what Sedona, AZ can teach you about Ad products as an email publisher

good morning media folks ☀️

Ever heard of Sedona? It's a picturesque Arizona town. Red sandstone formations, thoughtful urban planning, and an aesthetic that's to die for. A place that looks like it hasn't been touched in 200 years.

But you probably didn't realize that Sedona has strict building codes to maintain its natural beauty. The city is hyperfocused on building designs and color schemes to protect the aesthetic of its landscape.

They even have a governing body, Sedona Land Development Code, to make sure every structure complements the nature scape that surrounds it.

Now you might think, what the hell does this have to do with email publishing and Ad products?

Well, just as Sedona's regulations are designed to create visual experiences that are both appealing and nestled into its environment, your Ad products have to strike a balance between standing out and blending in with the content of your newsletter.

So today we'll explore Sedona's approaches and how they can inspire your Ad products. We'll look at the parallels between the architecture of Sedona and the design principles that make your Ads more effective, succinct, and aesthetically pleasing.

the art of blending in

In Sedona's regulations, there are a couple of parameters that are a must when considering build-outs. What they emphasize is that you must blend in with the surrounding landscape. And there's no if and or buts about it. As an architect in Sedona, you have to consider setback areas, use landscape as a buffer, and make sure building elements like roofs and other structures complement the surroundings. The main idea is to not take away... but to thoughtfully add.

For your Ad products, you've got to embody the same ethos. Focus on creating Ad content that's integrated seamlessly with the rest of your newsletter. Don't create something disruptive and jarring. Your Ads should be a natural part of the reader experience. Similar to how Sedona's building codes allow for blending in the environment.

Use colors, fonts, and images in your Ads that align with the overall design. Always remember to make the content of your Ads relevant to your audience and the theme of the newsletter.

consistency

Sedona is consistent in its approach. Their codes mandate a specific style that everyone needs to follow. The reason for this is that they want to maintain the community's overall design. The codes guide you to use similar building materials, forms, and a unified design approach across all structures in Sedona.

Your Ad designs should maintain that same feel. This is your newsletter, your advertising product, and you need to focus on creating consistent experiences for your audience so they know what to expect every time they read an issue. Remember their relationships with their email inbox are intimate, and your newsletter has become a habitual read. Keeping a consistent experience will give you high engagement numbers.

By doing this, you also give a coherent and recognizable brand identity within your newsletter.

branding and color schemes

Sedona's code puts a strong emphasis on color that blends into the landscape to maintain visibility and impact. So that means there are strict brand guidelines for specific hues, textures, and materials that can be used. But it also makes it stand out in its own way.

So when it comes to your Ad products, make it as native to your newsletter as possible. That includes using strategic colors that align with your brand, but are still visually appealing to your audience. You should use your branding to capture your readers' attention without overwhelming them. Just like Sedona's natural palette complements its natural setting.

A tip is to understand the color psychology behind your branding. This can help you when you’re designing Ads so they can emotionally resonate with your audience.

storytelling through architecture and design

Sedona's regulations are more than a set of rules, it's a narrative built into the city's fabric. Each building and structure tells a specific story about Sedona's beauty and cultural history.

When thinking about how this applies to your Ad products, in the back of your mind you have to consider how you can build a connection with your audience that's beyond the product or service that you're advertising. Your Ads can tell the story of the brand's journey, its values, and how it impacts the lives of their customers. Similar to how Sedona approaches its architecture.

A well-told story can do a ton of things. But in this case, what you want it to do is create an emotional connection with your audience, foster brand loyalty, and differentiate your Ad products in a crowded market.

Just like the art of advertising and Sedona’s regulations… let your Ads be seamless, consistent, and a colorful part of your audience's journey.

see you next week,

shaan

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