Ensure Staying Power for Your Business with Great Local Marketing

Ensure Staying Power for Your Business with Great Local Marketing

Earlier this year, Gerrit Curran and Emily Wessner opened a Jersey Mike’s Subs in Muhlenberg Township, Pennsylvania.

To gain traction in their township of 20,000, these entrepreneurs knew that their new business must be intricately tied to a community connection. Curran and Wessner chose to use print as their primary marketing channel. The Jersey Mike’s staff distributed nearly 7,500 sandwich coupons throughout the community, encouraging patrons to enjoy a free sub and also to donate the cost of that sandwich to the Muhlenberg Township Athletic Association.

In the end, the promotion helped raise over $15,000, and the franchise gained an admirable reputation as a devoted community partner.

Stand Out in Your Community

Print marketing can be especially effective in creating a local marketing presence, especially when combined with integrated campaign efforts.

Smart business owners know that catering to a local market can be a point of power. But how do you leverage this connection? Here are several ways to connect your on- and off-line presence in compelling ways.

Demonstrate Community Connection

Integrate your business into local festivals, sponsorship opportunities, and regional traditions.

Does your community host a lobster festival? Find fun ways to weave this crustacean into your flyers or sales. Share pictures or postcards about your brand participating in local fundraisers, theme weeks, or service drives. Start conversations on things that are happening locally and, whenever possible, relate them to your business.

Personalize Advertisements

When advertising for your business, highlight testimonies or quotes from real, local customers. Try before and after pictures, photos of your customers in well-loved parks, or advertisements featuring your content in front of an area mascot.

Another option is to tailor your ads to regional events. Is your city sponsoring a music festival? Offer helpful content like advice on cheap parking, a schedule of places where kids eat for a discount, or print coupons that correspond to a felt need of these visitors. Creating ads with local content will connect with your audience on a very personal level.

Invent Reasons to Make a Difference

Too often, organizations focus on community involvement with a selfish perspective: more profits, more marketing, etc.

Instead, take a “community in the front, business in the rear” approach. Whether you build a nature center with other businesses or create a contest for local charities, genuinely help people, and the benefits will follow. Plus, employees and volunteers will love submitting their photos to your company newsletter or your social media pages.

Tell Your Story

If you’re from the area you’re targeting, do your best to tell the story of how your business came to life.

Make a video, print inserts for your bags or envelopes, or have a brand story display onsite. Customers love to support local businesses, especially those founded or run by a hard-working local resident.

Find, Engage, Repeat

While your brand may serve customers beyond your region, an enormous 85% of business owners depend on word-of-mouth referrals, so it is vital to actively influence your friends and neighbors!

When satisfied local customers are committed to your success, your business can do more with less while continuing to succeed.

Need help giving your brand an extra boost in the community? We’d be happy to help with your local marketing needs. Contact us today to find out more!

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5 Keys to a Simple Design Update

5 Keys to a Simple Design Update

The United States Open Tennis Championships is a professional tennis tournament that takes place in New York City around Labor Day each summer.

The US Open draws fans from around the world to watch players like Roger Federer, Rafael Nadal, and Serena Williams compete. The 2019 US Open set an all-time attendance record with 737,872 fans coming to the National Tennis Center, with the largest stadium (Arthur Ashe) selling out 23 of 24 sessions.

In 2018, the United States Tennis Association announced it was introducing a new logo for the tournament. This featured a speeding tennis ball with an updated font while dispensing with several elements of the old logo. The previous icon (a flaming ball with a red swoosh) was a dated image that presented challenges in digital media and failed to represent the US Open as a premium sporting brand.

By keeping elements of the original logo, the USTA was able to redesign in a way that captured the excitement and movement of their world-class event. The entire Tennis Center (including grounds, merchandise, and courts) received a surge of energy as the logo came to life at the tournament.

How to Overcome Frumpy Designs

Are your designs starting to fade with age?

After many years in business, your branding may not feel as contemporary as it should. Your 1990’s neon-colored bubble letters could certainly use a fresh take, or maybe your mascot (or your photos) look like they need plastic surgery. Some companies may require a total design overhaul, while others need to freshen up a logo, a catalog, or point of purchase display.

