There is no doubt that many businesses, regardless of their size, have transitioned from traditional to digital marketing. While there is much less physical (print) marketing, print design is even more important as it is the physical manifestation of your company branding.
What is print design?
Print marketing is tried and true, authentic, and trustworthy, but for your printed marketing materials to be such you need them to be done in the same recognizable way as your online (digital) marketing.
Print design is the concept of your printed marketing materials, but not the printing itself, as these are two separate services.
While large printing companies can in most cases provide both design and print to save on the overall cost, more commonly you will engage a design studio to build a print design for a specific marketing campaign.
What is the goal?
By engaging a design studio you are entering a design process with the end product in a digital form which can be used for a plethora of physically printed materials.
The main goal is to create brand recognition through printed materials such as posters, leaflets, business cards, or target specific demographic (targeted audience) with specific gift merchandise – for example t-shirts with a cool and colorful representation of your company logo aimed for customers’ kids.
What are the advantages and disadvantages of print design?
Albeit the main disadvantage is the somewhat higher cost of the design process than having a simple logo and it takes time to get the printed materials, we can confirm that the advantages will outweigh them.
The main advantage is the opportunity to place marketing material directly into the hands of your target audience. Physical marketing materials are much more likely to entice your customers to action and much easier to reach exactly who you need.
Print design can give your company an opportunity to present itself in a specific manner to a niche audience, making an authoritative display or a touching gesture.
For example, you may want to get a print design for a small number of valuable printed pen sets which you will distribute to your most valuable customers as a token of appreciation.
I would imagine that, if you are a company or a business, you already have a logo design that you use with both your online and offline designs. Your logo will need to be adjusted or even go through a robust print design process with different forms of design.
The most common forms are:
- Business cards
- Commercial banners
- Book covers
- Folded Brochures
- Leaflets or flyers
- Shopping bags
- Apparel (T-shirts, hats … etc.)
The most basic type of printed marketing materials is business cards and any business worth it’s salt will need to have them done as an integral part of their business identity. The print design for business cards must be done fashionably and in tune with your business image.
Depending on the occasion for which you need the commercial banners done, albeit a sales season or a celebration of a company milestone, you will need to have an appropriate print design done for them.
A gift book such as a calendar (diary), notebook, or a true gift book will need to be wrapped in an appropriate cover design that will display your print design to achieve the advertising goal with such marketing material.
The folded brochures are relatively inexpensive and easy to make as most of the materials you need for them are already on your website, while all you need to do is add a marketing message or proposition for a specific goal, and of course, have a print design with it.
Leaflets or flyers
A more straightforward marketing strategy will involve having leaflets or flyers dealt with your target audience, and a simple but engaging print design is all you need to provide with them.
Posters are a great way to communicate with your target audience as they are large and easy to notice. We would recommend that your print design for posters contains few words and a compelling image so that passers-by will have an easy time enjoying it.
A shopping bag print design should be done with having in mind the material of the bag that it is printed on. Paper bags are usually brightly colored and as such need a dark print design. Nevertheless, it is an amazing opportunity to have your print design communicated to customers.
The print design prepared for apparel with promo goals will communicate a personal message for one’s attitude or disposition. Most widely appreciated print designs are done for T-shirts, while you may opt for baseball caps, winter hats, or other seasonal apparel.
Should you choose between digital marketing and print marketing?
It may look as if you should be choosing between digital marketing and print advertising, but the truth is that they complement each other.
When a proper print design is applied, and the customer can indeed recognize your company branding, there is very little difference between one or the other.
One major benefit of print advertising is that it provides a lasting impression on your customers and possibly a lasting connection, trustworthiness, and memorability.
The most effective marketing strategy will interweave both print (traditional) and digital (online) marketing techniques. Print design is a major ally to both of them as it is in part done digitally and will provide an encore and ideas for future projects.