Effective Brochures: Give the Audience What it Wants

There are hundreds of ways to convey information to potential patrons, and dozens of theories about what works and what doesn't by way of themes, design, format, and readability. On top of that, tastes vary. "Exciting" or "enticing" or "credible" mean di… more »
Posted under Design, Theater, Makeover, Marketing, Webinars on 09.19.2011 • PermalinkPermalink

Effective Postcards: Intrigue is Great When it Serves the Message, but Not as an End in Itself

Believe me, I understand. Company logo, show logo, dates, location, description, ordering info gets to be pretty dull. It's really true that many prospective ticket buyers are so numbed by information overload that they need a jolt or a jab to wake up an… more »
Posted under Design, Theater, Dance, Makeover, Marketing on 09.19.2011 • PermalinkPermalink

Effective Postcards: Don't Assume Your Audience Knows What You Know

Typically, arts marketing postcards pay for themselves by boosting single ticket sales for 1 or 2 upcoming shows or exhibits. Duh. The downside of that tight focus is that if readers don't understand what the postcard is advertising, it's easier to throw… more »
Posted under Design, Theater, Makeover, Webinars on 09.19.2011 • PermalinkPermalink

Effective Postcards: How Best to Advertise Multiple Shows or Exhibits

The first rule of developing a marketing piece is to communicate very clearly what it is and why readers should care. For arts marketing postcards, that normally means one of two main messages: "Buy subscriptions to the upcoming season" or "Buy tickets t… more »
Posted under Design, Theater, Makeover on 09.19.2011 • PermalinkPermalink

Designer's Toolkit -- Pictures are Malleable

As I worked on a theater group's postcard recently, I had the job of making the information-heavy side of the postcard work with the image below. I tried cropping it several different ways, and found it difficult to work around the picture and the light… more »
Posted under Design, Theater, Makeover on 12.8.2010 • PermalinkPermalink

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