No matter the scope of your project, here are five steps to guide you through graphic re-designs:

1. Start with the focal point

Decide what it is you want viewers to see first.

Unless you have a very symmetrical, consistent design, be sure your focal point leaps out by providing strong contrasts in font size, color, typeface, etc.

2. Organize information into logical groupings

If items are related to each other, group them into closer proximity (like a title with a subtitle or an address with a phone number).

The most important groupings should be the focal point of the page. Create generous visual space between the focal point groupings and less prominent pairings.

3. Build and maintain strong alignments

If you see a strong edge (such as a photograph or vertical line), strengthen this edge by aligning it with other texts or objects within the design.

4. Create repetition

Brainstorm ways that specific colors, symbols, or fonts can be repeated in a design.

In multi-page pieces (like a brochure), create connection through the repetition of bold typeface, spatial arrangements, or unique bullet or list icons. In a simple logo, repetition can be used by highlighting key letters or adding shadows or overlaid shapes for depth.

5. Use bold contrasts

Contrast is everything because the eye is irresistibly attracted to distinct differences.

For example: if all your elements are bold and flashy, nothing will stand out. Contrast a logo with a graphic, a bold typeface with a script font, a dark sidebar with a white text box, or a rigid graphic with a free-flowing tagline.

A Visual Identity That Better Carries Your Brand

When announcing its logo update, the USTA said the new design “better captures and expresses the dynamism of the US Open,” with a visual identity that will confidently carry the tournament forward in years to come.

What about your image? By refreshing your look in five simple steps, you can transform your look from one that drags to one that excites!

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5 Smart Strategies for Fantastic Font Selection

5 Smart Strategies for Fantastic Font Selection

Want to win in print? Let’s talk text.

While fonts are a crucial part of one’s design, often fonts are given merely a passing thought. However, good typography expresses personality, increases readability, and displays professionalism, ensuring your print ad delivers the right message in just the right tone.

Fonts can mark a clear difference between a piece that is awkward and amateur versus one that is sleek and professional. Don’t fast-forward through this crucial element in your project design!

Increase the Impact of Your Print Piece with the Right Font

Here are five things marketers should take into consideration when choosing the right font.

1. Readability

The most critical factor in font selection is readability.

If people struggle to read your text, they’ll probably pass on your business. Remember, script or decorative fonts are usually more challenging to read, especially in large blocks. Increasing font size and spacing between lines increases readability, whether you use simple or decorative fonts. If you aren’t sure of the best format, try several drafts and poll friends to get an objective viewpoint.

2. Instant Impact

Design, including fonts, is key to a consumer’s brand assessment.

Did you know that 72% of consumers say packaging design definitively influences their purchases? Using multiple fonts can enhance your message and captivate consumers, but don’t get carried away.

Choose fonts that compliment rather than compete with each other. Try a decorative font for a logo and a traditional font for the body copy. Or try a large, bold headline with a subtle script tagline. Logo fonts should act as an accent piece to reflect your company’s personality but use these fonts sparingly in other copy.

3. Emotional Connection

The height, curves, or angles of lines can resonate with consumers in ways you might not expect.

Take the New York Times, for example. This media giant has tried several times since 2003 to change its font and modernize its image. Each time, the paper received backlash from readers who felt upended at the deviation from what they had known and loved.

Over time, your font can become as much a part of your brand as your tagline or logo. Make an enduring, sustainable choice, and you may be surprised how it takes on a life of its own!

4. Target Demographic

To really hit home, remember your font should immediately click with your target audience.

For example, a stodgy, narrow font may work well for a cigar box but would seem clumsy for a children’s playground carnival. When beginning a project, ask yourself, “where and how will consumers read this information?” Aim for the customer, and you’ll find greater success.

5. Brand Goals

What is the overall image you want to project? Fun and playful or sleek and simple?

If you’re looking for something traditional, formal, or elegant, a serif font is usually best. If you’re aiming for a modern, sharp, or minimalist look, try sans-serifs.

From Font to Fantastic

Fonts choices have a subconscious impact on how customers process and receive your message.

