How To Get A Newsletter Design You Actually Like

By Simon Payn

I've just finished briefing a designer on the design for a new client's newsletter. So I thought I'd share some of the things I do to make sure I (and my client) get a design everyone likes.

Have a vision

The most important thing to do is have a vision for what you want the finished product to look like. See it in your mind, maybe sketch it on paper. See the colors, the size of the headlines, the type of pictures you want. Once you have created this vision, you will find it much easier to brief your designer.

Think: "what's it like?"

When I ask clients about the kind of design they want for their newsletter, I ask them to name a magazine they think has a great design. And then I ask them why they like that design. I find it's a great way to determine exactly what the client likes.

It's in the details

The more details you can give to your designer, the more happy you will be with the result. So describe your vision in as much detail as you can. Think of the basics, such as:

• 4-color or black and white?


• Color scheme (the same as your company's branding?)


• Will it be a self-mailer or sent in an envelope?


• Will you be including your company logo? If so, where?


• Will there be a space for company "about us" and contact information?


• Type of masthead (the title at the top of page 1)


• Space for a tagline or dateline?


• Fonts you wish to use. Sans-serif fonts often look more modern; serifs more traditional (but sans serif can be harder to read for the actual text of the articles)


• How many pictures you wish to use, and how big they should be. Are you using photography or another type of illustration?


• Will your pictures go to the edge of the page, with a 'bleed'? This makes a big difference when you come to print it.


• What article length would you like? Long articles, short articles or a mix of the two?>
• Will there be different article "types". For example, personal columns, informational articles, bulleted lists...


• Will there be 'spreads'? For example, will the middle two pages be treated as one, with content going across the fold?


• Will you be wanting tinted panels, call-out boxes, or other design elements?

Then think of the more intangible aspects of your newsletter. These will help your designer get a feel for your readers and what you are wanting to achieve. Such as:

• Who is your average/ideal reader?


• What is their age? What do they do? What are they interested in? What are they wanting from you?


• What kind of magazine or TV show would your reader like?


• What kind of 'feel' are you looking for? Something trendy or something traditional? Something that denotes gravitas or something more relaxed and friendly?


• Send example of other publications you like.

By putting a lot of thought into your design brief, it's much more likely you'll end up with a design that really meets your needs.

Simon Payn is founder of Ready To Go Newsletters - the quick and easy way to keep your customers coming back.

For a free newsletter you can use to send to your own clients, visit http://simonpayn.typepad.com