Visual design is about evoking a primal response. From colour psychology to accessibility, poorly designed documents threaten to undermine everything you've worked for. When the stakes are high, be sure to have the odds stacked in your favour.
Lead magnets and other branded publications used for marketing purposes are generally the first point of contact between your brand and your next customer. They're generally filled with highly-valuable information. But if that information is not presented in the right way, it'll all go to waste.
Audiences are quick to judge a presenter based on the visual appeal of their presentation. When was the last time you were engrossed in a dull, boring presentation? Never, right? It doesn't happen. Audiences are engaged by information when it is visually appealing, professional and uniform.
Well-designed documents create authority and establish trust. You could be presenting some of the best numbers in your company's history, but if that information is not presented in an engaging way, your stakeholders will find it difficult to be enthusiastic. Capture your audience from page one.