Designing for Impact: The Power of Visual Communication

Humans process unfathomable quantities of information through sight alone.

Consider this crazy statistic: The human brain processes images in just 13 milliseconds, with the eyes shifting gaze three times per second. People can recognize and comprehend dozens of pictures in a fraction of a second!

This pace is something verbal communication could never match. That’s one reason design is sometimes called the “visual language” that shapes our world.

3 Design Principles to Strengthen Your Marketing Materials

If you want to grab attention, evoke emotions, and make complex ideas simple, design is king. Here are three tips for communicating strong ideas in seconds.

1. Differentiate Your Brand

Is your brand chic, silly, sophisticated, classic, or dependable?

A clear identity distinguishes your company and builds confidence in your target customers. Are your marketing pieces connected through cohesive brand elements? If you removed the business name from your designs, could viewers distinguish you from the competition?

Find ideas that encapsulate your brand and communicate this core identity through typography, colors, and images that are streamlined across every medium.

2. Define a Focal Point

Like writers use a hook to grab readers, visual focal points attract viewers and pull them in.

Begin each design with one question: what is the first piece of information I need people to know? Emphasis draws attention to an area or object as the focal point. Whether it’s a bold black headline or a lonely child peering out of a brochure, emphasis is the door through which viewers enter your composition.

Here are three design examples:

Images. The biggest image on a page will naturally command attention, but the most compelling images include faces, flavorful foods, bold geometric patterns, gorgeous nature scenes, and humorous photos.

Colors. Pinks and reds scream for attention, but color contrasts can create powerful focal points too. Brighter colors intensify, and cooler colors recede, so on a dark blue banner, a bright yellow headline will leap forward.

Contrast. Equally weighted objects on a page force competition among them, which confuses readers. Instead, allow for plenty of white space around your focal point. Reduce sizing and color of less important objects or use selective grouping to set key elements apart.

3. Delight Viewers with Perfect (and Imperfect!) Proportions

Proportion helps you group your design into sections using grids or patterns as an anchor.

Whether it’s margins on a page, sidebars on a poster, or pull quotes in a newsletter, proportion communicates importance and helps the brain decode information. When designing from scratch, build a visual map to sketch your basic layout. Here is one helpful margin guide to get you started.

Proportion is rarely noticed until something is out of proportion, so have fun making rules—and then breaking them. Four equal text columns are pleasing, but one narrow column near a graphic splashing across three grids is compelling. An enormous Snickers bar is tantalizing, but a Butterfinger carried by four tiny ants is downright provocative!

Want help making your layouts shine? From design to printing, we’re here to help. Reach out today!

5 Areas to Focus on for Business and Marketing Success

Did you know that as of early 2023, the share of companies' revenue spent on marketing in the US reached 10.9 percent – a result significantly above the global figure?

Why do companies choose to invest so much of their budget and resources into marketing? Because a strong marketing strategy is essential for a successful business!

Help your business thrive by looking at five areas of marketing strategy that are key to business success.

Pay Attention to These 5 Factors in Your Marketing Strategy

1. Lead Generation

One of the most pertinent roles of marketing within a business is to find leads and work towards hooking them in as new customers.

Collecting qualified leads takes effort, so it's essential to approach it strategically. Research your competitors and other trends within your field to keep your marketing tactics fresh and exciting for customers. Additionally, use tools to measure the response rate of different marketing products on your customers to determine which ideas resonate the best with them.

2. Customer Retention

Once you've successfully converted a lead into a customer, marketing has the power to keep that customer loyal to your company's products or services. 

To foster lasting relationships with existing customers, focus on strategies like creating unique mail pieces for pre-existing customers, offering discounts on a second purchase, or sending out follow-up emails to make your current customers feel appreciated and noticed.

3. Branding Consistency

Consistency is critical to your branding efforts. 

Creating a style guide is one way to avoid inconsistency within your marketing materials. The guide should include the preferred language style and tone of voice used in the company, the brand's signature acceptable fonts, certain ways the logo should and should not appear, and more. 

In addition to creating and using a style guide, ample communication between all team members and departments is essential to ensure that the messaging and appearance of your marketing materials are consistent and recognizable to customers. 

4. Strategic Risks

While sticking to proven strategies may feel safe, avoiding calculated risks can stifle growth and innovation in your marketing endeavors.

Embrace a culture of experimentation by exploring new marketing techniques and approaches.

