Print Marketing Design | 5 Design Tips For Professional Marketing Collateral Materials
Print Marketing Design | In order to stay competitive, you need to provide information about your business to employees, investors, past and potential clients, media, and the general public on a regular basis. Your company’s success depends on how well you communicate what you have to offer. However, you could print countless business cards, brochures, posters, stickers or postcards, but if they don’t have a strong design then they won’t work to promote your business, product, service or event.
In other words, marketing collateral drives your business. The benefits of printed marketing collateral are limitless; it acts as an opportunity for your potential clients to engage with your business on a tangible level and enables them to instantly get a sense of your business’s style. It should familiarize your potential clients with your products, services and the goals that your company has while simultaneously promoting these things. Although marketing budgets are seeing dollars shift towards other ways of marketing, traditional print marketing collateral isn’t dead. In fact, it still has a crucial role to play. Here are our top tips for planning and creating collateral that will help you close the deal.
Logos Should Be Versatile | Print Marketing Design
Your logo is your brand’s most important visual identifier, so it’s essential to come up with a logo that’s attractive, eye-catching, both Web- and print-friendly, and representative of your brand’s nature. However, many entrepreneurs don’t realize that versatility is vitally important in logo design, and that certain print projects may call for your logo to be flexible in certain ways. For example, you might need a rectangular logo that fits in line with on an envelope or in the header of a letter. Your logo should stay relatively consistent across all your collateral pieces, but you should develop alternative logos that fit the best on each piece.
Use Quality Base Materials | Print Marketing Design
The stock of paper you use, how quickly your website loads and even the quality of your recorded video all contribute to how well your audiences respond to your marketing collateral. You want your business to appear professional and reputable, which means that you need to use the highest quality paper and printing that is economically feasible. Your audience can touch your print design—and the more senses you engage, the better effect your design will have. Remember that engaging multiple senses also means more opportunities to make poor impression as well. Adding jagged die-cut edges or using a flimsy paper stock, for example, can deliver negative sensory experience to the audience.
Add Variety To Your Imagery | Print Marketing Design
Graphics can help dictate the flow of your content, and keep the attention of your potential clients on your collateral materials. You will want to work with a few select images and vary the sizes and placement according to the print item. Also, decide which images should be featured throughout your print materials. There are some you’ll need to forgo due to size restrictions. Vary the sizes and shapes of the images and graphics to add variety and visual appeal to the page. Pictures that have similar shapes and sizes can be dull, giving the reader little reason to sample them.
Limit The Number Of Fonts Used | Print Marketing Design
You should ideally limit the number of fonts to just three in your designs and use those same fonts throughout. You should also keep your use of font weights to two or less. For example, using bold for headlines and light or regular for copy is a wise idea. The more font weights you use, the more chaotic it gets for the reader to read. Generally, headlines should decrease in size as you go down the page because the stories are less important. Take a look at your local newspaper and you’ll see how they do this.
Integrate Physical With Digital Collateral | Print Marketing Design
Business owners tend to forget that it can be a great idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help clients access your business’s digital side, which in turn gives another opportunity for them to do business with you. A good scenario would be a QR code that, when scanned, lets customers view a video demonstration of a product or service. Business cards can’t tell the whole story, so giving your potential clients a chance to learn more on-the-spot can increase response rate.