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DESIGN FOR DIFFERENTIATION:
THE IMPORTANCE OF DESIGN IN
ASSET MANAGEMENT MARKETING
BUILD YOUR BRAND VISUALLY
Your brand exists to build a bridge between you and your
clients. It’s there to tell them who you are, why they
should trust you and what they can expect from your
products and services. It’s there to reinforce your
relationship and inspire loyalty — even brand love.
Effectively translating the essence of your brand into a
visual display of information can be the start of a
beautiful relationship, so here are our no-nonsense,
step-by-step tips for improving your visual design.

www.kurtosys.com
1. GET THE BASICS RIGHT

COLOR: BRANDING
•  Refer to your brand guidelines
document regularly
•  If you don’t have one, get it done — it
should contain all the colors you
should be using
•  Designers often create a primary/
secondary color palette — apply to
charts and objects where multiple
colors are required.
www.kurtosys.com
1. GET THE BASICS RIGHT

COLOR: USE TOOLS
•  Creating color schemes from
scratch? Try Adobe Kuler,
colorschemedesigner,
COLOURlovers, or ColorBlender
•  Start with 2 or 3 main colors, then
add shades of those colors and
neutral tones
•  Avoid adding extra colors
randomly as this will dilute the
brand and visual appeal

Pantone

RGB

HEX

Pantone Cool Gray 9

R116, G118, B121

#747679

Pantone 534 Dark Blue

R41, G62, B107

#293e6b

Orange 021

R255, G82, B0

#ff5200

www.kurtosys.com
1. GET THE BASICS RIGHT

COLOR: PRINT OR DIGITAL?
•  Are you producing something that will
be printed or is it for onscreen use?
•  Your brand guidelines should provide
CMYK / RGB / Pantone and HEX
values — get the colors right for the
relevant medium

www.kurtosys.com

CMYK: C = 69%
M = 14%
Y = 0%
K = 0%
RGB: R = 41
G = 171
B = 226
Web: #20adda

CMYK: C = 1%
M = 98%
Y = 97%
K = 0%
RGB: R = 234
G = 34
B = 39
Web: #e8232a

CMYK: C = 84%
M = 9%
Y = 99%
K = 1%
RGB: R = 6
G = 161
B = 75
Web: #189b4d
1. GET THE BASICS RIGHT

COLOR: MONO VS. COLOR
•  What does your color scheme look like
in black and white? Can your reader tell
the difference in mono?
•  Websites can have printer-friendly style
sheets (via CSS)
•  PDFs don’t have that luxury — test your
contrast and tints so that multi-colored
charts print well in monochrome
(grayscale)
www.kurtosys.com
2. ORGANIZE YOUR LAYOUT

LAYOUT: USE GRIDS
In print or online media, layout grids can
help you organize the elements on the page
in a clear and consistent way
•  Web applications such as Adobe
Dreamweaver come with built-in tools to
assist with responsive layout grids
•  See using layout grids effectively

www.kurtosys.com
2. ORGANIZE YOUR LAYOUT

LAYOUT: TEMPLATES
Without templates there is no consistency
or visual harmony across content.
•  Most websites are template-driven for
easy manipulation and scaling
•  DTP “master pages” can control both
the layout and the content styling

www.kurtosys.com

1

2
3
2. ORGANIZE YOUR LAYOUT

LAYOUT: RULE OF THIRDS
•  The rule of thirds is a design concept that
is applied to many things: photography,
film, painting and graphic design
•  There are 4 focus points where the lines
intersect — the most important content
should reside not in the center but along
these lines or points (often in the top or
bottom third)

www.kurtosys.com
2. ORGANIZE YOUR LAYOUT

LAYOUT: WHITE SPACE
•  Avoid horizontal rules and divider
lines — use negative space to divide
content
•  A List Apart demonstrates the idea
of the same content in two designs,
but with different treatments of
space: “cheap” direct mail design on
the left versus “Luxury” brand
design on the right.
Source: A List Apart, 2007

www.kurtosys.com
2. ORGANIZE YOUR LAYOUT

LAYOUT: GROUP CONTENT
Group related content together
•  Users get accustomed to seeing
content in consistent chunks
•  Speed up information absorption
•  Block out less relevant content

