In this digital age, touch is an important sense and can make a lasting impact.
Let's explore how to design print collateral.
Great campaigns combine digital and print collateral to reach
audiences in a variety of ways.
Where social media collateral could include an Instagram Story
and digital collateral could include a banner ad.
Print collateral is an item that can be held in our hands.
Postcards, flyers, and vouchers provide businesses
a way to interact with their audience in a tangible way.
Once an event has been planned, it's time to generate interest amongst possible attendees.
Invitations contain necessary information about the event
and encourages the recipient to reply with a "Yes, I'd love to come".
Coming in all shapes and sizes, they commonly fit inside a small or business-sized envelope.
Printed invitations can be used for almost any type of event
from functions to concerts and special VIP sales.
Here's information we typically see on an invitation:
a name and description of the event, the business or sender's name,
a time and date, the location, any special requests or instructions,
and contact details for the invitee to respond.
In other words, a call to action.
It's a lot to fit.
Using hierarchy, design the invitation in an attractive and a logical way.
Start with a large line of text to grab the viewer's eyes before they read the finer details.
Illustrations or images should depict the nature of the event,
but not distract from the text information.
Keep the text easy to read through a combination of sizes and contrasting colors.
And don't forget to tell the audience what you want them to do.
Postcards can be beautiful, striking, and inspiring.
The very nature of something received in the hand or in the post,
makes it stand out from other marketing material.
They are a mode of communication between audiences.
The combination of a strong message and eye-catching visuals
will tempt someone to pass or post the card along.
This taps into the word of mouth phenomena
where the marketing comes from a trusted source. They are also mementos.
An inspiring example will be kept displayed and valued making it a powerful marketing tool.
Typically double-sided, one side is perfect for an engaging graphic,
while the back is made for detail.
Like other collateral, make sure the call to action is prominent and to leave space
for the sender to write something and put the receiver's address.
These normally promote a special offer tempting the audience to visit or engage with a business,
claim a discount or free item by their nature.
They might have a short life span.
The more visually appealing it is, the more likely it will be kept, remembered, and used.
Here's an elegant example. The design type and image convey a sense of luxury.
Printed on thick card, it will entice the audience to take up the offer.
Print vouchers are usually double-sided.
One side is eye-catching, communicating the theme and encouraging the viewer to turn it over.
The other side contains more detailed information.
If the voucher has some monetary value, you'll need to include
terms and conditions about how to claim the prize.
As with all collateral, keep in mind the visual balance.
What will appeal to the intended audience without them feeling bombarded.
Negative or white space, a balanced layout, an appealing text, and imagery
is more likely to attract potential customers to this wellness business.
In this flyer, lots of white space conveys a sterile and medicinal environment.
The design feels clean and calm with touches of blue and a Sans Serif font.
The front contains the logo and key details while
the back includes a photo of the clinic and further information.
Different pieces of print collateral might form a single campaign
using design elements, colors, fonts, and imagery in a consistent way
will unify the collateral within the same campaign or brand.
A single campaign might be created from a voucher, flyer, postcard, and invitation.
Using the Pro resize feature in Canva makes this process very easy.
On all pieces, be sure to keep body copy at a readable size. No smaller than 8pt.
Use high resolution images and export colors as CMYK.
When next considering how to promote a brand or business, consider print collateral.
This will literally bring the business brand or promotion into the hands of the consumer.