools. They contain contact information that makes it easier for customers and business partners to get in touch with the company. A clear and understandable design is of great importance here. These elements also fulfil practical functions. Stationery is needed to conduct written correspondence and business cards offer quick contact options in business situations. They are indispensable for exchanging information efficiently.

This equipment serves as an effective means of communication and can even be used as a marketing tool to attract customers. Emphasising quality and detail signals professionalism and strengthens business relationships. In addition, there are legal requirements regarding business stationery, and it also fulfils practical functions in day-to-day business. Overall, well-designed business stationery is an indispensable contribution to a positive corporate identity and success in business.

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Beastly good maps: designing a site plan for the wildlife park

2023-11-17T10:46:03+01:0008 September 2023|

I had the opportunity to create a site plan for the Wildlife park in Kommern to create. This required careful planning and creativity to create an informative and engaging map. Together with my clients, I gathered the information about animal enclosures, attractions and trails and emphasised the geographical arrangement of the elements. The use of colours and symbols helped to identify different areas and emphasise the proximity to nature. Important information such as animal species and safety instructions were integrated. After consultation with the park team, the map was used in various printed promotional materials and published digitally on the website. This work was a fulfilling opportunity to use my design skills to enhance the visitor experience and emphasise the wildlife.

vh-crossmedia | Volker Heupel | References Site plan

Attractive site plan illustrations are crucial - and not just for a wildlife park - for several reasons. Firstly, they provide clear orientation for visitors by showing the geographical distribution of animal enclosures, attractions, facilities and pathways, making it easier for visitors to find their way around the park. Secondly, they serve as an important source of information by providing details of animal species and attractions in different areas of the park, allowing visitors to search specifically for their interests. Thirdly, appealing site plan illustrations enhance the overall experience of the zoo by presenting the wildlife and park facilities in a visually appealing way, emphasising the park's atmosphere and proximity to nature and animals. Fourthly, they are used for marketing and promotional purposes to attract potential visitors, whether in brochures, on websites or on social media.

To summarise, such site map illustrations are an essential part of the zoo experience, helping visitors to find their way around, find information, enhance their experience and improve safety, while also promoting the park's marketing.

Tips & Tricks No. 16

2023-11-17T10:25:16+01:0016 August 2023|

neunmalklug from vh-crossmedia

In the "neunmalklug" section, I publish tips, tricks and technical information about graphic and web design at irregular intervals. Today:

9 facts about the importance of typography

The careful selection and use of fonts is an essential aspect of graphic and web design. By focusing on legibility, visual hierarchy and consistent branding, you can optimise text in designs and create an appealing overall look.

  1. Fonts play a crucial role in the visual communication of texts and contribute to the mood and readability of a design. For example, a sans serif font such as Arial can convey a modern and clear impression.
  2. Legibility is a key aspect of typography. A font that is easy to read enables users to grasp the text quickly and effortlessly. Serif fonts such as Times New Roman are often intended for longer sections of text, as the serifs support the flow of the text.
  3. Text formatting such as line spacing, character spacing and paragraph spacing influence the readability and visual flow of the text. Sufficient line spacing can make the text airier and easier to read.
  4. The right combination of fonts makes it possible to create visual hierarchies and differentiate between different elements in the design. You can use a sans serif font for headlines and a serif font for body text to create a clear distinction.
  5. When selecting fonts, it is important to consider the character of the design and the target group. Of course, a playful and handwritten font will be suitable for a children's book, while a serious and professional font will be more suitable for a corporate website.
  6. The scalability of fonts is crucial for legibility and adaptation to different screen sizes. In web design in particular, care should be taken to ensure that the fonts are easy to read on mobile devices.
  7. When using fonts in web design projects, it is important to use web fonts to ensure that the selected fonts are displayed correctly on different devices.
  8. White space or blank space around the text is an important design aspect of typography. It creates visual breathing spaces and increases readability. For example, sufficient space between paragraphs can make the text more accessible.
  9. It is advisable not to use too many different fonts in one design to create a harmonious and cohesive overall look. A good rule of thumb is to limit yourself to 2-3 fonts and make sure they go well together.

