10 tips for the design of advertising materials

be in the right formatBefore companies begin designing their promotional materials, they should consider what type of marketing materials they want to use and what format they should have. Unconventional formats—such as for flyers or brochures—can attract more attention, but they can also be more expensive. It’s also important to clarify, even before starting the design process, what the marketing materials should look like: Will a flyer be printed on one side or both sides? Will colors be used, and if so, how many?Leave some spaceWhen folding brochures with a large number of pages, a so-called “staircase effect”—a displacement—can occur. If the brochure is then trimmed at this point, the inside pages will be correspondingly shorter. Companies should take this displacement into account when preparing their print files to ensure that content near the edge, such as page numbers, is not trimmed off. The binding allowance is always calculated based on the grammage—that is, the weight of the paper—and the number of pages. For a small number of pages, a safety margin of 5 mm from the paper edge is recommended. For designs with more than 32 pages, a larger safety margin should be selected.Creating a Positive FeelingThe recipient’s sense of touch is an important factor in promotional materials. The more unusual the texture of a flyer or brochure, the more memorable it is. That’s why the following rule applies: The more important the promotional material, the more luxurious the paper on which it is printed should feel. This can be achieved through special paper types or finishes. Important promotional materials should always convey a certain sense of quality. A company advertising a product in the luxury segment should also use high-quality brochures with a high-gloss finish for its promotional materials.Creating a Consistent LookWhen designing various promotional materials, companies should ensure that they are „consistent,“ meaning they align with the company’s corporate design. Logos, for example, should always be placed in the same location, and text should be written in the same font. The use of a logo is essential for promotional materials, as it enhances a company’s brand recognition. It is also important that the promotional material has a connection to the company and does not exist in a marketing vacuum. This can be achieved through functionality, image, or design.Choose Content Carefully Before companies begin writing copy, they need to identify their target audience. Are they operating in a B2B or B2C environment? What is the age distribution of their customers? Readers should understand at a glance what purpose the promotional material serves. To achieve this, all relevant W-questions (What, Who, How, Where, Why, When) must be answered briefly and concisely. Also important: What added value does the product or service advertised in the promotional material offer customers? A specific contact address for questions must also be included on every piece of promotional material. As a general rule: Less is more. This means companies should limit themselves to the most important points. The more clearly the content is structured, the faster it can be understood. Studies show that viewers decide within 2 to 3 seconds whether the content appeals to them or not. However, companies should avoid using superlatives. In addition to providing clear value to the reader, a „call to action“—which prompts viewers to take a specific action, such as requesting more information or visiting the company’s website—is also important. This motivates viewers to engage further with the company.Pay attention to the appearanceFlyers and other promotional materials with a consistent layout are easier for viewers to grasp and read. To achieve this, companies should rely on easy-to-read fonts and appropriate font sizes when designing these materials. This also applies to larger promotional materials such as trade show posters: here, in particular, font size is of crucial importance. As a general rule, the font size should be increased by one centimeter for every meter of distance. It’s also a good idea to place logos in multiple locations on the trade show wall so that they are visible from every angle. A picture is worth a thousand wordsImages appeal to viewers on entirely different levels than text, thereby reinforcing the marketing message. When designing, companies should ensure that the files are of sufficient quality. It is recommended that all images be included at a standard resolution of at least 300 dpi (dots per inch) for the corresponding image size. With lower-resolution files, companies run the risk of the images appearing blurry when printed. The same applies to fonts: particularly curvy or thin fonts are not suitable for printing on every material or in every color. Proof prints help companies perform a quality check before producing the entire order.Consider color psychology Colors evoke emotions and associations and are easily remembered. That is why they are important in the design of advertising materials. However, caution is advised here: Not all colors go well together. For example, red and green can be visually jarring for viewers over time. Depending on the target market, companies should take into account the significance of colors in different cultural contexts when designing their materials.Trust is good, control is better Before production, all promotional materials must pass a final quality check. In doing so, companies should ensure that all typos and spelling errors have been corrected, the layout is consistent, the image quality is sufficient, fonts have been embedded correctly, and the format matches the data requirements of the print shop. This is important for achieving optimal print results.Storage and Shipping GuidelinesThis is especially true for more unusual promotional materials, such as. Chocolate Advent calendars, storage plays a crucial role if companies want to avoid unpleasant surprises when unpacking. That’s why they should consider future storage needs right from the design stage. This also applies to shipping: If promotional materials are to be sent by mail, they must adhere to certain standard sizes. Expiration dates should also be factored in when determining order quantities. Cewe-Print is an online printing service that provides communication materials—from flyers to promotional products—all from a single source via a TÜV-certified platform.