Print – Jun, 2024

Design for Print

The studio again has several lovely pieces of design of print going through at the moment. The floor full of off-cuts, special papers, magic tape and discarded ideas. Talking to a printer last week we discussed the future of design for print. There are so many reasons to be pessimistic about its viability – but also several to be up beat. Almost everything we do has to be suitable for being seen on a screen; even if it’s printed. And even then the re-purposing, instagramming etc has to be a consideration. Screen based media can move, have sound, link to things and be instantly shared. Difficult for a single piece of paper to get a look in then, no?

There will alway be some design for print. The ease of picking something up and viewing it is way too compelling for clients to ignore. My printer friend and I agreed there may be two routes for print. One may be the very straightforward 4 colour, high volume pieces such as leaflets and flyers. The other, we considered being the more interesting, special and beautiful pieces. Design for print that illuminate our lives and fill with joy as well as communicating particular messages. Interesting folds, special materials, different shapes and sizes. But, it is not just a creative whim and desire, good design for print has great potential to engage audiences that has a real and meaningful difference in the marketing landscape.

Tangibility and Lasting Impact

One of the primary advantages of design for print is its tangibility. Unlike digital ads that can be easily overlooked or forgotten, print materials like brochures, flyers, and posters are physical objects that can be touched and felt. This physical presence makes print materials more memorable. For example, a well-designed business card can leave a lasting impression, ensuring potential clients remember the company long after their initial meeting.

Building Credibility and Trust

Design for print inherently conveys a sense of credibility and professionalism. High-quality printed materials indicate that a business has invested time and resources into its marketing efforts. This investment signals to consumers that the business is serious and trustworthy. For instance, a meticulously crafted catalog or an elegantly designed invitation can elevate the perceived value of the products or services offered, instilling confidence in the target audience.

Targeted Distribution

Print materials can be distributed in highly targeted ways, reaching specific demographics or locations that are most relevant to the business. For example, placing brochures in board meetings at industry-specific trade shows, or mailing high-end pieces to specific audiences. This targeted approach can lead to higher engagement rates as the recipients are already interested in the product or service being promoted.

Creative Expression and Versatility

Design for print offers unparalleled creative flexibility. Designers can experiment with various elements such as paper quality, finishes and printing techniques to create unique and captivating pieces. A well designed piece of print can stand out from the competition and grab the audience’s attention.

Sensory Experience

Print materials can engage multiple senses, enhancing the overall promotional impact. The texture of the paper, the weight of the brochure and even the smell of fresh ink can create a multi-sensory experience that digital media cannot replicate. This sensory engagement can evoke emotions and strengthen the message. For example, a luxurious, glossy magazine ad can convey a sense of elegance and exclusivity, appealing to a high-end market.

Escape from Digital Clutter

In an era where consumers are inundated with digital ads on every platform, design for print offers a refreshing escape from the digital clutter. A well-placed print ad in a magazine or a beautifully designed direct mail piece can capture attention precisely because it stands out from the barrage of online ads. This can lead to higher engagement and recall rates, making print a valuable complement to digital marketing efforts.

Consistent Application of the Brand

Design for print can help maintain brand consistency across all communications. By using considered design elements, organisations can create a cohesive brand identity. This consistency reinforces brand recognition and trust. When consumers see familiar design aspects across various print materials, they are more likely to remember and trust the brand, leading to increased loyalty, involvement and ultimately sales.

Good design for print is a powerful promotional tool with significant potential to enhance brand visibility and impact. Its ability to create a tangible, credible and sensory-rich experience, combined with creative flexibility and targeted distribution, makes print design an invaluable asset in any comprehensive marketing strategy. By understanding the strengths of design for print, businesses can effectively capture attention, build trust, and leave a powerful impression on their audience.


To see some of our design for print pieces, see our work.

Posted by Jack Owen