Producing literature – or to use the more all-encompassing term, collateral – is a mainstay of many marketing departments’ activity. The appetite for product brochures, technical datasheets and newsletters never seems to abate. And choices are usually made very early in the planning stages as to whether the end-product will be printed or electronic. This seemingly basic decision will affect the content; it will also strongly influence the feel and form of the design.

Ready, aim… design

Design is often considered secondary to the subject matter but the reality is that an appropriately executed design enhances and reinforces the content. Ideally, it will attract readers initially and hold their interest to the end. Design also needs to be specific; something produced for a B2C campaign is not going to work successfully for a B2B audience. Creativity is essential, but it has to be relevant. And in this day of digital communication, design is equally important when producing virtual collateral. Design, therefore, is a crucial element in successful collateral production.

Multiple languages –multiple challenges

Moreover, if the project involves multiple languages, it is essential to have design input early on for a variety of reasons. Translations of English texts into languages with longer words, such as Dutch or German, must be carried out meticulously to guarantee the exact meaning is retained and to ensure the overall length of the text is not increased significantly. Getting the font size and line lengths right is a critical part of the design to avoid any over-matter and costly re-writing or editing. More importantly, cultural sensitivities have to be taken into account – something designed for the Spanish market may not be appropriate in Sweden. This is blatantly obvious for content, but culturally accurate design is just as important.

Tail wagging the dog

Often designers are lumbered, as an afterthought, with designing something around approved text. The result can seem to be a square peg in a round hole; a dense, text-heavy piece that is inappropriate for the audience, and that loses its impact before it starts. This is especially true if the text has been prepared without any design consideration, or indeed any thought to the medium. Other common dilemmas designers have to overcome include being instructed to fit several logos into a small area – the result is that none of them get the attention required; only being provided with substandard quality images – which can taint the look of the overall design; and having to adapt a previous design – which can leave new content looking old and dated.

Mind set

All of these issues and considerations might make it seem that design should be avoided or that designers are difficult to work with. However, the key to a smooth and successful design process is in the planning; bring in the designers – be it in-house or an agency – as early as possible in the procedure. Design teams have valuable input which should not be left untapped until the final phases of the project. Having professional guidance on something as simple as paper, for example, can change the entire look and effectiveness of collateral.

Conclusion

Time and money is spent in marketing departments and PR agencies across Europe every day on producing collateral. Unfortunately the money is often wasted because the design process is considered to be secondary. Only when PR professionals and designers work in close conjunction with each other, will collateral budgets truly be working to their full potential. And, ultimately, what is produced be appropriate for its audience and highly effective at getting its messages across.

Case study: Designing for international audiences

A medium-sized, UK-based manufacturing business aimed to expand into Europe and enter markets in Asia, Africa and India. Davies Associates was asked to undertake the production, including design, of the company’s literature portfolio.

A press campaign launched alongside the new collateral supported the company’s entry into each new market. The impact was much greater than expected of a company of its size. It has since gone on to become highly successful in its expansion and is now an international leader in its field.

Did you know 

Producing brochures in multiple languages has many pitfalls, but none more tricky than accurate translations. Meanings can be lost if sayings are translated literally: cultural specifics play an important part with multi- lingual collateral.

However, the Italian equivalent, chi e’ in ballo deve ballare, plays on the word ballo (to be involved in something), and ballare (to dance). Literally,this means once you are on the dance floor,you may as well dance. The Spanish saying also elegantly plays on the word dance, except the translation of ya que estamos en el baile, bailemos is since we are at the ball, let’s dance.

Finally 

Davies Associates welcomes back senior PR consultant Camilla Aucott Hoover, who worked with the agency earlier in her career. With over 13 years of global marketing and PR experience in media relations, branding and crisis management in B2B and B2C sectors, Camilla adds a compelling dimension to the team – as well as fluency in Spanish and Portuguese..