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The art of marketing communication: how to create print materials that create impact
.jpeg "Go from “Shall I do it?” to “Buy it now!” with great packaging")
- The art of marketing communication: how to create print materials that create impact
- Print campaigns, such as brochures, catalogues, flyers and cards, can convey clear and tangible messages that create a lasting impact on the target audience. However, for them to be truly effective, it is essential to communicate the message correctly. Here are some key tips to achieve this.
- 1. Define the objective and the audience
- Before designing any printed material, it is crucial to be clear about the objective of the campaign and who it is aimed at. Is the objective to promote a new product, generate brand awareness, or attract customers to a physical store? Depending on the answer, the approach to the design and the message can vary drastically. Knowing the audience well is also essential to determine the tone, design and amount of information to include. If the target audience is young, they will likely prefer a modern, dynamic and minimalist design. If the audience is older, a clearer and easier to read design will be more appropriate.
- 2. Create an eye-catching and memorable design
- The design is the first impression that your target will have, so it must be visually appealing and consistent with the brand identity. Some key aspects to follow:
- -Use of color: Colors influence emotions
- -Typography: Choosing a typeface that is legible and reinforces the brand's personality is vital.
- -Visual elements: Images and graphics should complement the text and not compete with it.
- Text on printed materials should be concise and easy to understand. Consumers often quickly scan a brochure or flyer, so it is important that the main message stands out immediately. Some tips for effective text include:
- -Strong headlines and relevant information: The headline should grab attention and summarize the main value of the campaign.
- -Call to action (CTA): Phrases like "Visit us today," "Find out more," or "Get an exclusive discount" motivate the consumer to take the next step.
- 3. High-quality materials
- The choice of materials also affects the consumer's perception of the campaign and the brand. The type of paper, the finish, and details such as foil or embossing can make the difference between a brochure that the recipient keeps and one that ends up in the trash. Investing in quality materials not only reinforces the professionalism of the campaign, but also adds perceived value to the product or service being promoted.
- 4. Integrate print with digital
- Although printed materials have great power on their own, they can be even more effective if integrated with digital channels. Including a QR code, a website address, or even links to social media allows consumers to quickly connect the printed material with the digital world, facilitating ongoing interaction with the brand. This omnichannel strategy reinforces the message and allows for more effective monitoring of the campaign results.
- 5. Measuring results
- Although measuring the impact of a printed campaign is more difficult than digital ones, it is still possible to do so using coupons, QR codes, or personalized URLs. This allows for a clear idea of how many people interacted with the material and took action, providing insight into the success of the campaign.
- Communicating a marketing campaign in print materials requires careful planning and a clear focus. From defining the objective and design, to integrating with digital media, every aspect must be well thought out to ensure that the message not only reaches the audience but creates a positive and lasting impact. Well-designed and executed print materials not only capture attention, but also create an emotional connection that can be difficult to achieve in the digital world.
- Sep 24 2024|Emilia Piedra Donoso.