Guerrilla Marketing Design is more an attitude than a system of do’s and don’ts. It’s an attitude that emphasizes
efficient and memorable delivery of information. -First Commandment: Purposeful
Guerrilla Marketers view design not as a matter of subjective likes and dislikes but as a strategic tool intended to achieve specific goals. Guerrillas avoid unnecessary decoration. Every mark on page must serve a purpose. Guerrillas make design decisions based on how efficiently their designs communicate a desired message to a specific audience.
Guerrilla Marketing design begins with a plan, based on careful analysis of message, audience and competition.
-Second Commandment: Recognition
Guerrilla Marketers refuse to get lost in a crowd. They know is it better to stand out and be recognized rather than confused with their competition.
Guerrillas recognize that their customers and prospects are bombarded with thousands of competing messages each day. Accordingly, Guerrillas choose colors, typefaces and layouts that project a distinct, easily recognized image that sets their message apart and accurately reflects their values.
Their designs project a consistent image throughout all of their marketing. Consistency is achieved by using a unique combination of colors, type and layout throughout their print and online communications. This consistency multiplies impact of their marketing dollars.
-Third Commandment: Readable
Guerrilla Marketing Design is reader-friendly design.
Guerrillas recognize that readers are in a hurry and that anything that interferes with easy reading sabotages delivery of their message.
Guerrillas make reading easy by paying close attention to typeface, type size and line spacing choices. They take painstaking care with spacing, hyphenation and punctuation. They carefully avoid design traps like setting entire words in upper case or overusing white text placed against gray or black backgrounds.
