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Trade shows are one of the most powerful tools for building brand visibility, generating leads, and connecting with potential clients face-to-face. But with hundreds of exhibitors often packed into a single event, how do you ensure your booth stands out from the crowd? The answer lies in strategic eye-catching design – especially when it comes to your trade show displays and banners. 

Effective trade show graphics can make or break your success at a trade show. A well-designed display can draw in attendees from across the room, communicate your brand’s message at a glance, and serve as a platform for engaging conversations. Designing displays through large format printing in Denver can create banners that turn heads, spark interest, and convert curiosity into meaningful business relationships. 

Why Display Design Matters

Your booth display is your first impression at a trade show. Before a single word gets exchanged, trade show attendees make snap judgments about your business based on what they see. Whether it’s a banner stand, pop-up backdrop, or a full custom booth, your visual presentation sets the tone. A strong display should attract attention quickly and communicate your brand identity clearly. They should also highlight key products, services, or messages while they invite interaction. Outside of design, they also have to be easy to setup, transport, and reuse. Getting all of that right requires intentional design – not just good graphics, but a smart strategy behind them. 

Understand Your Trade Show Goals

Before diving into colors, logos, and layout, take a moment to take a step back. You have to look at what you’re trying to achieve at the trade show. One of the most common goals is to generate leads, but you also have to be consistent by driving brand awareness. You can also use these trade show materials for product launches, customer engagement, and to network with other industry professionals. 

Your goals should directly inform your display design. For example, if your goal is to launch a new product, your banners should prominently feature that product, perhaps with a demo area built into the booth. If you’re focused on brand awareness, your company name, logo, and tagline should be large and highly visible. 

Know Your Audience

Every trade show has a different vibe and audience. A consumer-facing tech expo will attract a very different crowd than a business-to-business (B2B) manufacturing show. Knowing your audience allows you to tailor your messaging, visuals, and layout accordingly. Design choices should reflect the tone and needs of your ideal attendees at the trade show. 

There are a number of questions you can yourself to figure out who you should be targeting. What problems does your audience need to solve? What particular language or jargon resonates with them? These two questions will help narrow the focus of what you should be putting on your large format printing. You also need to know if the audience is decision-makers or people that influence decisions. You also need to ask yourself what design style appeals to their preferences – sleek and modern, bold and comfortable, or professional and minimal?

Keep Your Message Clear & Simple

One of the biggest mistakes companies make is overloading their trade show graphics with too much text or too many visuals. Remember: You only have a few seconds to grab someone’s attention as they walk past your booth. Think of your booth as a billboard, not a brochure. Your booth is not the place for long paragraphs or fine print – save that for the brochures or other digital handouts. 

You can put that focus on clarity by doing a number of different tactics. Only use one key headline or tagline to keep it from getting too busy. Include a short list of benefits or features (if the space allows). Making your call-to-action visible is imperative. This includes examples like “Try a demo” or “Enter to win” or “Ask us how we can help.” Keep the design clean and simple by avoiding clutter or busy backgrounds. 

Prioritize Branding

Your booth should be instantly recognizable as an extension of your brand. That means consistent use of your logo, typography, and any other special indicators you’ve associated with your brand. The brand voice or messaging should also be consistent, and you should also have consistency with the colors. Your display isn’t ‘just a decoration – it’s an ambassador for your brand. Visitors should leave with a clear idea of who you are and what you have to offer. 

Consistency builds trust. When your trade show display matches your website, social media, and printed materials, it creates a seamless brand experience that feels more professional and credible. That’s why making sure the colors remain consistent is vitally important. If your colors are blue and orange, they have to the correct shades of blue and orange. Every time. Your brochures can’t be royal blue and neon orange while your website portrays navy blue and burnt orange. Know your colors and use them consistently throughout every piece of your marketing. 

Choose the Right Display Type

There are many types of trade show displays and banners to choose from, depending on your space, budget, and goals. Pop-up displays are versatile, portable backdrops that are easy to transport and set up. They work well for 10x10 or 10x20 booths and provide a large canvas for impactful graphics. Retractable banner stands – also known as pull-up banners – are compact and cost-effective. They are perfect for highlighting a specific product, promotion, or value proposition. Fabric tension displays are sleek displays that can create a modern, seamless look. They are highly visible and often allow for double-sided printing. 

Modular displays can be customized and reconfigured for different shows. They’re more expensive but offer flexibility and a polished appearance. Tabletop displays are ideal for smaller booths or events. This type of display is simple and compact, but can still deliver a strong message. If the venue allows it, a hanging sign can be a great option, as well. A suspended overhead banner can make your booth visible from across the room and help guide traffic to your space. When selecting your display type, factor in transportation, setup time, booth size, and storage needs. 

Use Strong Visual Hierarchy & Leverage Your Imagery

Visual hierarchy refers to the arrangement and design of elements to show their importance. In a trade show context, it helps guide the viewer’s eye and makes sure they see your most important messages first. A typical hierarch can start with a large logo and brand name positioned near the top. That should be followed by a short, benefit-driven and prominent headline or tagline, which is followed by supporting graphics or product images that reinforce your message. Near the bottom should be secondary info like your web address, contact info, QR codes, etc. Use size, color, contrast, and placement to draw attention where you want it most. 

Blurry, pixelated, or generic images will hurt your credibility. Invest in high-resolution photos and graphics that represent your brand and offerings professionally. When using visuals, use rea product shots or team photos whenever possible. Avoid anything cliché like stock images, and be sure all of your images are at least 150-300 dpi for print. Consider lifestyle imagery that shows your product or service in use. For large-format prints, it is especially important to work with vector files and scalable graphics to maintain crispness at any size. 

Think Beyond the Booth

Your trade show display doesn’t exist in a vacuum. Think about the entire attendee experiences before, during, and after the show. Before the show, make sure to promote your booth on social media and within email campaigns. Offer incentives for stopping by, such as executive swag, prizes, or discounts. Train your staff to align with your booth’s messaging and design during the show by using matching branded apparel. Be sure to have a lead capture system in place (like forms, scanners or apps). A great display gets people in the door, and your strategy afterward seals the deal. 

To maximize your trade show investment be sure to steer clear of some common pitfalls. Don’t use too much text. Keep it punchy. Even the best design falls flat when not properly lit, so be prepared. Add accent lights if needed. Don’t mix fonts, colors, or design styles. Stick with your brand. Also, white space is your friend. Give your design room to breathe and eliminate cluttered visuals. It’s also important to avoid script or overly stylized fonts. Prioritize legibility and make it easier for passers-by to understand.

Your trade show banners aren’t just decorations. They’re tools to communicate, connect, and convert people into clients. When designed with intention, they can become powerful marketing assets that tell your story at a glance and invite people to learn more about your products or services. Keep the focus on clarity, branding, and engagement. For more information on how to make your trade show displays draw all the right attention, reach out to the experts at Cottrell Printing today.

In today's fast-paced business world, high-quality printed materials can make all the difference in creating a strong brand presence. Whether you’re printing business cards, brochures, banners, or promotional items, a well-executed print job speaks volumes about your company’s professionalism. However, even small mistakes in the printing process can result in wasted time, money, and effort.

As a leading Denver printing company, we’ve seen firsthand how certain errors can impact the final product. To help you avoid costly missteps, here’s five common printing mistakes and how to prevent them.

1. Using Low-Resolution Images

One of the biggest mistakes businesses make is using low-resolution images in their print materials. While an image might look sharp on a computer screen, it can become pixelated and blurry when printed, resulting in an unprofessional and unclear final product.

