How to Maintain Design Consistency with Your Campaign and Brand
The research firm Marketing Sherpa makes an interesting point in a blog post on multichannel campaigns: Only marketers think in terms of “multichannel.” The audience you’re targeting is simply consuming media, focusing on the information they need rather than thinking consciously about channel or format.
The experience across channels should be consistent, with seamless transition from platform to platform. But when multichannel design goes awry, users get a less-than-cohesive experience, which can result in compromised engagement with your campaign and brand. It also can significantly delay campaign production and execution.
Recommendations for Consistent, Responsive Design across Channels
- Thorough, timely communication
From the very beginning, the marketing department needs to keep the design team informed regarding deadlines, formats, and channels selected. This helps designers plan ahead, guiding decisions regarding design elements and image purchasing. It also fends off the frustration of having to abandon a well-received initial design if it won’t easily adapt across multiple formats and channels.
- Image size
Always plan for the largest size format and go from there. For example, your multichannel campaign might range from a billboard down to a 250×250 square web ad. Keep in mind that you can always size down a large, high-resolution image…but you can’t make a low-resolution bigger and retain visual quality.
- Design orientation and format
Before laying out a design, consider all the sizes and orientations it will need to work within.
- For example, let’s say your designer designs a vertical print ad with an image on the right and copy running down the left. This could be problematic to adapt to a square ad if the image can’t be shrunk down enough to accommodate the copy.
- Make sure designs resonate well in both print and digital formats. A design that’s compelling and impactful on screen might come across as flat and boring in print.
- Design elements
When you’re going multichannel, the cleaner the better is a safe assumption to make. Design must responsively adapt to the mobile environment, social media platforms, digital ads and email banners – which means it will need to shrink down to fit small screens and formats. A cluttered, busy design will not translate well.
Marketing Resource Management: Communicate Better and Keep Production on Track
Particularly in organizations with a lot of separate players involved in a multichannel campaign (e.g., marketing, print advertising, digital advertising, social media marketing, outside agencies), keeping everyone updated on decisions regarding channels, messaging and creative direction can be challenging.
Marketing resource management (MRM) software provides a central, cloud-based platform where campaign-planning documents and creative assets can easily be accessed in real time. For example, designers can instantly get updated specs regarding ad sizes, channels and formats – no back and forth email communications to slow the process down. With this level of transparency, multichannel campaign elements have a far better chance of maintaining consistency and seamless design – as well as staying on track production-wise.
Make Your Next Multichannel Campaign A Success
Strata Company, a Greater Philadelphia area marketing and technology firm, has more than 20 years of experience helping clients execute high-response marketing programs. Our team of creative and technical experts excel at weaving digital and print elements into a multichannel approach that ensures your brand stays front and center with your target market. Contact us – we’d be happy to discuss how we can help your multichannel marketing efforts.
About Courtney Bowman
As Creative Services Director for Strata Company, Courtney Bowman possesses a strong eye for design that engages and inspires. From email to mailers and infographics to websites (like our brand new one!) she’s always working on design that both catches the eye and generates response. Outside the office, Courtney serves as an agent for her father, a talented local artist.