5 Steps to Use the 60-30-10 Color Rule in Print Marketing

 

Designing eye-catching postcards, brochures, and business cards for your company might seem daunting- especially if you don’t have a background in graphic design.

But don’t fear! It’s easier than you think to bring visual appeal to your print marketing.

Follow this simple principle for how to use color, and you’ll be on your way!

5 Steps to Use the 60-30-10 Color Rule in Print Marketing

1. Choose Three Colors for Your Print Product

To begin, choose three colors that represent your company well.

If you have a signature color, use it as one of your three! And keep in mind that different colors communicate different emotions and meanings to your customers.

You should also make sure to select colors that fit together. If your colors clash, it will decrease the visual appeal of your design. 

A foolproof way to choose three colors that look well together is by choosing either analogous or complementary trios. Analogous colors are next to each other on the color wheel (ex. orange, red, and yellow), while, to determine one color’s complementary matches, you should draw a line straight across from it and then choose the two (ex. blue, red, and orange). 

2. The 60%

Next, you’ll need to designate which color will be the base of your design.

Following the rule, this first color should occupy 60% of your print marketing piece. 

This color will fill the most space, so it shouldn’t be the most vibrant of the three you’ve chosen. You can use this color for your primary background or large text blocks. 

3. The 30%

This will be your secondary color, which will take up 30% of the space in your printed piece.

It’s intended to draw attention to the more critical parts of your design. 

It’s wise to use this color for any headlines, sub-section titles, bolded words, or statistics within the text of your ad.

4. The 10%

Your final color is your accent color, which will only take up 10% of the space in your design.

This should also be the most vibrant and bold of the three you’ve chosen. 

This third color is best used to make your call-to-action stand out from the rest of your design. It draws your customer’s eye toward the piece you want them to interact with: a QR code, contact information, link to a social media account, or coupon code. 

5. Breaking the Rule

Maybe your company has a design idea, and it will take more than three colors to bring that idea to life. Don’t stress!

The 60-30-10 rule is a helpful way to get started with your use of color, but going outside the box is perfectly fine!

If you want to emphasize more than just one part of your print design, consider choosing two accent colors for your 10%- 5% of one and 5% of the other.

Another impactful idea is to go monochromatic. Rather than choosing three complementary colors for your design, you could use different shades of the same color.

Don’t be afraid to create your own formula if it feels right! Use the principles in the 60-30-10 rule to get started, but once you’ve got an idea of how different colors and shades work together, you can break the rules and find a balance that works for you.

Contact us today for expert advice on the best colors, paper, and print for your next campaign! 

5 Key Factors for Planning a Profitable Direct Mail Piece

 

Direct mail can be a fantastic way to spread the word about your company and promote new interest!

Regardless of the size of your budget, there are many cost-effective ways that a company can create engaging direct mail. 

Here are five budget-friendly tips to craft effective direct mail for your company!

5 Key Factors for Planning a Profitable Direct Mail Piece

1. Use Every Door Direct Mail® (EDDM®)

Purchasing a mailing list can be pricey.

But using EDDM® makes it possible for companies to send their direct mail to one specific mail route or multiple routes without investing in a mailing list.

To save your company money, consider sending your direct mail out through EDDM® rather than a mailing list- it will be far more profitable regarding production costs and postage.

2. Go Bold With Colors

If your company’s printing supplier does their printing digitally, don’t shy away from using lots of colors! 

This won’t increase the cost of printing, but it WILL catch your customers’ attention and boost your reply rates! 85% of consumers share that color and visual appearance are the most critical factor when considering whether or not to buy a product, compared to text, which only has 6% influence. 

3. Try a 2-Way Match Concept

If you design multiple components for your direct mail piece, such as a letter, reply card, and envelope, it will be processed as a 3-way match during manufacturing.

Instead, consider a different concept: create a single component with multiple pieces. You could use a perforated line to create a tear-off reply section, which will then be processed as a 2-way match of the letter and its envelope. 

This will cut down the manufacturing cost of printing your direct mail.

4. Keep it Light 

Keeping your mail’s weight in mind will serve your company’s budget well!

If you were hoping to include a small premium or token for customers with the mail, you don’t have to rule it out completely. 

There are many options for flat items that you can include without raising the cost of postage or requiring unique packaging. Coupon cards and discount codes, decals or stickers, magnets, bookmarks, and other small goodies can provide that engagement for customers without adding extra weight to your mail. 

5. Choose Paper and Envelopes Wisely

Getting creative with your direct mail designs is a great idea and can showcase your company’s personality to potential customers.

However, don’t underestimate the importance of the basics! 

One way to keep paper costs down is using text paper, cover stock, and neutral-colored papers since these are typical types we have on hand. Using these will save you time and money!

When choosing envelopes, consider the same thing. Standard-sized envelopes with standard windows will likely be the most available and, therefore, the most cost-effective option. 

Whatever the size of your budget, we are here to make your next print marketing campaign successful. Contact us today to learn more!

7 Powerful Postcard Direct Mail Ideas We Love

 

Postcards are a practical, versatile medium to send in your direct mail campaign. According to the Data & Marketing Association, postcards get a response rate of up to 4.25%, one of the highest in direct mail marketing.

Take advantage of this marketing method with seven postcard direct mail ideas we love! 

7 Powerful Postcard Direct Mail Ideas We Love

1. Switch up the norm

Although standard postcards are 4.25” by 5.5”, usually in a horizontal position, not all postcards are designed this way. 

Try switching it up with a larger postcard format with dimensions of 5.5” by 8.5” or change the orientation by sending a vertical postcard. These designs that deviate from the norm will stand out from the crowd and make the recipient take a second look. 

