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MARKETING COLLATERAL Marketing collateral is a term used for printed materials used to present information about your business and its capabilities, products or services. It can include brochures, fliers, fact sheets, direct mail pieces, and other communications pieces that are produced directly by the company. All of your company's printed pieces should be in tune with your overall marketing message and company image. When planning the production of marketing collateral, special consideration should be given to the following elements: · Design and Layout o Is the material visually attractive and appealing? o Does it invite the reader to open it or read further? o Do the design and layout components complement the message? · Formatting components of design and layout include: o balance o white (or empty) space o font types o colors o paper stock o paper size o graphics o illustrations o photos o charts You may use product photos or illustrations in marketing collateral. Graphs, charts or other graphics also help to visually communicate messages. · Message and Written Text o Is the information accurate? o Is the collateral piece easy to read? o Are the sentences simple and clearly wr