Communicating visually isn't just about the graphics

Graduating from the University of St. Thomas, I was lucky to get my degree though the Communications and Journalism department. Although that meant traveling to St. Kate's for graphic design courses, I also got the opportunity to practice and refine journalistic writing.

You can take a company's pre-written content and integrate words with design beautifully. Perception of brand quality is improved with a design your audience finds captivating. What really makes a piece marketable, however, is engaging design combined with engaging content.

So that, my readers, is my very short plea for quality content. I'd love to help, but if a professional graphic designer or writer isn't feasible at the moment, take my advice:

  1. Check for parallel structure and spelling errors. Making these mishaps is arguably the easiest way content becomes distracting instead of informative. Don't depend solely on spell check; have a friend or co-worker read and edit your work.
  2. Create consistency. For example, when writing brochures I commonly write in the order of subhead, main idea and details. This helps the reader scan for relative information quickly.
  3. Edit for conciseness. Put all your content on the table then cut out, reword and rework until you have concise content. Write like you're a Twitter pro.

With a thoughtful script and professional design, your company will be primed for successful marketing endeavors.