Listening in on the Trends for Designing Print Ads

Printing quotes is the first thing to look for before you start working on a printing project. In fact, it should be something to look into even before you give printing a thought.

A word of advice to the hopefuls, printing can either be cheap or expensive depending on your specifications. You shouldn't use price to encourage or discourage you to design your print ads, but rather it should be used as a tool to adjust your specifications.

Form vs. Substance: How will it meet your marketing goals?

There are two schools of thought. One says form follows function while the other says substance is style. Subscribing to a design concept will have a big on the success of your business and is fundamental in shaping your marketing plan.

Using Style Heavy Design

A lot of people look for design ideas on the internet for anything from business cards to posters and flyers. In most cases they end up looking at the drool worthy award winning designs produced by big ad agencies for their own marketing materials.

But before you get too worked up with die-cutting or foil printing, remember that these extra effects can easily double up your cost. If you're up-selling your brand it may be a calculated strategy, otherwise twice as much prints is likely to produce better results as better looking prints.

A word of caution though, too much styling may take the focus out of your content. Unique styles don't always make the sale. On the other hand, you can also make good design using the default choices from your offset printing. But again, it's all a matter of preference.

Content Based Design

If you intend your ads to be informative and act as a print resource, you should consider intentionally toning down the design. The easiest to read after all is black text on white paper.

This can work well for the more technically inclined customers, who want to know more about quantifiable data, processes, and features to guide them in their purchasing decisions. These prints are far cheaper to produce and can be given out more readily.

Although they can work well to sell gadgets and other benefits based commodity items, they do poorly for culture branding. These are the products people purchase for the sheer pleasure of purchasing something luxurious. Think about non-commodity goods people use to identify themselves: clothing, vacation places, wines, jewelry, etc.

It used to be that content heavy marketing is targeted at men while design based advertisement is targeted at women. Recent studies show however that women influence 80% of the purchase of consumer goods, changing the dynamics of how advertising is done.

Should this mean hardware stores should start sending out catalogs with foil stamped swirls on the front page?

When developing a marketing budget, get printing quotes for folded postcards you can use to make a qualitative survey of the perceptions about your products. This should guide you in designing your marketing materials or finding your marketing mix. More tinkering with your design endlessly, coming up with a well-informed strategy sounds like a better plan.





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