How to design a case study

Case studies are an incredibly effective form of marketing that you can use to help promote your business, products or services. They are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

Case studies are more valuable than testimonials as they show real-life examples of how you were able to satisfy your customer’s needs, or solve your client's problems, and help them accomplish their goals.

There are a lot of things that can be done from a design point of view to improve case studies, to maximise the chances that key messages will reach the target audience and to ensure the content will be read, enjoyed and understood. This is what I usually do:

Highlight key takeaways and information

I use high contrast shapes, colours, typography and hierarchy to draw attention to key information and main messages.

Use icons to summarise information

I like to use icons as they are a great way to visually communicate short bites of information.

Use infographics to simplify complex information

If the case study contains complex concepts, I use infographics to simplify the information and to keep the audience engaged.

Use charts to visualise data

I avoid cutting and pasting boring tables into the case study, and I use charts instead to make the data more interesting.

Keep it stylish

I tend to use a monochromatic or reduced color palette to create a professional and clean look.

Think about the audience

As with any design project, I always keep the audience in mind when choosing the overall style. A case study aimed at bankers for example will look very different than a case study aimed at stay at home mums.

Keep the audience engaged

I use graphics and images to create an engaging case study and to break up long chunks of text.

Keep it on brand

I always make sure to include the company's logo and brand colours. I make sure to follow the guidelines in the style guide.

Create the right format

The design and layout of a printed case study will differ from that of a digital one, so I usually ask the client at the beginning of the project how they are planning to distribute it.

Get in touch if you want to find out more or if you need help with your case study.