Shawnee

Wright

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Cluttered & Confusing Design:

This graphic has too much going on and needs a clear visual hierarchy; it can be challenging for viewers to understand the main message or key points.

Poor Readability:

The text is too small, difficult-to-read fonts are used, and the document text needs more contrast with the background in the footer, making it hard for viewers to read and comprehend the information.

Clear and Organized Design:

I improved this design to be well-structured, uncluttered, and provide a clear visual hierarchy, making it easy for viewers to understand the main message or key points.

Excellent Readability:

I utilized legible fonts, appropriate font sizes, and sufficient contrast between text and background, ensuring the information is easily readable.

Cluttered & Confusing Design:

This graphic has too much going on and needs a clear visual hierarchy.

Improper Orientation

Poor Readability:

The text is too small, difficult-to-read fonts are used, and the document text needs more contrast with the background in the footer.

Clear and Organized Design:

I improved this design to be well-structured, uncluttered, and provide a clear visual hierarchy, making it easy for viewers to understand the main message or key points.

Excellent Readability:

I utilized legible fonts, appropriate sizes, and sufficient contrast between text and background.

Neglect of Branding:

These posts neglect brand elements, resulting in a weak representation of the IA's identity. It misses the opportunity to showcase the brand, leaving the audience with a vague understanding of what the brand stands for.

Generally Lacks to Convey an Understanding of the Audience:

These posts generally dont display an understanding of the target audience's demographics, pain points, challenges, and interests.

Bold Brand Identity:

IA's brand's identity is integrated into the designs. Using logos, brand marks, and brand-specific graphics is strategic and purposeful, reinforcing the brand identity and making a solid visual impact.

Tailored Content:

The focus of these posts is to provide valuable, informative, and engaging content that shows a deep understanding of the audience and their challenges.

Poor Tailoring:

This graphic is not tailored to the technical awareness level of the average consumer, making the value unclear.

Unclear Unique Value Proposition:

The VoIP service industry is competitive- this document does not clearly illustrate why a consumer might choose Appello over a competitor.

Lack of Adherence to Design Principles

Clear and Organized Design:

This design follows standard design principles.

Clear Unique Value Proposition:

The unique value of Appello VoIP is clearly presented.

Clear Call to Action:

A clear call to action is displayed at the bottom of the graphic to instruct follow-up.

Tailored to Target Audience:

The language used and services presented in this graphic are consumer-friendly and non-technical, allowing the message to resonate with the target audience effectively.

Unoptimized Graphics:

The graphics in this ad are not the proper size, causing the copy in the graphic to be hidden.

Generic Images:

To best target the ad to the Arizona target audience, local and custom visuals should be leveraged.

Conflicting Copy:

The listed support points fail to align with the marketing message, creating confusion and disconnect for the audience.

Low-Quality Imagery:

Using pixelated or low-resolution images diminishes the overall design quality.

Poor Proximity:

Related elements are dispersed randomly, making the design appear disorganized.

Neglect of Branding:

The old welcome packet neglects brand elements, resulting in a weak representation of the IA's identity. It misses the opportunity to showcase the brand's identity, leaving the audience with a vague understanding of what the brand stands for.

Little Visual Storytelling:

This document lacks a coherent visual storyline, resulting in a flat and uninspiring presentation. It lacks a clear flow, causing disengagement among its audience.

Bold Brand Identity:

IA's brand's identity is seamlessly integrated into the new design. Using logos, brand marks, and brand-specific graphics is strategic and purposeful, reinforcing the brand identity and making a solid visual impact.

Visual Storytelling Focus:

The new document communicates intended messages clearly and effectively. The well-structured layout guides the reader's eye smoothly through the content. Additionally, the copy is concise and impactful. Visual storytelling elements are skillfully incorporated throughout that captivate the audience.

Lack of Emphasis on Expertise:

The version doesn't emphasize John's expertise- it merely mentions a specialization without highlighting its significance or the value John brings to the company.

Monotonous Sentence Structure Without Personal Touches:

The sentences in the "before" version are straightforward and uniform in structure, resulting in a dull reading experience. The "before" mentions John's interest in venomous reptiles and co-authoring a book matter-of-factly. It needs to be more developed and contribute to creating a compelling bio.

Emphasis on Expertise:

The "after" version goes beyond listing basic information and highlights John's expertise in dental technologies. It emphasizes how his innovative insights have significantly contributed to the company and its partners, making him an invaluable asset.

Personal & Relevant Narrative

In addition to being crafted with more depth and color to the narrative, the "after" is tailored to the target audience. It highlights John's technical expertise and emphasizes his ability to balance it with his interests. It is meant to resonate well with potential partners or colleagues who value well-rounded professionals.

shawneewright@outlook.com

shawneewright@outlook.com

(520) 977-1773

(520) 977-1773

Tucson, AZ

Tucson, AZ

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