Case studies are a great way to show potential customers how your product or service solves a problem, but they can run the risk of overwhelming the reader by including too much information. Incorporating a few basic design rules can help. Try these four beginner tips for structuring more visually appealing and effective case studies:
1. Make it Easy to Read
A case study should tell a story, not read like a college thesis; your formatting should reflect that. Try breaking up large paragraphs by including headers, block quotes, varied formatting and bulleted or numbered lists.
The above example from Proton Media shows how short and concise paragraphs, smartly placed text and bulleted lists throughout combine to effectively communicate their main points.
2. Simplify Your Color Scheme
Using color is all about creating contrast, which can mean the difference between grabbing your prospects’ attention and scaring them away. So, don’t go overboard and splatter your case study with a multitude of colors. Instead, limit your palette to two or three choices.
Use a solid, neutral color for body text and assign a more vibrant color to your headers and any other text you want to emphasize. Google Analytics, for example, keeps it simple with just two text colors, which helps underline important text without distracting the reader.
3. Add Interest with Images and Graphs
Why rely on text alone when research shows that readers actually respond better to visual content like infographics, grids, graphs and charts? Incorporating real numbers into your presentation is not only more visually appealing but also a more effective way of presenting tangible proof of your results. This case study from Alpha Energy is a good example of using graphs and images to showcase tangible results.
4. Utilize White Space Effectively
White space – the portion of the page left unmarked – is a tricky thing: having too much can leave your pages feeling empty, but not using enough can be distracting and even tacky. This case study from Cloud Sherpas, for example, gives the case study a clean, flowing appeal without overwhelming the reader.
Feature Image Photo Credit: Scott McKittrick via Flickr