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

TYPE: FONTS
•  Use the right font for the job
•  Brand guidelines come first
•  Use only two or three fonts
•  In print or online, style sheets
should be applied for consistent
headings, body, asides, block
quotes and captions

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

TYPE: LEADING
•  Leading, AKA line spacing
provides adequate space
between text
•  Basic guide: leading should be
2–3 pts greater than the font
size (ex: 12pt text may have
15pt leading)

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

TYPE: ORPHANS & WIDOWS
•  Words/phrases that become separated from a paragraph
make your text difficult to read
•  Hard to avoid in
websites but easily
dealt with using
DTP style sheets

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

TYPE: HIGHLIGHTING
•  Use color or font styling to
add emphasis to any key
words or sentences
•  Avoid underlining
•  Be consistent — if you
choose italics then stick to
that style across the board

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: PIES LIE
•  Choose the right tool for the job
•  Pie charts can be misleading —
can a bar chart give a more
clear picture for your readers?

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: 3D MADNESS
•  Avoid 3D effects and “quick styles”
unless there’s a real need for them
•  Focus on the key data and message
that you want to get across

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: MULTIPLE CHARTS
If your chart contains lots of
data, consider breaking one big
chart into many smaller ones
— you may find it easier to see
the results and compare data

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: LABELS
•  Add concise labels to your chart to
let the reader know what point
you’re making
•  Embed labels on or near the data if
possible, not in a separate legend
•  If your chart represents an update
to a series of data, highlight the
area you want to focus on

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: DE-CLUTTER
•  Do you really need all those axis
points, grid lines, and legends?
•  Remove unnecessary items in
your chart for a cleaner look
•  Always simplify and the
important data will shine through

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

CHARTS: NO CHART
•  Consider not even using a chart
•  If the data you show is relatively
simple, maybe some one stats or
a simple text and a visual icon
does a better job
•  A table may demonstrate the
data more effectively
SOURCE: http://www.articulate.com

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: MESSAGE
1.  Remember the message
your data table is trying to
get across — does the
table convey the key info?
2.  If the table is a regular
monthly update then
consider highlighting the
column/row/data that you
want to draw attention to
www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: COLUMNS
•  Keep table columns to a
minimum
•  Complex Excel data may not
translate well to a PDF or
web page—width is the
limitation in both cases
•  Consider omitting columns
and using a summary

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: CONTRAST
•  Contrast is a simple way to make
tabular info clearer to the reader
•  Try alternating background tints in
rows and/or columns
•  Apply stronger contrast to table
headers and footers

SOURCE: http://www.huidesign.com

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: FIGURES
•  If your table contains numerical
data consider rounding the
numbers down to one or two
decimal places
•  Shorter numbers are easier on the
eye and use less space

SOURCE: http://www.hotmath.com

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: FONTS
•  Some fonts don’t display numbers
well with characters having varying
baseline settings (e.g. Georgia)
•  Choose sensible typefaces for data
tables (within brand guidelines)
•  Serif fonts often make table data
hard to read

www.kurtosys.com
3. ADD CONTENT INTELLIGENTLY

DATA TABLES: CONSISTENCY
•  Use style sheets in web or print
to maintain a brand-consistent
look and feel to your tables
•  Adobe InDesign has great
controls for table styles and it
saves time — master these

www.kurtosys.com
DOWNLOAD THE COMPLETE
PDF WHITE PAPER
Design for Differentiation: The
Importance of Design in Asset
Management Marketing
DOWNLOAD
www.kurtosys.com

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Design for Differentiation: The Importance of Design in Asset Management Marketing

