Category - Print Design
When you look back on the history of marketing, you realize it’s only in the last 10 to 20 years that digital advertising has become the force it is. Before that, print design, television and radio shaped everything companies did for public relations. Print marketing influenced the way we do business today and still has a pretty big impact on company strategy.
Even though a lot of your advertising may have moved to the internet, print marketing is still a vital component of your brand’s image. In one study, researchers found while the overall spending on advertising grew 7.5 percent in the United States and hit record amounts, offline ad sales stabilized while digital sales increased 16.6 percent. Researchers predict digital and non-digital advertising will be equal by 2020 at the latest.
What does all that mean for you, as a marketer or business owner? It means you need to pay attention to how your print ads impact your digital ads and vice versa.
Consistency Is Vital
Do you want people to see a marketing campaign from your company and immediately recognize the brand? Whether a consumer interacts with you online or offline, they should notice the tone, personality, colors and finer details and relate the ad to your business.
Arguably, it all starts with your color palette. You should choose the shades that reflect your business best. Use color psychology and figure out what emotions you’d like evoked in your customers. For example, if you want to come across as steady and reliable, you might repeat the efforts of some of the larger banks out there and use a deep blue, which signals trust. On the other hand, if your company is fresh and young, then you might go for bolder choices such as red and a sunny yellow.
Your logo is the next important factor in consistency. It goes everywhere — your website, your social media pages and even at the top of your letterhead. No matter where a user interacts with your brand, your logo should look the same or very similar.
When to Use Print Design
Since print design is used in at least half of marketing efforts, just how are brands using it? Think about the things you encounter in a typical day. In addition to obvious uses such as magazine ads and door hangers, designers create print copy for product packaging, billboards and even fast food wrappers. Someone creates the designs for any element a consumer comes into contact with, and they should all offer the same approach and a similar look.
Print Design’s Influence
The traditional layout of websites is fairly similar to what you’d see in a newspaper or magazine. There is a header, page headline and sidebars with additional information. The influence of print also transcends to the photos used online, although you may now use 3D methods and interactive elements. Even 3D designs have a history in print design features such as embossing or drawings.
If your company is more than a few years old, you may already have an established color palette. Your print designs will then influence what shades you use in your digital presence. Don’t be afraid to tweak the look a bit for your online presence and add another pop of color that contrasts with the rest of your design. This is especially useful for the call to action (CTA) buttons and elements you want the user to focus on.
Study large companies and how they tie their online and offline advertising together into a seamless impression for consumers. With a little practice, your business will have the same consistency. Your online work will influence your offline work, and vice versa, until users instantly recognize your brand.