Think about it. Consumers today are bombarded with information-online, in print, via email, on billboards and television. Advertisements abound with details about things we want, even more things we don’t want, and the all-important things we don’t realize we want. This abundance of information, coupled with the fact that we have less time than ever to read and digest it, makes planning your communications both visually and in terms of content, with this fact in mind.
So how do you break through the clutter? Build a scanable path for your readers through headlines, subheads, and imagery that visually sit on different planes. Regardless of the medium, following a few simple tips will make your communications pop and ensure salient points are visible in seconds.
- Level 1: Write headlines to pique curiosity. Headlines are the first level of messaging that readers receive from you. A strong headline conveys the start of your story in a few simple words. Your objective is to move readers to the next level-your subheads.
- Level 2: Use subheads to tell a story. Most readers scan subheads, first, so build a snapshot of your message here. Focus on the top level of your message here, to create interest and draw readers in so they want to read more.
- Level 3: Supply supporting details on a sub level. You’ve created interest with your headlines, now it’s time to provide supporting details with short paragraphs under your headlines for those readers who require more information. Here you can use more words to get into the nuts and bolts of your offerings for those readers who are intrigued to move beyond the headlines.
To distinguish the information presented at these levels, how you design the content is just as critical. The best graphic designers I know truly make this an art and are a valuable resource in achieving optimal results.
- Choose different fonts and colors to accent key information. Choosing different sizes, weights, and colors for your headline and subhead fonts will draw readers to this information first. However, be consistent to support the visual path you are creating for your readers.
- Use photos as a visual storyboard. Images that support headlines and subheads as readers scan your information are powerful, visual reinforcements to the text to help the reader follow your message path.
- Incorporate transitions strategically. Whether you use white space, folds, fades, light, or any other method, be sure to place these transitions strategically so they do not disrupt the flow you created, but enhance and support it.
If you have more thoughts to contribute, please comment or send me an email.
