Is there a right way to present information?

Still Life Studio is a painting and creative lesson workspace. The business’ core service is specific but the range of information within the organization’s workshops is broad. Each class entails different skills, different levels, even different teachers, while providing a unique opportunity for learning.

The studio owner presented one probleM

The client asked: Am I presenting information about my lessons in the best way? Is there a right way? Could KNC create a templated structure for organizing frequently changing content?

Client neeD

A reliable template for consistent presentation of information.

Address content placement

Logo, title/header, offer/event details, location, value-add.

Solution

Deliver a graphic asset with bold text, a clean and easy to read layout and minimal but relevant information.

Convey the details of a message without clutter.

KNC also provided a template-document outlining the why behind the placement of each content piece (template pictured above). The template would help her format targeted messaging as the content of her lessons plans changed.

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Presentation

Logo: Upper left hand corner. An audience typically reads left to right, upper left hand corner to bottom right, just as in a book. The logo is a company’s core identity and this visual piece of information should lead. Always. Postcards, ads, website, etc. Logo in upper left is a safe bet.

Title/header: Typically center of the graphic. The name of the event should be prominent, perhaps bold and likely the largest piece of text on the asset. This title ought to be concise and legible so the audience can quickly scan the text to learn what’s available.

Offer/event details: Place this piece below the header and try bulleted formatting. Best to avoid paragraphs, and break down large blocks of text into single lines. This format allows the reader to skim and skim quickly. Stick to the event’s key highlights and try to avoid fluff-words. Less is more.

Location: This can come last. In the example above, you’ll see the location at the bottom of the asset in small text. If prior information within the copy has caught the reader’s attention, they’ll likely put in the extra effort to seek location. This piece needn’t be front and center. The exception to this rule: if the venue is the highlight of the event - the venue or location makes this offer special - that information ought be prominent.

Value-add: Lower left hand corner. The instructor is offering her workshops to a small community that’s recently been flooded with professionals from out of state. So ‘Native Maine Artist’ holds merit. We know this community places values on a local or native teacher. We added this piece of information as an important asset but also as a tailpiece as it is not the central selling-point for this event.