Print marketing is compelling, memorable, and engaging.
As people touch, hold, and even smell paper, they respond in a profoundly personal way.
While digital communication is booming, this has only enhanced the unique voice that print brings for any business. Millennials and Gen Z are very difficult crowds to reach digitally, with 63 percent using AdBlocker and 82 percent ignoring online banner ads. This trend toward tactile is stirring potential for many exciting creative opportunities.
Today, we'll highlight four print marketing trends from 2018 to inspire you in the year to come.
The world is filled with chaos, and fundamentally, viewers long for a return to simplicity.
Minimalist designs offer the respite people crave. Minimalist designs include images with a clear, elegant purpose, maximizing white space and using layouts that are clean and authentic. Uncluttered visuals bring an honest, compelling point into focus in a quick and arresting way.
For years, TBWA Paris has been on a mission to advertise McDonald's in the most minimalist ways possible. This started in 2013 with extreme close-up photos of food and followed with computer-icon-style pictograms featuring McDonald's menu items reduced down to very spare illustrations. Many of these ads used no branding whatsoever: the point was that the food was so recognizable it didn't need a label.
By 2017, McDonald's had the food disappearing altogether, featuring top sellers like fries, McNuggets, or Big Mac cartons that were completely empty (apart from a few crumbs), because the food had already been devoured by famished customers.
Effective? Absolutely. These simple ads bypass the brain and go straight to the stomach.
Personalized Print Pieces
Print is already a highly personal medium, but advances in technology allow businesses to enjoy increased access to personalized posters, flyers, direct mail, and more.
If you want to impress, try gathering online data about customer preferences and include that in print.
Branding even the simplest products has also allowed companies to gain a more personal touch. For example, a local auto garage printed customized labels for its water bottles and offered complimentary water to customers while they waited.
If you've ever painted a room, you know the significance even a slightly darker hue can bring. Color experts Pantone released color trends for 2018 with this advice:
- If you want to look resourceful, employ blue and orange hues
- If you want a playful tone, choose yellow
- If you're looking for something discreet, try pink
- If you want more sophistication, choose gold
What if you want to reach a diverse crowd?
According to Pantone, rosy tones bring a palette that "reaches out and embraces many different cultures." Pantone said in 2018, print marketing was trending away from pastels and toward bright, bold colors:
"Intense colors seem to be a natural application of our intense lifestyles and thought processes these days."
Storytelling is not just for YouTube.
Print that tells a story can alleviate suspicion and make instant connections, especially with younger audiences.
A Spanish lollipop grabbed this edge with its "ant aversion" ad for Chupa Chups lollipops. While normally a company might bore viewers with guilt trips for sugar-free products, Chupa Chups chose a "visual story" to make their point.
In the print ad, a sticky sucker had been discarded on a rock slab near the lawn. Meanwhile, a triple-wide line of ants detoured around the candy, heading toward the grass. The headline, "It's Sugar Free," brought a resounding finale to this playful story.
Chupa Chups reminds us that print is at its best when it is used as an art. Use vibrant colors, minimalist designs, and personalized print pieces to grab their attention and tell your story this year.