Push yourself to think contextually when it comes to fonts, seeking out those that will best connect to the culture, age, or the location of people you are trying to reach. Carefully attending to these details can make a difference that lasts for decades!

Remember, people buy with their eyes, so your promotion needs to catch attention. Need ideas?

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Selling Yourself Without Selling Out

Selling Yourself Without Selling Out

Lisa Price describes herself as “the accidental entrepreneur.”

She got her start in her mother’s Brooklyn kitchen, creating body butter and selling it at the flea market at her mother’s church. Customers would stop by, smell a few things, and ask one inevitable question: “Do you have anything for hair?”

Price made this her top priority and never looked back. “Carol’s Daughter,” Price’s ridiculously popular natural hair care and beauty brand, eventually became a multimillion-dollar business that sold to L’Oreal in 2014. Price says the ability to spot innovation, create something, and sell herself have been several keys to her success.

Negotiating Well and Staying True to Yourself

How do you sell yourself without selling out?

Price was committed to finding healthy ways for African-American women to care for their hair. She stayed true to this mission (though her customer base eventually included Caucasian women as well). While touting natural products in place of highly popular chemical relaxers used in salons, Price presented herself as a simple girl with simple solutions.

Her product popularity coincided with stints on the Home Shopping Network and the rise of YouTube. Price could offer product demos, educate young women looking for solutions, and bring affordable alternatives to young markets. In 2009, “Good Hair” (a documentary produced and narrated by Chris Rock) showed a can of Coca-Cola dissolving in a chemical relaxer, and momentum spiked: women using relaxers in their hair dropped from 89 percent to 36 percent in just two years.

“The Internet makes everything democratic,” said Price. “Larger companies got left behind.”

Along the way, Price grew comfortable negotiating for her company and fighting for herself without folding under pressure.

Want to emulate her experience?

While you may not feel very powerful before signing a new deal, career coaches say you have the greatest negotiating power during the short time between being offered a job (or a contract) and formally agreeing to take it.

Negotiating in these situations can increase your earning potential and ensure you’re properly compensated both now and in the future. So prepare well before coming to the table! This may include researching market averages, calculating your value (or your product value), and preparing your talking points in advance (i.e., years of experience, sales goals achieved, or unique benefits your product can bring).

Rehearsing with a friend, asking for more than your target number, and communicating with confidence can bring significant gains when you sit down to negotiate. And don’t worry about offending. Forty-three percent of job recruiters say it doesn’t impact their view of a candidate if one negotiates for salary, and 19 percent said it has a positive impact.

Price shared her advice for when an acquisition or initial salary offer isn’t right. Her script went something like this:

“I appreciate everything about this deal and am so excited, but if I have to live with this particular offer, it might be hard for me to be fully there and present. I don’t want to be distracted and thinking about other opportunities, so . . . ” Here, Price would lean in, give a specific ask, and let the chips fall. (It worked; she got more money.) When it came time to sell her company in 2014, Price said that outside of her marriage and children, this was the proudest moment of her life.

Negotiating is incredibly important because when you stand up for yourself, you tap into your skills to ask for more. This ultimately sends a message that you deserve it – which means you’re more likely to receive that request!

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How to Sell Your Brand Through Story

Have you ever been introduced to an overly chatty person?

They pause briefly to learn your name, then launch into an extended monologue about their life and interests. After finally “escaping” the interlude, you realize they didn’t ask you a single question.

When you meet someone like this, does it raise a red flag?

This pushy demeanor causes you to lose trust in their entire character. The same can be true in marketing when companies spend too much time talking about themselves instead of authentically connecting with consumers. Without building adequate rapport, marketers prematurely oversell or repel prospects for good.

How can you avoid this mistake? By building connections through story.

The Human to Human Connection

Building brand stories sets buyers at ease and creates the best possible customer experience.

Today’s consumers prefer an increasingly personalized experience, and sharing your brand through story is one of the best ways to build relationships. Brand stories offer a friendly introduction to your company, building trust with a generation that craves distinct, authentic connections.

