Print Design TipsTips and Information About Printing

Effective printed materials rely on good graphical design and layout but the real message is in the print – your story is in the words you use. The interplay between graphics, words and the layout need to be combined in order to maximize the attraction and cement the attention paid to the publication whether it is a marketing flyer, sales brochures or a newsletter, in fact, anything you are publishing.

Take Advantage of “Skimming” Readers

Most readers will initially flick through the pages of the magazine or newsletter you are publishing so, in order to attract their attention, strategically place pictures and graphics on the outside of the pages. A reader will skim before they decide to invest more of their time in reading what you actually have to say and you only have a matter of seconds to grab their attention and make them come to the decision to continue.

Focus Attention

When you are pulling disparate subjects and issues together, creating a central focus for the eye to concentrate on will help keep the reader’s attention on the page. For instance, if you are discussing “The Ford F-150”; have a good quality image of the vehicle in center of vision which stands out from the rest of the page elements. This will help readers to keep their “mental focus” on your subject matter and stay on the track you are creating for them.

Use Pull Quotes

Pull quotes are very similar in effect as images and graphics – they are most likely to be read and need to stand out and have impact.

Here’s an example:

“The US Department of Defense keeps telling Congress that it needs no more planes to fulfil its responsibilities.

“Congress imposes $700 billion spend on unwanted fighter jets!”

Despite the pleas of the Joint Chiefs of Staff, the Raptor is still in production largely because too many districts rely on the fighter to keep jobs going in under-utilized defense contractors.”

Look at this carefully and you will see your eye is drawn to the headline in bold which leads you to read around the quote.  Making the pull quote larger than the smaller printed text also helps the illusion and you are more likely to get your text read as a result.

Cover Design

Cover design is by far the most important design aspect of your publication. It is what will catch the eye of the reader to begin with and you really need to create maximum impact. Place yourself in the reader’s position and tell them what is in the publication for them – upfront and central, you’re telling the reader what they are going to get, how it will help and why a reader with a nano-second of attention span should pick up your newsletter or brochure from a cast of hundreds.

Spacing

Using “white space” around text or images is known as “leading” (rhymes with “heading”) – leading counts as you will quickly find out. Using white space around images and separating text vertically, not just with line spacing, makes the whole result far easier on the eye. You can use leading, especially in conjunction with photographs, to create a definite style and tone for your brochure or piece.