Harness the powerful tool of print advertising.
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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.
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.
Print ad campaigns are often the work of an ad 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 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.
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.
The more creative your print ads are, the more impact they’ll have. But it’s not enough to aim for uniqueness alone. The best print ads also make it easy for the viewer to understand the offer and how they can take action on that offer.
Here are some recommendations of what to consider before designing your first series of print ads:
Take a cue from clever print campaigns that showcase outstanding writing and graphic design that students and professionals are sharing right now on Behance:
Learning simple functions of design tools can set your team up to make successful print advertisements. Explore one option for how to place and resize text by making a quick print ad with sample files in InDesign.
Create new marketing consistent with your branding by giving your team the tools to craft amazing print ads featuring photos, graphics, and text. Discover the apps that give you that capability in Adobe Creative Cloud for teams and learn how organizing and sharing all your creative assets with everyone on your team can be simpler with a resource like Creative Cloud Libraries.
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