Whether you are designing a flyer, brochure, postcard, or even a business card the design you choose is crucial to the success of the piece. If possible, you should hire a design professional to layout your print piece. But sometimes that is not an option, so here are a few mistakes you should avoid when designing something for print.
The number one mistake that we see made in print is overcrowding your piece. It is tempting to try and give your prospect all the information you can about your company, but a cluttered brochure just leads to people ignoring the piece all together. Keep your design simple and make use of empty space. Avoid using too many different fonts and colors. A sleek, simple design is far more effective than a piece that reads like a college textbook.
Another common mistake that we see is in communication. Remember that you are the expert on your topic but the people that you are addressing may be new and uniformed. Try to avoid too many industry terms that your potential customer might not understand. Have a clear and direct goal with your piece. Do you want to send people to your website or try and bring them in to your store? If so then state that clearly and directly. Provide all the necessary information that a person may need to contact or visit you. Remember our point on clutter and keep the goal clear and concise.
The old saying an image is worth a thousand words is truer than ever when it comes to print marketing. Some of the most effective pieces we have seen have made use of a beautiful graphic or photograph and a few simple sentences. This is especially effective if your company is in an artistic industry. A photographer for example can let their work speak for itself with an eye-catching picture and their contact information. A real and relevant picture can also make the piece more personal and help connect with your potential customer.
- Call To Action
Last but not least, you absolutely must include some form of a call to action. Too often do we see a well-designed piece that catches the eye of a consumer but then does nothing with the attention they have gained. You need to capitalize on the time that you have a person’s attention and encourage them to contact you or visit your website. If you are in a retail environment then consider a timed sale, this will help add some urgency and increase the odds that a consumer reacts to your piece.
Remember to avoid these four mistakes when designing your print piece and you will be off to a strong start! Goodluck on your marketing goals in 2021!