How to Avoid It:

• Always use high-resolution images (at least 300 DPI or dots per inch) for print materials.
• Avoid enlarging small images beyond their original resolution, as this can cause distortion.
• If using images from a website, make sure they are designed for print, as web images are typically 72 DPI, which is too low for quality printing.
• Work with a professional designer or use stock photos from reputable sources to ensure clarity and quality.

2. Ignoring Bleed and Safe Zone Guidelines

When designing printed materials, many people forget to account for bleed and safe zones. Bleed refers to the extra space beyond the cut line, ensuring the design extends fully to the edge after trimming. The safe zone is the margin inside the cut line where important text and graphics should be placed to avoid getting trimmed off.

How to Avoid It:

• Include a bleed of at least 1/8 inch (0.125") on all sides of your design.
• Keep all important text and design elements at least 1/4 inch (0.25") away from the cut line.
• Use a professional template that includes bleed and safe zone guidelines.
• When in doubt, consult your printing company to ensure your files are set up correctly.

3. Choosing the Wrong Color Mode

There are two primary color modes used in design—RGB and CMYK. RGB (Red, Green, Blue) is used for digital displays, while CMYK (Cyan, Magenta, Yellow, Black) is the standard for print. Designing in RGB and then converting to CMYK can result in color shifts, leading to unexpected results in the final print.

How to Avoid It:

• Always design print materials in CMYK mode from the start to ensure color accuracy.
• Use Pantone Matching System (PMS) colors if you need precise brand colors.
• If you must convert from RGB to CMYK, be sure to preview the changes and adjust accordingly.
• Work with your printing company to confirm color accuracy before finalizing your order.

4. Overlooking Proofing and Prepress Checks

Skipping the proofing process can lead to spelling errors, misaligned elements, or incorrect colors, resulting in costly reprints. Many businesses assume that their files are print-ready without thoroughly reviewing them, only to discover mistakes after production.

How to Avoid It:

• Always request a proof before printing—whether it’s a digital proof (PDF) or a physical proof for color accuracy.
• Check for typos, incorrect spacing, and misaligned elements before approving the proof.
• Verify that all images and logos are high-resolution and properly formatted.
• Ask your printing company if they offer prepress checks to catch errors before printing begins.

5. Selecting the Wrong Paper or Finish

The type of paper and finish you choose can significantly impact the look and feel of your printed materials. Using the wrong paper stock can make your materials feel cheap or unprofessional, while the wrong finish may not align with the intended purpose.

How to Avoid It:

• Consider the purpose of your print materials when choosing paper stock. For example:
• Business cards should be printed on sturdy cardstock with a professional finish.
• Flyers should be lightweight for easy distribution.
• Brochures should have a durable finish for longevity.
• Choose between matte, gloss, or uncoated finishes depending on the desired look and feel.
• Work with your printing company to select the best options for your project.

Work with a Trusted Printing Partner

Avoiding these common printing mistakes starts with working with a trusted printing company that understands the nuances of print production. At Cottrell Printing, we provide expert guidance, high-quality materials, and professional printing services to ensure your final product exceeds expectations.

If you’re looking for a Denver printing company that prioritizes quality and customer satisfaction, contact Cottrell Printing today. Whether you need business cards, brochures, banners, or promotional materials, our team is here to bring your vision to life.

Get in touch with us today to start your next printing project!

In today’s digital age, the business card still remains a cornerstone of professional networking and brand representation. A well-designed card can leave a lasting impression while reinforcing your brand’s identity. It can also serve as a physical reminder of your connection. Because of the importance of this first impression, it’s vital that you have an accurate and striking representation of your brand. Working with a Denver commercial printer can drastically improve the impact of your business cards – whether you’re designing your first business card or revamping an existing one.

Why Business Cards Still Matter

Everything seems hyper-focused on the digital world these days, but unlike an email or LinkedIn profile, a business card something you can hold, touch, and keep. This physical connection often adds a sense of authenticity and gives something permanent to professional interactions. Even digital business cards get lost in the shuffle of amongst all of the apps and everything else that’s saved on your phone. They can also have digital touches added to them – like QR codes and other links – to show that you’re connected in the digital age. 

Handing out a business card is still and elegant and efficient way to share contact information. It’s a hallmark of professionalism that demonstrates your preparation and commitment to building relationships. The business card is a miniature billboard for your brand. It’s not just about handing out your contact details. It’s a way of telling your story while showcasing your style. It’s still one of the best ways to leave a lasting visual and tactile impression. 

Essential Elements of a Business Card

There can’t be too much going on within your business card. It should strike a balance between aesthetics and functionality. There are a number of key components that should be included, starting with your contact information. Your name should be prominently displayed, as it should be the focal point of the business card – along with the company’s full name and logo. Be sure to include your title or role within the organization, and include the URL for your website and relevant social media handles. 

Incorporating your brand’s logo, colors, and fonts will ensure consistency with the company’s other marketing materials. You want this consistency across the board, and including it on the business cards shows a level of professionalism and organization throughout all of your marketing. You can also consider adding a subtle call to action on the card to encourage more engagement or follow-up. This can include QR codes that leads them to more information, or something as simple as asking them to visit your website or to connect with you on social media.

Design Principles for an Effective Business Card

More than anything, remember that simplicity is key. This doesn’t mean you have to have just black text on a stark white business card, but it’s crucial to avoid clutter. You want the focus to be on the essential information about the person handing out the card. Use white space strategically to make sure the design is clean and readable. Choose legible fonts that reflect the personality of your branding. Try to use no more than two font types to maintain a professional look and keep the card from getting too busy. Prioritize the elements of the card based on importance. Your name and job title should be more prominent than secondary details like your email address or website. 

Make sure to use the right color scheme that aligns with the identity of your brand. Stick to a maximum of three complementary colors to avoid overwhelming the design. The standard business card is just 3.5 x 2 inches, but alternative shapes have started to make their way into the world. Some people use square cards, or custom-cut cards, but even something as simple as rounded edges can really make your card stand out from the rest. 

Selecting the Right Materials

The material of your business card can significantly impact the item’s look and feel. There are plenty of popular options to get a different feel, starting with the use of a particular paper stock. Matte finish on the paper stock will provide a smooth, non-reflective surface for a modern, more sophisticated look. On the other hand, glossy finish will offer a shiny look that will enhance colors – but may show fingerprints. Textured pater adds a tactile element to your cards that will make your business card more memorable.

There are other non-traditional materials that have become more popular for business cards in recent years. Some opt for a thin piece of plastic. This can be durable and water resistant, but isn’t for everybody. This is a creative option for outdoor and construction industries. Metal has also become a popular material, because it delivers a premium, high-end feel. However, this can get quite expensive, particularly if you’re handing out a lot of cards. There are also a number of eco-friendly options for your business cards – like using recycled paper and soy-based inks. Other eco-friendly options that can make a unique impression are wood and cork, but they have to be executed properly. 

Advanced Business Card Design Tips

Your business card is intended to leave a lasting impression, so be sure to get the most out of them. Use the back of the business card for additional branding, or even a QR code that links to your website and portfolio. Make your business card stand out by using premium finishes. Foil stamping can add a metallic sheen for a more luxurious touch. Embossing or debossing creates a shift in the texture, either raising it or recessing it for a unique look. You can also highlight specific areas with a glossy finish to give it a specific look. 

If appropriate to your industry, include images or illustrations on your business cards. Make sure that these images are reproduced in high quality, as they will be a direct reflection on your brand. It’s also important that these images don’t overshadow the text. Your contact information is the vital part of the business card, so it’s important to be memorable, but don’t let the images overwhelm the space. 

Look at Different Printing Techniques

The style in which your cards are printed can play a major role in how they’re received. Straight digital printing is the best options for small runs of business cards and quick turnarounds. Digital printing also offers vibrant colors at an affordable price. If you’re looking for larger quantities, offset printing provides superior accuracy with color and quality, but is a bit more expensive up front. There are a number of less common ways to get your cards printed, too.  

