ABSTRACT
This chapter considers working with designers, printers and other creative contributors. In the context of the preparation of marketing information, effective design encourages the designated market to read and absorb the sales message and act on the recommendation to buy. Marketing design is as volatile as clothing and car styles–fashions change, colours date and design styles can look just as outdated as last season’s fad. The web designer needs to present stimulation and clarity, to hold the potential customer’s attention while offering them sufficient visual variety and useful information to maintain their interest. Proofreading text is invariably required quickly; there is often a short lead-time between the creation and finalisation of marketing materials–and this pressure can make it difficult to find mistakes. Sometimes marketing staff are tasked to handle basic design such as web updates, simple email layouts and flyers, and with appropriate training this can work well.
