Winning Layouts: How Design Can Make Your Proposal Great

First impressions matter, especially in proposals. When evaluators have dozens of proposals to review, how can you make your proposal stand out? While compelling, high-scoring content is critical, a proposal with great design can facilitate an evaluator’s review of your proposal and ensure your strengths are not missed.

Produce Proposal Page Design for Writers

As a proposal manager, I provide writers with a compliance matrix that offers a roadmap to all request for proposal (RFP) requirements and an annotated outline that provides the scope, structure, and information proposal writers need to complete their jobs. In addition, I include a suggested design for the proposal pages that facilitates evaluation, highlights our strengths, and provides enough white space so that our message doesn’t get lost.

Principals of Good Proposal Page Design

Tip #1: The Power of Visual Hierarchy

Visual hierarchy guides evaluators through your proposal in a logical, easy-to-follow manner. Create a structured flow using headings, subheadings, bullet points, and numbered lists mapped to the compliance matrix. Highlight key points with bold or italicized text to highlight essential information. A well-organized page reduces cognitive load, making it easier for evaluators to absorb and retain crucial details.

Tip #2: Importance of White Space

White space isn’t just empty; it’s a strategic design element. Adequate spacing between sections, paragraphs, and images prevents the page from getting cluttered or losing a message. This creates a more comfortable reading experience and allows evaluators to focus on the content without feeling overwhelmed.

Tip #3: Consistent Layout and Branding

A consistent layout enhances readability and ensures a professional appearance. Use templates that align with your company’s branding guidelines, including colors, fonts, and logos. This consistency reinforces brand identity and provides a seamless experience for evaluators flipping through multiple pages.

Tip #4: Use of Visuals and Graphics

Incorporate visuals like tables, charts, graphs, infographics, and lists to break up text and convey complex information efficiently. Visuals can illustrate key points, show relationships, or highlight data in a way that text alone cannot. Consider adding a concept of operations or an OV-1 diagram to display your high-level solution in the introduction. Ensure that all visuals are consistent, introduced before they are displayed, and demonstrate a benefit to the customer.

Tip #5: Readability and Accessibility

Choose fonts that are easy to read and maintain a minimum font size of 11 or 12 points for text and 9 to 10 points for tables, graphics, or charts. Use high-contrast colors for text and background to enhance legibility. Also, consider Section 508 accessibility guidelines to ensure your proposal is readable by everyone, including those with visual impairments.

Conclusion

Effective proposal page design is more than just an aesthetic choice; it’s a strategic tool that enhances communication. Focusing on visual hierarchy, white space, consistent branding, visuals, and readability makes it easier for evaluators to find and understand your strengths. Remember, a well-designed proposal doesn’t just look good—it helps you win.

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By Brenda Crist, Vice President at Lohfeld Consulting Group, MPA, CPP APMP Fellow

Lohfeld Consulting Group has proven results specializing in helping companies create winning captures and proposals. As the premier capture and proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Writing, Capture and Proposal Process and Infrastructure, and Training. In the last 3 years, we’ve supported over 550 proposals winning more than $170B for our clients—including the Top 10 government contractors. Lohfeld Consulting Group is your “go-to” capture and proposal source! Start winning by contacting us at www.lohfeldconsulting.com and join us on LinkedIn, Facebook, and YouTube^(TM).

Brenda Crist

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