The traditional technique of letterpress can also give your business cards a unique look. This involves creating an impression on the paper, which can add a tactile, vintage feel to the cards. Thermograph creates raised lettering through heat and resin, giving the business card a distinctive texture. Laser cutting allows for intricate designs and custom shapes by precisely cutting through the material. Some of these techniques are more expensive, but can deliver a very unique look to your card. Working with an established and knowledgeable Denver commercial printer can help point you in the right direction and find out what technique is the best for you. 

Common Mistakes to Avoid

Just like there are a lot of different methods to make your business cards stand out, there are plenty of things that can make that same business card forgettable. One of the best rules of thumb to follow is that less is more. Avoid overcrowding the design with unnecessary items, words, or images. Stick to the essential information to avoid cluttering the card. Too much stuff can take away from the overall impact of the card. Also avoid overly decorative fonts. Flashy and elaborate fonts are poor choices because they can compromise readability. The information has to be easily and quickly read. 

Make sure that your business card aligns with your overall branding to create a more cohesive look with your other marketing materials. This cohesion makes your branding more memorable, and delivers an elevated sense of professionalism. Be sure to invest in quality materials and printing techniques. You want your business card to make a great first impression, but you also want it to make a lasting impression. Using cheap materials or substandard printing techniques can result in flimsy and forgettable cards – which can leave a bad reflection on your business and your branding. 

A thoughtfully designed and professionally printed business card is a powerful tool for both networking and building your brand. By balancing the aesthetics, functionality, and quality, your business card can become a memorable representation not only for you, but also your business. Take the time to plan and design a card that reflects your brand’s identity and leaves a lasting impression for anyone who receives it. For more information about how to make your business card a game changer, reach out to the experts at Cottrell Printing today.

The world of retail sales is extremely competitive, and getting the attention of your potential clients and customers can be somewhat tricky. Creating visually appealing marketing materials can be a great way to engage to not only attract the right customers, but also in retaining those clients. Custom printed posters is an easy and affordable way to make sure you’re getting the right people’s attention. Large format printing in Denver is a well-known way to get the right message across, and be memorable while you’re doing it. 

Having these printed materials is one thing, but putting these dynamic visuals around your retail space can transform your branding identity, reinforce your messaging, and boost your overall sales. There are a lot of benefits to using large format printing, and there are tactics to employ to ensure that they deliver maximum impact for your business. 

Benefits of Custom Printed Posters

In today’s digital age, there are a million ways for businesses to advertise and get their message out to the masses. Compared to most of these other advertising mediums, posters are a highly affordable option that still can deliver a big impact. They’re easy to produce in bulk and can easily be updated frequently. That keeps your messaging fresh and stays ahead of current trends. Unlike complex digital signage, posters don’t require any complex or technical setup. Print the poster, frame it, and then display it where it’s needed without any extra fuss. 

This versatility also makes posters a great option for a variety of purposes. You can use these large format printed materials to showcase promotions you may be putting on, highlight seasonal products, or even simply reiterate your messaging by using the posters to decorate your retail space. Custom posters also provide a great canvas to display your brand’s colors, fonts, and imagery. This helps you create a cohesive and memorable visual identity that will stay with your clients. 

Proper Placement Increases Impact

The imagery and message of your poster is obviously important, but that is all for nothing if they are put in the right places. Proper placement of your custom printed posters plays a critical role in their effectiveness. If you have windows in your storefront, use these posters to entice those passing by with eye-catching visuals and other compelling offers. A well-placed poster can turn window shoppers into loyal customers that keep coming back. Greet customers with posters in your entrance areas to set the tone for their shopping experience. This is a great chance to highlight the personality of your brand. 

Position posters near the checkout counters to encourage shoppers to make impulse purchases. The posters don’t just have to be about products, however. You can also use them to remind them of loyalty programs or to advertise any special promotions. Posters can also provide additional context to your merchandise in the form of tips on how to use the products more effectively, benefits of a particular product, or to list products in your line that complement each other. Another key tactic is to identify high traffic areas or spots where customers tend to linger – like fitting rooms or other waiting areas. Put posters in these areas to get more engagement. 

Design Effective Posters

Careful attention to design is a critical part of creating a custom printed poster that will resonate with your audience. Paying attention to the overall look is one thing, but clarity in your messaging is just as important. Use concise messaging to deliver your message. Pairing that with bold visuals is a great way to make sure that your posters will be easily understood with a simple glance. Be sure to stick to your branding. Make sure those visuals have your brand’s colors, fonts and logo to maintain consistency across all of your marketing materials. 

Make sure you don’t have grainy or pixelated images – particularly if the poster is of larger size. Images that look out of focus or not rendered properly give off a vibe of unprofessionalism. It’s crucial to invest in high-resolution visuals to make sure your message (and overall look) is crystal clear. Your poster should also have a defined structure and hierarchy. Place the most important information at the top of the poster or have larger font sizes for the critical information. It’s also important to encourage customers to take the next step – whether it’s visiting a particular part of your store, scanning a QR code, or even engaging with you on social media. 

Incorporating Technology

Everybody carries around a phone, meaning they’re taking their technology with them where ever they go. Take advantage of that. Custom printed posters can go far beyond the static visuals on the paper by incorporating a variety of interactive elements. QR codes are one of the best examples of this. Adding codes to be scanned can link your customers to online stores and product videos, or they can get them access to exclusive promotions. This is a simple way to get engagement with your clients while encouraging them to interact with your custom poster. 

Posters are a great way to get the word out about your social media platforms, as well. Most businesses have a presence on social media. Whether it’s posting reels on Instagram or simply updating through FaceBook – this is a fantastic way to reach more and more people. You can use your large format prints to encourage your customers to share their experiences or testimonials by using your store’s specific hashtag, or by tagging your social media handles. Having these easily read on posters can create even more engagement. 

Measure the Overall Impact

Some of these technological advancements can also go a long way in helping you uncover if the marketing message on the posters are driving the desired results. This is an important part of the overall process because it ensures that you’re marketing to the correct audience. You can use a number of methods to track these results. If you’re implementing your social media accounts or using QR codes, monitor how many clicks or views you’re getting from the respective places. 

You can also use more traditional means of tracking how well the posters are working. Ask all of your customers how they learned about the information on the posters – particularly if it’s regarding a specific promotion, sale, or product. This will tell you the most impactful areas of your marketing so you can tailor the rest to it. Analyze the sales data before and after displaying the new poster can really help gauge its effectiveness. Try to observe any changes in your customer behavior – such as increase visits to the areas of the store you promoted with your posters. 

Shift Seasonal & Thematic Posters

One of the most effective ways to keep your retail space fresh, updated, and engaging is to rotate the message on your posters. You can do this for different holidays, the changing of the seasons, or if there is a specific theme you want to market your products through. Seasonal changes are amongst the most popular ways to change your outlook. Highlight products on your posters that align with the current season, such as summer apparel or winter outdoors activities. You can also celebrate any holiday with posters that reflect the festive spirit. This can be a great way to promote relevant products or deals – particularly if you have common deals like Black Friday specials, promotions around Halloween, or any other festive time of year. 

Most businesses want to leave a lasting impression on those that live in the same community, so be sure to keep your finger on the pulse of what’s going on locally. If your store participates in community events, create posters that tie into local themes to build rapport with your audience. Be sure to use bold designs to advertise these types of sales, as this can make sure that your customers won’t miss out on any special offers. 

