When planning the production of publications, here are some questions to consider:
Design and Layout
Is the publication visually attractive and appealing?
Does it invite the reader to open it or read further?
Do the design and layout components selected for the publication complement the message?
Formatting components of design and layout include:
balance
font types
colors
paper stock
paper size
graphics
pictures
charts
white space
You may use product photos or illustrations in many types of publications. Graphs and charts also help to visually communicate your message.
Message and Written Text
Do the words selected state your message clearly and communicate appropriate information?
Does the publication read easily?
Is the text grammatically correct?
Do the title and first few lines of your publication spark the reader's curiosity?
What is the implied tone of the message?
Is the tone appropriate for the audience and does it reflect well on your company?
Do you communicate the benefits of doing business with your company?
Does the message ask the reader to respond?
Do you tell the reader how to contact you?
Management Issues
What is the specific marketing goal for the publication?
Who is the intended audience?
Does the production of the publication fit within your budget?
What is the production schedule?
Is the timing of the publication appropriate?
Does the publication complement your other marketing materials?
How and when will you distribute the publication?
Does the publication comply with post office mailing requirements?
