The Making of Great Marketing Materials

January 24, 2012
Eric Johnson

By Eric Johnson | Minuteman Press

The Making of Great Marketing Materials

     Every business owner works hard to increase the number of customers using their products and services.  To do this, it takes a wide variety of marketing methods.  Printed materials play a major role in these marketing strategies.  There is a large variety of materials that can be used to get a business's message out.  Making great marketing materials involves many techniques used in the printing industry.  Let's learn about what is involved.
     The quality of the materials you distribute to current and potential customers is dependent on the quality of the input and equipment producing your products.  If a customer perceives a company as being professional there is a higher likelihood of them using your services; therefore, the appearance of the materials you distribute plays a vital role in their effectiveness.  So, what goes into making materials appear in a way that makes them effective?  A great place to start is Graphic Design.  Graphic Design takes planning so the layout of the materials is done correctly.  The use of templates is highly recommended during this process.  Our Graphic Designers use them to ensure their design remains within the constraints of the piece being designed.  For example, if we are designing a Brochure there is a template available to assist us in keeping your images and text within the panels that exist once the folding has been done.
     Images capture the imagination of your audience.  Caution: Images you see in your product are only going to be as good as the images you start with.  If the image is drawn, such as a logo, we make sure the extension of the file is either .eps or .ai to ensure a Vector (mathematically formulated image) is being placed in your document.  What is the purpose of that?  If the image needs to be resized to fit the document it will retain its quality and not end up pixelated (fuzzy in appearance).  If an image we are using is a photograph or clipart with a .jpg file extension, we start with a high resolution image.
     Graphics is a term that not only relates to images, but text as well.  Too much text can lead to difficulty in finding your contact information or a misconstruing of your message.  Text size choices are important to make your message easy to read.  Too many font sizes and types can take away from the professionalism of your marketing materials.
     Once we have your project designed we are ready to move into production planning.  One decision that needs to be made early in the process is color.  There is a place for Black & White printing in some of your marketing materials.  This can depend on a number of factors including the type of piece you need created.  Again going back to the Brochure example, these are generally full of both text and images.  Color will help get your Brochure noticed, bring out the images vibrantly, and as many studies have shown the reader will have better retention.
     Paper choice is important for many reasons.  If you are using Full-color in your printed materials you will want to choose a paper that avoids conflicting with the colors in the printing.  A Newsletter that is printed in Black & White would look terrific on colored paper.  The contrast can actually make the Black stand out in the document.  Colored Paper being used with Full-color printing could take away from your message and images.  Depending on the colors chosen, perhaps a White or Natural stock would make more sense.  In addition to the standard Card Stocks or Text Stocks there are also many Specialty Papers available.  Weight is something to consider for your project when choosing paper. The weight of paper is measured in Points or Pounds depending on the manufacturer.  Typical stocks range between 20 Pound (common copy paper) and 130 Pound paper.  Paper measured in points can go as high as 24 Point stock, which is rather thick.
     Your project is really coming along nicely.  After considering a couple more items your marketing materials will be ready for use.  The next step is to put the design we created for you onto paper to see how it looks.  Note: Proofing is an extremely important step in making great marketing materials.  Digital Printing involves the use of CMYK Colors (Cyan, Magenta, Yellow, and Black). 
CMYK Colors
Your Computer Screen displays colors using RGB Colors (Red, Green, and Blue) to display your project.  If color is a major concern for your project then it may be wise to go to the Print Shop directly to see a Hard Copy of your artwork prior to approving it for production.  The colors you see on your screen are not exactly what will print.  Instead what you are seeing is how your Computer Screen interpreted those colors.  Remember, every monitor is a little different in how it displays colors based on screen resolution settings, your particular video card, and other factors.  You have approved your artwork; now let's get busy printing your materials.
      We still have one last step to complete your marketing materials.  Bindery is the finishing process that is done to your printed materials to help them look their best.  A few of the Bindery Services we offer are:

Coil Binding Comb Binding Cutting Die Cutting Embossing Foil Stamping
Folding Lamination Numbering Perforation Saddle Stitching Scoring

     Let Minuteman Press guide you through this entire process in The Making of Great Marketing Materials.  Simply click here to Make an Appointment, and we will gladly help take you from concept to production right away.  If you have a project in mind you would like to have one of our staff members help you budget then Request an Estimate and someone will get back to you shortly.