In today’s plugged-in world, an increasingly large number of companies have shifted their strategy and ad dollars from print to digital forms of media – and understandably so. Digital advertising can reach greater audiences, tracking is easier, and it’s relatively inexpensive. However, print advertising is still a tried-and-true medium that wields power, and is especially effective to reach the 50-plus crowd who doesn’t live online. Learn how you can avoid three top common print advertising mistakes and how to develop an effective print strategy that will help your brand thrive in 2016.
Since the dimensions greatly differ between digital and print, it’s very common to see advertisers include much more text in printed advertising. The key is to keep messaging clear and simple in printed pieces. Too often advertisers try to squeeze as much information as they can into an ad. Instead, strive for a single-minded message that’s clear and easy to understand on first glance.
Another common mistake is when advertisers try to cut corners and save a few extra dollars by printing on inexpensive paper quality. We’ve all seen those brochures that look like they were printed at home and unprofessional. Next time your business wants to do print advertising consider using color ink versus just black and cardstock paper. The extra dollars will pay off in the end.
One of the biggest misunderstandings about print advertising is the quality of the photo or graphic. We live in the age of visual culture, so you want to make sure that the images you use are not only compelling but also high quality. Printed pieces require a much higher picture resolution then what is normally available online. Typically images on the Internet are around 72 dpi (dots per inch), however, on print images need to be between 300 ppi (pixels per inch) and 400 ppi.
Your print advertising can help attract consumers to your brand, but remember, at the end of the day it’s the quality of your product that truly counts!