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Competitive advantage through originality: the importance of unusual advertising materials

2023-11-18T09:42:37+01:0009 August 2023|

Unusual advertising materials can be advantageous for companies in many ways. They offer an opportunity to stand out from the crowd and attract the attention of potential customers.

Eye-catching promotional gifts are an effective marketing tool that aims to attract the attention of potential customers and leave a lasting impression. They go beyond traditional promotional items and rely on creativity, originality and uniqueness to effectively convey a brand or company's message. Here are a few reasons why companies might consider using unusual promotional products:

  • High recognition value: If the advertising material is unique and unconventional, companies are better remembered by the target group. This can lead to increased recognition and therefore more customer loyalty.
  • Attract attention: Unusual promotional items such as a printed beer mat or personalised drinking bottles have a higher chance of attracting attention. When a company uses a creative and unusual promotional gift or medium, it generates interest and can lead to people talking about it or sharing it on social media.
  • Differentiation from the competition: In highly competitive industries, an original promotional item such as a deckchair can help you stand out from the competition. Customers may be more willing to engage with a company that is characterised by creativity and originality.
  • Emotional attachment: Unusual advertising materials can create an emotional connection to the company. By surprising or delighting customers, they create a positive association and strengthen the brand image.
  • Virality and word of mouth: Unique promotional items such as a personalised cutting disc have the potential to go viral. If customers are enthusiastic about an unusual promotional gift, they often share it with friends and acquaintances, which leads to additional reach.
  • Addressing new target groups: Even in small formats such as round magnets or stickers, creative advertising media can appeal to target groups that are not normally the direct focus of the company. This can extend the reach and market penetration.
  • Emphasising the corporate culture: A company can express its own culture and personality through unusual advertising materials. This can appeal to customers who share similar values.

The choice of promotional product should always be made in accordance with the target group and the brand identity. The cost of such promotional items should also be taken into account, as they may be higher than conventional promotional items. Nevertheless, well-thought-out, unusual promotional items can be a worthwhile investment to increase the awareness and success of a company.

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Tips & Tricks No. 15

2023-11-17T10:25:17+01:0020 July 2023|

neunmalklug from vh-crossmedia

In the "neunmalklug" section, I publish tips, tricks and technical information about graphic and web design at irregular intervals. Today:

9 interesting aspects of colour theory and colour psychology

  1. Colours have a strong emotional effect on people and can trigger feelings such as joy, calm or excitement. Warm colours such as red or orange, for example, can create a lively and energetic mood.
  2. The right choice of colour can influence the mood of a website or graphic and effectively communicate the desired message. A calming colour palette with shades of blue can create a meditative or relaxing atmosphere.
  3. By understanding colour psychology, designers can specifically appeal to emotions and evoke the desired behaviour in the viewer. For example: A "Buy" button in a striking red colour can attract attention and encourage people to click.
  4. Colour contrasts help to create visual hierarchies and highlight important information. For example, a high-contrast button in an otherwise subtle colour palette attracts the viewer's attention.
  5. Choosing the right colour palette can strengthen brand identity and promote recognition. Coca-Cola's characteristic red colour has become an essential part of its brand identity.
  6. Colours can also be used to guide users through the flow of information on a website and encourage certain actions. A progress bar highlighted in colour shows the user how far they have progressed in a form.
  7. The colour scheme should always be in line with the intended audience and target group. A children's website can use vibrant and playful colours, while a business website should use more subtle and professional colours.
  8. Colours can be interpreted differently by cultures and regions, so it is important to consider the cultural relevance of colours, especially in international projects. For example, in some cultures white symbolises purity and innocence, while in others it is associated with mourning.
  9. The use of colour concepts and rules can help designs look professional and balanced and provide a pleasant user experience. The use of sufficient contrast between text colour and background colour improves the readability and usability of a website.

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