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How should you structure text on your marketing material?

Louis

Ok, so you’ve written the content, or ‘copy’, for your new sales leaflet or website (and had it proof read!) and now you’re ready to create the design. Here are some top tips for structuring the content on the page in a way that is going to ensure your customers actually read it!

Research shows us that how copy is structured on a page (using grid systems) and applying certain rules relating to ‘typography’ are incredibly important when looking to engage an audience. Good designers will always consider type size, font weight, line length and more. Each of these can have a massive influence on the outcome of a composition and its ability to capture and engage your reader.

The temptation is often to use bright colours and bold lettering to draw attention to your piece – and whilst that may work to get them to ‘look’, the trickier part of the science is actually keeping the reader’s attention and getting them to read.

One of the easiest ways to lose a reader’s interest is to use small type on long lines of text. It can be all too common that text is arranged paragraph after paragraph in continuous prose which may mean that information is kept together, but at the cost of being a real hard graft to read right through.

Selecting sections of content to create ‘pull-outs’, quotations and punchy snippets of information, along with carefully considered column organisation and paragraph structure is fundamental Ensuring the reader can comfortably digest an article from start to finish, by adding that method to a well-written piece, and using only the information needed to convey the point in question will ensure a much better read, and ensure the attention of an audience is kept from beginning to end.

If this all sounds a bit heavy, rest assured the expert team at EMSL can help. We can write your copy and structure it in a way that is sure to engage your audience so if you just want someone to take care of this for you – please do give us a call!

How should you structure text on your marketing material?

Good designers will always consider type size, font weight, line length and more

We’d love to show you what we can do