n the contemporary landscape, advertising extends beyond screens. Print ad campaigns remain a powerful tool for enhancing brand visibility and distinguishing yourself in a competitive market. Whether through magazine ads, posters, flyers, or billboards, print advertising offers a tangible presence, ensuring your brand resonates as a trusted entity. Elevate your brand's identity and leave a memorable mark on your audience through the enduring impact of print advertising.
Print ads have value in the digital world
In today's world of digital content, the brief yet captivating nature of printed advertisements provides a level of clarity, intrigue, and memorability that digital advertising cannot match. Research suggests that ad recall is 2.6 times higher when an ad is in print than when it is viewed digitally. Moreover, the clarity of the ad to the consumer is also increased by nearly the same factor. Additionally, consumers are almost three times more likely to find a print ad interesting as opposed to a digital one.
When it comes to designing print ad campaigns, you can either outsource it to an ad agency or handle it in-house with the right tools and planning. It is important to first determine how your print ads will fit into your overall marketing strategy and come up with a plan to reach your target audience. A creative director can help you develop concepts that align with your company's visual identity and personality. Having a clear brand identity and a brand kit will ensure that both internal teams and hired agencies follow your brand guidelines when designing print ads.
Components of a print advertisement
A compelling advertisement comprises essential elements such as a captivating background image, engaging illustrations or graphics, your business name and logo, pertinent contact details, informative body copy, a memorable tagline, and a compelling call to action.
Common types of print ads
Newspapers and magazines represent common and familiar channels for print advertising. Given their ubiquity, these platforms pose a challenge in standing out amidst the clutter of ads. However, this challenge presents an opportunity to elevate your advertising efforts. With readers spending considerable time engaging with publications, print ads have a higher chance of retention. Leveraging this extended attention span can enhance the effectiveness of your ad campaign.
Mailers and brochures, while facing the risk of being dismissed as junk mail, offer versatility and uniqueness in their presentation. To overcome the tendency for these materials to be discarded, infuse them with value and personalisation. Crafting compelling content that resonates with recipients can prevent your mailers from being relegated to the recycling bin.
Lastly, posters, an age-old form of print advertising, provide ample scope for creative exploration. Whether displayed as paste-ups on walls or flyers in shop windows, posters offer a canvas for visually captivating designs. With tools like InDesign facilitating design, creating attention-grabbing visuals becomes more accessible. Harness the potential of posters to catch the eye of passersby and leave a lasting impression.
Best practices for print ad design
The impact of your print ads increases with their creativity. However, aiming for uniqueness alone is not sufficient. The best print ads are those that not only stand out but are also easily comprehensible for the viewer. They should provide a clear understanding of the offer and guide the viewer on how to take action on that offer.
Here are some recommendations to consider before designing your first series of print ads:
- Grab attention with a visual element or headline that draws the eye and leaves a lasting impression on the audience
- Provide value to the reader by presenting a benefit or sharing important information they might not have known before
- Offer proof points like statistics or testimonials to demonstrate the value you provide
- Highlight what makes your service stand out and tell readers why they should choose you over competitors
- Encourage readers to take action by providing a compelling reason to act right away, such as a limited-time offer or a free trial
Techniques to explore
Print ads provide a unique opportunity for designers and copywriters to showcase their skills. They come with specific constraints and parameters, which make them an excellent medium to explore new techniques and methods.
Keep copy concise
Print ad layouts usually have strict requirements for copy. Therefore, it is essential to write clear, punchy, and authoritative brand copy. It is crucial to use powerful verbs that convey action and purpose while avoiding the passive voice. Remember that copy is just as important as design in advertising.
Think about spacing
Don't overlook the importance of white space and negative space in your design. While it's called white space, it doesn't have to be white; it's simply the area between design elements. When creating a print ad, consider the dimensions you're working with and embrace open, clear space. An overly cluttered ad can reduce its impact, but with sufficient spacing, you can engage viewers and convey your message effectively.
Stay updated on design trends
Stay informed about the latest design trends, including changes in stock imagery design to find inspiration. Experiment with new techniques, diverse methods, various types of copy, and different design styles. Innovative ideas often arise from vibrant and diverse environments.
Examples of creative print ads
Draw inspiration from innovative print campaigns that exemplify exceptional writing and graphic design, currently circulating on platforms like Behance.
- Create a cohesive series of ads that complement each other, taking cues from these ads for a Polish festival
- Explore the creative potential of surreal imagery, as demonstrated in an inventive ketchup advertisement
- Convey a powerful message with minimal words, as seen in this captivating minimal two-page spread for Jeep
- Combine photography with illustration or hand lettering for a unique visual appeal, like ads for a restaurant
- Craft compelling narratives through playful photo manipulation and text art, like these ads promoting audio books
- Experiment with photo manipulation techniques that blend natural elements with everyday life, echoing this successful Turkish tourism campaign
- Utilise illustrations to elevate your print ads into cherished keepsakes, mirroring the approach taken by these eye-catching monthly posters designed for a cinema
