The Importance of Print Design in Marketing

While some may deem print design as outdated in comparison to web design, Terrapin Art & Design views print design as even more exciting. Print design offers many marketing opportunities that web design cannot compete with. Despite the fact that most customers will turn to a company’s website first, no website can replicate the effect of holding an actual object printed with information about a company’s products and services. Print design is often overlooked because it uses materials that blend in with our daily lives, but contrary to popular belief, print design cannot be replaced by web design. 

Print Design vs. Web Design 

Because print design and web design both involve computer generated text and images, they must be the same, right? Wrong. Print design refers to the creation of many elements of our daily lives that may even go unnoticed, such as magazine ads, posters, album covers, and t-shirts. Print design usually involves a few basic components: images, text, layout, symbols, and logos. A good graphic designer will use these elements to create a simple message that informs but does not overwhelm the reader. 

Why Do You Need Print Design? 

• Reaching Your Target Audience: Yes, a good website is the best way to reach most target audiences. However, utilizing print design along with your website will allow you to reach a broader audience. In addition, many elements of print design are important parts of attracting new clients, such as brochures and print advertisements.

• Branding Goes Beyond a Logo: Every company needs a logo, but successful branding goes beyond a simple logo. Both your logo and your website’s fonts, colors, and general layout should coordinate with your printed materials. Presenting a united brand shows customers that your business is professional, and also creates name recognition. 
• Layout is Crucial: We cannot stress the importance of good layout enough. If customers do not understand your layout, the entire message that you are trying to send could be lost. A good graphic designer has the knowledge and experience to structure a layout that will reach customers and bring in business.

Why You Shouldn’t Just DIY 

Many business believe that they can simply take a “do-it-yourself” approach to print design. After all, how difficult could it be to type up information about your company and format it nicely? There are many reasons why having an experienced graphic designer on your team is an invaluable resource. 

• Experience: The most important benefit of hiring a graphic designer is that they have experience. Not only does a graphic designer possess technical skills, but he or she also has industry-based knowledge about what works, and what does not work.

• Details: With print design, it all comes down to details. Successful graphic design will allow your company’s information to stand out while still blending in. Sound confusing? Consider the marketing strategies of successful brands. They engage their potential customers without overpowering them, which is a strategy that visually pleases their audience and attracts new clients.
•  Logo: While branding is more than just a good logo, a logo is very important to begin any successful marketing campaign. Graphic designers are trained to create logos that will lead to brand recognition. This logo should appear on all materials: website, business cards, brochures, advertisements, etc. Your logo will unite any materials connected to your company and send the message that your business is professional and reputable.

Choosing Terrapin Art & Design 

Terrapin Art & Design has much to offer potential clients when it comes to both web design and print design. Not only will we create a logo for your business, but we also offer services to coordinate your website and print materials. We can assist with a number of print material campaigns, such as direct mail, display ads, sell sheets, sales presentation kits, newsletters, brochures, flyers, billboards, signs, and vehicle graphics. Our team can bring your business to life with a consistent design for your marketing campaign.

Choosing Between Commercial and Stock Photography

To effectively market your small business, you need eye-catching photography front and center. Two excellent options can load your marketing strategy with images that pop; high quality stock or commercial photography.

Commercial or Stock; You Win Either Way

Both commercial and stock photography convey a tone of professionalism and pique customer interest. A powerful stock image on your brochure cover or a homepage slideshow of commercial photography engages readers and visitors.

Commercial and stock both draw attention to your marketing collateral, but they have their differences. It comes down to your small business’ wants, needs and budget.

Controlling Your Company Image

A key advantage of commercial photography is control. You determine what the camera lens captures:

• You control your company’s unique image and portrayal
• You control exactly how your brand is built going forward

Commercial photography is more expensive, but you own the photos free and clear. If the money isn’t there or you want to invest elsewhere, stock photography is the ideal alternative.

Your Company Image is in-Stock

Carefully chosen, compelling stock images can give you the same results as commercial photography. Among many factors to consider in the stock selection process is relevance. Choose stock photos that tie in to your company, product or service.

Services like iStock boast a catalog of millions of photos by category. You don’t need to be an expert photographer. Simply browse the libraries and ask yourself; “Do I want this image representing my company?” Trust your judgment, instinct and keep an eye out for:

• Out-of-date or general poor quality photos
• Photos featuring “overposed” or stiff-looking people
• Similar photos being used by your competition

Stock photos come with a lower cost, but there is a price spectrum. Spend on the higher end of this scale. These photos are less likely to have been purchased by competitors, making them more exclusive.

Mix and Match Commercial and Stock

Stock-only or commercial-only strategies might not work for you. Not a problem; simply combine the two.

Lead your direct mail with a customized commercial photo, then fill out the piece with corresponding stock images. This stock/commercial team-up gives you budget flexibility and a commanding company message.

Choose YOUR Best Option

Your photography is on the front line of your company’s sales efforts. You know your business and industry. You know what works and what turns potentials away. Whether you hire a commercial photographer, utilize the boundless supply of polished stock photos or unite the two, just apply your expertise to the process for a strategy that sells.