Focus on Sustainability

As consumers become more and more eco-conscious, it’s important that businesses follow suit. Incorporating sustainable practices into your retail space is vital – particularly if you’re going to be changing and updating your posters to stay current. There are a few ways to make sure that you’re being eco-friendly in the process, starting with using recycled paper and biodegradable printing materials – if possible. 

One of the easiest ways to be more sustainable is to be mindful of the posters you’re creating. Design posters that can be reused for multiple events. If you have the same sale on the same weekend every year, create a poster that has evergreen language so it can be used for years to come. The easiest way to get customers’ attention is by sticking to your message, and making sure they understand that message is meant for them. Large format printing like posters is a great way to get there. For more information on how custom posters could help your business, reach out to the experts at Cottrell Printing today.

While many people are primarily concerned with the images and graphics on their printed materials, having the right font can make or break the impression they are trying to make. Whether you’re creating brochures, business cards, posters, or even magazines, the fonts you select to get your message across can significantly impact how your audience digests those materials. Using the right font can have a huge impact on the aesthetics of the piece, its readability, and how you convey your message to your desired audience. 

Selecting the right font for your print projects can help balance the visual appeal with the piece’s functionality. This helps make sure that your printed materials effectively communicate their purpose and engage the right audience, in the right way. An experienced Denver printing company can shed a lot of light on how different fonts can impact your printed materials, as there are key considerations and other best practices for selecting the right style. 

Understand Your Audience & Purpose

Before selecting any fonts, you’ll need to clarify the message and the purpose of your print materials in regards to your target audience. Different fonts can deliver different messages, so you’ll need to take different things into consideration depending on the project. For example, a children’s book likely will be aimed at a different office than a brochure about data from a large tech company. Each project is going to have unique requirements that will point in the right direction for the tone and style of fonts you should use. 

Corporate materials typically call for clean and professional fonts that are “sans-serif” or those without the extensions on certain letters – like curved tails on lowercase ‘Y’ or the platforms at the bottom of an uppercase ‘A’. For example, Helvetica is a common and popular sans-serif font, while Times New roman is a popular font with serifs. Looking at the differences between these two makes the distinction obvious. Things like event invitations typically use the more elegant and decorative fonts that are serif fonts with varying degrees of flair on the serifs. Understanding your audience will help narrow down the font choices to those that resonate with their expectations and emotions.  

Readability is Crucial

Regardless of audience, printed materials of any kind need to be easy for their audience to read – especially if those materials contain a lot of text. A font may look absolutely beautiful, but none of that matters if it’s too eccentric and makes your audience struggle to read and understand what’s in the text. Be sure to consider the font and how it relates to how easy it will be to comprehend within your printed material. Flowing and elaborate cursive fonts may look elegant and sophisticated, but they have to be subtle enough not to muddle your message. 

Readability has to do with more than just the style of the font. Make sure that you have the right font size for the size of your printed material. For things like brochures, a font that is too large can overwhelm the layout, while a font that is too small can make things difficult to read. Make sure the sizes of the fonts clearly distinguish your headings form the body text, as well. Proper line spacing also enhances readability, and make sure to choose fonts that stand out against the background of your printed material. Black or dark text on light backgrounds is typically the standard. Light text on dark backgrounds can work very well for effective, dramatic designs. Don’t use text of lighter colors like yellow or pink on light backgrounds, as it will not get your message across and leave the printed material looking like something was lost or forgotten.

Match the Styles to Your Content

Different emotions are evoked from different fonts, and those different styles can set the tone for your print materials. Serif fonts – like Times New Roman or Garamond – have small lines or “feet” at the ends of letters. These are considered to be more traditional, elegant, and formal – which makes them ideal for books and professional documents. Sans serif fonts – like Helvetica or Calilbri – lack those decorative materials which makes them more clean and modern. These differences were previously mentioned before in regards to readability and formality, but it’s important to note that the minimalist designs for sans serif founts are used to be more straightforward. 

Script fonts mimic the stylings of cursive handwriting and are frequently used with greeting cards, invitations, and other places that need to convey elegance or creativity. Fonts like Brush Script implement these designs, but it’s important to know that these types of fonts aren’t used that often. They are used sparingly because of their readability, but they are great for items that have a limited amount of content. They can become difficult to read or hard to comprehend the overall message when used in larger blocks of text. Display fonts like Lobster or Impact can be great options for decorative pieces or elements that you want to grab people’s attention. Use these sparingly, however, to avoid the font completely taking over the design. 

Limit Your Number of Fonts

One of the most common mistakes used in design is implementing too many different fonts. Stick to two or three fonts in your design to keep things cohesive and looking professional. One of the standard approaches to this is to use three fonts – one for your primary font or body text, a secondary font for headlines and other headers, and an accent font for decorative elements or other minimal highlights. That third font is optional, as not every printed piece is going to need that accent font. Getting a good contrast between these fonts is important, but not too different to take away from your message.

When using multiple fonts, make sure they complement each other. Good font pairing involves balancing their contrast and harmony. One thing to consider is a contrast in styles. Pairing serif fonts with sans serif fonts can create a striking and balanced look. Avoid pairing overly formal fonts with casual ones. The fonts should share a similar tone that aligns with the overall message of your print materials. Different fonts for headings, sub-headings, and body text should clearly establish a hierarchy in the piece. Larger, bolder fonts will draw attention to your headlines, while simpler fonts will make the body text easier to read. An experienced printer will be able to help you understand which fonts work together the best. 

Check for Compatibility

Depending on the size and the resolution of your printed materials, you might need to look for fonts that will be sharp and legible for your needs. A font that looks great on a computer screen might not translate well to something that’s printer much larger – or smaller. Fonts should remain crisp at a resolution of 300 dots per inch (DPI), which is a standard for print materials. When sending files to a printer, make sure to embed your fonts so that they will appear as you intended. 

Always print a test copy before you make your final run to get a good evaluation of how your fonts look on the actual printed material you’ll be using for the final product. Some fonts may appear thick or thinner than expected, which may require some adjustments. Typography is both an art and a science, and sometimes things need to be tweaked before the final product is created. Don’t be afraid to experiment with a number of different combinations to make sure you get what works best for your product, conveys your message, and is easily readable on your finished printed materials. 

Balance Trends with Branding

There are always trendy fonts, and those can be tempting to look like you’re current with the times. However, it’s important to consider the longevity of your printed materials when making these choices. There are plenty of fonts that have stood the test of time and work well within most designs. If your materials have a shorter shelf lie, experimenting with funkier or trendier fonts might be an acceptable option. When doing that, however, it’s also important to consider how well that aligns with your current branding. 

If your print materials are for your business or organization, make sure that your font choices align with your branding guidelines. Consistency is key throughout all of your marketing materials, and you want to reinforce that specific brand identity and professionalism across all of your printed items. Use the same fonts as your logo, website, or other digital assets to create a unified appearance. Even if you’re using different fonts for something like a one-off project or something limited, make sure that your usual fonts are implement along with the new ideas to keep aligned with your style. 

Choosing the best fonts for your print materials is a thoughtful process that needs to take design principles, your audience, your branding, and other practical considerations into account. By focusing on the right details, an experienced Denver printing company will help you align your vision with your particular style for appealing and effective print designs. Reach out to the experts at Cottrell Printing for more information today.

The world of printing has two primary methods that are the most popular in the industry – offset printing and digital printing. Both are wonderful for creating high-quality printed materials, but they are both very different in a variety of different areas. Understanding the differences between these two types of printing can help direct you toward the best choice for your printing needs. Both have positives and drawbacks, depending on the particular project, and they have a lot of differences from cost to quality to customization. 

The decision between these two options for your large format printing in Denver comes down to a specific project, and the professional printer you trust with the project will be able to shed some light on which option might be best suited for your needs. By understanding the different factors that go into the printing process, and detailing those specific needs, this guide will be able to help you make a more informed decision when it comes to your large format printing. 

