What Business Owners Need to Know About Print Marketing

Many business owners find it difficult to prepare printed marketing materials. The fear of being stuck with thousands of printed brochures or postcards with the wrong message, the wrong color scheme or the wrong information often keeps owners from getting started. Here are a few items to keep in mind when considering print marketing materials:

Brand consistency – It takes a lot of effort to create a recognizable brand and even more to maintain it. Identify the company colors by pantone (PMS) or Hex Value to keep a consistent color scheme across all marketing materials. Fonts and verbiage for text should also be uniform throughout the company. For example, the company slogan should be exactly the same on all materials.

Keep it simple – People tend to error on the side of attempting to include too much information for one printed marketing piece. Keeping it simple generally prompts better results. An uncluttered marketing piece is easy for readers to scan which is how most people consume business marketing information.

Logo simplicity – Complex logos with many colors may look nice for some applications but consider how they will look in black and white. Is the logo still recognizable if it’s printed in only 1 or 2 colors? Will it be possible to embroider the logo on items such as hats or shirts? Colors that fade into other colors are not likely to work in all situations. When designing or redesigning a logo, create several versions of the final logo such as a black and white version, a vertically oriented and a horizontally oriented logo.

Words and images – Regardless of whether the printed piece will be a 10 page brochure or a postcard, it should tell a story both in words and images. The old saying, “a picture is worth a thousand words” is true today more than ever. With people seeing thousands of messages a day, it is imperative to create a message in a format where viewers are able to glean the gist of the message with just a quick glance. The correct balance of words and images is essential in accomplishing this goal.

Importance of white space – Often overlooked, white space in a printed piece is nearly as important as the text and images. White space can be used to frame the information and when used correctly it will make the images and content really pop.

Make it measurable – When creating printed marketing materials, consider how the effectiveness of the piece will be measured. Using a discount coupon, a promo code, or a unique phone number are just a few tools available for measuring the effectiveness of the piece.

Be creative – Although most marketing materials come in standard shapes and sizes, a creative shape or texture can make a big difference in getting the materials noticed. Using humor is another creative way to encourage people to look more closely and to share the item with others.

Printing companies are not all created equal – When choosing a company to design or print marketing materials be sure there will be someone available to answer your questions, ideally being able to sit down with the designer to share ideas and perfect the design. Check the quality of the paper to be used to be sure it matches the message being sent. A fabulous design printed on flimsy paper will lose its effectiveness.

The graphic designers at Infinity Signs NW would be happy to help eliminate these concerns by creating the printed materials to match the existing corporate branding. Or if it’s time for a new look, we can help with a new or redesign of your corporate branding materials.


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