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Design System

Marketing (Digital and Print)

Digital and print marketing materials can convey a wide range of messages and reach diverse audiences. When choosing the medium for your communication, consider the needs of the target audience. Whether you are creating a brochure, flyer, or postcard use these voice and tone guidelines to communicate clearly and concisely.

Brief, not wordy

Depending on your marketing medium, you may have a lot or a little space to work with. No matter what medium you're using, be succinct. Say what you need to say in as few words as possible.

Booklets have a lot of space to fill, but using too many words can be overwhelming. Don't try to cram a lot of information onto smaller mediums, like postcards. This can also be overwhelming.

Brief example: Sample dishes from all over the world at the Illinois State Food Fair.
Wednesday, October 31
5–9 p.m.
Brown Ballroom
Free with student ID

Wordy example: Stop by the Illinois State Food Fair on Wednesday, October 31 to sample dishes from all over the world. There will be a lot of delicious food to try. Bring your student ID to get free entry. The event starts at 5 p.m. and ends at 9 p.m. It will be located in the Brown Ballroom. Bring a friend! See you there!

Remove exformation.

Exformation is information people don't need to know or already have knowledge about. Removing exformation will help you get to the point.

Exformation example: Milner Library is a place where you can check out books. Stop by our Meet Your Librarians event to learn more about the book checkout process.

People already know you can check out books at a library. This is exformation. Remove it to make your sentence brief.

Exformation removed: Stop by our Meet Your Librarians event to learn how to check out books.

Break up text.

Keep paragraphs to two or three sentences. Longer paragraphs are more difficult to read. Shorter paragraphs help your audience stay focused and consume information.

Avoid filler words and phrases.

Eliminate words and phrases that do not add value to your sentence. Eliminate common filler words, like the following:

  • Just
  • Really
  • That
  • Very

Certain phrases can also be avoided or have shorter alternatives:

  • As to whether - Whether
  • Due to the fact - Because
  • In order to - To
  • At all times – avoid
  • It is important to note/note that - avoid

Professional, not stuffy

Write in plain language. This makes your writing more accessible to a public audience.

Writing in an academic tone or in an overly professional manner makes it harder for your readers to connect with and understand your message.

You should also avoid words and phrases that a public audience may not understand:

  • Clichés
  • Internal labels and acronyms
  • Jargon
  • Slang

Professional: At Illinois State we know the important role hydrogeologists play in the environment. That’s why our program is hyper-focused on the field, ensuring you get all the tools you need for a successful career in the private sector, government, or academia.

Stuffy: The accredited Master of Science in Hydrogeology program is designed to equip students with the tools needed for a successful career in hydrogeology, whether in the private sector, government, or academia. Our graduate program is focused, offering only a master's degree and only in the field of hydrogeology. We offer a core curriculum of required courses that allow our graduates to claim the title of hydrogeologist.

Confident, not arrogant

Writing in a confident tone establishes credibility and helps readers trust the information you're providing.

Tips for Sounding Confident

Be definite.

Avoid hedging language that communicates a sense of uncertainty.

Confident: Stop by our hiring event on August 18 to find an on-campus job.

Hedging: Stop by our hiring event on August 18 and you might find on-campus jobs.

Avoid common hedge words, like:

  • Generally
  • Most likely
  • Probably
  • Typically
  • Usually

Avoid politeness.

Using words like "sorry" and "please" makes you sound less confident. You can still sound friendly and conversational without common polite words.

Confident: Sign up for our Open House to learn more about becoming an Illinois State Redbird.

Too polite: Please sign up for our Open House to learn about becoming an Illinois State Redbird.

Keep it short.

The fewer words you can use to get your point across, the more confident you will sound in your writing. Avoid elaborate words when there is a simpler alternative.

Confident: Our academic programs provide real, hands-on experience.

Too long: Our academic programs offer the kinds of experiences that will help students succeed in the real world.

Confident writing does not mean you should sound arrogant. Arrogant writing often uses big words, technical terms, long sentences, and passive voice. Write in the active voice and be as clear and concise as possible.

Confident: Our pizza-making major is consistently ranked in the top 10 of cooking programs in the United States.

Arrogant: Our pizza-making major is highly rated and competitive. Only the best and brightest get accepted.

Authentic, not deceptive

There's no need to oversell or exaggerate the information you're marketing. State facts and let people draw their own conclusions.

Tips for Sounding Authentic

Avoid boastful statements.

These make you sound disingenuous.

Authentic: Our program has what you need to succeed.

Boastful: We're the best program in the world!

Avoid hyperbole.

When you exaggerate, people may take you at your word or not believe you at all. Highlight your points of pride while remaining factual.

Authentic: Preview is a great way to help you get to know Illinois State.

Hyperbole: Everyone loves coming to Preview.

Use sources.

Give your statements more authenticity with a source when you can and when it's appropriate.

Authenticity with a source: College Factual ranks Illinois State as one of the country's best universities for veterans.

No source: Illinois State is one of the country's best universities for veterans.

Use statistics mindfully.

Be careful how you word facts and stats. Even though they might be written in a positive light, they can sometimes be interpreted negatively.

Let's say you're trying to market your program's job placement information.

Example: Half of our program's alumni find a job in their field within three months of graduating.

This could also read: Half of our program's alumni don't find a job in their field within three months of graduating.

If a stat can be interpreted negatively, it's best to avoid it or reword it so your audience feels more confident.

Reworded example: We have resources and connections to help students find jobs in their field after graduation.