When talking about graphic design applied to marketing and promotion strategies, it is important to remember that not all designers have the same skills, and in marketing matters, for any business, it is important to apply some rules or advice so that the design of all the marketing material has better possibilities of reaching its objective, which is to put in the minds of the people, and the print advertising that promotes and induce the public to purchase.
Also remember that when it comes to small businesses, there is a disadvantage against the large advertising companies that exist everywhere, however, these tips will help us to make printed material, ads, posters, postcards, cards of presentation, etc. They can compete with the greats and not get lost in the crowd.
1 – Avoid saturation
Too many elements in a small space can distract the eye of the viewer, the client or future client in this case, the use of too many graphic elements can make a card or advertising postcard very attractive, but as a marketing element, it can make it difficult for the recipient get the main message, that is why you have to always try to balance between space and image, so that the receiver’s eye can read the most important messages.
This is particularly important when space is limited, as in the case of business cards, flyers, advertising postcards, small brochures, etc.
2 – The size strategy
Try to use large images, instead of very small elements that can be difficult to read, large images in a negative space, tend to draw more attention of the reader.
3 – An image says more than a thousand words
The visual aspects tend to call more attention than words, however, we must try to maintain a balance between the image and the text used, should try to use the image as a reinforcement of the message, and not around. If you are going to combine image with text, try to have at least 50% of the same space on the page, if you need or think it is convenient to use a large image.
4 – Easy reading
Always try that your brochure, flyer or print advertising form, has an accommodation that is easy to read, since what you want to achieve is to read the important information contained in the marketing piece that you are delivering, besides, it is very important that you a look at all the texts and that the message you want to send is disseminated among the spectators around the printed element.
5 – Use of typography
We must take special care in the use of typographies, sizes and colors of the texts, use too many high letters (capital letters), it may seem like a good idea at times, and however, it is not, so we must try to keep the text in its proper proportion, between high and low letters.
You also have to limit the use of fonts, shapes and sizes, since this can give an impression of visual chaos, which would act to the detriment of your message in print advertising.
6 – The key is the consistency
Keeping the information where it is easiest to read and access for readers in any printed marketing element, is the key to such information being remembered and reaching the objective of the advertising material in question.
7 – Be consistent
Again this applies to the entire layout of any printed marketing element, be it advertising postcards, magazine ads, business cards, posters, etc. Maintaining consistency in the entire area of your brochure, card or ad, will make your advertising message be remembered, and above all be read.
The use and results of these print advertising tips will vary depending on the product and / or services that you want to promote.