The overwhelming “meh”-ness of opening a bill is compounded when the bill is difficult to read. We’ve all been there: a sea of numbers, a lack of organization, no structure. What do I owe? When do I owe it? Answering those questions for customers is the most important part of creating a billing package. In the OSG Creative Studio, we focus on clarity, thus making any additional messaging you include even more impactful — and getting you paid more quickly.
To revamp generic and confusing documents into ones that are easy to read and prompt action, there are some guidelines. Here are a few Do’s and Don’ts we live by when designing bills.
DO keep the organization tight. Have you ever lived in a small apartment with a lot of stuff that needs to fit inside? If the arrangement is right, everything will look like it belongs. Compartmentalize. Make it make sense.
DO use color. Black and white is classic, but color has impact. It helps a customer know where to look first.
DO incorporate your branding. Reminding customers of who you are and what your brand is about is a big part of building customer loyalty. You might think, “What difference does it make if my logo is on there or not?” It makes a big difference; in fact, it makes your company look professional and on point.
DON’T add too many messages. Using a paper bill to promote a switch to e-bill? Perfect. Find the hook (i.e., it’s environmentally friendly), or create an incentive for customers to switch. A targeted dynamic message is all you need. Short and sweet.
DON’T go crazy with color. Back to the apartment analogy. You wouldn’t have seven accent walls in one small space. Draw the eye somewhere; use color where it counts.
DON’T forget it’s a bill. Even with all the bells and whistles, there’s one thing that’s imperative. Amount Due: loud and clear.