More! More! More! We just need to squeeze in one more thing about how employees can use their FSA to purchase organic, locally-sourced, non-allergen bandages.

As a designer, I deal with that scenario every day. Sometimes too much information gets in the way of what is the important information. Cramming in more content leads to dense copy, lack of white space, and small, condensed fonts – all of which does not encourage the audience to read.

While I always want to create a visually appealing, award-winning guide, the goal is to create a guide that’s usable and encourages the employee to read and understand vital information. Not only does this help the employee learn about the great benefits you offer, but it also helps you by cutting down on calls and emails from employees who don’t understand their benefits package. In short, a well-designed guide can help a busy HR team and alleviate employee frustration.

In the design world, we are always trying to simplify. Our goal is to keep visual clutter to a minimum, while creating a stylish aesthetic. One of my college professors pointed to the Nutrition label on a box of cereal as a great benchmark of good design. It’s simple, clear, intuitive, yet full of information.

While nutrition labels may not be the style you are going for in your enrollment campaign, a lot can be learned from the philosophy behind that design. A few key things to remember are:

  • Don’t be afraid of white space! Don’t feel the need to fill the entire page with text, color, and imagery. Use an easy-to-read font, set somewhere between 9.5-12 point, with generous leading (the amount of space between each line).
  • Don’t get stuck on extraneous details! Is all the important information being crushed into illegibility just so you can fit in a few small details that don’t affect the majority of your employees? Give the important bits some space. It will give emphasis and encourage the audience to read your communications.
  • Simplify! Keep content simple and to the point. Use as few words as possible to get the point across. Charts and tables can help to disseminate information concisely and in an easy-to-reference format.

Just remember, if you wouldn’t want to read your communications, why would your employee population?

Aaron Roshong

Written by Aaron Roshong

Aaron creates design concepts that use our clients’ unique style guidelines and branding to visually engage their employees. He also creates custom marketing designed to engage new business prospects, and oversees our graphic design team, providing art direction and design for tall media.

Trion Communications aaron.roshong@trion-mma.com