Marketing is Easier with Quality Photography

Your marketing materials are the first impression your small business makes to potential customers. Visitors literally make a 50 millisecond visual assessment of your company website. Printed collateral and advertising have a similar small window to impress. This fraction of a glance will determine if they will call you or move on to a competitor.

To pass this visceral test, your marketing campaigns need quality photography. This includes professional digital images of:

• People
• Products and services
• Business locations

Stedman & Kazounis Plumbing & Heating - People Photography by Terrapin Art & Design

Get Your Team in Frame

You greet customers with a smile and welcoming introduction. Your business marketing materials need to make the same human connection, meaning photos of people. Smiling people on your brochures,direct mail and other materials deliver the same impact of a friendly, in-person reception. 

White Cross Pharmacy - Portrait Photography by Terrapin Art & Design

Once you’ve established this human connection, you must reach the next level with a personal connection. Professional and positive photographs of yourself and your team in action make customers feel like you’ve already met upon that first handshake.

Whiting & Davis Collection - Product Photography by Terrapin Art & Design

Capture Your Products and Services

Customers want an idea of what they’re buying. Detailed, educational photos allow customers to experience your service or handle your product digitally.

Simmering Soup/Suki Sushi - Product Photography by Terrapin Art & Design

Feature team members producing or handling your products, or delivering services to a customer. Effective photos bring customers to your door for that closer look at what your small business offers. 

George E. Bello Center - Location Photography by Terrapin Art & Design

“This is the Place”

Your facility, store or office needs to convey the same productivity and professionalism online as it does in person. Get some outside shots of your business, making it recognizable to new arriving customers who viewed it online. 

Benjamin's Restaurant - Location (Interior) Photography by Terrapin Art & Design

Encapsulating, wide shots of the inside of your facility show the scope of your company. Team members hard at work at their desk or workbench displays your dedication and the benefits of partnering with your company. 

Edge Performance Systems - Location Photography by Terrapin Art & Design

Photo Quality to Match Your Business

Your small business has years of experience, highly-skilled employees and markets with well-written,informative content. But poor quality photos might scare off potential customers before they can learn about your company’s capabilities. Give customers the true experience of your small business using professional custom marketing photography.

Check in with Terrapin and our next Shout Box installment, a breakdown of stock photography vs. customer commercial photography in small business marketing. 

Print Media is Alive and Well

Contrary to popular belief, print marketing isn’t dead. To even say it’s dying is a stretch. Digital media is the younger, spry rookie versus this aging grizzled veteran, but print isn’t set to retire anytime soon.  

Hit the Mark Every Time

Print defeats digital media hands-down in efficiently reaching your target audience. Take Terrapin's numerous Dave's Marketplace print projects. We have created diverse print campaigns for this RI grocery staple, as well as numerous other clients looking to obtain the benefits of print marketing.

The print advantage is that Dave's customers are in-store for Dave's products. These materials catch customers' eyes to direct them toward more of what they want. On the other hand, how many ads of little or no interest intrude on your downtime YouTube or Facebook sessions? Your cursor has probably worn a pixelated path to the "Skip Ad" option.

Well-targeted print marketing doesn't encounter this problem, like make-up ads in a fashion magazine or discount subscription inserts in a willingly-delivered publication. Your customers will see your print materials and either pick them up or pass them by. 

Leaving No Customer Behind

Let's face it; not everyone has a computer. There's no substantial financial investment or "figuring out this gadget" with print. Customers don't need a smartphone, tablet or any means other than their eyes to absorb your campaign message. 

You have customers who still get their news from the morning paper and only buy products in person or over the phone. They are set in their ways and aren’t likely to take the leap into digital. Print is universal because:

• It communicates to your valuable digital hold-out customer base
• It reaches across the aisle to the tech-savvy
• Anyone who wants print can get it

Print Provides Tangibility & Choice

A physical item and a sense of customer control are print marketing pluses. For maximum effect, marketing needs a personal tone. Add to relatable content the simple act of holding a printed brochure or viewing a sales event poster and you create this sense of connection. 

Customers are also at the wheel with print, while they are at the mercy of digital campaigns. You can read a product catalog at your own pace or flip past an irrelevant item to the next page. There are no uninvited ads or pop-ups standing between the customer and their content.

Building Your Brand

Many of the longest-standing companies still leading their industries today didn't establish their brands with the aid of the web or even television. They relied on consistent printed visuals.

As unique as your content may be from campaign-to-campaign, all of your marketing efforts should be built upon the same foundation of unchanging fonts, colors and tone you have staked to your brand. Print is ideal for solidifying these unique components as your own while incorporating them into your digital marketing product. 

One-Two Punch of Web & Print

Don't interpret all of this print praise as a knock on web; best practice is to combine the two for an optimal campaign. You need to reach the Sunday paper devotees as much as the email newsletter and social media crowds. The key is calculating an effective distribution of your print efforts along with your website, video and other web-based options.