Many companies don’t think of themselves as a brand or believe they have a story to tell. And that’s just not the case! A brand story isn’t simply a chronological account of your history, it’s a portrait of who you are. Your brand story consists of:

  • What your brand says about itself
  • What your brand does in the world
  • What others believe and say about your brand
  • How people interact with your brand

Here’s an example of one business bringing their story to life:

Chipotle’s Mexican Grill is a brand known for serving “food with integrity.” Chipotle has labeled itself “as real as it gets,” using only 51 ingredients and no heat lamps, freezers, or microwaves. A recent print ad included the line: “For real foods. For real actions. For real change.”

Chipotle seeks to fulfill people’s desire for clean eating and to change the way people think about fast food. The core of this ethos includes respect for farmers, animals, and the environment, and transparent displays of ingredients and producers on every menu. Tipping toward satire, the brand’s recent 51 ingredient billboard campaign featured this phrase: The only ingredient that’s too hard to pronounce at Chipotle is “Chipotle.”

Finding Connection

On a neural level, the brain actually “feels” a story.

Story-based communication brings greater comprehension and allows your listeners to grow in confidence and receptivity because people buy in to what they trust!

To create meaningful customer connections, begin by intentionally discovering who you are talking to and deliver the message your audience wants or needs to engage with.

Build a narrative that is captivating, concise, consistent, and conversational. Then do your best to share this everywhere! Think of your brand story as a steady IV drip of content, delivered to multiple audiences, over many years, in a variety of formats.

Whether it involves large-scale displays, mounted core values, or social media content, ensure your story stays consistent across mediums. Keeping attributes simple and clear will allow consumers to recognize you in every setting and to feel at home with all that your brand stands for.

Bring Your Story to Life

Stories make life interesting because they fulfill curiosity and craving in every person.

Telling your brand story is mission-critical in forging relationships with a generation that desires to buy into more than just a product, but into a narrative that gives meaning and pleasure to their daily lives.

We cannot write your brand story, but we are always happy to help visualize it using print marketing.

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How to Win Over Millennials with Effective Print Marketing

Millennials and their Gen Z siblings are the first truly digital generations, some learning to swipe a screen before they could wipe their own faces!

Millennials are a particularly powerful bunch, currently holding more spending power than Baby Boomers. By 2020, this group will have a collective spending power of $1.4 trillion. What does this look like in a daily snapshot?

  • More than nine in ten millennials own smartphones, and 90% of millennials have at least one social media profile. Of that majority, 52% are active on 5 or more social media sites
  • Millennials make up 58% of mobile shoppers and are 2.5 times more likely than the average shopper to be influenced by a mobile app.
  • 73% of online millennials believe that internet has been mostly a good thing for society, and they certainly believe their gadgets bring personal benefits: 53% of Millennials said they would rather give up their sense of smell than their technology!
  • While young people love being online, they don’t go there to read ads. In fact, YouTube recently hit upon the idea of six-second ads as a way to try and keep fidgety viewers watching.

While online presence can build your brand and increase your web traffic, businesses are finding their digital marketing campaigns are easily lost in the shuffle of online noise. Print is gaining influence each year, with direct mail alone showing strong results among millennials:

  • 92% are influenced to make a purchase by direct mail.
  • 90% said they would prefer direct mail over email.
  • 90% think direct mail advertising is reliable.
  • 73% use direct mail coupons when making purchases.
  • 63% responded to a direct mail piece to make a purchase.

Corner Younger Markets

When you want to reach new generations through print marketing, here are three ways to make your message more effective.

1. Keep it short and sweet.

Young people want answers fast, so keep ads quick and to the point.

Avoid long advertisements, and think about ways to increase visibility. Here’s one inspiring example:

Reddit currently has over 1 billion unique visitors per month, but at its conception, the company only had a small advertising budget of $500. Faced with limited options, its founders turned to stickers. Everywhere they traveled, they put stickers on posts and signs. They even gave them out to people with the request to “please sticker responsibly.” The sticker campaign paid off and later led to other grassroots campaigns that helped make Reddit enormously successful.

2. Use social proof.

Need an accurate answer?

