Four Ways To Make Your Printed Colleteral Stand Out


Even in the digital age mailboxes are flooded with flyers, trade shows are filled with brochures and desks are covered with business cards. In a sea of paper, is your print collateral getting noticed, or is it getting tossed into a recycling bin without being read?


Create a Visual Identity


Have you ever looked at someone and remembered their face but not their name? While it would be wonderful it every potential customer remembered your business the first time they “met” you, it doesn’t usually work that way. Most people need repeated exposure to your marketing materials before they act. Consistent branding is the memorable face of your business. Your printed collateral should work as a unit, along with your online presence, rather than as individual pieces. The most basic way to create a visual identity is to prominently display your logo on each piece of collateral. In addition, repeat the same color scheme, fonts and overall feel. While it seems counterintuitive to stand out by staying the same, a consistent brand helps consumers recognize you in the flood of information they see each day.


Less Is More


From your mission statement to your upcoming sale, there are dozens of things you want a potential customer to know. It’s tempting to try to squeeze them all in while you have the opportunity. But, no one wants to read a wall of text. Print collateral that is crowded, boring and text heavy will likely get overlooked. Decide on a clear message for each piece of print collateral and drill it down to it’s most basic. Make text easy to skim by using bullet points and simple, casual language. Then, use larger, bold fonts to emphasize the key words and ideas. Surround it all with ample white space and you have a message that people actually want to read.


Get Graphic


Words aren’t the only way to communicate; photos and graphics often speak louder. Charts and graphs are here to stay, but infographics are the trendiest way to both grab attention while also communicating large amounts of information. Photos are also an important way to command attention and highlight your message. But, skip the stock photography since it is instantly recognizable as being generic. Instead, use high quality, professional photographs taken at your business or of your products.


Consider the Paper


While what you say and how you say it is important, so is what you say it on. Basic paper and cardstock is fine, but not likely to capture attention. Make your printed materials feel special by using textured, recycled or glossy paper, vellum or even fabric. Think outside the box and go beyond basic square and rectangular shapes. Why not try and unexpected round poster or a die-cut brochure? Also, dark paper with white print is sure to garner attention in a stack of plain white mail.