Explore this quick primer on visual communication that will help you understand why it's important to let your design stand out over your text. Also, review a few statistics that show how visuals will impact the sale.
- [Instructor] We've talked about making what you're selling the star of your sell sheet, but you might wonder why visuals are so important in a high-impact sell sheet to begin with. After all, don't you want your audience to learn everything possible about your product or service? While it's true that someone looking at your sell sheet is likely eager to learn all they can about what you're selling, getting and keeping their attention is the key to growing their excitement in your product in the first place, and too much text will deter from this.
Leading with quality visuals is the quickest way to engage today's consumers. This is because 91% of consumers prefer viewing visual content over any other form of information delivery when reviewing a product or service. You see, our brains are hardwired to take in visual information 60,000 times faster than any other form of communication that exists. And in a world where attention spans have dwindled to just five seconds long, you need to rely on the method of information delivery that can pack the strongest punch.
As you're laying out your design, be sure to leave as much breathing room for visual content as possible. But this doesn't mean that you should simply decrease the font size of your text. This will lead to an illegible and hard-to-consume piece of content. Because your sell sheet will be printed, you have to adhere to font size best practices for printing. This means that your fonts should never go below 10 point in size. Otherwise, they will be hard to read.
But it's okay to have as little text as possible. You want to reduce your content to just the most important text. While it might sound counterintuitive, this will actually help aid in understanding your product or service even more. That's because studies show that short-form text, when paired with images, increases comprehension by 89%. This is why leading with visuals can elevate your sell sheet to ensure it makes the best impact.
- What is a sell sheet?
- Types of sell sheets
- Defining your audience, purpose, and call to action
- Using data and visuals
- Choosing images and colors
- Designing the sell sheet