What is Offset Printing?

Offset printing is a traditional printing technique that has been around for a very long time. Also known as lithography, this process involves transferring ink from a metal plate to a rubber blanket and then onto paper or other materials. The term “offset” refers to how the ink isn’t transferred directly from the plates to the paper. Instead, the ink is offset onto the rubber first, and then applied to the paper. This type of printing is often used for larger runs because of the setup process. Each project requires custom plates for each individual project. Once those plates are a created, the actual printing process is fast and consistent, making it a great option for jobs with high volume. 

The process of offset printing is encompassed by four steps. First, the design gets created. This is usually done digitally and then is etched onto a metal plate. From there, each color that will be used in the design requires a separate plate to be made. For example, there would be four plates when working with the CMYK color system, and one for each color when using the Pantone color system. The ink is then applied to the plate and transferred to the rubber blanket, which presses the ink onto the paper or other material. Once the ink is transferred, the printed materials are typically dried to make sure there will be no smudging. 

What is Digital Printing?

Digital printing is the modern printing technique that involves sending a digital file directly to a printer, which bypasses the need for the plates. This makes digital printing a much more efficient option when dealing with smaller print runs or projects that need to be turned around quickly. Unlike offset printing, where the ink is physically applied to paper or other substrate, digital printers use toner or liquid ink to recreate the image directly onto the material. This type of printing is known for its ability to handle customization, making it a very good choice when printing personalized materials. 

The process for creating digital prints is much more streamlined than the process for offset printing. In digital printing, the design is created digitally and set directly to the printer from the computer or laptop. From there, the printer replicates the image by applying the appropriate toner or ink directly on to the paper or other material. Since digital printing requires no plates or drying time, the printed materials typically come out dry and ready to use immediately after printing. 

Main Differences Between Offset & Digital Printing

One of the main concerns for any printing project is cost, and both of these can be cost effective for the right projects. Offset printing is more cost effective for larger print runs. The creation of plates is expensive, but once they’re crated, the cost per unit decreases as the volume increases. Digital printing has a much lower setup cost, making it ideal for smaller runs or one-off projects because the cost per unit stays consistent regardless of how many items are printed. Because of the setup process, there is a longer turnaround time for offset printing. For quick runs with little or no complexity, digital printing is ideal because it can be sent off to the printer almost immediately. 

Quality is another main concern, and offset printing has typically offered superior quality in terms of color accuracy and consistency – especially in those large print runs. The ability to used custom inks (including Pantone colors), allows for precise color matching. Finer details and textures are also better represented in offset printing, which makes it ideal for high-end projects. Digital printing technology has closed the quality gap between digital and offset printing. Digital still provides fantastic quality for most everyday projects, but offset printing is still the standard for projects that need exact color matching or attention to fine details. 

Customization is also a major difference between the two, as digital printing is much more flexible than offset printing. The plates used in offset printing are used for a specific design, which means changing them out in the middle of printing would require new plates – adding cost and time. Because digital printing can be changed on the fly, it’s much easier to personalize materials, such as invitations with individual names or marketing materials tailored to specific clients. This makes digital printing the best choice for any project that requires personalization. 

When to Choose Offset Printing

Understanding the differences between the two is one thing, but it still might be a bit murky when to decide between the two choices. Offset printing is the best option for projects that require large runs, since the cost per unit is very low after the plates are set. Offset also delivers the best quality, making it the proper choice if your project requires perfect color matching or needs precision with intricate details. If your print job needs specialty materials, offset printing is probably the way to go because it can utilize things like metallic inks and more textured papers. If you have a large product with a deadline that’s a good time away, the longer setup times of offset printing may not be an issue. 

Offset printing is best suited for things like catalogs, magazines, and books because of the extensive amount of copies that need to be created. The high-end quality also makes it a great option for things like packaging for luxury products, or brochures that need a look of sophistication and elegance. If your marketing materials aren’t personalized for individual clients, offset printing can also make those look sharp and professional. It’s also the perfect medium for reproducing art prints and other posters with fine details, due to the reproduction of colors and details through the overall high quality of the process. 

When to Choose Digital Printing

Unlike offset printing, digital printing is the go-to process when you need short print runs of fewer copies. This will be a much more affordable solution for those runs that only need a small amount of copies, and you’ll be able to get it quicker because of the quick turnaround time. No setup time makes it ideal for last-minute projects as well. This is also the premier option when you need multiple items personalized. Digital printing is great for what is called variable data printing, because you can potentially customize each individual printed piece. Digital printing is also great for those with smaller projects on a tight budget. Because there is virtually no setup cost, digital printing will often be the more cost-effective option. 

The flexibility of this process makes it a great option for projects like personalized direct mail campaigns. This allows not only for the address to be updated for each recipient, but it also opens the door for a personalized message on each piece of mail. Along these same lines, digital printing is also great for invitations and greeting cards that need individualized text. This can not only help make your items more personal, but it can also make them look more elegant and luxurious. One of the most common ways to use digital printing is for small-run marketing campaigns for business, but it’s also a cost effective way to produce business cards, flyers, and posters for promoting local events. 

Both offset and digital printing are viable options that will produce high-quality, good-looking results. However, both have their advantages and disadvantages, and both are suited towards different types of products. The choice comes down to what you need for your specific project, what your budget is, and how individualized you need each item. Be sure to go over all of the considerations before committing to one type of printing process. When trying to figure out what process to use for large format printing in Denver, be sure to speak to a professional printer to get insight into the right process for your project. For more information, reach out to the experts at Cottrell Printing today.

It might be the digital age, but print media can still be an effective tool for marketing your brand. There are a lot of different ways to get your message and branding out there, and print media should be part of that mix for any business that wants to widen the scope of the people it reaches. Just like with digital marketing, using print media doesn’t have be made completely on your own. Using a quality Denver commercial printer can help you get the right materials to reach the right demographic.

Taking the time to understand the process can also help guide you to create more impactful print media. From the design to the message, print marketing has to make a quick impression in today’s fast moving world. You not only want your printed materials to grab your audience’s attention, but you also need them to be impactful enough to get that audience to look up from their phones. That can be a tall order with a society immersed in their devices, but here are some tips to get your target audience to look at you in a different light. 

Different Types of Print Media

There is a wide variety of print media that can be used to get your message across. While some people will immediately think of newspapers and magazines as print media, don’t forget about things like flyers, brochures, pamphlets, or even posters and billboards. Each of them can be used to target different types of audiences, but all of them can be effective if crafted properly. Understanding your target demographic is imperative, and your printer can help you come up with some design ideas to go along with the proper medium. 

Thanks to the internet, newspapers might not have the reach that they used to, but they can be good for reaching a broad audience. Magazines are typically ideal for reaching niche markets with targeted content. However, both of those may have in-house advertising teams that could impact your final advertisement. You’ll have more control over the design of things like brochures and posters – which are both very effective for delivering detailed information to a local market. Posters and billboards have high visibility, and brochures can quickly reach a large number of people, as well. 

Compelling Content & Design

If a piece of print media isn’t engaging, it might not be worth the paper it’s printed on. This comes down to crafting solid, relevant content and combining it with impactful design. From the content side, headlines have to be catchy to grab attention, while the rest of the content must have clear messaging that’s consistent with your brand’s values and identity. Adding high-quality visuals will enhance the visual appeal of the piece while also bolstering the message. These should all lead to a clear call to action that encourages immediate response or engagement. 