  • 1. DESIGN FOR DIFFERENTIATION: THE IMPORTANCE OF DESIGN IN ASSET MANAGEMENT MARKETING
  • 2. BUILD YOUR BRAND VISUALLY Your brand exists to build a bridge between you and your clients. It’s there to tell them who you are, why they should trust you and what they can expect from your products and services. It’s there to reinforce your relationship and inspire loyalty — even brand love. Effectively translating the essence of your brand into a visual display of information can be the start of a beautiful relationship, so here are our no-nonsense, step-by-step tips for improving your visual design. www.kurtosys.com
  • 3. 1. GET THE BASICS RIGHT COLOR: BRANDING •  Refer to your brand guidelines document regularly •  If you don’t have one, get it done — it should contain all the colors you should be using •  Designers often create a primary/ secondary color palette — apply to charts and objects where multiple colors are required. www.kurtosys.com
  • 4. 1. GET THE BASICS RIGHT COLOR: USE TOOLS •  Creating color schemes from scratch? Try Adobe Kuler, colorschemedesigner, COLOURlovers, or ColorBlender •  Start with 2 or 3 main colors, then add shades of those colors and neutral tones •  Avoid adding extra colors randomly as this will dilute the brand and visual appeal Pantone RGB HEX Pantone Cool Gray 9 R116, G118, B121 #747679 Pantone 534 Dark Blue R41, G62, B107 #293e6b Orange 021 R255, G82, B0 #ff5200 www.kurtosys.com
  • 5. 1. GET THE BASICS RIGHT COLOR: PRINT OR DIGITAL? •  Are you producing something that will be printed or is it for onscreen use? •  Your brand guidelines should provide CMYK / RGB / Pantone and HEX values — get the colors right for the relevant medium www.kurtosys.com CMYK: C = 69% M = 14% Y = 0% K = 0% RGB: R = 41 G = 171 B = 226 Web: #20adda CMYK: C = 1% M = 98% Y = 97% K = 0% RGB: R = 234 G = 34 B = 39 Web: #e8232a CMYK: C = 84% M = 9% Y = 99% K = 1% RGB: R = 6 G = 161 B = 75 Web: #189b4d
  • 6. 1. GET THE BASICS RIGHT COLOR: MONO VS. COLOR •  What does your color scheme look like in black and white? Can your reader tell the difference in mono? •  Websites can have printer-friendly style sheets (via CSS) •  PDFs don’t have that luxury — test your contrast and tints so that multi-colored charts print well in monochrome (grayscale) www.kurtosys.com
  • 7. 2. ORGANIZE YOUR LAYOUT LAYOUT: USE GRIDS In print or online media, layout grids can help you organize the elements on the page in a clear and consistent way •  Web applications such as Adobe Dreamweaver come with built-in tools to assist with responsive layout grids •  See using layout grids effectively www.kurtosys.com
  • 8. 2. ORGANIZE YOUR LAYOUT LAYOUT: TEMPLATES Without templates there is no consistency or visual harmony across content. •  Most websites are template-driven for easy manipulation and scaling •  DTP “master pages” can control both the layout and the content styling www.kurtosys.com 1 2 3
  • 9. 2. ORGANIZE YOUR LAYOUT LAYOUT: RULE OF THIRDS •  The rule of thirds is a design concept that is applied to many things: photography, film, painting and graphic design •  There are 4 focus points where the lines intersect — the most important content should reside not in the center but along these lines or points (often in the top or bottom third) www.kurtosys.com
  • 10. 2. ORGANIZE YOUR LAYOUT LAYOUT: WHITE SPACE •  Avoid horizontal rules and divider lines — use negative space to divide content •  A List Apart demonstrates the idea of the same content in two designs, but with different treatments of space: “cheap” direct mail design on the left versus “Luxury” brand design on the right. Source: A List Apart, 2007 www.kurtosys.com
  • 11. 2. ORGANIZE YOUR LAYOUT LAYOUT: GROUP CONTENT Group related content together •  Users get accustomed to seeing content in consistent chunks •  Speed up information absorption •  Block out less relevant content www.kurtosys.com
  • 12. 3. ADD CONTENT INTELLIGENTLY TYPE: FONTS •  Use the right font for the job •  Brand guidelines come first •  Use only two or three fonts •  In print or online, style sheets should be applied for consistent headings, body, asides, block quotes and captions www.kurtosys.com
