The secondary message or sub headline is there to support and further explain the primary message or headline. In this example the secondary message or the sub headline is “volunteer with the youth brigade program.”
Supporting Copy would include other parts necessary to the goal of the piece. For instance, pricing information, technical information, dates and times, contact information etc. These will usually be much smaller in relation to your primary and secondary messages. You can see here in this example the start dates and contact information are much smaller and listed towards the bottom.
Supporting elements would include things like images, logos, graphic element etc. In the case of this flyer the design is very simple using one main image to support the goal of the piece, showing one of the mentors with happy children basically tells the story and supports the headline and sub headline, will grab the attention of viewers and does not distract from the messaging. In our humble opinion, although the design is pretty simple, it does what it was intended to do.
When it comes to effective graphic design, design principles matter, we will explore more elements of those principles later in this series. Stay tuned.