5 Print Design Mistakes Your Business Can’t Afford to Make in 2019
Businesses are always looking for new ways to sell their products and services. Whether they advertise online or through print materials, there is no shortage of methods. But like anything in life, there’s a good way and a bad way to approach advertising.
Don’t let anyone tell you print media is dead. They’re crazy if they do. Many businesses still generate a huge amount of business using this method. A MarketingSherpa study found that 82% of respondents say they trust print ads in newspapers and magazines. And you know what? You want to be on the right side of that 82%.
Now look, you’ve probably tried print advertising before and had mixed results. But I’m also willing to bet you tried Google Adwords or Facebook ads without much success either. If you’re looking to try print design ads again, you’ll want to avoid these common mistakes.
1. Too Wordy
How often do you create ads that have too many words? Good copy is great, and it can make the difference. However, there’s a good chance that your print ads aren’t ads, but biographies of your products and services.
And look, I know that you are passionate about what you sell. After all, you have to be passionate if you want to make it in business. But your print design ads need to use words strategically, not loosely. That means mixing words and visuals to tell a story that massages your customer pain points and fears. If you can do this, your products and services will sell themselves because your customers actually need them.
Your print design ads are there to educate, nurture, and show your customers that you exist and that you are exactly what they need.
2. Low-Quality and Unprofessional
This mistake happens way too often. When a non-designer creates an image, an ad, or a video, they don’t always think about image and video quality. Maybe they use the wrong file format, compress the image on accident, or use amateur photos – either way, the final product comes out looking blurry, grainy, or unprofessional
Well, guess what? Your customers don’t care how the print ad was made. Low-quality ads can influence how a customer perceives you. If they see that you cut corners on your advertising campaigns, they will automatically assume that your products and services are cheap too.
If you’re going to spend a decent amount of money on advertising, at least do it right! A reputable graphic designer can help you design on-brand imagery and ads that build your brand up, not destroy it.
3. Excessive Font / Typography Usage
Who doesn’t love fonts and typography? After all, there really are so many stylish fonts and typography options to choose from.
Fonts are one area where non-designers struggle. It’s not that they can’t choose the right ones, but rather that they often select too many.
Think about that for a second.
In the process of trying to design a convincing ad, they actually damage the effectiveness of that ad by making it too distracting. The excessive use of fonts is distracting because it breaks the customers focus by introducing new elements to the ad.
The easiest way to solve this problem is to choose a few fonts that are compatible with your branding. Typically, you don’t want to use more than 2-3 fonts. Your ad needs to flow, and using too many fonts will reduce the readability and break the reader’s concentration.
4. Completely Ignore Kerning
Kerning refers to the space between the letters. Most ready-made design programs handle the kerning for you. So, many non-designers don’t really know that it’s a thing. But often manual kerning is what’s really needed. A good graphic designer can spot kerning mistakes and help you fix them.
Good kerning goes unnoticed because most people expect it. On the other hand, bad kerning is an eyesore. It’s something that everyone spots because it’s so noticeable. The goal of your ads is to generate leads, new business, and additional sales. Bad kerning is a quick way to get your ads thrown into the recycling bin, and that’s bad for your ROI.
5. Poor Color Choice
It’s not the 1990s anymore. Neon-colored websites with seizure-inducing flash graphics are out (unless your business is selling neon-colored flashing lights). Still, I’m willing to bet that your business doesn’t involve selling anything remotely neon.
Color contrast is an important aspect of design. There’s something attractive about colors that compliment each other. They also improve the effectiveness of your ad by:
- Improving the readability of your ad
- Capturing the attention of your reader
- Creating a warm and welcoming design that is fluid
The largest brands have spent a lot of money developing their branding, focusing on color contrast, and other design elements. Even though you may not have the budgets they have, you can create professional quality ads just by focusing on color contrast alone.
And if the idea of pairing contrasting colors seems like a nightmare to you, a good graphic designer can help you with this.
Great Print Design Starts with a Graphic Designer
Whether you are a small or medium business, your print design campaigns don’t have to look amateur. You’re not alone out here, and sometimes it’s best to leave the design work to the professionals. Print design, like most forms of visual design, requires a keen eye and an understanding of what makes an ad visually appealing.
Don’t be afraid of print design, and definitely don’t make the mistake of thinking it’s dead. You can still generate a lot of new business with targeted print ad campaigns. But before you can do that, you need a graphic designer to help you create ads that are professional and on-brand.
Do you have a print design ad or campaign that you want to discuss? Contact me today. I’d love to learn more about your project and whether I’m a good fit for the project.
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