Phone a friend or poll the audience! Millennials and teens trust friends, family, and testimonies more than the company they’re buying from, so incorporate reviews and user content in your ads to demonstrate why other others love your product. Use quotes, pictures, or user benefits others have realized, and you will easily gain influence.

3. Make it tech-friendly.

Use your company website in all print advertising, and consider adding QR codes and scannable coupons to increase digital and offline connections.

Use pictures of people using your products with links to unique online landing pages so you can better track your results. Make it easy for people to access your company online, and your sales will see an immediate boost.

Print to Win

In an ever-changing world, effective companies must learn to translate their products and values to a new demographic.

Be intentional through print, and you will cut through the clutter today.

There are so many ways to create print marketing. And we, in PrintItPlus always happy to help you – create design, printing or direct mail.

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Easy Ideas to Boost Your Social Media Standing

Social media is an increasingly popular way for brands to connect with consumers. Almost 60% of Americans engage with brands on social media between 1 and 3 times daily.

But pinpointing the right strategy for your business can be a challenge. Need inspiration?

Here are three practical examples of entrepreneurs who are jumping off the screen to convert and keep customers through Facebook, Instagram, and Twitter.

Edge Body Boot Camp

Edge Body Boot Camp (EBBC) uses both Instagram and Facebook to create a vibrant, friendly social media presence.

EBBC uses social media to create a sense of community by incorporating members into their content. Using photos of individuals holding “I survived” chalkboards, personalized posts congratulate people for things like finishing their first workout, completing a 30-day fitness challenge, or achieving a specific goal over time (pounds lost, miles run, etc).

Takeaways: EBBC uses social media to create brand loyalty and inspire repeat customers. Since pictures on Facebook receive 53% more likes than an average post, this is especially effective for boosting engagement. Add hashtags to your photos and they can be used as clickable links on Facebook or you can link all public posts that have the same hashtag (like EBBC’s #isurvived).

Eileen Lanza Realty

Eileen Lanza is a top real estate investor and realtor in the Los Angeles area.

Lanza understands the importance of real-time updates via social media, and leans heavily on Twitter to keep a steady stream of information available to clients. 92% of all user interactions on Twitter are in the form of click links, which can be formatted as a hashtag or as a link to an external website. Lanza often includes both in her tweets: a hashtag at the beginning (i.e. “Just leased in #Larchmont – Spanish style Bungalow . . .” and a second link (which readers can follow for full listings or articles) with an image like this.

Takeaways: Location or event-based hashtags help attract relevant audiences and snag new leads. Images with external web links can grab the eyes and catalyze curiosity in readers.

See Jane Work

“See Jane Work” is a company that sells stylish office and supply solutions for women who want to be successful in organizing their homes, careers, and futures.

As platforms have grown more involved in sales and marketing, revenues for social media sales have expanded quickly as well. See Jane Work uses shoppable Instagram posts (denoted with a small white shopping icon in the corner) to tag products, lead viewers to their website, and to make purchases incredibly easy for users who see something they are dying to have!

Takeaways: Use shoppable posts to showcase products in a natural way through story themes that connect to your brand. “Jane” is a fictional character that embodies everything working women are today, and often shoppable posts show versions of Jane with her own trendy styles and products that are helping her kill it each day.

Keep Your Name Current

Social media can be liberating to individual users but overwhelming to entrepreneurs.

Use these tangible examples for inspiration or plan quarterly content curating sessions with your team to generate ideas and be proactive in your posting. Need help keep your name current and your message fresh? We can help!

Today it is very important to keep in touch with your customers through social networks. But if you need a print design or graphics, we in PrintItPlus are always happy to make it for you.

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Effortless: Three Tips to Boost the “Cool” Factor of Your Designs

Fashionable. Admirable. Timeless.

If you were to define cool, what words would you use?

Cool is just . . . cool.

In some sense, even describing what makes something cool can diminish its appeal. But in print and design, nothing is more appealing than cool.

What Makes a Brand Cool?

How do you add this edge to set your products apart?

To find out, marketing scholars Caleb Warren and Margaret C. Campbell carried out six experiments comparing consumer products, coolness ratings, and participant reactions.

