Design Quality Control
Purpose:
Section titled “Purpose:”This SOP is designed to provide a step-by-step guide for market design creations for NIVA, ensuring that all artwork and videos produced are consistent with our brand identity, clear, compelling, and effective.
Marketing Design QC Checklist
Section titled “Marketing Design QC Checklist”Brand Identity
Section titled “Brand Identity”- Do people know this is from NIVA?
- Is the brand logo visible and clear?
- Are we using brand colors and elements?
- Is the art style consistent with the school’s art style?
- Is the tone and language of the ad consistent with our brand’s voice?
- Do the images and design reflect the bright and cheerful mood we want to portray?
Information Clarity
Section titled “Information Clarity”Identify the most important information customers need to know ->
- Are they shown very clearly?
- Are they scannable? (meaning they’ll see all of them within 1 second)
- If the ad includes any prices or offers, are they clearly displayed and accurate?
Visual Hierarchy
Section titled “Visual Hierarchy”- Does the visual hierarchy help lead the eye correctly from the most important element to the next?
- Are there any elements that disrupt the visual hierarchy? (move or remove those elements)
- Does the alignment of text and other elements on the ad aid the flow of a user’s eyes?
- Are good design techniques used to create a compelling visual hierarchy? (e.g. heavier font weights for things that are more important)
Call to Action (CTA)
Section titled “Call to Action (CTA)”Ensure our CTA is strong:
- Is there a clear CTA?
- What action do you want viewers to take most?
- Is it clear how they can take that action? (e.g. if the CTA is to call now, is there a phone number for them to call right there?)
- Is the CTA placed prominently?
- Is the CTA simple?
- Is the CTA strong? (e.g. “Call now!” vs “We’re waiting for your call”.)
- Is there a statement that creates urgency (e.g. scarcity statements like “Limited seats available”.)
Readability and Visual Clarity
Section titled “Readability and Visual Clarity”- Are the font sizes appropriate for the texts’ function?
- If there is any text overlay on images or videos, is it readable?
- Are important images and symbols in the ad effortlessly recognizable?
Contact Information
Section titled “Contact Information”- For this ad’s use case, how do we want people to contact us?
- Do we communicate clearly how they can do so?
Error Check and School Image
Section titled “Error Check and School Image”- Are there any spelling, grammar, or punctuation errors?
- Are there any images or design aspects that reflect the school poorly (e.g. poor student posture)?
Aesthetics
Section titled “Aesthetics”- Does it generally look pleasing?
- Is it too cluttered?
- Is there enough negative space?
- Is there anything on it that is not very important? (consider getting rid of it)
Optimization for Media
Section titled “Optimization for Media”- Is the ad optimized for all platforms it will be displayed on (e.g., social media, email, poster, TV, etc.)?
- Are text sizes appropriate for the intended media, i.e. phone?
- Are important information easily visible when driving-by for roadside vinyls (e.g. sometimes there’s a lot of grass at the bottom so those parts might not be visible)
Audience Appropriateness
Section titled “Audience Appropriateness”- Is the design appropriate for the intended audience?
Misinterpretation and Misunderstanding
Section titled “Misinterpretation and Misunderstanding”- Is there any potential for the ad to be misinterpreted or misunderstood?
How to use this SOP
Section titled “How to use this SOP”For designers and video creators:
Section titled “For designers and video creators:”- Keep this SOP handy and at the forefront of your mind while working on the design.
- Prior to submitting this for review with other team members, run through this entire checklist and ensure every standard is met or exceeded.
For design reviewers:
Section titled “For design reviewers:”- Once a design or video has been submitted for review, have this list handy and make sure all standards are met.
- For standards that are not met, communicate with the designer/creator what standards have not been met and if possible, give suggestions on how to remedy that.
- Repeat this process until all standards are met.
- Once all standards are met, the design should be ready for public consumption.
How to contribute to this SOP
Section titled “How to contribute to this SOP”Please make suggestions for additions or rewording through commenting on this document.
Conclusion
Section titled “Conclusion”By following this SOP, the team can ensure that all marketing designs effectively convey our brand message, engage target audiences, and drive the desired actions.