The devil's in the pixels

When you're crafting a marketing campaign that includes print media, you know the importance of having high-impact materials that resonate with your audience. ​

​
To ensure your vision translates into the final product, it’s essential to provide your printer with a detailed and clear brief. Here we list some critical design tips that you should consider when briefing your printer, ensuring the final outcome aligns with your marketing objectives.

1. Focus on message clarity

Your print materials should communicate your key message instantly. In your brief, specify the primary message and any supporting text. Indicate how you want the hierarchy of information to be presented—headlines, subheadings, and body text—so that the design leads the reader naturally through the content.

2. Insist on high-quality visuals

Images and graphics are pivotal in making your print materials stand out. Ensure that all visuals provided to your printer are high-resolution (at least 300 dpi) and print-ready. Mention if you require any adjustments, such as color correction or cropping, to maintain consistency with your brand's look.

3. Define a cohesive colour scheme

Colour is a powerful tool in print design, so it’s crucial to define your colour scheme clearly and comply with any brand guidelines. Provide your printer with exact colour codes (CMYK for print) to ensure accuracy. Discuss how colours should be applied across different elements and emphasise the importance of contrast for readability.

4. Establish visual hierarchy and layout

Communicate your preferences for layout and visual hierarchy to guide how the reader interacts with your material. Provide a wireframe or a rough layout, if possible, showing the placement of key elements. Specify the use of grids, margins, and alignment to create a professional and balanced design.

5. Specify typography guidelines

Typography can make or break your design. In your brief, detail the fonts to be used, including any brand-specific typefaces. Clarify the hierarchy in font sizes, styles (e.g., bold, italic), and spacing to ensure readability and brand consistency. Avoid decorative fonts unless they serve a specific purpose.

6. Highlight the use of white space

White space should be used strategically to enhance readability and focus. Make it clear to your printer how much white space you want around text and images, ensuring that your design doesn’t feel cluttered. This will help in creating a clean and effective visual presentation.

7. Define clear calls to action (CTAs)

Your print material should always have a strong and visible call to action. Specify the location, size, and styling of your CTA to ensure it stands out. Discuss the importance of using contrasting colors or distinct shapes to draw attention, and confirm that the printer understands how critical this element is to your campaign's success.

8. Choose appropriate paper stock

The choice of paper can significantly impact the perception of your print materials. In your brief, specify the type of paper stock you prefer—whether it's glossy, matte, textured, or recycled. Discuss how the paper choice affects color and image reproduction, and ensure your printer can deliver the desired tactile experience.

9. Ensure consistency across all materials

Consistency is non-negotiable when building brand recognition. Specify in your brief that all print materials should follow your brand guidelines, including colors, fonts, logo placement, and overall design style. This consistency reinforces your brand identity and makes your campaign more cohesive.

10. Request proofs for final review

Before the full print run, always request a physical proof to review. Specify this in your brief to catch any potential errors or inconsistencies. A proof allows you to see exactly how your design translates to the final product and make last-minute adjustments if needed.

In summary

By providing your printer with a detailed and precise brief that covers these essential design elements, you ensure that the final print materials not only meet but exceed your expectations. This collaborative approach will help achieve your marketing goals effectively, delivering print materials that are impactful, on-brand, and ready to engage your audience.