When designing marketing materials for your business, one of the first questions you should ask is, “who am I trying to attract?”  What group of people will support your business the most?  Are you appealing to students, families, young singles, the elderly?

Once you answer this question, keep this group in mind when designing your marketing materials. For example, if you are a doctor who specializes in geriatric medicine, an ultra-trendy business card may not be ideal, no matter how much you like the design.  A simple card printed on quality card stock would be best.  Including an appointment reminder on the back of the card would be helpful, too.    

If you own a family restaurant, you want your marketing materials to reflect your relaxed and casual atmosphere.  Stay away from elegant script or images of martini glasses and olives. 

Recruit some friends or family members who would be likely clients, and ask them how they feel about your possible designs.

Keep their thoughts in mind while designing postcards, brochures, and letterhead, too. 

Remember, as your business grows and evolves over time; don’t be afraid to make simple changes to your logo or marketing materials.