Overview
How do you design a print advertising piece that gets noticed? Print design takes into account all of the elements of your advertising message and how you want to convey that message to your audience. Graphic design, layout, paper selection, print color, print medium (postcards, flyers, posters, banners, rack cards, door hangers, brochures, letterhead, etc.) are just a few of the structural elements that you must coordinate when conveying a message. Perhaps you have an in-house graphics department and/or staff person who can generate your print image design in a file format that can be easily uploaded and sent to your print source. However, in most cases, you may have an idea or concept of a design piece, but cannot reproduce the finished product on your own. A print source that offers the ability to quickly upload your print design files and design one from scratch for you if needed would be an ideal source.
Concept
Developing a print design concept for your advertising product may take some time and discussion before you generate a suitable design. In general, you will have to take the time to evaluate how your design will communicate the intended message, how the audience will perceive the message, and whether your intended message is clearly communicated. These are just a few of the considerations that one must undertake when generating a viable print advertising design.
For example, suppose you have a local coffee company with a few retail locations and you have to compete with all of the other national brands in the marketplace. How do you carve out a print advertising design that communicates a message to your group of loyal coffee drinkers? Perhaps you have solicited customer feedback and find that many of your loyal customers frequent your establishment because of your intimate setting, elaborate coffee selection, and grasp of the local culture. When designing your print ad, you may want to find a creative way to weave these elements into a design that communicates this message of distinction among your competitors. In doing so, you can strengthen your brand and solidify customer loyalty.
Advertising Print Medium
Now that you have an advertising design concept, you may want to carefully select the appropriate print medium. In using our previous example, you may want to highlight your robust coffee selection by preparing high quality print brochures that speak to the various coffee choices you provide. As part of your advertising strategy, you may want to have your employees hand them out every time a customer purchases a particular coffee choice for the first time or when they buy a pound to grind at home. Also, you can creatively display your fine selection through strategically placed posters that visually communicate to your patrons and reinforce the idea that your coffee selection(s) cannot be matched elsewhere. Use the variety of print mediums available to your advantage by being creative in your advertising approach. Experiment and continue to find new and innovative ways to connect with your audience via print advertising materials.
