How To Design Marketing Materials

As a result of the boom of technology and the rise of digital marketing, many people believe printed promotional materials have gone by the wayside. However, print marketing is a tried-and-true approach to branding that creates real opportunities offline—ones that are personal. But to keep these materials in potential customers’ hands, you need to be purposeful with your approach.

There’s a lot of competition in the world of business, and certainly a ton in your specific industry. How do you plan to stand out? Whether you want to design brochures, flyers, postcards, business cards, graphics, or even stationery, you need to know how to create professional marketing materials that fully engage people. Marketing in itself is based on content that tells the story of your business. You should be able to draw in customers and clients this way.

Your printed promotional materials have the unique opportunity to send a message about your business. These materials convey this message through color, text, and visuals. If you’re not certain where to start, we’ve compiled some top tips for designing effective marketing materials. Let’s take a closer look at how to design marketing materials that matter.

Target Audience: Appeal and Reveal

First and foremost: who do you want to reach? What’s the main purpose of this specific print run? You may be tempted to try and reach as many people as possible, but you need a clear target audience to help you keep focus. Create promotional materials relevant to them. The right market is out there, so identify a certain theme, product, event, or topic you want to promote to a target demographic.

Now is not the time to maintain your mystery. Effective, professional marketing materials will speak to individuals who your business can draw in, or people who will find clear value in your products or services. Think about your ideal customer—their age, gender, career, interests, and values. Once you outline the audience, you can move forward to try to connect with them as a brand that hears them. This is how you can ensure that your marketing materials will draw attention that benefits both parties.

Remember: It’s Your Brand

Business always involves first impressions. You want your custom print materials to attract the right market, and you always want them to look good. How do you want people to see your business? Do you want them to think of it as simple but effective? Creative and accessible? Every single time you put your business out there with marketing, you are promoting a certain image. Keep your ideal brand image in mind as you create promotional materials. If you don’t convey your company’s story, how can you expect consumers to identify or connect with your business?

Create a Quality Logo: Brand Everything

As a small feature, a logo may seem minuscule, but a logo of poor quality or taste can negatively impact the success of a company. A logo should remain consistent across various marketing pieces, but you can always come up with a variety of alternative options that may fit better due to sizing or color. An effective logo will do its job to create uniqueness for your brand. But it should also contain characteristics that are universal.

Do your best to create a compelling logo. If artistry or design software is not your area of expertise, consider hiring a graphic design artist or professional for an image that best represents your brand. Whether it’s quirky, timeless, refined, or classic, your logo can develop and adjust with time to stay relevant to the market.

Focus on Visuals: Text Content and Font Choices

After you have a coherent concept, target audience, and quality logo for the printed promotional material, focus on copy and text. This is another of the top tips for designing effective marketing materials. The message should be worded appropriately but kept simple and sweet. Be concise, direct, and stick to the essentials of what potential clients or customers need to know.

Paragraphs should be easy to digest, as too much text can be overwhelming and boring for readers. Text with straightforward information will appeal to people. Utilize headers, bullet points, and larger text sizes to separate info. A legible and enticing font will make the content ideal for reading purposes.

Graphics: Keep It Professional With Optimal Flow

Material designs should be attractive and attention-grabbing while the overall graphics are consistent, appropriate, and professional. Less is more when learning how to design marketing materials. Use high-quality imagery or photos, as images convey messages without words. Pixeled photos and clip art aren’t going to make the cut for a good impression. If you feel that it can benefit your business, don’t hesitate to reach out to a professional for a design strategy. It’s best to determine the most effective layout. When professional marketing materials are impressive from the start, your business can prosper in the long run. Great images and art will help people remember your brand.

Design Techniques: Add Depth, Dimension, and Sophistication

Business owners may choose to utilize an online printing service to print out their marketing materials as a quick and affordable option. However, specialty print shops are a good choice for those who desire a customized and high-quality design in their printed promotional materials. These print shops offer services with top-of-the-line equipment for perfect details and supreme quality control. Despite assumptions, these shops have expert printing knowledge, technology, and techniques that don’t include a hefty price tag.

Here at House of Printing, we offer a wide variety of printing services and specialty techniques such as embossing and gold foil stamping. These design processes can add a luxurious finishing touch to your marketing materials with professional and elegant details. We want to help your business stand out from the rest with cost-effective products that save your business both time and money.

Whether you need to create business cards, posters, brochures, direct mailings, or other paper materials, we provide superior customer service as a full-service printing shop. Our shop is located in the Washington, D.C., and Baltimore area. We even provide free delivery to local clients. Reach out to our team to request a sample or to get your custom project started today.