When creating the overall design, make sure to be consistent. Your branding should have its own colors, fonts, and logos, and those items should be used consistently throughout all of your marketing and advertising. Brand consistency is one of the most important things across all marketing, but the look also has to be pristine. Clean and professional layout will ensure readability and help with visual appeal. Be sure to use high-quality paper and printing services. When making an impression with print materials, it’s really easy for your target audience to recognize cheap materials. They won’t hold up as well, either, so taking the extra step to get high-quality materials is an important step. 

Create a Clear Call to Action

There is a specific purpose behind every advertising campaign, and your print media and marketing need to shout this goal from the rooftops. You want your message to be delivered without confusion, so that your audience will be able to process the message quickly and efficiently. It can take some time to craft these properly, so be sure to use the resources at your disposal. An experienced Denver commercial printer should be able to help you align your message with the medium. This is arguably the most crucial aspect of reaching your audience and getting the marketing to be successful. 

Not all of these goals are going to be directly dealing with you making sales. Maybe your company is overhauling its brand, or opening a new location. These things also need to be apparent, delivering a clear call to action for those you’re trying to reach. Whatever your main directive is, the print media has to be created accordingly. Getting the right design will help frame this call to action so that there isn’t any confusion as to the message you’re trying to get across. 

Memorable Brand Awareness

There have been multiple studies done that show that advertisements and marketing done on print media outperform their digital counterparts. It’s easier for your brain to absorb the content on print advertising, as the tangible, physical interaction with the medium sticks with us longer. Think about it: When most people see an ad pop up from a website or on social media, the first thing they look for is the button to click out of it. Print media doesn’t have that luxury, allowing for the marketing and advertising to stay with the audience longer. 

Digital ads may reach a larger audience, but print media allows you to target a direct demographic within your audience. If you customize items like pamphlets, brochures, and posters – and put them in the right traffic areas – you can get a greater response from your target audience. You can also collaborate with other businesses or media outlets to create co-branded campaigns for a wider reach. Print media is also much more effective than digital when distributing materials at relevant events like trade shows and other events. This can maximize exposure to the right audience, instead of trying to splash a digital campaign that may or may not land in front of the eyes of the right people.

Track Effectiveness of Print Campaigns

It’s much easier to track the impact of digital marketing campaigns, as there are multiple software programs built to do exactly that. However, it’s not impossible to get the same information from your print media marketing campaigns. You can use unique QR codes, web addresses, or even coupons to track and measure your return on investment. These special codes or URLs are typically lead to unique landing pages that can easily be tracked through Google analytics. Vouchers or coupons for discounts are perfect for tracking this, as you’ll know how many marketing items were sent out, and how many were used. 

You can also gather important feedback from customers and clients that ask about the effectiveness of the campaign. This can give you valuable insight from the exact audience you’re trying to reach, which can help improve the impact of future campaigns. It’s also important to understand how the print marketing is doing alongside your digital marketing campaigns. Analyze your sales data to correlate how these campaigns are working together to get a better idea of how to improve each. 

Integrate With Digital Marketing

If you’re using QR codes or are redirecting to unique websites, be sure to include those in your digital marketing, as well. This cross-promotion can create a very good balance between both worlds, and can bolster the impact of both digital and print marketing campaigns. Advertising and marketing is about providing value to your clients and customers, and being present on a variety of different platforms will help keep you relevant and at the top of mind. Every time you’re advertising a service, it’s delivering the potential to help your target audience. 

Working both sides of the coin when it comes to digital and print can have an overwhelming impact. If done correctly, it can get you in front of the right customers – whether they spend all day on their smartphone or not. This gives insight into a larger customer base, and can help you learn more from the data. Use the insights from both tracking and feedback – from both print and digital – to help you refine your strategy. Don’t be afraid to experiment with different designs on both platforms, to see what part of your branding reaches the most people. Be sure to stay current. Keeping up with industry trends will also help you adapt your marketing strategy on both sides so you can reach the optimal number of potential clients. 

Marketing is tricky, but it’s mainly about grabbing the most attention. While many people can’t live without their smartphone in their hands, there’s still a huge demographic out there that can be impacted by print marketing. Print media has been a successful way to market items for centuries, and it is still effective now. It just has to be done properly. For more information on how print media can help boost your brand awareness, reach out to the experts at Cottrell Printing today.

Large format prints are a great way to make a bold statement that’s aimed at a larger group of people. These can take the form of anything as small as posters to much larger banners and murals. Done right by a trusted Denver printing company, and they can deliver striking detail with crisp colors and high-resolution imagery to get your message across. They’re great for marketing, and can be printed on a wide array of materials like paper, fabric, vinyl, and canvas – to name a few. 

While these prints are known for their remarkable ability to get your message and imagery across, they’re commonly used outdoors. Thanks to their larger size, large format prints will be placed on buildings, over walking paths, or anywhere else they might reach that boasts a lot of foot traffic. They can be very durable, depending on the materials and printing techniques used. 

Choose the Right Materials

The lifespan of your printed materials is important, because you want your message to last as long as possible in most cases. If you simply need the large format prints for a one-off project that might only be up for a short period of time, less durable material like paper might be good enough for you. However, if you want a banner or signage that needs to be put up and last a long time, there are other options that are likely better. Materials like vinyl, mesh, or polyester will be more durable in the long run, and are designed to hold up under some heartier conditions. 

Vinyl is a very popular choice for outdoor signage and banners because of its durability and weather resistance. They’re typically waterproof and tear-resistant, and many are also resistant to the sun’s harmful UV rays. Mesh is designed specifically for outdoor banners where wind resistance is a serious concern. The perforated structure allows air to pass through, keeping the wind from damaging the material. Polyester is generally used in fabric banners, flags, or other displays thanks to its light weight and versatility. They may not be as durable as vinyl or mesh outdoors, but can be treated to enhance durability. 

Ink Makes Difference

Printers can use a variety of different inks and toners for large format projects. When there are a concerns about how a particular print might hold up under certain conditions, the ink can play a big role. There are some inks that are UV-resistant or solvent-based, and those are commonly used to prevent outdoor prints from fading due to exposure to the sun and water damage. These inks adhere well to the common materials used in large format prints, giving a level of protection for longevity to the project. 

Solvent-based inks contain pigments that are dissolved in a solvent, which evaporates during the printing process. This leaves a pigment behind on the material, making it very resistant to fading, water, and abrasion. UV-curable inks are cured using ultraviolet light immediately after print, allowing for fast drying and increased durability. They for a tough, scratch-resistant layer on the material that resists fading and weathering. There are plenty of other inks available, and different products will use different inks based on the material being printed on and environmental considerations. Be sure to discuss all options with a professional printer to make sure you’re getting the right ink with the right durability. 

Consider Environmental Conditions

It’s important to take all of the environmental conditions of the place where the large format print will be displayed. Extreme heat, cold, humidity, or exposure to saltwater can have a serious impact on prints posted outdoors. Prolonged exposure to sunlight can cause colors to fade and materials to degrade over time. Prints exposed to rain, snow, or high humidity can cause some materials to warp, and wind can put a strain on the material – causing tearing, fraying, or detachment from where they’re mounted. 

While Mother Nature can be unkind to the durability to outdoor prints, there are plenty of man-made environmental concerns to worry about, too. Airborne pollutants – like chemicals, dirt, and dust – can accumulate on outdoor prints. This can cause discoloration and staining, or it could deteriorate the material of the print. They may also be subject to physical wear and tear from contact with abrasive surfaces or vandalism, so be aware of where they’re hung or posted to avoid some of these issues. 

Protect with Lamination

Applying a protective laminate can significantly increase the durability of large format prints, but it will generally come with an added cost. However, this cost is a sound investment for those who want their large format prints to be outdoors for a long period of time, or if they’re going to be in a place where there are heavy environmental concerns. This additional protective layer not only gives a bit more protection, but it can enhance the image quality, color saturation, contrast, and sharpness. This process can be done with a glossy or matte finish, which can also add depth and vibrancy to the image. 

