Traditional forms of promotional marketing, such as large format print, are often still more effective and engaging than digital marketing. When customers see and feel something tangible, they’re usually more likely to remember it and act on it. That’s why so many businesses find success with large format print.
The term ‘large format print’ encompasses most forms of outdoor advertising, including vehicle vinyl’s, posters, airport and bus back advertising.
If you’ve ever ordered a large display advert or graphic to be produced by a print company, you’re likely to be familiar with the extensive list of questions asked in order to get your print perfect. It can sometimes feel like a foreign language and often cause delays the production process when a previously unconsidered question crops up meaning you need to redesign your entire ad – yet it’s vital to get the initial details right in order to avoid losing both time and money.
To help you make the right choices and optimise the results you achieve with your advert, we put together a list of things to consider, helping you perfect your large format print marketing.
1. Where will your large format print be displayed?
Where your large format print will be displayed is likely to dictate many of the answers to the rest of the points below. You should consider the audience that will see your display and what their demographics are. What will they engage with? What image might catch their eye? What type of mindset might they be in when they’re passing by your display? If it’s an airport display you might want to relate your advert to travel or adventure, if your advert is to be displayed in a high-street you may want to consider using a larger font or bolder image as you have a shorter window of time to catch your audiences’ attention.
2. Will it display well in bright sunlight?
This question is not often considered but can make a great deal of difference when designing your ad. It would be a shame if your print was less visible when in direct sunlight, particularly if the sunlight is reflecting off a window that your large format print is displayed behind.
3. What colour backdrop will your print be displayed against?
Next time you’re out on the road, take a closer look at commercial vehicles with graphics displayed on them and take note on which colour combinations work well and which don’t. Your company vehicle/s is a fantastic opportunity to promote your business in multiple locations! Grasp it with both hands and take time to perfect your colour and font choices. You won’t find advertising this cheap anywhere else.
4. Use an experienced graphic designer.
I know it’s tempting to try and pull something together yourself, especially with the amount of handy design tools at your fingertips these days; but this is where most people go terribly wrong. Hire a professional graphic designer who understands how to layout a great looking graphic and knows exactly which file types the printer needs with the right image size.
5. Include a clear call-to-action.
This rule is an absolute MUST for all forms of advertising. If you don’t give clear direction to your audience as to exactly what you’d like them to do, you’ll spend forever and a day missing out on potential business. Make sure that all of your large format print leads to a call-to-action – an end sentence asking the reader to visit your website or give you a call for a quote or free download. If your large format print is a vehicle vinyl you should typically advise potential customers to call a number or visit your website
6. Avoid going too text heavy.
Large format print is typically produced for billboard advertising, bus backs, or large posters, so it’s critical to avoid going too text heavy. It may feel tempting to bombard the viewer with as much information as possible, but you should in fact do the exact opposite. Communicate your key message, your offer, your call-to-action and your contact details.
Outdoor advertising is typically viewed for a very brief second and it’s unlikely that someone will stop to read your full ad.
7. Consider other ad displays that you know will be near your print ad.
Imagine investing hours of creativity, audience consideration, and graphic design into your large format print ad campaign to then see it fade into the background amongst other nearby adverts and posters; it doesn’t bear thinking about! Reduce the risk of blending in by taking note of other competing adverts in the same area, before you begin designing your ad.
8. Think about the material you print on.
Is your large format print ad going to be displayed indoors or outdoors? Does it need to be weather resistant. Do you want to avoid a silk finish on your paper to reduce the chance of glare?
Designing for large format print is a different discipline to regular print design, and unlike many creative agencies, we have extensive experience and expertise in producing large format graphics, including window vinyl’s, billboards, and bespoke exhibition stands.
At DM Design & Marketing, we like to combine print skills with exquisite marketing strategy to deliver clients a campaign that reaches wider audiences and drives higher consumer engagement. Put simply, we understand what works and what doesn’t.
Contact us today to find out more.