|  | The importance of graphic design in advertising and marketing The words "graphic design" sound unapproachable and mysterious to most people; but the reality is that everybody is involved in design every single day. Designing a good layout to present your product or service should not be hard to do. Let's start out by defining "Layout" (which is the foundation of all graphic designs). A layout is the arrangement of typography, art and interactive elements (photos, illustrations, movies, etc) on the screen. What is a good layout? There is no right answer to this question, but there are three criteria that you should follow when designing your site (or any other marketing piece for that matter). A good layout: Works, organizes and attracts viewers.... it must do all three (not just one or two) to be considered a "good layout". For a layout to work, it must get your message across quickly and in an appropiate manner (the sooner the better because in the web no one has much time - trust me on this one). It must organize your ideas and concepts so that the reader can move smoothly and easily trough the piece. And finally it must stand out from your competition in order to attract more prospects to your business. But above all, your layout must focus on one goal and one goal only. It is crucial that you burn this into your mind: The single goal of every layout you make is to get the reader to read your headline. Out of every marketing piece you write, the most important element is always the headline. If your prospect doesn't read the headline, chances are he will not read the first sentence of your copy. Then, if he doesn't read the first sentence, he will not read the second one... and so on... he will leave your site or put your marketing piece on the table and leave the room. On the next article of this Copywriting Primer, you'll find out the crucial importance that the headline plays in all your marketing efforts. Back to section 2 |