Posted on: 21 August 2015
Utilizing different marketing methods can help you to expand your audience and client base. Printed materials can help you to reach your audience on a wider spectrum. From there, you turn members of that audience into new clients. In order to harness the potential of printed materials, you need to understand what makes an impact on your intended audience. Your printed marketing materials need to be enticing and actionable. They also need to stand out from the other printed materials that are already out there. Colors, word choice, and layout all influence the effectiveness of your printed materials. Here are three ways to make your printed materials pop.
Colors influence potential consumers.
People react to colors on a subconscious level. Certain colors are associated with emotions, which in turn can trigger consumer behaviors. For example, blue is linked to confidence, faithfulness, and imagination, and is also one of the most popular colors among both men and women. You should also keep the nature of your business model in mind, as colors can influence buying and paying behaviors. In a study by Virginia Tech, it was found that red triggers buying behaviors in an aggressive setting where the product is limited in terms of availability, such as in an auction. On the other hand, blue tends to influence consumers to go forward with purchasing an item when it is being sold in a fixed-price setting.
Actionable words leave an impression.
There is a lot of static language out there. You want to make sure that the words you choose for your print project are memorable and actionable. You can employ stylistic devices such as alliteration to make your message stay in your clients' minds. You also want to use dynamic language, including action verbs, to make your printed material stand out. Try to connect your message to your brand with language that can trigger brand recognition. Do not use jargon that might confuse the consumer because that can cause them to not see the value in your printed material.
Organized layouts build confidence in your brand.
Make sure that the layout of your printed materials is organized and easy to interpret. You do not want to choose a layout that crowds your images and text. Similarly, you do not want too much empty space within your layout. Your selected text and images should take up enough room on your printed insert to create a complete impression of your brand. Further, your layout should use subtle lines to break up different sections within your insert so that there are no large, chunky lines creating disruptive divisions between each section of material.
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