Fundamentals Of Print Advertising

The Fundamentals Of Print Advertising

November 6, 2020

Print advertising encompasses a wide array of different media and includes brochures, coupons, fliers, billboards, magazine adverts and business cards. This type of advertising can be very effective and can help your business improve its brand awareness and attract new customers. However, to achieve this and to make it more effective, print advertising needs to be done correctly. Here are some of the fundamentals to help you get the best results.

Text & Copy

The text is perhaps the most important feature of print advertising and because of that it needs to communicate messages in a clear, concise and focused language. You want to make sure that the text itself grabs attention and this is best achieved through a headline, and then you can organize your text through subheadings too.

You don’t want to overstuff your print media with copy, even in catalogues and custom flyers, so it’s important to keep everything as brief as you can as helps the overall look of the media. You also want to use a font type that is easy to see and decipher, such as a serif sans typeface. You should also stick to a certain typeface so that your text is consistent and make sure it’s at a good size.


Imagery, be it graphics, logos or photos can help make print media far more interesting and eye catching, so it’s important to integrate these into your print marketing. You want to make sure the imagery you use enhances your work and a good way to do this includes using unique imagery that you’ve taken, created or drawn yourself, as that can help distinguish your brand from competitors.

It’s a good tactic to position imagery near key pieces of text so that it can draw the reader’s attention to key information such as price, contact details and brand name. Ensure that the imagery you use doesn’t make the text hard to read though, so if you’re using an image as a background, make sure the text can clearly be seen atop it.


Color is an important aspect to consider when making print media as it can dictate the cost of production. Print media that’s in color is more eye-catching and is more likely to garner audience interest however is far more expensive. Sometimes the only viable options are to use greyscale or back and white printing. This means that when designing print, you need to ensure that it works in both color formats and that clarity isn’t lost if it is printed in black and white.


The layout of your print advertisement is important. When designing a layout you need to create a focal point, an area where you want to draw the reader’s eye. This can be achieved through having an eye-catching logo, a striking image or even an impactful slogan. From this focal point the reader should then be directed to the company’s details and signature through the use of text and white space. When creating the layout you also need to consider the size and shape of the document as this can dictate and limit how it’s laid out.

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