Having effective graphic materials can make the difference between attracting new clients or going unnoticed. Images, colors, and text not only convey information but also communicate professionalism, trust, and the value of your brand. However, many agents and agencies struggle to translate their ideas into clear instructions for their graphic designers.
In this article, we provide a complete guide to help you communicate better with your designers and create impactful visuals that connect with your target audience.
1. Why Is Graphic Design Important in Health Insurance?
Graphic design isn’t just about “making something look nice”; it’s a strategic tool to attract, inform, and persuade. Especially in the health insurance sector, good design can:
- Build trust: Clients want to know they’re dealing with a professional and reliable company. A well-crafted design reflects these values.
- Communicate clearly: Insurance can be confusing. Visually appealing and well-organized designs help make information more understandable.
- Set you apart from the competition: In a saturated market, a unique and well-executed design can make your brand stand out.
2. Define the Purpose of Each Graphic Piece
Before requesting a design, you need to be clear about what you want to achieve. Communicating this goal to your designer is key to a successful final result.
Key questions to define the purpose:
- Is it to attract new clients?
- Is it to inform your existing clients about a change or promotion?
- Is it to position your brand on social media or in your community?
Example:
“I need a social media post inviting families to take advantage of the open enrollment period and highlighting the benefits of our health plans.”
3. Understand Your Target Audience
Knowing your audience is essential for effective design. Not all clients have the same needs or respond the same way to a visual message.
Considerations:
- Age: Are they seniors interested in Medicare or younger people seeking basic insurance?
- Interests: What matters most to them? Price, coverage, additional benefits?
- Tone: Should the design feel serious, friendly, professional, or modern?
Example:
“This design is aimed at seniors seeking Medicare Advantage plans, so I want it to convey trust and peace of mind.”
4. Choose the Right Format
The format of the design will depend on where you’ll use it. Clearly explain to your designer the intended purpose of the graphic piece.
Common formats:
- Social media: Square posts (1080×1080 px) or vertical stories (1080×1920 px).
- Printed materials: Flyers, brochures, or posters.
- Email: Horizontal images optimized to be lightweight and high-quality.
- Web pages: Banners or images adjusted to the required size for your site.
Example:
“I need a square design for Instagram and an adapted version for stories.”
5. Describe the Visual Style You Want
The style of your design should reflect your brand and connect with your target audience. If you don’t have a defined style guide, use keywords to describe what you want.
Key aspects to include:
- Colors: Use your brand’s colors or tones that represent trust and health, such as blue, white, or green.
- Typography: Choose fonts that are clear and easy to read.
- Images: Decide whether you prefer real photos, illustrations, or icons.
- Overall style: Minimalist, modern, professional, friendly, etc.
Example:
“I want a clean and professional design with blue and white tones. Use images of happy seniors, and make sure the main text is large and legible.”
6. Define the Main Message
Content is just as important as design. Clearly explain what text should be included and which parts should stand out the most.
Typical structure for a message:
- Headline: The main phrase that grabs attention.
- Subtitle: A brief text that expands on the headline’s message.
- Call to action: Tells the client what to do (e.g., “Call now” or “Visit our website”).
- Additional information: Phone, email, website, or address.
Example:
- Headline: “Take Advantage of the Open Enrollment Period!”
- Subtitle: “Health plans designed for you and your family.”
- Call to action: “Contact us today for more information.”
- Additional information: Phone: (555) 123-4567, www.yourbusiness.com.
7. Include Specific Elements
If you have logos, images, or specific data that must appear in the design, share them with your designer from the start. This will avoid confusion and ensure the piece aligns with your brand.
Example:
“I’ve attached our logo in PNG format and a photo I’d like to use in the design. I also want to include this information: Phone: (555) 123-4567.”
8. Review and Provide Effective Feedback
It’s unlikely the first draft will be perfect. Ask your designer to show you a sketch before finalizing the design so you can make adjustments.
How to give effective feedback:
- Be specific: Instead of saying, “I don’t like it,” explain what part you want to change.
- Use examples: If you like something from another design, show it to the designer.
- Prioritize: If there are several things to adjust, start with the most important.
Example of feedback:
- “I like the overall design, but the headline needs to be bigger to stand out.”
- “Can we use a lighter shade of blue to make it look friendlier?”
9. Learn Basic Design Concepts
Understanding some common design terms will help you communicate better with your designers:
- CMYK vs. RGB: CMYK is for print, while RGB is used for digital designs.
- Resolution: For print, images should be at 300 dpi; for digital use, 72 dpi is enough.
- File formats:
- PDF: Ideal for print.
- PNG: High quality with a transparent background.
- JPG: Common for lightweight digital images.
10. Get Inspired and Be Creative
Don’t be afraid to seek inspiration from other brands or industries. Show examples of designs you like to help your designer understand your vision.
Places to find inspiration:
- Social media (Instagram, Pinterest).
- Websites of similar brands.
- Previous designs that worked well.
Final Checklist for Requesting a Design
- Objective: What do you want to achieve with the graphic piece?
- Audience: Who is it aimed at?
- Format: Where will it be used?
- Style: How do you want it to look?
- Message: What text should it include?
- Elements: What images, logos, or data must appear?
- Feedback: How will you provide suggestions for improvement?
Graphic design is a powerful tool to connect with your clients, build trust, and stand out in a competitive market. With these basic steps, you’ll be able to communicate more effectively with your designers and ensure that the graphic pieces for your health insurance business are impactful and effective.
Remember: good design not only informs but also inspires and drives action. Let’s get started!
