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Similar to newspaper articles and magazines, all of your print materials should tell a story. Your brand’s story. You should combine your print materials into your marketing mix. It’s important that you include any display ads, fliers, brochures, business cards and more. All of these print materials can be handed out in store, networking events, shows and even posted out with products.

Trying to get customers to emotionally invest in your brand can be a tough task to pull off. However, by telling your brands story though print, it can become a little easier to achieve. You want to do everything in your power to capture your audience’s attention.

Elements of Successful Print Materials

Headlines

Your headline should be the most visible aspect of your design. It should resemble your ESP (Emotional Selling Point). Your ESP’s are the messages that connect with the consumer because they relate to their emotions. A brands ESP is a statement about how their brand/products fulfill a particular emotion. An example would be that if you’re selling luxury items, what is the emotional fulfillment for your consumers? The answer would probably be along the lines of, beauty, relaxation or confidence. Choose a font and colour that not only grab attention but relate to your brand.

Subheadings

Your subheading needs to be slightly smaller than your headline but still remain eye-catching. In the section, you need to provide a bit more detail than your main heading. A subheading typically supports what the headline is saying but generates a little more curiosity.

Main Text

This is the area where you need to tell your brands story. It’s important to ensure they layout is easy for people to follow. A messy layout can put your demographic off from reading further. A suitable format would be columns, like how a newspaper is set out.

Visuals

Did you know that 92% of people’s reaction to marketing materials is guided by their unconscious mind? This means that people make a rash decision based on colours, images and fonts, that they don’t even realise they are doing it. You can find more information about this, here. Each image that you use in your print materials must reflect your brand or the talked about topic. As the saying goes, “a picture paints a thousand words”. Therefore, consumers are actually reading your print through visuals before they read the text. Hence why you image choice is so significant. You have to decide on the right images in order to engage potential customers.

Caption

Obviously, you need a small description to explain what your image is about. Just on the off-chance that your image isn’t 100% the right fit, you need a caption to explain to your audience what message you’re trying to put across.

Branding

There would be no point in going to all this effort to create the perfect visual if there isn’t any branding. How would anyone know it’s you? Add your logo, slogan and social media symbols and handles. Logo designs often feature the brand name with the company’s slogan incorporated underneath. Your slogan should be a short phrase that reflects the brands personality and main value. Not only this but connects to your target demographic emotions. An example of this is L’Oreal’s, “because you’re worth it”.  By adding digital links/handles, you’re directing consumers to your online digital outlets. Your online digital outlets are the places where your customers should be able to find everything relating to your business. Hopefully, resulting in climbing sales.

The best advertising materials are the ones that come to life. They grab the demographic’s attention, appeal to them visually and emotionally. If you’re struggling to think of a suitable format, try turning to your competitors and see what has worked well for them and incorporate elements into your own campaign.

We hope that this blog has helped. To find out how we can support your marketing needs, please contact us today.