Despite the fact that social media and online marketing have become very popular during the last few years and reduced the popularity of print media for countless reasons, print media is still a very effective tool in reaching those who either don’t know how to use social media platforms, don’t have the time for internet browsing or chose to opt out of it and invest their free time in different ways; surprisingly 47% of Europe population according to a recent report issued by Hootsuite.
In this article, we will explain how to take your print media advertisements to the next level, using the right software, colours and key messages.
What software should I use for print media?
When it comes to creating a poster, a banner or an artwork for a magazine, Adobe creative cloud is the most popular software among graphic designers and marketers. However, it’s always better to utilise two or three pieces of software to reach an optimum result. For example, use Photoshop for image preparation and manipulation, and Illustrator for complex vector artwork preparation and text handling. Although it depends on what artwork you’re creating, it’s a good idea to use InDesign as well as a final destination to your artwork, especially if you are dealing with multiple colour spaces or creating multiple pages document.
CMYK or RGB?
When creating a work document for print media, make sure you set up the colour mode to CMYK not RGB. RGB is commonly used on screens and photos that don’t need to be printed. It basically combines Red, Green and Blue to create millions of colours that look perfectly good on screen. However, if you try to print one you’ll be surprised that the colours look pale and different because most of the printers we use rely on CMYK colours, which works completely different from RGB. CMYK uses the subtractive colours Cyan, Magenta, Yellow, Key (Black). So instead of adding colours together to create a new one, Colours in CMYK mode are subtracted from each other to create a new shade. That’s why the more colours you add the darker the colours are going to be.
CMYK is the primary colour used by professional colour printers so make sure before you extract your document that all photos and colours used are properly converted to CMYK mode.
Focus on your key message
The key message is the most important part of your artwork. What do you want to tell your audience? Is it an offer? A service? An event? Whatever the message that you want to highlight, remember: Less is more. Your key message needs to be concise, punchy and not commonly used by others or it’ll get lost and rarely seen by your audience.
Your key message doesn’t need to be words. You can focus on a simple story that is familiar to your brand and drives people attention. A great example of this is the ad of a famous international delivery company “FedEx” featuring two windows in different locations on a map and two people handing each other a FedEx box with ease as if they were close to each other’s. Simple, powerful and right into the point.
It’s a good idea to include an online task for your audience to do, such as visiting your website or checking a QR code to find more details about the product or offer you’re presenting in your ad.
Visit our Resource Centre for more tips and tricks about print advertisements and online marketing.
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