White Paper Design Makes All the Difference


Your white paper can be one of the most powerful selling tools for your products and services. But nothing can kill sales faster than a poorly designed white paper. It doesn’t matter how valuable the information and message is. If people are put off by the design or have a hard time reading the content, your white paper will end up in the recycling bin.

There are many elements of white paper design that contribute to its effectiveness. The most obvious one you’ll notice right away is the cover. You want to convey value right from the beginning with a great title, cover image, and a message that conveys there’s more to the white paper than the title. The visual presentation is the first thing that the reader will see, so you want to make sure you create the right first impression.

Then there’s the layout. Many companies understand that the cover is important and will do a great job coming up with an attractive one, but many fail at the layout. Your layout is the foundation of your white paper. It will set the pace for the content, affect the white paper’s readability, and create the positioning for your most important points.

The graphics are also a big part of the white paper design. Placing graphics in the right areas of your white paper will make a big impact and enhance your message. They can also support your most important points and draw the eye so that the reader continues to make progress to the rest of the white paper. You’ll also want to weave in your company or brand’s identity so that you distinguish your white paper from the generic ones in your industry.

It’s also more than just “design.” The organization of how the content is organized will make a big difference in the white paper’s effectiveness much like a sales presentation. You can say it’s almost like architecting your message in a way that makes the most sense and conveys the most value to the reader. Everything from the proper introduction to the call to action needs to be done in a way so that it’s intuitive to the reader.

If you already have a white paper that hasn’t taken off or you’re thinking of creating a white paper for your company in the near future, you need to make design a strong consideration. There are companies that have invested thousands of dollars on white papers for a return of five to ten times the investment, so there’s no question that white papers are effective. The big issue at hand is whether the white paper was effective in doing its job.

Resource credit

ArtVersion Chicago based design company is experienced in white paper design and can help you create an effective white paper. Their creative team consists of brand strategists, graphic designers, UI/UX experts, and visual storytelling content creators. That’s why we are fully equipped to handle your white paper challenges.

Goran Paunovic

Goran Paunovic is a creative director at ArtVersion Interactive. Chicago based web design company and full service creative agency.

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1 Comment

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