How to Use Graphics in Your Promotional Material

Your signage and promotional material are designed to do one thing: catch attention. You’ve got to grab the customer, intrigue them, reel them in, and convince them. And you’ve only got a relatively small space to do it. That’s why promotional materials (like signs, leaflets, and posters) must be impeccably designed. Using this blog, I’ll show you the simple secrets that help to create a big impact. Let’s take a look, shall we?

Make Sure You Can Read It From a Distance

It might seem like an obvious piece of advice, but it is seldom followed. Why? Because promoters want to squeeze as much detail in as possible. The trick is doing the opposite! Take information out. Leave only the most crucial wording and text on the poster or sign. Your potential customer isn’t going to come up and read the small print. How often do you see people actually reading a poster? It’s got to be immediately obvious at a glance. Choose simple, effective copy, and make it bold.

Use High Contrast

A poster or leaflet is not a piece of art (though, inadvertently, it can be). Don’t aim for soft colours and detailed shading. Remember you’re looking to attract attention from a distance. It must be striking, bold, and colorful. Using a high contrast effect, you can certainly make this happen. Create clear lines of division, and ramp up the contrast so people can clearly see the different aspects. Abstract is not your friend here!

Create a Dominant Image

This tip works especially well for large posters. In general, you don’t want to flood the design with lots of images or components. Instead, you want to create one dominant image or aspect. The more you throw in there, the more you dilute the overall message. It’s all about finding a balance between form and function. It’s got to look great, but more importantly, it has to work.

Include a Call-To-Action

It’s not enough to simply tell people what you’re offering or promoting. You have to convince them to take action. You’ve got to convince them to buy a ticket to your event or call your office for a consultation. So don’t dilute this aspect either. Give a clear and concise call-to-action. Something as simple as ‘book now’ or ‘call us’ will give people that extra boost. If you don’t get that conversion, the promotional materials are wasted.

Typography

Choosing the right typeface is crucial when it comes to posters and promotional material. Arguably, it’s the most important decision you’ll make here. Why? Because a) it defines and strengthens your branding and image. And b) it dictates whether it catches the reader’s eye, and whether they take notice. Finding the balance between striking and readable is crucial. Big, block letters tend to work well, but experiment with different options before you make your choice.
Finally, consider the environment in which the sign will be placed. If it will be placed against a red brick wall, don’t make the poster red! It’s a simple thing that we often forget until the last minute. Good luck!