You don't have to go all in all at once. You can try some moderate risk-taking by researching and monitoring trends in your field, slowly implementing a few new ideas alongside your current strategies, and measuring the results to see which campaigns are most effective. 

5. Employee Retention

Your marketing team's expertise and knowledge are invaluable assets. However, high employee turnover can disrupt productivity and drain resources.

Prioritize employee retention by offering competitive wages, attractive benefits packages, and opportunities for professional growth. Streamline the training process to minimize disruptions and empower team members to focus on their core responsibilities. You can cultivate a cohesive and effective marketing team by fostering a supportive and nurturing work environment.

With these things in mind, your marketing strategies will flourish and continue to increase the company's success. Contact our company for more advice and assistance with your marketing needs!

3 Things to Know about Laminating and Coating Direct Mail

It’s no secret that despite how digitized our world is, direct mail is still a powerful tool that can garner a significant return on investment.

Direct mail has a higher response rate than email. Yet, households in the United States only received, on average, 368 pieces of regular marketing direct mail in 2022.

So, how can you ensure that your company’s direct mail stands out? One way to distinguish your mail and add extra polish is through lamination and coating.

Read on to learn more about the different types of coating that you can use for your mail pieces!

3 Essentials When It Comes to Lamination and Coating

1. Protective Properties

Lamination on direct mail pieces will protect them and increase their durability as they travel through the mail system.

Customers will be less impressed with a mail piece that arrives damaged, scratched, or scuffed. Using lamination is an excellent choice to help protect the mail piece from water damage, sun fading, and wear and tear.

2. Different Types of Coating

It’s important to know that three types of coatings can be used for direct mail: UV, Aqueous, and Varnish.

UV Coatings

UV coatings create one of the most glossy finishes for a mail piece.

UV coating works through the unique process of exposure to ultraviolet light, which causes the coating to dry and harden on the paper. The two challenges to remember for UV coating are that ink will not dry on top of the coating once it has been sealed and that it can crack if the mail piece is folded, like a brochure.

Aqueous Coatings

Aqueous coatings offer a few more options than UV coatings do.

You can select either a high-gloss or matte finish. Aqueous coatings are nearly entirely clear, deriving their name from the water-based formula. This type of coating is also more eco-friendly than other types.

Varnish Coatings

Varnish coatings offer the most options, allowing you to choose between a gloss, satin, or matte finish.

However, similarly to UV coatings, you cannot print additional ink on top of a varnish coating.

3. Timing is Everything

If you choose to laminate some of your print materials, you must factor in extra time for the production process.

The ink on your printed materials will need to dry and cure completely before you can laminate them over the top of the paper.

Additionally, it’s wise to allow the print to rest at room temperature for 24 hours after it has been laminated before moving or mailing the mail pieces to ensure that the lamination is set and will not separate from the paper.

Incorporate some of these lamination and coating tips into your next direct mail campaign, and enjoy the outstanding results that will follow!

Our company is here to help you with all of your direct mail printing needs. Contact us today to get more information!

4 Tips for Choosing Images for Eye-Catching Flyers and Brochures

The adage “A picture is worth a thousand words” still rings true today. Images, or pictures, are crucial for your flyers and brochures.

Whether you are looking to wow, spark interest, create empathy, or make someone chuckle, images are a powerful tool to harness in your marketing venture.

Start today by collaborating with our print marketing specialists to strategize your next golden idea. Local, professional, and personable, our visual marketing expert team will impress and complement your business’s desire to be seen and grow.

Tips for Attention-Grabbing Flyer and Brochure Images

Keep It Simple

There is no need to completely fill your next flyer or brochure with images and text.

Keep things clean and simple so that the most important things stand out.

Stay Relevant

Stick to the main message.

If you are going for one specific theme, stay with it. Do not try to do too much on one flyer or brochure. Relevance with your theme will ensure your message is not lost in translation.

Capture the Mood

Do you want your target audience to feel inspired, amused, or inspired? Choose an image or two that will evoke an emotional response.

Images that include people are great for creating an emotional connection with your audience. Eye contact through portraits connects people to your marketing image, creating a bond that will grow brand recognition and retention.

Balance

Ensure a balance between the images, spacing, white space (also called negative space), and the focal points.

Have you heard of the Rule of Thirds?

The Rule of Thirds is a composition guideline that suggests the ideal placement of an image so that you do not overcrowd your page, which is to have the photo or focal point take up only one-third of the overall page.

