Print Advertising Still Works in our Digital Age
March 21, 2014
Tips on what to do and what not to do when creating a print ad
With digital media constantly consuming us through social media, email
advertisements, mobile phone apps, Internet ads, re-marketing campaigns
and so much more it could be easy to cut print advertising from your
marketing budget because you’re told it is ineffective. After all,
everyone is always on his or her mobile devices, right?
Actually you might be surprised once you start researching it. A number
of studies show people react differently to print media than they do to
digital media. In the 2008 study published by the Journal of Research in
Reading, shows that reading ads online isn’t as effective or rewarding
as their printed counterpart.
Multimedia features of ads and physical manipulation of ads tend to
distract the reader from the focus of what they are reading and could
leave little room for imagination to come into play. The result is that
readers do not fully absorb digital media in the way they absorb print
media information.
Print advertising is fully controlled by the reader. He or she decides
how long to stay on each page and when to move away. So to fully
maximize your users experience here are a few things you should do and a
few things you should not do when working on a print ad.
DO
- Make sure you are very clear about what you are selling. Use words or images to ensure you don’t leave people in the dark.
- Use simple, clear contact information, which is easy to remember.
- Make sure your logo is in the path of the reader’s eye, a reader’s eye moves in a Z pattern across the page.
- Work with someone with design experience when designing your ad. Not only is skill necessary to make the ad look right, but your ad must compete with the other ads favorably in the publication.
- Prepare your ad ahead of time, if you can, so you can put it away for a few days and then revisit the ad with a new perspective. This will allow you time for any revisions if needed.
- Confuse the reader and assume your design is funny or clever, ask for second opinions to see if other people understand.
- Clutter your ad with multiple images, text, font styles and an abundance of information.
- Forget to have a clear call to action so the reader knows what to do next.
- Allow your contact information to be obscured in anyway by a design element. An amazing design is useless if the readers do not know how you get your product or service.
- Ask your ad to do too much.
Bringing Detroit’s Iconic Beverage Distributor to Life: Our Work with Eastown Distributors We recently had the pleasure of partnering with Eastown Distributors, a multi-generational, family-owned business with deep roots in Detroit’s history, on a brand-new website and photoshoot. Our goal was to showcase not only their products but also the legacy and reach of this iconic local company. The photoshoot started at sunrise in downtown Detroit, capturing some of the city’s most prominent locations that Eastown proudly delivers to, including Comerica Park, Fox Theatre, and Ford Field. These early-morning shots highlighted Eastown’s presence in the heart of the city and set the stage for a story that connects the brand to Detroit itself. We also ventured into everyday business operations, photographing merchandisers as they stocked shelves at grocery stores, and visiting independent retailers and neighborhood pubs to show Eastown products in action. This mix of iconic landmarks and real-world environments brought a sense of authenticity to the campaign, illustrating the company’s reach and dedication to its customers. On the digital side, the new website features a BrandFinder tool, making it easy for users to discover which brands Eastown distributes and where to find their favorite beverages. This user-friendly feature ensures that fans of Eastown’s products can quickly locate them, whether at local pubs, grocery stores, or specialty retailers. Working with Eastown was exciting because it allowed us to highlight both the people and the places that make the company such a vital part of Detroit’s beverage landscape. From family legacy to modern operations, this project celebrates everything that makes Eastown Distributors unique, and we’re proud to have brought their story to life online and through photography.
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Elevating the Tanglewood Brand At Behind Your Design, we believe good design should do more than just look pretty - it should connect, inform, and support the people it's made for. That’s why partnering with Tanglewood Assisted Living has been such a meaningful project for our team. As a trusted support system for families navigating Alzheimer’s and dementia care, Tanglewood Assisted Living sought refreshed branding that reflected clarity, compassion, and consistency. We were honored to collaborate with them, creating a new logo and marketing materials to help bring their vision to life.
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🎩 Hats Off to Your Brand! Want your brand to stand out in style? Imperial Headwear has you covered (literally). Their hats and belts aren’t just great quality—they’re the kind of pieces people actually want to wear. With endless options for fit, fabric, and color, you can create a look that’s 100% your brand. 🧢 Custom Hats Everyone Loves From the classic Wrightson Rope Cap to the versatile Habanero 6 Panel and the trendy Wingman, Imperial’s hat lineup is full of favorites. Add your logo or design, and you’ve got gear your team, customers, or event guests will be excited to show off. 👖 Belts That Bring It All Together Pair your hats with a custom belt to really pull the look together. With embroidered designs and full-grain leather accents, options like the Front Nine, Texas Flag, and Putting Green belts add just the right finishing touch. ✨ Whether you’re gearing up your staff, creating giveaways, or adding fresh merch to your lineup, Imperial makes it easy to elevate your brand with products people will actually use and love.