Print ads have value in a digital world.
Not all advertisements exist on a screen, even today. Print ad campaigns are an effective way to build brand awareness. Cement your brand in the physical world and help your customers remember you as a trustworthy resource with magazine ads, posters, flyers and billboards.
Why print advertisements matter.
In a world full of digital content, the concise and eye-catching nature of the copy and design in printed ads offer a level of clarity, intrigue and memorability unmatched by digital advertising. Ad recall is 2.6 times higher when an ad is in print than when it’s viewed digitally. The clarity of the ad to the consumer is increased by nearly the same factor as well. In addition, consumers are nearly three times as likely to label a print ad interesting as opposed to a digital one.
Before you design your print ads.
Print ad campaigns are often the work of an advertising agency, but they can be handled by your in-house creative team with the right tools and planning. First, decide how your print ads will fit into the larger picture of your marketing strategy and come up with a plan for reaching your target audience. A creative director, whether on your team or at an outside agency, can help to put forward concepts that make sense within your company’s larger visual identity and personality. A clear brand identity for your business and a brand kit will ensure internal teams or hired agencies follow your brand guidelines when designing print ads.
Components of a print advertisement.
The basic building blocks of a creative ad include a background image, illustrations or graphics, your business name and logo, any relevant contact information, body copy, a tagline and a strong call to action. One app that’s a great choice for creating multiple layouts with different content or sizes is Adobe InDesign — part of the Adobe Creative Cloud. It allows you to adapt your designs to be used in various locations.