Lamination creates a waterproof barrier that prevents moisture from seeping into the printer. This is crucial for outdoor prints that might be exposed to rain or other precipitation. Laminating your large format print will also make it more resistant to chemical damage from pollutants and other contaminants in the environment. Many of the films used for laminate are designed with UV inhibitors to block the sun’s damaging rays, giving long-term preservation. 

Proper Installation

Getting your large format print installed properly can play a large role not only in its impact on potential viewers, but also how it holds up over time. Making sure the print is securely adhered to its mounting surface is essential, as this will prevent the print from peeling or lifting – which can happen due to wind and other issues with weather. If you’re hanging materials like banner, be sure they’re pulled to their proper tension during installation. This will help keep the print taut and flat, minimizing the risk of sagging or flapping. This will also help to maintain the item’s visual appearance. 

It’s also important to make sure that the large format print is properly aligned. This doesn’t simply mean it’s lined up visually, but also that it’s positioned correctly and uniformly on the surface. Misalignment on the surface can create weak points that make the print more susceptible to damage or deterioration. The large format print should also be installed in a way that allows for easy access for maintenance and repairs. This will make it easier for periodic cleaning and inspection, and will also make it easier to perform any necessary adjustments to the sign in the future.

Keep Up with Maintenance

Regular maintenance, such as cleaning and inspections for damage, will help prolong the lifespan of outdoor prints. No matter where your large format print is posted outdoors, it’s going to come into contact with environmental factors – especially if it’s intended to stay there for a long time. Cleaning off dirt, debris, and other pollutants can prevent damage to the material and the print’s overall appearance. Accumulation of dirt, dust, and grime can degrade the quality of the image, making colors fade or looking dull. 

Exposure to the elements like sunlight, rain, and wind can also lead to some damage and/or fading. Some materials might be more resistant to fading or physical damage than others, and applying protective coatings can also extend their lifespan. While it’s important to put the large format prints in a place that can minimize this exposure to the elements, sometimes that’s not possible. Your experienced Denver printing company may also be able to give maintenance guidelines based off the material it’s printed on. 

Get the Right Advice

Working with the right printer can make all of the difference in the world in getting the most durable signage for your needs. When it comes to large format printing, the printing company should have plenty of experience with different materials, inks, and how it will hold up overall in various weather conditions. Customer service is paramount in these situations, as these large format prints typically have to be created within a budget. You may have some questions about durability for the printer, but hey should also be asking you questions about where the large format prints will be posted, duration expected, and other things. 

There is a lot that goes into creating a visually striking large format print, and the print company wants it to remain long-lasting just as much as you do. Open communication during the creation process of the prints is also imperative, so that there will be no surprises when the final product gets delivered. While it’s important to work with a printer that can give top-notch quality, but will also go the extra mile to make sure the durability is there, too. For more information on the durability of large format prints, and how to get them to work for you, reach out to the experts at Cottrell Printing today.

When putting valuable resources into a commercial printing project, it’s important that the job gets done right – and at the quality you expect for materials carrying your brand. By making sure these quality issues are addressed early in the process, it can go a long way in securing the best quality for all of your large format printing in Denver. 

Lower quality prints can cause a multitude of issues. From improper colors to the wrong paper and ink selection, there are a number of things that can go wrong. By working with a trusted Denver printing company, you can mitigate some of these potential issues. The most important thing is to work with a professional printer that will communicate with you throughout the process, and here are some things to do to ensure you’re getting the quality from your commercial prints that you deserve. 

Be Clear From the Start

One of the most crucial steps to getting the best quality from your commercial printing projects is to outline clear objectives and requirements for the project up front. Give clear specifications about the size and colors needed in the project, as well as any direction toward the paper type and finish. The more detailed the instructions, the better. This will help give a clear and concise directive for printer as far as tools, paper, and inks that can be used in the project. It will also give you an indication as to how receptive the printer is to open lines of communication. 

It’s also important to know what the purpose of the large-format print project will be, and what type of audience you’re trying to reach. Knowing your audience and purpose can help guide your design choices and give the printer better insight into material selection. Having a defined purpose for your project will also help streamline the process. It will give the printer a clear understanding from the start, and establish meaningful lines of communication that will remain open through the rest of the project. Nobody knows your vision better than you do, but the professional printer may be able to offer insight into how to achieve that vision. 

Get the Right Printing Method

There are a number of different printing methods that can be used, and all of them are beneficial for specific situations. For example, screen printing is a great option when printing large surfaces (like posters) or textiles (like large banners). This can be a great option for creating stunning large-format prints that keep their clarity and help your colors to remain vibrant. Screen printing is also cost-effective for high-volume runs. It’s important to note that this is best suited for designs with limited colors, and is not ideal for photographic or highly-detailed images.

Wide-Format Inkjet printing is also great for high resolution and color accuracy, and the printing can be done on a number of different materials. It’s well suited for short to medium runs because of the quick turnaround times. These are just a couple of the more common types of printing, but there is a wide array of options – depending on your specifications. Your professional printer will know the best option for your project, and will likely give you a couple of options, depending on your budget. Be sure to talk to them about all of the advantages and disadvantages of any printing method to set your project up for the best results. 

Prep with High-Quality Design Files

Preparing high-quality design files can help make sure the final project meets your expectations. The higher the quality, the easier it will be for your professional printing partner to replicate your ideas in the final printing. Make sure images and other graphics are high resolution (at least 300 dpi) at the final print size. This will help make them clearer and easier to see, sharpening the overall image of the print. It’s also crucial to avoid scaling up images beyond their resolution capabilities. If they get stretched too far, those images can appear pixelated. 

Convert your design to CMYK color mod, as this is the color space used by commercial printers. RGB is typically for digital screens, and can result in some discrepancies in your color when printed. For fonts, make sure to embed all fonts into the PDF file, or convert the text to outlies to prevent font substitution issues. Make sure the text is easy to read and keep it away from the edges or folds, if possible. Your professional printer might have other specifications or instructions, so make sure to check with them to ensure they’re getting the right design files to properly create your print project. 

Proofing & Review

Always request a proof (either digital or physical) before the final, full print run is started. This will help you check for accuracy with colors, alignment, and overall quality of the project. If there is any text on the printing project, be sure to carefully review for any errors with grammar, spelling, or otherwise. It’s imperative not to rush this step. Nothing damages credibility like a misspelled word in a large poster or banner, and 100 percent of those mistakes can be fixed by simply taking your time when reviewing before the final run is printed. 

You may also want to consider some finishing options, depending on the project. Your commercial printing partner should recommend some that are appropriate. These can range from laminating or embossing the final project to protect it – or applying a UV coating for projects that will be outdoors for a long period of time. If it’s a banner that could be impacted by windy conditions, wind holes or slits may be added to reduce the impact. Talk to your professional printer about any post-printing options they may offer, as it can extend the life of your commercial print, or make it more effective.

Communication is Key

Throughout the project, be sure to maintain clear and open communication with the printing company. From the initial meeting, you should have an understanding as to communication lines. Be sure to give the printer detailed instructions on your vision for your commercial printing project, and don’t be afraid to ask for clarifications with any part of the process. Customer service is a cornerstone of any good commercial printer, as they want your project to come out exactly the way you want it – just like you.

One of the most important parts of proper communication is establishing clear timelines. Every project has a certain deadline, and your printing partner should be proactive in reaching out and telling you where things are at. By keeping in close contact during every part of the process, you’ll also be able to instruct the printer if there are any potential changes. They’ll also be able to tell you if anything comes up, or if there are better options for your project as those issues arise.  Most importantly, this will keep you from any surprises from the printer, and ensure that both of you are on the same page. 

