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In your marketing and sales your collateral is the media that is used to support your salespeople. It should appeal to the emotions that cause your customer to buy and give them the key information they are looking for. Collateral design should be simple, clean and easy to read. It should make your reader feel something and engage themselves in what they see. Good collateral positions your customer in the right frame of mind to what to feel more and become a fan. Colors, graphics, mood, tone, photography, headlines and copy come together to put across the value of your brand. Knowing your brand, what you stand for and translating that into a visual message is the essence of great collateral design.