In their research, Warren and Campbell discovered a relationship between the qualities of coolness and autonomy, finding designs perceived as cool were those that radiated autonomy in a socially acceptable way. Cool things tend to go a step beyond “stylish” things, so cool designs often push the boundaries of style. Think normative styles like jeans – but add excessive grunge rips. Or ordinary 1950s T-shirts – but add packs of cigarettes rolled into the sleeve.

Coolness is not an inherent quality, but rather a social construct. If coolness comes from stretching limits, one of the keys to cool designs is knowing your niche and understanding what customers perceive to be unconventional. As Warren & Campbell conclude: “objects and people are cool only to the extent that others consider them cool.”

Bringing Coolness to Life

Looking to push the boundaries in a way that’s meaningful to your customers? Here are three ways to set your designs apart:

1. Define the Gap in Your Market.

Look beyond your design to the people you are designing for.

What brands, social values, or fashion cues motivate them? Look at products your customers typically buy and find the “gap” between current designs and those that are too intense or extreme.

To design in the gap, add a bold twist to the colors, fonts, or ideas that might typically interest them. Wrapping paper company Gift Couture saw a gap in the market for wrapping paper “sets,” so they created a series of themed papers that coordinated together, like the Cheeseburger set (bun, meat, lettuce, and tomato wrapping papers) the steak set (raw meat and cutting board style designs), and the pizza set (pizza paper with a coordinating pizza box).

2. Bring Magic to the Mundane.

Cool people or concepts have a flow, grace, or character all their own.

Cool things often appear effortless (though they rarely are), so how do you add this sense of simplicity to your work?

Seek authenticity that focuses more on a core concept or idea than on the perfected final outcome. For a photographer, this might mean focusing on the moment, not the shot. For an advertiser, this might mean expressing character irrespective of the norms, beliefs, or expectations of others. For a designer, this might mean using minimalist designs, stark angles, or unfiltered photos one might generally reject.

3. Re-purpose the Old.

Sometimes the best designs are a twist on history.

Awaken inspiration for what WILL be cool by looking to what HAS been cool! From refinished wood to vintage art deco backdrops, sometimes the coolest things to come around are those that have been around.

Designs nodding to the past evoke nostalgia and spark a profound emotional response. And cool designs don’t just reproduce old styles; they recreate them in arresting new ways.

Find the Sweet Spot

Cool designs understand their consumers’ tastes and hit the sweet spot between the ordinary and the unconventional.

From the unique to the unexpected, when you appear effortless, incorporate the past, and design one step beyond the norm, it will give you an edge an set your products apart.

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Test Your Brand Messages to Maximize Impact

Donald Miller is an author, speaker, and CEO of StoryBrand, a company that helps businesses clarify their message.

StoryBrand helps hundreds of brands to eliminate confusion, connect with customers, and grow sales. Miller says many brands struggle to break through because they don’t test their brand messages before sharing:

“We have a mantra at StoryBrand: If you confuse, you lose,” said Miller. “The answer to confusion is always ‘no’. When people are so close to what they offer, they tend to be either really vague or they speak inside language. I’m amazed.

“I’ll actually say to somebody, ‘Do you think on a scale of 1-10 that your message is really clear, from 1-10 with ten being clear?’ They will say they are a 10. I will tell them to come up in front of the group [and] ask them to tell me what they offer. They will say, ‘Nutritional packages that allow equestrian products to flourish.’”

Clear as mud, right? Miller says professionals often fail to use simple phrases people can easily understand:

“Here’s the thing, test it at Starbucks. You’re standing in line . . . there are strangers all around. Say, ‘I’m so sorry to bother you, but I’m actually starting a business. Can I tell you what I offer and then ask you if you understand?’”

Does Your Message Resonate?

Companies allocate enormous resources to hone their message.

A brand message, communicated to your target audience, describes what you do, the value you bring, or how you’re different. Your brand message should resonate with the needs, wants, or luxuries of your niche, sometimes with simple slogans like these:

 Eat Fresh.

     Designed for Driving Pleasure.

     Like a Good Neighbor, State Farm is There.

