Using color effectively for your print advertising is very important. Readers are 9 times more likely to remember what they see in color, versus something printed in just a single color like black. They are also 70% more likely to remember the details of what they’ve read if printed in color. Most companies find that full color printing is more powerful in every way; it’s easier to retain words, images, text and graphics longer. Small wonder that 50% of company forms and documents are done in full color, from postcards to door hangers. Also, people are influenced by specific colors on packaging, advertisements and other materials.
Some of the world’s top brands stay that way in part because their trademark colors are so much a part of their image. Coca-Cola’s red is very powerful, UPS is reliably remembered for brown and the yellow Best Buy logo is synonymous with bright ideas in electronics values. Certain colors express boldness (red), warmth (yellow), trust (blue) and peacefulness (green). This sets buyers’ moods and may even control their emotions. Combinations of these colors can be very effective in your marketing efforts. You may have to experiment to see which colors work best to establish brand recognition or convey such promotions as “sale” or “exclusive,” but full color lets you be more edgy than a monochrome or grayscale look. Determining your target audience will help you decide what kind of a color message to send.
• Make sure your design makes the color work. Even if you splash certain colors over your advertising materials, they need to be designed well and be relevant. Your logos, layout and even company name must work together synergistically to convey the unique message and brand identity you want to convey. If not, your message may get lost or create a mood like “power” or “boldness” when you want to emphasize softness, wholesomeness or another personality.
• Carry your color scheme and design across all of your advertising and marketing materials. This consistency will make your marketing more powerful since people can see one look across all your materials and remember your brand.
Let color help make a positive impact that will stand out from the crowd. Work with your printer to learn what color strategies work best for print ads, direct mail and other media.
When your budget is tight already, every dollar spent on printing must be well worth it. Printing costs can be cut significantly by thinking through some basics before the job ever goes on press. Armed with these tried-and-true tips, you’ll print more efficiently and avoid surprises when the final bill comes.
- Provide correct job specifications
Exact information must be given to the printing company when getting a quote. Make sure such specs as quantity, page size, delivery date and paper stock are correct. If the scope of the project changes, know that these costs may be higher. For example, not ordering enough brochures and having to do a print re-run can be quite costly.
- Consider small changes in paper size
Ask your printer if a minor reduction in page size—such as reducing the size of the piece 1/8” or ¼”—will lower your stock costs and total project cost. A small change can make a big cost difference.
- Let Your Printer Buy stock in bulk.
If you know that you’ll have similar jobs to print on special-order stock in the future, you could save on larger-quantity purchases if your printer can order paper for future projects.
- Use standard stock if possible.
Using paper, envelopes and other stock in the most popular sizes (i.e. A5 and A7 for envelopes) is typically cheaper than special order stocks.
- Avoid making changes after production starts.
Make sure all materials are proofread multiple times, that files are correct and that all content is finalized. Changes not only add substantial costs, but may delay the completion of the job.
- Ask your printer for optional quotes on a job.
Printing quotes often vary, depending on how a printer runs your project. It also doesn’t hurt to ask the printer for a their recommendations.
The better prepared you are, the better your print job—and bottom line—will look!
There are printing companies nearly everywhere you look—the choices can be daunting. But if you know what clearly separates some printers from the rest, you can more readily identify which is best for your particular needs.
Here are some deciding factors that can ease the search:
- Expertise and a history of quality, prompt work
A printing company with years under their belt is good, but an understanding of what you need from both a technical and creative standpoint is most critical. Look at past samples of their work, both glossy and matte, to examine the quality. A better printer takes the time to ask questions and offer suggestions about the type of print job you have. Try to find out what kind of turnaround time you are looking at to make sure it fits your schedule.
- Responsive, continuous customer service
These days, a fair number of printers—especially many online companies—offer cheaper printing, but often with minimal service or communication (sometimes even overseas!). Expect solid project management at every step, from recommending optimum papers and other elements to reliable packing and shipping. Also notice the printer’s attention to detail and producing great results to your satisfaction.
- In-house capabilities
A printing company that knows how to make every print job look outstanding can make a huge difference. They will work with you to make sure your ideas are well translated visually. Those lacking such services may just execute the project without much regard for its appearance. Many printing companies offer bargain prices, but that may not buy you much when quality and value are sacrificed.
- Flexibility to handle a broad spectrum of printing demands
A company that can do many types of printing will keep up with your changing requirements. Whether you want banners, posters, postcards or anything in between, it’s good to know that your printer has the equipment and expertise to do the job right. Once you have established a great working relationship with a trusted printer, you won’t have to search for a different company for every kind of job that comes along.
Before you select the printer for your next job, think seriously about these differentiating factors that can yield the best results for your dollar. Remember, an exceptional printer is a reflection of your good judgment.
Including print in your 2014 business plan is one of the smartest things you can do as a business owner. Great-looking flyers, posters, mailers, magazines, business cards and other materials will impress your audience, highlighting your brand image in a more permanent way than electronic media or ads on TV or radio. Best of all, you don’t have to spend a lot of money to keep visibility high.
- Stay top-of-mind with well-placed ads.
Advertising in a magazine or newspaper will reach people who have specific interests or geographic parameters, especially if it is placed in a certain section or near an article on a particular subject that may relate to your business. Readers are likely to remember your ad if it stands out and is professional looking. A wide variety of print vehicles are available—from postcards to ads. Depending on what you want to advertise, postcards and brochures are ideal for direct mail, while promotional items like calendars and notepads keep your visibility constant.
- Showcase your image and build your brand.
Make your company look better than ever with exceptional business cards,
envelopes, letterheads, presentation kits and other can’t-miss items. These
go a long way for a nominal cash outlay.
- Postcard mailings are proven winners.
Postcards are making a comeback, because they are inexpensive in terms of mailing costs and catch the reader’s eye if attractively designed. There’s no envelope to open, and more likely to be read immediately. Their small size gives postcards a longer shelf life; they can easily be hung on bulletin boards or stuffed in a purse to take when shopping (such as sale postcards). This traditional vehicle can generate big results for pennies per mailing!
- Use varied print advertising forms.
Mix it up with brochures, flyers, postcards and other materials used in an efficient way. Customers and prospects will be more responsive if they are reached both online and offline. Many studies have shown that buyers bought the advertised product after reading print advertising about it.
- Print can generate steady leads.
You can get more mileage with print vehicles because they are so targeted in driving leads for advertisers. You can include your website, phone and even a QR code so readers can easily find you.
Don’t overlook the power of print to promote your business and products in 2014. An experienced commercial printer can help you get the most bang for your dollar, and the best results possible.
At Ussery Printing, we have a lot to be thankful for. We’ve had a challenging, but wonderful year, one filled with growth and innovations. We are ending the year with strong results and we’re planning for growth in 2014. We’re hugely thankful for the success of our business. But, what’s really at the foundation of our success, year after year? You!
We have the best clients in the world. In fact, to us, they’re not just clients – they’re more like family. With all the success and growth we’ve seen as a company this year, what we’re really thankful for is each and every client. So, as we approach Thanksgiving, we want to say THANK YOU!