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Foundations of Layout and Composition: Marketing Collateral

with Sean Adams

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Introduction

6m 16s
1. Welcome
  
  1m 17s
2. What is marketing collateral?
  
  2m 33s
3. First steps
  
  2m 26s
1. Preparing to Design: Essential First Steps

14m 32s
1. Which media is best for the message?
  
  2m 0s
2. The rollout of materials
  
  2m 46s
3. The right questions
  
  2m 44s
4. Determining the target audience
  
  2m 40s
5. Setting the budget
  
  1m 50s
6. Determining if you will use digital or offset printing
  
  2m 32s
2. Preparing to Design: Developing the Content

11m 22s
1. Making information accessible
  
  2m 7s
2. Writing and placing copy
  
  2m 57s
3. Creating imagery
  
  3m 9s
4. Choosing paper and printing
  
  3m 9s
3. Brochures

6m 50s
1. Format
  
  2m 32s
2. Grids
  
  2m 39s
3. Impact
  
  1m 39s
4. Stationery Systems

21m 24s
1. Components of a stationery system
  
  2m 52s
2. Letterhead
  
  2m 52s
3. Business cards
  
  2m 30s
4. Specialty business cards
  
  2m 39s
5. Envelopes
  
  2m 52s
6. Mailing labels and other pieces
  
  2m 55s
7. Challenge: Designing a stationery system
  
  1m 18s
8. Solution: Designing a stationery system
  
  3m 26s
5. Posters

10m 49s
1. What makes a good poster?
  
  2m 55s
2. Size
  
  2m 32s
3. Color
  
  2m 17s
4. Typography
  
  3m 5s
6. Folders and Media Kits

13m 28s
1. Types of folders
  
  2m 41s
2. Designing a folder
  
  2m 35s
3. Media kit
  
  2m 55s
4. Specialized envelopes and boxes
  
  2m 7s
5. Printing issues for folders
  
  3m 10s
7. Promotional Pieces

13m 59s
1. Announcements
  
  2m 26s
2. Holiday cards
  
  2m 36s
3. Printed swag
  
  2m 22s
4. 3-dimensional promotion
  
  1m 48s
5. Email blasts
  
  2m 13s
6. Challenge: Designing an announcement
  
  1m 0s
7. Solution: Designing an announcement
  
  1m 34s
Conclusion

4m 35s
1. Clients
  
  2m 26s
2. Recap
  
  2m 9s

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Foundations of Layout and Composition: Marketing Collateral

Video duration: 0s 1h 43m Beginner Jun 11, 2014

Marketing collateral gives your audience a chance to hold something in their hand, get important news right from their mailbox, and encounter your product or idea on a poster in a public place. Sean Adams, cofounder of renowned design firm AdamsMorioka, helps you make the most of these opportunities by designing great marketing materials. He begins by talking about the importance of preparation: the essential fact finding that needs to happen before any design can begin. He then dives into the key elements of marketing materials (copy, images, paper, and printing method). The remaining chapters break down the design process for the most common marketing pieces (brochures, business cards, posters, media kits, and promotional pieces like holiday cards and swag). These lessons will help you make design decisions that will intrigue your audience and save your campaign money along the way.

Topics include:

Deciding on the media for your message
Defining your target audience
Setting the budget
Writing and placing copy
Choosing paper and printing
Formatting a brochure
Designing letterhead, business cards, and envelopes
Creating posters and media kits
Designing specialty items like holiday cards

Subject:: Design
Author:: Sean Adams

Welcome

I'm Sean Adams, and I'd like to welcome you to Fundamentals of Layout: Marketing Collateral. Marketing collateral is where the rubber hits the road. This is when the audience can hold something physically, or comes face-to-face with a poster at a bus shelter. I've learned about marketing collateral over many years. But don't worry, we'll explore each idea and item individually. We're going to learn how to plan an effective rollout of marketing materials.

We'll look at ways to identify your audience, and what questions to ask to understand what you need to communicate. Of course, every project will have nitty-gritty functional issues that need to be addressed. And, we'll cover these including, what is the best size of a business card? When is digital printing better than traditional offset printing? How can designing an envelope the wrong way end up costing you a fortune? And we'll even look at posters. What makes a good one and how to design one? This course is designed to provide you with the tools you need to create a compelling set of marketing collateral.