Whether your business is large or small, excellent design is a necessity. Even in the digital age, print marketing remains one of the most effective ways to attract and keep customers. But, many business owners feel lost during the beginning steps of creating print materials. Here are a few simple tips that can help you totally rock your print marketing.
Limit Your Typefaces
When you select a typeface or font for your print marketing, focus first on ensuring that it will be easy to read. Keep the number of different typefaces to a minimum. In most cases, a modern, sans serif typeface is the right choice because it will print well and be easy to read.
Make It Dynamic Using Scale
Create dynamic visual appeal by scaling elements on the page to draw attention to them. The most important ideas and concepts should be larger than less important ideas. Combine this technique with color and appropriate typefaces to add extra emphasis.
Perfect The Color
Print materials should typically have one-to-three primary colors and one-to-three secondary colors. Use high contrast colors to draw people’s attention to important elements of your content. High contrast colors are pairs like purple and yellow or orange and blue that lie across from each other on the color wheel. Each helps the other color to pop out. Or create a harmonious look by using different tones of the same color. As with typeface, readability is the most important consideration in regards to color choice. Text should always be sufficiently contrasted from its background. As important as effective use of color is, if you do it right it should be just as easy to read and understand if printed in grayscale.
The visual elements should communicate as much about your brand as the text. A common technique is to use an icon that has a double meaning. For example, the Atlanta Falcons logo doubles as an actual Falcon, and an ‘F’ for Falcons. The LG Company also is another example where the L and G make up the logo.
Don’t always follow trends just because they are popular. Develop your brand to be easily recognizable and timeless. The best marketing is easily recognizable. An example of this is that anything written in the Coca-Cola typeface will elicit the brand because of its uniqueness.
Create order to make your content as easy to digest as possible. Elements such as a vertical line next to text can anchor the written content and make it easy to follow. Similarly, breaking up content with headers and lists will greatly improve comprehension and make the ideas clearer. White space is very important! White space helps to create a sense of order and attract attention to key elements. Always avoid over-crowding your print content.
Keep It Simple
Above all else, keep things simple. Every element of your design should have a reason for being on the page. Create your print materials strategically to draw the reader in and generate interest. Anything that isn’t working towards that goal should be removed. Simple branding, such as the Nike swoosh, also tends to stand the test of time better than more complex alternatives.
These simple ideas can help you to take your print marketing to the next level. We are here to help you every step of the way. Bring your ideas or your finished design to us and our award-winning graphic design team will work with you to ensure the best result possible. Porath’s comprehensive range of pre-press, printing, post-press, bindery, and shipping services can bring any print concept to life.