Strong brand messages are memorable, stir an emotional response, and distinguish a brand from its competitors. But when companies hone their identity, they sometimes miss a key element: relevance to their customers. What’s important to your company may not be the thing that matters to your customers. Consider these questions to clarify:

  • Why does my brand matter? Why does it matter to our customers?
  • What does our brand stand for? How will this affect our customers?
  • How are we different than competitors? Why does this matter to our customers?

When you don’t speak to customers on their terms, you are probably falling short. Be clear on what your customers care about and how you can address their situation. Use language that is authentic and messages that align with your clients’ desires or purchasing plans.

Also, consider testing brand messages before publicizing them. This doesn’t have to be complicated. Start by simply reading your copy out loud to yourself. Does it sound conversational and real? Then test it out on others. Poll your friends and family, create anonymous surveys for staff and clients, run focus groups with target audience members, or do a website trial with a third-party testing tool. As you move forward, consider logging the impact of:

   Product descriptions

   E-mail subject lines

   Print ads, graphics, or layout options

   Call to action statements

   Packaging colors or logo designs

   Slogans/taglines

   Online landing pages

   Advertising campaign concepts

   Time or location an ad is presented

While testing takes work, business leaders agree it is worth the effort: 72% of advertising professionals said it’s important to test an ad before it’s launched, and 85% of product-focused managers said testing is vital to their success at work. Testing content can sharpen your focus, make your message more relevant, and boost the response to your marketing pieces.

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5 Elements of Stunning Letterhead Design

Personalized mail is a special commodity these days, especially something that looks smart or sophisticated.

And everyone agrees that there’s a huge difference between a typed letter on a bland white page and one aligned smartly on a beautifully designed letterhead.

While many view letterhead as an afterthought, it’s time to raise the standard!

A sharp letterhead can communicate proficiency, increase response rates, and make your communication more memorable. As you craft a unique, professional look, here are some elements to help you cement your image without overplaying your hand:

1. Embrace Simplicity

One of the guiding principles of letterhead design is to make it flow simply.

While it’s important that your letterhead looks and feels great in the hand, it should still play second fiddle to the communication itself. If designs are too bold, you run the risk of competing with the page content to demand reader attention. When in doubt, simple is best.

2. Represent Your Brand

Letterheads present companies with a great opportunity to represent a brand with sharp fonts, crisp logos, and subtle borders or shading.

Look for ways to draw the designs of your website, envelopes, and letterhead into a more cohesive unit and add some extra depth to your marketing mix. When trying out size contrasts, try to balance the shape of your images with the offset to create a connected design.

3. Don’t Be Afraid of White Space

Like silence between musical notes, a break between elements communicates elegance and ensures a quality user experience.

White space is not “wasted” space, instead, it balances elements, organizes content, and creates spatial proximity so your readers can digest information quickly and simply. Use generous amounts of white space between a large heading and a block of subtext. Or experiment all text flush left or flush right to create more white space between margins.

4. Use Colors Wisely

On printed letterhead, nothing communicates like color.

Use color strategically to draw attention to specific areas of your letterhead, or to add subtle shading to a more grayscale design. If your brand features bright and bold colors, it may be best to use color sparingly in the letterhead but more prominently in your envelope design or packaging. Color can make or break the success of your design, so tread lightly.

5. Don’t Overlook Details

The most critical information to communicate in letterhead is your contact info.

Who is writing the letter, a company or an individual? Decide which pieces of information are critical and build your design around this hierarchy. Keep key information obvious and reduce print size for lower priority info. If you are updating designs or re-ordering, take a fresh look at your materials. If the company you are sending to no longer utilizes a fax machine, perhaps it is best to omit this number. If your organization is larger, consider tailoring several letterhead designs to specific departments.

Letterheads remain an integral part of a brand’s marketing mix. Inject new energy into your designs with thoughtful layouts, creative contrasts, or complementary envelopes that keep your messages stand out in a crowd!

We can help you with bright and stunning letterhead design, printing envelopes, business cards and other marketing products.

Give us a call or e-mail us, ask a quote, design or order your printing online!


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