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	Welcome to the 5th Edition of Z Connections. In challenging times, your company's newsletters, DLs and brochures need to make a real impact. In this edition we discuss the ‘relationship' between copy and design and provide some great tips to help you achieve collateral success. Our designer also shares some graphic design basics that will help you get the result you desire. Instead of just talking about copy and design we've put our money where our mouth is and created our own new Corporate Profile. Check it out and let us know what you think. In uncertain times it is important to keep communicating with your clients and prospects so you don't fade away. If you would like to talk more about managing business communication in a downturn, please contact me for a chat. Til next time,   Felicity     A Match Made in Heaven What is a "DL"? Tips & Tricks - The Basics of Good Design     * Our new Corporate Profile is available to download. If you would like one posted to you, please contact us.   * Zadro Communications is now a proud member of the International Special Events Society (ISES)   * Zadro Communications recently helped design and launch the new websites of ABN AMRO Morgans Parramatta & CDS Security       Our in-house researcher has been trawling the web and discovered...     dafont.com - An archive of freely downloadable fonts.     Need help choosing a font to suit your business? Contact Us                 Felicity Zadro You can't have one without the other...good copy and design that is. Cutting through to your clients and prospects in this economic climate is more important than ever. With shrinking budgets and added pressure on sales staff, each and every piece of marketing collateral needs to hit a bull's eye in your consumer's world. Having both good copy (the words) and good design (the visual) that work together is vital to tell a compelling message that sticks. This is the Zadro approach and why we believe having one team managing both makes perfect sense. Getting Sticky Any copywriter will tell you that the copy of an advertisement, article, newsletter or DL is vital to attracting the attention of your audience. However, it's not only getting attention that matters it's also about being memorable – or making something stick in the mind of your audience... Julia Szatar   Short. Sharp. To the point. A DL Card (99 x 210mm) is a great way to send out your message in a targeted and concise way on a budget. By using eye catching design that reflects your written copy, you can get your message across in a matter of seconds. It may seem like the most basic example of copy and design working together, but it can be tricky to get right!So here are some questions to consider when developing your DL Card...     The Basics of Good Design - Ethan Drozd, Zadro Communications Graphic Designer 1. Design for your target market - As with any strategic business decision, you should have your target market front of mind when considering design. For example, the corporate sector will respond to different visual cues to Gen Y or senior citizens. Designing in an appropriate style for each segment will ensure your message is noticed and more likely to be remembered. 2. Colour Psychology - Colours have strong associations with emotions and values and have the power to evoke certain reactions. For example, red evokes passion and is traditionally used to grab attention, whilst blue is a more calming colour which evokes feelings of confidence and stability. Colour can significantly increase the effectiveness of campaigns and give your business a point of difference. 3. Use of images - As the saying goes, a picture is worth a thousand words. The right image to complement your copy can do wonders in promoting your business. Using an image of people in your collateral can instantly create a connection with your audience and give your message a personal touch. 4. Font Usage - There are two main categories of fonts, Sans Serif (without the little feet such as Arial) and Serif (with the feet such a Times Roman). Each category has thousands of font types but generally Sans Serif fonts are more suitable for online usage as they are easier to read whilst Serif fonts are more typically used in print. Bold and unique fonts are best used for attention grabbing headlines, whereas a clean simple font will work well for large blocks of text. 5. Briefing your Designer - Designers can put images to your words, make your message come alive and make your collateral memorable. However, if your designer isn't aware of the purpose of the campaign, they can't know the best way to lay your message out and what sections to emphasise. Get your designer involved in the process and brief them tightly.
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