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While in the past, statements and other transactional documents were designed using forms design tools with limited flexibility, today’s designers have much more flexible tools available to them. Instead of being limited to a fixed forms design implemented by writing programming code, document creation tools such as Adobe InDesign and QuarkXPress allow for the design of templates that will adjust to the amount of information being presented. This makes it easier to use white space and to automatically adjust page design to accommodate variable messaging. In thinking about a new statement design, it is important to consider the types of messages that will be conveyed and to allocate space, or message zones, in a consistent manner. For example, operational messages or required regulatory text might always appear across the bottom of page one in dark blue boxed text, while priority offers would fall in the top third of page one. This approach makes it easier to implement new campaigns during each statement cycle. With a well-defined template, all stakeholders know which types of messages go in which message zones in the template, making mapping of data and images easier. Defining Premium White Space Based on studies done over the years about what constitutes good information design, most experts would say that the key areas of the statement—where the eye is most likely to fall and where the most important information should be placed—are the top right corner, the middle left, and the bottom right of page one. For a typical TransPromo document, according to Kodak’s Pat McGrew, this translates to placement of customer care information in the top right, the key marketing message on the middle left, and remittance information on the bottom right. “That is the traditional approach,” she says. “But there have been beautifully executed bills and statements that don’t use that technique. You can build something new and unique based on good information design. If the design and execution are impeccable, type sizes are big enough to read, and the use of color isn’t overwhelming, the design leads the reader through the information.” That being said, McGrew counsels beginning with the traditional approach unless the company is working with a qualified information designer such as Prinova or Emerge Partners, or output providers with in-house design expertise such as DST Output. White Space Allocation: An Example Salmat’s Vicky Young explains the allocation of white space in this way: “You can get caught up in the complexities of composition and presentation, but it is an easier process if you look at the statement as a series of boxes whose content can be interchangeable depending on the individual recipient. In essence, each box represents an interchange area using a flag or piece of data in the customer record that can drive its content to be relevant.” She recommends using statement real estate adjacent to the primary area a customer is likely to look at on the statement for marketing and other important messages. In the Figure below, light gray areas represent portions of the statement where the customer’s attention is most likely to be focused to obtain transaction or account-related information; dark gray areas are the ideal location for variable messaging.
The preceding is an excerpt from a report entitled Design Considerations for TransPromo Communications. To learn more about this report, visit our online store or contact Robyn Wuori at ext. 103 or via e-mail at . |