Pictures are powerful tools to utilize in your print marketing. Nothing quite captures the human eye or evokes emotions like an image. Choosing your pictures intentionally can make or break your next ad campaign. 

Our team is ready to begin crafting your upcoming print marketing products to ensure everything from flyers to brochures is eye-catching, aligns with your company, and is economical for your budget. Contact us today to get started!

Marketing for Specific Audience Segments

When you try to market to everyone, you target no one.

Make your marketing budget work smarter, not harder, with specific marketing techniques and insights into specific audience segments that will produce more substantial returns on investments. 

What is Audience Segmentation?

Audience segmentation is a blueprint for focused marketing. It targets subgroups within your ideal audience so that you can deliver more customized messaging and build stronger connections.

Audience segmentation breaks up your target audience into smaller, more focused groups for more efficient marketing.

Types of Audience Segments

Below are 2 Types of Audience Segments with broken down components. 

1. Demographic

This is the most common, easy, and frequently utilized form of audience segmentation, and for a good reason: it works.

Frequently used demographics include age, gender, and job type.

Age

Meet people where they are with your marketing.

For example, suppose you have a product, especially for the Medicare population. In that case, you will want to utilize printed materials and or online marketing that is ideal for desktop computers, as these are statistically the ways this sect of the population reads and learns about new things.

Gender

Men and women think differently. And shop differently.

Harness these differences to target your ideal audience. For example, women statistically prefer a more emotional connection to their products and companies they are loyal to. Women are also more willing to try a brand they have never heard of, while men like to stick with things that are 'tried and true.'

Job Type

Often, people's jobs coordinate with their passions or hobbies.

Correlate jobs with specific products to ensure a good match.

2. Geographic

Geographic segmentation is about where people are geographically or physically on planet Earth. What attracts attention depends on where people are in the world. 

Examples of audience segments include city, region, and climate.

City

Big or small city living dictates the consumer's interests, needs, and time.

For example, metropolitan residents are more likely to need entertainment on their morning commute, comfortable shoes to get to and from work, and convenient meals in statistically smaller kitchens. 

Region

American West, Midwest, South, and Northeast all have specific cultural flavors that marketers must know.

For example, a focused ad campaign set in subway systems is not the ideal way to communicate to potential customers in the Midwest. However, it would be a better option for the Northeast market because of its higher population and the larger number of people utilizing public transportation.

Climate 

The hotter the climate, the stronger the demand for cooling products, foods, and outdoor recreation.

The colder the climate, the higher the demand for comfort foods, warm clothes, and indoor activities.

Some studies have shown that the colder the climate, the less impulsive people are.

Mastering your target audience with demographics and geographic intel can exponentially increase your marketing efficacy. 

Collaborate today with our print marketing professionals to ensure your next outreach to potential customers is the most productive and economical. 

15 Design and Printing Tips for Table Tents with Maximum Impact

Table tents are a great way to grab your customers' attention and promote your products or services without being too pushy. They can be used in various settings, such as restaurants, cafes, trade shows, and events.

But simply having a table tent on display is not enough.

To make an impact and stand out from the competition, you must carefully plan and design your table tent.

Tips for Designing and Printing Table Tents with Maximum Impact

Here are 15 design and printing tips for creating table tents with maximum impact.

1. Know Your Audience

Before designing your table tent, it's essential to understand your target audience.

Knowing who your table tents are targeted at will help you determine their tone, style, and messaging. For example, if your target audience is families with children, use bright colors and playful fonts.

2. Keep it Simple

Table tents have limited space, so keeping your design simple and clutter-free is essential.

Avoid using too many images or text that can overwhelm the reader. Stick to one central message or call to action and ensure it's easy to read.

3. Use High-Quality Images

When choosing images for your table tent, opt for high-quality ones that capture your audience's attention.

Blurry or pixelated images can be a turnoff for customers and may reflect poorly on your brand.

4. Branding is Key

Make sure to include your company's branding on the table tent.

Common branding elements include your logo, brand colors, and other visual elements representing your brand. This will help customers recognize and remember your brand.

5. Choose Fonts Wisely

The font you choose can significantly impact the look and feel of your table tent.

Use legible, easy-to-read fonts. Avoid using more than two or three different fonts.

6. Consider the Layout

The layout of your table tent is crucial in grabbing and holding the reader's attention.

