Guerrilla Marketing Design is more an attitude than a system of do’s and don’ts. It’s an attitude that emphasizes the efficient and memorable delivery of information.
-Firs.commandment: Purposeful
Guerrilla Marketers view design not as a matter of subjective likes and dislikes but as a strategic tool intended
to achieve specific goals. Guerrillas avoid unnecessary decoration. Every mark on the page must serve a purpose. Guerrillas make design decisions based on how efficiently their design.communicate a desired message to a specific audience.
Guerrilla Marketing design begins with a plan, based on careful analysis of message, audience an.competition.
-Secon.commandment: Recognition
Guerrilla Marketers refuse to get lost in a crowd. They know is it better to stand out and be recognized rather than confused with thei.competition.
Guerrillas recognize that their customers and prospects are bombarded with thousands o.competing messages each day. Accordingly, Guerrillas choose colors, typefaces and layouts that project a distinct, easily recognized image that sets their message apart and accurately reflects their values.
Their designs project a consistent image throughout all of their marketing. Consistency is achieved by using a uniqu.combination of colors, type and layout throughout their print and onlin.communications. This consistency multiplies the impact of their marketing dollars.
-Thir.commandment: Readable
Guerrilla Marketing Design is reader-friendly design.
Guerrillas recognize that readers are in a hurry and that anything that interferes with easy reading sabotages the delivery of their message.
Guerrillas make reading easy by paying close attention to typeface, type size and line spacing choices. They take painstaking care with spacing, hyphenation and punctuation. They carefully avoid design traps like setting entire words in upper case or overusing white text placed against gray or black backgrounds.
Color is never allowed to interfere with easy reading.
-Fourt.commandment: Emphasis
Guerrillas know when to whisper, when to shout.
They use design to help readers separate the important ideas from the supportive facts. They use the tools of emphasis to make their message’s information hierarchy instantly recognizable.
-Fift.commandment: Simplicity
Guerrillas design to Simplify.
Guerrilla Marketing Designers recognize that readers quickly can lose interest when reading extended text, like articles, memos, newsletters or proposals. Accordingly, Guerrillas maintain reader interest by breaking information into manageable, bite-sized chunks using techniques like segues, subheads, lists and sidebars.
Simplicity also involves restraint. Guerrilla Marketers recognize that less is more when i.comes to emphasis. They exercise extreme discretion before making typeface, type size, type style or color choices.
Guerrillas recognize that one outstanding photograp.communicates more than three average photographs.
-Sixt.commandment: Instan.communication
Guerrilla Marketing Design is visual.
Guerrillas strive to replace words and sentences with story-telling visuals. These include charts, graphs, lists, organization charts, tables and timelines tha.communicate at a glance.
Guerrillas use visuals to quickl.communicat.comparisons, relationships and sequence.
Guerrilla Marketers understand that words alone are not enough to ensure marketing success. The presentation of the words has to be as finely-executed as the words themselves.
Guerrillas understand that design is not a mystery, nor is it a cure-all.
Rather, design is a fundamental busines.competency that can be mastered when the right resources are chosen and properly utilized.
About The Author
Roger C. Parker is the $32 million dollar author with over 1.6 million copies in print. Download the remaining four of the 1.commandments of Guerrilla Marketing Design here:
GMarketing-Design.com