  • 13. 3. ADD CONTENT INTELLIGENTLY TYPE: LEADING •  Leading, AKA line spacing provides adequate space between text •  Basic guide: leading should be 2–3 pts greater than the font size (ex: 12pt text may have 15pt leading) www.kurtosys.com
  • 14. 3. ADD CONTENT INTELLIGENTLY TYPE: ORPHANS & WIDOWS •  Words/phrases that become separated from a paragraph make your text difficult to read •  Hard to avoid in websites but easily dealt with using DTP style sheets www.kurtosys.com
  • 15. 3. ADD CONTENT INTELLIGENTLY TYPE: HIGHLIGHTING •  Use color or font styling to add emphasis to any key words or sentences •  Avoid underlining •  Be consistent — if you choose italics then stick to that style across the board www.kurtosys.com
  • 16. 3. ADD CONTENT INTELLIGENTLY CHARTS: PIES LIE •  Choose the right tool for the job •  Pie charts can be misleading — can a bar chart give a more clear picture for your readers? www.kurtosys.com
  • 17. 3. ADD CONTENT INTELLIGENTLY CHARTS: 3D MADNESS •  Avoid 3D effects and “quick styles” unless there’s a real need for them •  Focus on the key data and message that you want to get across www.kurtosys.com
  • 18. 3. ADD CONTENT INTELLIGENTLY CHARTS: MULTIPLE CHARTS If your chart contains lots of data, consider breaking one big chart into many smaller ones — you may find it easier to see the results and compare data www.kurtosys.com
  • 19. 3. ADD CONTENT INTELLIGENTLY CHARTS: LABELS •  Add concise labels to your chart to let the reader know what point you’re making •  Embed labels on or near the data if possible, not in a separate legend •  If your chart represents an update to a series of data, highlight the area you want to focus on www.kurtosys.com
  • 20. 3. ADD CONTENT INTELLIGENTLY CHARTS: DE-CLUTTER •  Do you really need all those axis points, grid lines, and legends? •  Remove unnecessary items in your chart for a cleaner look •  Always simplify and the important data will shine through www.kurtosys.com
  • 21. 3. ADD CONTENT INTELLIGENTLY CHARTS: NO CHART •  Consider not even using a chart •  If the data you show is relatively simple, maybe some one stats or a simple text and a visual icon does a better job •  A table may demonstrate the data more effectively SOURCE: http://www.articulate.com www.kurtosys.com
  • 22. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: MESSAGE 1.  Remember the message your data table is trying to get across — does the table convey the key info? 2.  If the table is a regular monthly update then consider highlighting the column/row/data that you want to draw attention to www.kurtosys.com
  • 23. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: COLUMNS •  Keep table columns to a minimum •  Complex Excel data may not translate well to a PDF or web page—width is the limitation in both cases •  Consider omitting columns and using a summary www.kurtosys.com
  • 24. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: CONTRAST •  Contrast is a simple way to make tabular info clearer to the reader •  Try alternating background tints in rows and/or columns •  Apply stronger contrast to table headers and footers SOURCE: http://www.huidesign.com www.kurtosys.com
  • 25. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: FIGURES •  If your table contains numerical data consider rounding the numbers down to one or two decimal places •  Shorter numbers are easier on the eye and use less space SOURCE: http://www.hotmath.com www.kurtosys.com
  • 26. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: FONTS •  Some fonts don’t display numbers well with characters having varying baseline settings (e.g. Georgia) •  Choose sensible typefaces for data tables (within brand guidelines) •  Serif fonts often make table data hard to read www.kurtosys.com
  • 27. 3. ADD CONTENT INTELLIGENTLY DATA TABLES: CONSISTENCY •  Use style sheets in web or print to maintain a brand-consistent look and feel to your tables •  Adobe InDesign has great controls for table styles and it saves time — master these www.kurtosys.com
  • 28. DOWNLOAD THE COMPLETE PDF WHITE PAPER Design for Differentiation: The Importance of Design in Asset Management Marketing DOWNLOAD www.kurtosys.com