Case studies are an excellent resource to include in your bid as they offer a comprehensive look into your overall performance. And while the content of your case study is crucial, design plays an equally important role in capturing the reader’s attention and showcasing your previous successes. Case studies are more than blocks of text—they’re a portfolio of your expertise and ability to deliver the results that the procurement team is looking to achieve.
A well-designed and structured case study isn't just aesthetically pleasing; it improves comprehension, conveys professionalism, and allows evaluators to quickly digest key information that can otherwise be overlooked.
This blog will cover the best practices for designing visually compelling case studies, including layout, use of visuals, and formatting tips to enhance readability and engagement.
On this page:
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Enhance Visual Appeal and Engagement with a Clear, Compelling Case Study Design
- 1. Engaging Layouts
- 2. Using Visuals Effectively
- 3. Highlighting Results
- 4. Branding Consistency
- Templates & Guides
Enhance Visual Appeal and Engagement with a Clear, Compelling Case Study Design
When you’ve written your best examples of demonstrated experience, you want to ensure the reader notices your achievements and your understanding of relevant project scopes. Effective design can deliver better engagement through the following benefits:
Clean design captures attention
Busy evaluators tend to skim through case studies at first, so a clean and captivating design helps essential information stand out.
Visuals help improve retention
Visual aids such as graphs, icons, and callouts can help communicate data more effectively and make key points easier to remember.
Professional aesthetics establish credibility
A well-informed case study and clever design reflect the overall quality of your work and demonstrate attention to detail.
Four Key Elements of Case Study Design
1. Engaging Layout
Your case study should be able to guide readers smoothly through your content. This is where structure comes into play. Key sections should be clearly separated. These sections typically include:
- client details,
- project size/value,
- project scope,
- challenges,
- your proposed solution,
- outcomes,
- benefits.
You should also highlight the case study’s relevance to the current contract you’re bidding for. Here are some common and practical ways to highlight key sections in your case study.
Bullet points and numbered lists
Adequate space
2. Using Visuals Effectively
If the tender request does not have a particular format for providing the details of your experience, you can take a creative approach in your response. Rather than using large chunks of text with their own headings, you can create a custom table with separate rows and columns for each section. Remember, your goal is to summarise key information into short but punchy content.
Graphs and charts
Use bar charts, pie charts, line graphs, or even relevant screenshots to showcase key performance indicators like cost savings, time reductions, or efficiency improvements.
Before-and-after comparisons
Visualise the transformation achieved through your solution, such as a process improvement or a technical upgrade.
Iconography and symbols
To improve readability and engagement, use icons to represent different sections (e.g., challenges, solutions, results).
Example:
3. Highlighting Results
Highlight boxes
Use a different colour or background to call attention to key metrics, such as “25% cost reduction” or “40% improvement in delivery speed.”
Bold and colour-coded text
Use bold fonts or highlight them in a different colour to draw the reader’s eye to crucial data points.
For results-heavy case studies, consider using a simple infographic or enhanced screenshots to summarise key outcomes.
"As a result of our solution, the company saw a 45% reduction in costs within six (6) months."
4. Branding Consistency
Ensuring consistency through pre-defined templates
- Font styles
- Font sizes
- Heading structure
- Tables and references
Integrating key brand elements and messages
Case studies should not only describe past performance, but they should also incorporate your brand values and reinforce what sets you apart. This can be achieved through strategic messaging that is woven into the content, ultimately linking back to the unique value you are offering to the procuring organisation.
Resources to Help Win
