Promotional Stubby Holders: Design

The perfect blend of aesthetic and effectiveness is not as easy as you might think Often overlooked is the design aspect of a promotional product. Design is a strange thing as it can often be overlooked as it appears very easy to many people. A good design will pay dividends well into the future: an example is the Nike swoosh, of course very simple to draw, but very hard to replicate its success! Think hard about dividing up your budget so that a good amount is devoted towards getting the design right. Do not be afraid to test designs with close groups of people (preferably customers) to hone things, but remember that many people will have their own ideas, but not all can be right so it is better to focus on things like making sure the design is clear, attractive and compelling rather than the specifics of colour, size and placement etc. (there are other ways to address those aspects). Also consider that what works well for your customers may not necessarily be something you are in love with. Try and be objective, however if the two go hand in hand all the better!

An example I use to illustrate this particular facet of design is to ask you to think about some of the biggest, and most successful, Internet names out there. Chances are Google, eBay and Amazon are at, or very near, the top of your list. One could hardly say that they are also the most attractive sites though! They work and have become bigger than their competition not only because of their services, but also because their interface with their customers is simple (although Amazon is starting to look more messy!) and therefore they can be understood and used by the widest audience.

A common error, certainly one we have seen many times, is making sure your message is front and centre. Unless you are a recognised brand like Nike, CocaCola or Apple then just your logo on a promotional product is going to have limited value outside your known customer base. If you can, always include a short piece of text to explain quickly and memorably what you do. For the 6% of the population that do not know what CocaCola is just simply adding ‘a delicious, brown, carbonated beverage’ could help them take their first sip!

Once you have captured the viewer’s eye and delivered your message hopefully they will feel as if they want to read secondary information such as your highlighted products, services or maybe just your web address. If that information is not present then you are relying on them remembering to try and find out later, a risky strategy especially as there is lots of completion for everyone’s attention these days! QR codes or unique URLs can be useful here too as a means of getting an instant call to action. For instance: ‘Scan now to receive a 10% discount off of your first order.”

Also worth mentioning is to try and select a product you can offer in a number of colour ways for little or no extra cost, this will increase both uptake and longevity – like Coolaz stubby holders. This can be a double-whammy of sorts, which can often also be quite economical in volume orders, but is increasingly possible with smaller orders too with some suppliers.