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Creative Guidelines For Marketing


You know your target audience. You know the response you want to stimulate. And you know the kinds of metrics you hope to see as a result. These best practices will help you get there:


  • Keep the message simple and strong. Use an active voice.
  • Keep your target market in mind while writing the copy
  • Use short and punchy headlines

short and punchy headline

  • Don’t overuse exclamation marks, uppercase, bold letters and emoticons. Have a specific reason for using them

use of punctuation

  • Make your message scanable. Don’t overwhelm readers with long paragraphs and lots of copy


  • Body font should be 12 point or higher (and if you’re using a Sans Serif font, increase leading)
  • Use a punchy call to action

punchy call to action - CTA


Images and visuals are a critical part of marketing your product or service.

  • Always use shots of people using the product/service instead of product shots alone. It makes an emotional connection with the target audience

standalone product images vs user images

  • The larger the illustration, the better. They get more “sight time”

larger illustration

  • Warm colors (yellow, red, orange, pink) pull more views than cool colors (green, blue, gray, beige)
  • Use colors with care. Subtlety is your friend

color usage


Layout is critical. It can make or break direct marketing content.

  • For magazine ads and postcard type mailings, the eye goes from right upper, to left middle, and ends at right lower. Design your piece with this flow in mind.


  • It is best to follow a Picture, Headline, Body Text format (67% comprehension) over placing the Headline and/or Picture under or alongside the Body Copy (34% comprehension)

page design and layout

  • For letters the eye starts upper left and zigzags to end at lower left. This is why a P.S. in a letter is so important


The devil is in the details. But details lead to marketing success.

Share your comments and experiences in the box below!

Team Position2

August 20, 2015

By Team Position2