It’s been interesting to see how trends in the design of property marketing have evolved over the years. There was a time (in the not too distant past) when a brochure for a boutique, upmarket development in Malone was pretty much a carbon copy of the one marketing that other new development in Craigavon.
You could usually expect to see a spiel about the location and how close it is to amenities and transport links, as well as the usual fluff about the developer, the architects and previous developments. There’d be your classic aerial shot with arrows showing how close you are to the city, and the finished product would definitely have some gloss, with a sprinkle of UV varnish thrown in.
Nowadays, we’re seeing a much fresher, more creative approach to property marketing. We’re seeing beautiful lifestyle images which have been carefully executed to produce something that is worlds apart from the clichéd shots of over-excitable adults riding bikes through leafy parks and sipping cappuccinos in a suitably trend coffee house. Now, it’s all about the story – a thread weaving all of the pages together with minimal, sharp copy and interesting layouts. But one of the most exciting evolutions of all – at least for us – has been the development of branding for these properties.
Now, not only are we seeing brand designs that are visually strong; but ones that are incredibly well analysed too. More surprising still is that we’re seeing all of these printed on paper that was once deemed to be too ‘cheap’. Understated, eco-friendly, offset paper in custom finished sizes, with subtle blind embosses and tasteful foil blocking.
We’ve witnessed property marketing take a huge leap from “Make my logo bigger” and “Can you put the price in big, red starbursts?” to a much more bespoke execution. We are seeing a more measured, subtle approach in the way in which property is marketed, focusing on the natural strengths of the development, rather than the hard sell.
It’s been both interesting and refreshing to see design take more of a ‘less is more’ approach. Yet it will never fail to make us smile when a client asks “Do you think the logo is a little too big on that page?” This is music to our ears.