Just do it somehow. What’s often the right approach in life rarely works well when it comes to design. Anyone who skips the expert knowledge when designing their own promotional materials will never achieve a result that’s both visually appealing and effective. The bottom line is that an unimaginable amount of money is wasted this way. But do you have to hire an agency straight away for your own communications? Not necessarily. With simple design rules and tricks, you can achieve initial success even without spending a lot of money. Jakob Strößner, as Creative Director, heads the marketing team at hsp. He knows what effects you can achieve with typography and colours. You’ll also learn the basics of corporate design, brand management and how law firms can get started.

Jakob is Head of Design and also Head of Marketing at hsp. He sets the direction for everything visual – or implements it himself. Paul starts by asking about typography. What should one look out for? Jakob replies that the subject of typography can be very broad. A good place to start is to see which typeface suits you best or which one you simply like. You can then think about why you like that typeface. The key is to find a particular combination that works for you and stick with it. Even if the readers of the text don’t pay any attention to the typography at all, something always sticks in the mind.

There is one particular point to bear in mind when it comes to the internet or the digital realm. Under certain conditions, specific fonts may not be displayed. For example, on a website, you must ensure that specific fonts are displayed; otherwise, the text will be displayed using a fallback font – that is, a font that the viewer has installed on their computer. Law firms should discuss such details with their IT specialists or web designer.

Find corporate typefaces and colours

There are various sources on the internet where more discerning law firms can purchase specialised fonts. These can be purchased with different licence terms and then used accordingly. In addition, there are also free fonts available, although the quality of these can vary considerably. Anyone who is unsure should consult a professional with specialist knowledge of design (it’s not just a hobby!) and seek their advice.

Next up is choosing the right colours. Depending on the field you’re in, certain colours should be favoured whilst others should be avoided. Flamboyant personalities tend to be better suited to bold colours such as red or pink, whilst others are better off with calm, muted colours. Here, a law firm should prioritise authenticity to ensure that the expectations evoked by a colour are actually met. It is perfectly acceptable to use several colours to create a recognisable combination. This provides greater design flexibility for different occasions.

It can be helpful, for example, to choose a contrasting colour – that is, a colour used to highlight specific points. If a law firm wishes to address a new topic, such as property tax reform, part of the mailing can be designed using the contrasting colour. Classic contrasting colours are red or orange; often, they are the complementary colours to the firm’s corporate colours. However, this is not a fixed rule – whatever looks good and catches the eye is a good choice.

Design without professional expertise

The fonts and colours have now been finalised. But how can I create promotional materials without having to hire an agency straight away? Many websites – such as those run by printing companies – offer simple tools designed precisely for situations like this. These allow even beginners to design printed materials quickly and easily. Similar tools are available for newsletters and mailings, websites and online shops – with plenty of ready-made designs to help with the process. As a next step, ambitious law firms might consider moving further and further away from pre-defined templates.

Anyone who uses a lot of printed material should bear this in mind when choosing colours. This is because colours often look different on screen than they do in print. In such cases, it helps to carry out plenty of trials and test prints to ensure that, as far as possible, the colours on the screen and on paper match, using various settings.

It’s worth paying attention to the details

Law firms always have a lot of text to deal with. To ensure that these texts are actually read, they can be presented in a varied way. There are a few tricks for doing this, such as the use of subheadings. Highlighting important passages using a contrasting colour or styling subheadings in a different font also works well. Law firms can take their cue from texts in magazines in this regard. However, from a professional perspective, it can also be worthwhile to look at professional advertising materials, such as a brochure from a bank or a mobile phone provider.

Last but not least, Jakob has one more piece of advice: don’t be afraid of white space. Many beginners tend to cram as much information as possible into an advert or advertising space. However, this creates visual clutter and means that none of the information actually gets through to the client. It’s better to focus on one or two key messages that will really make an impact.