Choose a Reputable Printing Partner

Experience and reputation go a long way when creating professional prints, as all that experience will give them the best insight into every aspect of the project. Finding customer reviews is easy now, and most reputable printers will readily have samples of their work to show you. Those samples should show the range of their capabilities, and help you assess the quality of their work. While it’s important to look at samples of projects that are similar to yours, don’t hesitate to ask to view some other projects, as well. This will give you a good overall idea of the versatility of the printer, as well as the clarity of their work over multiple projects. Look for a printer with a solid track record to take some of the stress out of the process. 

Technology is also important. Make sure they have modern equipment and the technology that can handle your specific requirements. Every project is different, and has different timelines and expectations. By working with a professional printer that is up-to-date with all of their equipment shows you they are keeping up with trends and making sure they have every advantage available to their clients. Staying on top of the changing technology in the industry will also lead to a higher quality finished product. 

There’s a lot that goes into your printing project, and working with the right commercial printer can go a long way in creating that ideal project. Having a professional printer that is invested and communicates from the start of the project to the final printing will help take some of the stress out of the process, and reinforce that you’re going to be happy with the final product. For more information, reach out to the printing experts at Cottrell Printing today.

Online marketing might often take center stage in today’s digital age, but direct mail is still a very powerful and effective tool for reaching a wide variety of customers. Unlike emails that can be easily deleted, overlooked, or sent into a spam folder, a well-crafted piece of direct mail can grab attention, build awareness for your brand, and drive customers to take action. However, the success of these campaign usually hinges on how thought the design is and how carefully that design has been executed. 

Working with an accomplished and experienced Denver printing company can get you started on the right foot to make sure your direct mail campaign has the best chance for success. Because of their experience in this realm, the printing company can point you in the right direction as far as branding, colors, printing techniques, and the best ways to help grab the attention of your potential clients. Their creativity and attention to detail is paramount, but it’s only a small part of the overall picture needed to create a successful campaign. 

Understand Your Audience First

Before you even start to design the physical piece of direct mail, it’s critical to have a clear understanding of your target audience. This is more than just simply figuring out who you want to reach. What are their interests? What are their pain points? What do they need? Demographic information – like age, gender, location, and income level, to name a few – can really help tailor your message to resonate with the right group of potential clients. 

For example, a direct mail campaign that you want to target young professionals might focus on convenience and time-saving offers. If you want your campaign to take aim at retirees, you may want to emphasize comfort and security. It’s all about understanding the group you’re trying to reach. If you have any data on the demographics of your customers, or if you have a very good understanding of the clientele you’re trying to reach, create buyer personas to represent those ideal customers. This will guide your design choices, messaging, and overall strategy for your campaign.

Set Clear Objectives

Once you know who you’re targeting, it’s time to set some guidelines for your campaign. This means figuring out what you want to achieve with through the use of direct mail. It can be any number of things from simply trying to generate leads or promote a new product, or you might want to drive traffic to your website or encourage repeat business. No matter what your objectives are, making sure they’re clear and concise can help shape your entire campaign. Don’t be afraid to be specific with your goals. Set metrics that you’ll be able to easily measure so you have hard data on the success of the campaign. 

These objectives will help dictate the type of mailer you use, the calls to action you implement within the direct mail campaign, and how you’ll measure the success of it once the campaign is completed. Having these objectives in place early will give you a clear view of whether or not it was successful, enabling you to alter and tweak things for future campaigns. Knowing the goals of the campaign at the forefront will eliminate a lot of questions throughout the process, as it will give you a clear direction to move forward. 

Choose the Right Format

There are a number of different formats that direct mail can come in, and each have their own distinct set of advantages. When selecting the format, it should align with your campaign objectives as well as your budget. A lot of this will depend on the message you’re trying to send. Use some of the larger options if there is a lot of information you need to get out, but consider the smaller items if you’re simply looking to create awareness about a promotion. 

Postcards are a very popular option for a variety of different campaigns. They’re cost-effective and simple, making them ideal for short messages and the aforementioned promotions. Self-mailers are folded mailers that don’t require an envelope, offering more space than a postcard but lower cost than some of the larger items. Letters are great for detailed offers or messages, and they can be viewed as a more formal option. They are also a great option if you want to include personalized content. Brochures offer more space to showcase multiple products or services, while catalogs are perfect for businesses that are trying to promote a wide range of products. Talk to those at your Denver printing company to find out which might be best for your campaign. 

Develop a Compelling Message

Right at the heart of any direct mail campaign is the message you’re trying to get across. It needs to be clear, concise, and compelling enough to motivate the recipient to take action. Grabbing and holding their attention is key, since many people’s attention span can be fleeting when it comes to pieces of mail. Without the right message, any direct mail campaign can fall flat – meaning lost resources and potentially distancing yourself from potential clients or customers. 

One of the main elements is the headline. This is typically an attention-grabbing large bit of text that will be the first thing the recipient sees. It needs to be attention-grabbing, which means it has to be bold, benefit-driven, and relevant to the audience. Once you have your attention, you need concise body copy that is focused on the benefits you’re trying to impart on the recipient. Keep it simple. They don’t need to know a bunch of inside tech talk or jargon. Follow this with a call to action that should be clear and easy to follow – whether it’s clicking a QR code, going to a website, or simply redeeming a coupon. Don’t forget to tailor your message to the recipient. Use their name and build it to their specific interests or needs. Personalization increases engagement and response rates. 

Create an Impactful Design

Good design can significantly bolster the overall effectiveness of your direct mail campaign. Along with being visually appealing, it should also be easy to read and aligned with your brand’s identity. Be sure to consider a number of design principles when creating your campaign. Colors are probably the most important aspect of your design, so it’s important to choose colors that align with your brand. Use the colors in your logo or other branding to create a uniform and consistent look. 

It’s also important to choose fonts that coincide with your overall branding. Make sure those fonts are easy to read, and be sure to show a clear hierarchy between your major headlines, subheadings and body text so that your content is easy to take in. Choose high-quality images to balance the overall look and make your mailer more engaging. By selecting images that are relevant to your message, it will resonate more with your audience. While all of the text and images are important, be sure not to overcrowd the overall look of your mailer. There’s power in that white space, too, as it helps to create a clean organized look and can be used to the reader’s focus to the other key elements. 

Ensure High-Quality Printing

The quality of your printed materials has a huge impact because it reflects your brand’s image. Poor-quality printing can make even the best designed direct mailer look unprofessional. That focus on quality starts from the paper. Make sure you choose a paper stock that feels substantial and not flimsy, but also aligns with your brand’s image. For example, a luxury brand may opt for a thicker, glossy paper, while an eco-friendly brand might choose recycled paper if it aligns with their message. You also want to choose something you know will stand up to the rigors of the delivery system. 

You’ll be able to coordinate these things with your Denver printing company, but also consider using particular printing techniques to make your mailer stand out from the crowd. Things like embossing or foil stamping can really make your mailer send a unique message that grabs their attention the moment they see it. The most important factor in getting high-quality printing is working with a trusted expert. They’ll be able to make great suggestions specific to your project, and they’ll also be able to show you a proof of the item before it hits the first mailbox. Always proof your design before printing in order to catch any errors or inconsistencies. This will avoid costly mistakes and make sure you’re delivering the right message. 

Designing and printing an effective direct mail campaign requires careful planning, creativity, and attention to detail. Take a serious approach to your direct mailer. By focusing on the right design and using the right print company, you’ll be able to use direct mail as a powerful marketing tool to add to your arsenal. For more information on how direct mail can work for you, reach out to the experts at Cottrell Printing today.