A capability statement should be visually appealing. Why? because it makes business sense to grab the client’s attention and engage them in the written content that you have inside your capability statement.
The front page of a capability statement designed by Client Centric Executive Employment Solutions
See related article: What Is a Capability Statement and What Are They Used For?
The team of capability statement writers at Client Centric Executive Employment Solutions believe that a visually appealing capability statement is one that has a mix of images, figures, tables and content, with added colour and shapes, to really highlight the message the company is trying to get across to the reader.
As specialist capability statement writers and designers, Client Centric know a thing or two about what makes a great capability statement. Examples of their work can be viewed on their website. Learn more by clicking here.
Images make a capability statement stand out because it draws attention to either the company’s work or something else that is relevant to the content written. It is true to say that a picture paints a thousand words. Indeed, the client should be able to look at the image/s presented, and be able to gather information from just that image alone.
However in saying that, when too many images are used and not enough content is written, the client can feel lost in it all. All of a sudden, your capability statement turns into a picture book. But if you use one or two images with a little amount of content, that will have more of an impact on the reader because the image are much more meaningful.
See related article: How your capability statement helps with marketing.
Content is important, but it has to be good content. Just like the over-use of images, the last thing you want to do is to lose the interest of the reader because the content is long and boring. For this very reason, it makes sense to use the services of a professional content writer such as Client Centric. The company writes for blogs, articles, brochures, web copy and social media. Yes, brochures are still relevant today. They offer a range of professional copy writing services. Learn more by visiting their website and viewing the page, For Companies: Blog, Content and Copywriting Service.
Colour makes a capability statement visually appealing because according to usabilitygeek, our brains connect colours to various feelings that can affect how we make a decision. See the article “How To Ensure Colour Consistency In Digital Design” By Alan Smith.
For example, the colour black invokes feelings of accuracy, professionalism and power. Likewise, the colour blue invokes feelings of ambition, awareness and openness. Personally, I love the colour grey in advertising and marketing. Grey is believed to invoke feelings of practicality and timelessness.
See related article: Professional Capability Statements by Client Centric
Shapes can also be used in capability statements to help break up white space. Although, in saying that, depending on what you are trying to achieve, a good use of a white backdrop with white font can also have a meaningful impact.
In conclusion, to make a capability statement visually appealing, you must make wise use of colours, images, concise and clear content as well as shapes and figures.
However, in saying that, making a capability statement visually appealing isn’t easy. Which is why I suggest speaking to the team at Client Centric about how they can professionally write and design for you a great looking and engaging capability statement. Get in touch with the team today by clicking here or visiting their website, www.clientcentric.com.au.
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