Use a hierarchy of elements to guide the reader's eyes toward important information. This can be done through font size, color, and placement of text and images.

7. Use Contrasting Colors

Contrasting colors can make your design more visually appealing and help certain elements stand out.

For example, if you have a dark background, use light-colored fonts to ensure they are easily readable.

8. Make it Interactive

Consider adding interactive elements to your table tent to engage customers.

Examples of interactivity include a QR code that leads to a special offer or a scratch-off section revealing a discount. This will make your table tent more exciting and encourage customers to take action.

9. Include Essential Information

Your table tent should include all the necessary information for customers to understand your product or service.

Ensure information like pricing, description, and contact information are easy to find and read.

10. Use High-Quality Printing

Your table tent needs to be printed with high-quality materials to truly make an impact.

This will ensure that your design looks sharp and professional, making it more durable and long-lasting.

11. Consider Different Shapes

Table tents don't have to be limited to the traditional triangular shape.

Consider using different shapes, such as circles or squares, to make your table tent stand out.

12. Be Creative

Don't be afraid to think outside the box and get creative with your design.

Creativity can help your table tent grab attention and leave a lasting impression on customers.

13. Proofread

Before sending your table tent to print, proofread it thoroughly.

Typos and grammatical errors can significantly diminish the impact of your design.

14. Use a Call to Action

Include a clear call to action on your table tent to encourage customers to take a specific action, such as trying out a new product or visiting your website for more information.

15. Test the Design

Don't be afraid to test different designs and elements to see what works best for your target audience.

Use customer feedback to make adjustments and continuously improve the effectiveness of your table tent design. By constantly testing and adjusting, you can create table tents with maximum impact that will benefit your business.  

Ready to create table tents that will make a lasting impression on your customers? Contact us today! 

Variable Data Printing: What Is It & How to Use It

Variable data printing, or VDP, is a digital printing method that allows for customizing printed materials with unique information.

This technology has revolutionized the print world by enabling businesses to create personalized marketing materials, such as brochures, postcards, and flyers, that can target specific audiences.

How Does Variable Data Printing Work?

Variable data printing utilizes digital printing technology to customize the content of each printed piece.

The process involves linking a database of personalized information with a print job, allowing for unique elements such as names, addresses, images, or barcodes to be incorporated into the design.

This can all be done in a single print run, making the process quick and efficient.

Why Use Variable Data Printing?

Variable data printing offers many benefits for businesses creating targeted marketing materials.

Here are some of the main advantages:

• Personalization: With VDP, each printed piece can be customized with unique information, making it more engaging and relevant to the recipient.


• Improved Response Rates: VDP has been proven to increase response rates and conversions by tailoring content to specific audiences.


• Cost Savings: With the ability to print smaller batches of personalized materials, businesses can save on printing costs and reduce waste.


• Efficiency: VDP allows for quick turnaround times and eliminates the need for manual mailer sorting and addressing.

How Can You Use Variable Data Printing?

Variable data printing can be used in various ways to enhance your marketing efforts.

Here are some examples:

• Personalized Mailers: Customize direct mail pieces with recipient names, images, or personalized offers.


• Event Invitations: Create unique invitations for each guest by incorporating their names and addresses.


• Loyalty Programs: Use VDP to print custom loyalty cards with unique serial numbers for each customer.


• Variable Packaging: Customize packaging with individualized names or designs to make your products stand out.


• Personalized Brochures: Tailor brochure content and images based on the recipient's interests or location.

Tips for Using Variable Data Printing

To ensure a successful variable data printing campaign, here are some tips to keep in mind:

• Start with a Clean Database: Make sure the information in your database is accurate and up-to-date.


• Understand Your Audience: Use the data in your database to segment your audience and create targeted messages.


• Keep it Simple: Don't overwhelm recipients with too much personalization. Stick to relevant details that will make an impact.


• Test, Test, Test: Before launching a large print run, test your design and database to ensure everything works correctly.


• Consider Integrating with Other Channels: VDP can be combined with other marketing mediums, such as social media or email, for a more comprehensive campaign.

Variable data printing is a valuable tool for businesses looking to create personalized and targeted marketing materials. With its ability to enhance engagement, increase response rates, and save costs, VDP is a must-have for any modern marketing strategy. 

Are you interested in seeing how variable data printing can benefit your business? We can help! Contact us today for a personalized consultation and see how we can take your marketing efforts to the next level.