print advertising

Print design focuses on how the ad will look in print. Even though the design is done on a computer, the final product will always be tangible. It is also very important to be consistent in printed materials – the design must always be in a uniform style, following the brand guidelines (colours, typography, logo placement, etc.).

A well-designed print ad can interest a wide audience in the product or service you offer. It should be easy to understand, with a specific offer and easy to understand how the reader can take advantage of it. Every print ad is different, but to get the most out of it, you need to use all the elements described below correctly.

Balance is at the heart of everything. Too many or too few images or graphic design elements are bad. Without them, print advertising will be boring, and too many of them will be confusing and distracting. The human mind can more easily perceive one large image than many small ones. If you have a large number of images to choose from, be very meticulous in your selection.      

Use images to communicate something important about your company, product or service to the reader. Add an explanation to each image to provide additional context. Post a picture of people using your product or service. Don’t use images that don’t mean anything. Be creative!  

The purpose of a CTA is to encourage the reader (through text, images, content) to take a specific action – call, buy, send an email, sign up, click, etc. Print advertising has slightly fewer CTA opportunities than digital advertising, which should be taken into account when designing and building the ad. However, this does not mean that print advertising is less effective than digital advertising – each type of advertising has its advantages and disadvantages.

This may seem obvious, but print advertising should not forget to indicate how to contact the company or where to buy the advertised product or service. This information should be as short as possible and easy to remember, as it will not be clickable.  

There is no point in print advertising if it does not reach the desired target audience. An ad can have a great graphic design, clever marketing copy and an irresistible offer, but it won’t make any difference if the target audience is not reached. The first step is to carry out data-driven research on which distribution channels are the most appropriate, with the highest potential returns.

There are many possible channels for print advertising, so it is important to understand which is the most appropriate for your target audience before you create it. An ad in a magazine, a leaflet in the letterbox, a sign on the side of a house or a motorway, a sticker on public transport, a billboard in a supermarket – these are just some of the ways you can reach your audience.