Know How to Emphasize

Companies get color printing done because they want to deliver a message to people. Some things in those messages are going to be meant to attract more attention than others, and pictures are the most common method to get a person to give more of their attention to one thing over another. But words can be just as effective at doing this if you place the right level of emphasis on them.

When you’re creating a brochure and writing the text there are certain terms and phrases you want to be more important than the others.

If you don’t know the most effective methods to emphasize your text you won’t be able to get the desired results. Quite often I see brochures with multiple words capitalized in an attempt to draw attention to them, but because capitalization was the only way to emphasize a word that they used, it made all those words blend together instead, and fail to do their job.

The first rule of placing more importance on certain phrases is to vary the way you go about doing it. Italicization, underlining, capitalization, and bolding are all fairly standard ways to get people to look more at specific words. If you have a lot of words you want people to focus on you should spread out your efforts among all four methods to create the better results.

But even these aren’t the only styles you can use. Pulling out entire sentences or paragraphs can do wonders to get people looking more at a certain idea. Pick up any newspaper or magazine and you’ll notice them practicing this very style.

Almost all magazine articles have a little box with a quote inside of it. Those quotes almost always deal with a specific point being made in the article, and give you just enough information to get a feel for what’s being said. The point of this is to generate interest in reading the entire article based on the few quotes pulled from it.

Use this practice in your brochures. People are only going to give something that much attention if they have a good idea what to expect from it.

Great headlines are another method for getting your general message out and instilling interest in reading the rest. A headline should let a person know exactly what the topic is and what they can expect to find out.

You don’t want to pay for color printing only to have no one read what you wrote because they had no reason to care. Varying up your methods of emphasizing and using every style you can to boost interest will ensure you never have to worry about that. Sometimes all it takes is bolding the right word to make a person read everything you have to say.

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