Although most printing companies will have their own design division that can help you realise your print marketing aspirations, there’s nothing wrong with going it alone. Print marketing represents an important part of brand promotion, as it is a very effective way to reach potential clients. Not only that, but it can be used in several different forms, from brochures, flyers and inkjet labels, to business cards and beyond.
Regardless of the print marketing you use, there are several elements which must be in place so that your brand can be effectively communicated to your customers.
To command the attention of the reader, choose headlines that have a ‘hook’. This hook is what will grab the attention of the reader and compel them to read your print materials further. The shorter and more impactful you can make it, the better.
The same goes for any non-headline copy. This should also be short and informative so that only your business’s highlights and main points are conveyed. Any communication with your audience via print media should be done using an active voice, and should include calls to action. Calls to action invite the reader to call a business, purchase a particular item, or visit the business.
Colour plays a critical role in your print advertising. In fact, it was found that print advertising done in colour resulted in 42% more of the material being read when compared to its black and white counterpart. Where brand recognition is concerned, colour can increase recognition by an astounding 80%.
It also helps to stay on trend as far as colours are concerned. Keep an eye out for colour trend announcements by marketing experts, and then compare their findings with your existing print advertising.
When considering colour in your print advertising, think about which colours are most appropriate for your business. For example, it’s highly unlikely that a baby accessory manufacturer would use black and white advertising. Colour is also important where cultures are concerned, as they can have different meanings in certain parts of the world.
In addition to wording and colour, the quality of the materials you use for your print advertising will also say a lot about your business. This is why it is so important to choose the right company to print your materials. Making an investment in quality print advertising materials will communicate to your readers that you are a successful business.
When considering print materials for your business, you may also want to think about sustainability. For example, using materials made with recycled paper will communicate to customers that you are concerned about the environment.
When choosing print materials, also consider those who may not have access to the internet, as these people will only have your marketing materials to rely on for further information about your business.
Using illustrations, photography and logos in your print advertising can take it to the next level. Integrating graphic elements with the headlines in your print advertising will definitely get attention. In fact, it was proven by an American university that images garner more attention than words do. Of course, this doesn’t mean that copy should be given less attention in your print advertising.
Layout represents the bringing together of all elements – copy, colour and graphics – in your print advertising. Every layout needs some sort of focal point, as this is what will attract the attention necessary to get a reader interested in your message. Following the focal point, the white space in your advertising is next on the list of importance, followed by graphics and text.
Never underestimating the power of your print advertising will result in a successful campaign every time.