2. Make bold designs

With bright colors and attention-grabbing images, your postcard will speak for itself. 

Be bold in your design choices. The design significantly influences how long a piece stays in a home. Of course, adhere to your branding guide so the final design still looks like your company and produces the image you want to share. 

3. Include a compelling Call to Action (CTA)

Put yourself in your customers’ shoes and brainstorm what message would compel you to act. 

Whatever you decide, ensure the action you’re requesting is easy and will yield high rewards. For example, fill out this short questionnaire to receive a $10 gift card. Or perhaps visit our website by following this QR code to receive 50% off your next purchase.

4. Provide testimonials 

Center your postcard design around a couple of happy customers and their testimonials. 

Testimonials are powerful because they can increase overall conversions by 34%. Perhaps this is because 88% of consumers trust user reviews as much as recommendations from someone they know. Whatever the reason, providing testimonials boosts sales. 

Make sure to include short but impactful quotes. There’s not much room on a postcard, and you don’t want to oversaturate it. 

5. Send multiple postcards 

Sometimes marketers make the mistake of contacting a prospect once and then leaving it at that.

But clients often need multiple points of contact before the conversion. Therefore, make it part of your strategy to send several postcards to the same person over time. It’ll keep your business on their mind and give them the nudge they need to act. 

6. Personalize the postcard

The more personalized, the better. 

Some 84% of customers say being treated like a person instead of a number is very important to winning their business. Therefore, try to personalize your communications as much as possible. Identify all possible points of personalization and use what you know about the customer, such as demographics and past purchasing history.

Treat your customers as people, not numbers. 

7. Narrow your focus

Postcards don’t have a lot of surface area.

Therefore, narrow your focus on one key message to not overwhelm the client. Tie in this vital message with an attention-grabbing headline that is true to the intent of the postcard. 

We love postcards thanks to their unique benefits and versatility. Send the best postcard by following the above postcard ideas.

Contact us today to craft a compelling post card campaign that gets your customer's attention!

3 Top Tips to Get Inside the Mind of Customers

 

Don't you wish you could read minds? That would make marketing so much easier. 

But it's not possible, or is it?

There are some legitimate ways you can get inside the minds of current and potential customers. Take a look at the top three ways to do this.  

3 Top Tips to Get Inside the Mind of Customers

1. Talk to Your Customer Service Representatives

Customer service staff have the inside scoop into what customers want and need.

Interview them to find out what customers are calling about, what issues need to be resolved, and what products are the most popular.  

Here are some sample questions to ask your customer-service employees.

• What expectations and disappointments did customers express?
• What improvements did customers want?
• What value were customers hoping to find, and what price were they willing to pay?

2. Analyze the Data 

You probably have spreadsheets of data and information on your customers' buying habits.

Take a look at these carefully. 

Are there certain times of the year when they buy certain items? Decipher their buying habits and then reach out to them on their timetable. Finally, make sure your offer is compelling.

3. Do Spy Work 

Go to social media sites you think your customers are frequenting.

Dig in and learn about who they are and what they're trying to achieve by using your product. See what you uncover. 

Where would you turn to find help for your issues? Hopefully, you will learn what customers want. Then, by aligning your goals with theirs, you can improve customer communications and make sure you're focusing on the right things. 

Now you have tools to get inside your customers. First, make sure you approach them consistently and effectively. Most people need to see your business message seven times to get a response. Keep knocking on those proverbial doors. 

And when it comes to using this information to reach your customers using the printed word, trust us to get the job done right. We go above and beyond to make you succeed. 

Check us out today!

The Ultimate Guide to Running a Print + Email Campaign

 

Print and email campaigns are not an either-or situation. Instead, they work best when paired together, thanks to their unique, complimentary characteristics. 

The Ultimate Guide to Running a Print + Email Campaign

Why print? 

Print marketing has stuck around thanks to its many benefits. Print stands out from the crowd, is tangible, sticks around, and is easier to recall.

Why email? 

Email helps build customer relationships, boost brand awareness, and promote content. 

Email marketing has an extensive reach since there are about 4 billion email users worldwide. Due to its many benefits, 79% of marketers list email marketing in their top 3 most effective marketing channels.

A multi-channel approach to marketing is the most effective, perhaps because 72% of customers would like to connect with brands through multiple channels.

Here's what you need to know about crafting a winning print + email marketing campaign. 

The Print Campaign

A properly executed print campaign will drive sales. 

1. Choose Your Audience 

Create a list of people to send printed material to.

Ensure you're sending your print to the right customers for maximum impact. Often the most receptive clients are those who have already bought from you. 

2. Design the Print Marketing Piece

Ideal print marketing materials to pair with email include postcards, stickers, posters, flyers, and booklets. 

3. Increase Engagement & Brand Recognition

Be sure to include… 

• A call to action. Get the customer to act with a compelling call to action that gives them an offer they can't refuse.
• Personalization. The greater the personalization, the more receptive the customer will be. Include their name and other points of personalization.
• Design. Stick to your branding guide and let someone with design experience put it together. The design can make a big difference in capturing the customer's attention.  

4. Send out a Test Run of Your Print Campaign First

Print campaigns cost money, so you want to ensure your campaign will have a high return on investment.

Do a test run by sending the printed marketing piece to a smaller section of your target market. Monitor the results, and see what went well and what you could have done better. Apply this to the primary print marketing campaign. 

5. Be Patient

It can take time for results to come in.

This is in part because of the staying power of print. This means people will often set the printed piece aside on their fridge or table, which they'll get around to later. 

The Email Campaign

Email campaigns can look different ways, but below are some strategies that should help boost sales. 

Putting Together Your Email List

When putting together an email list, it's less important to worry about only sending it to the right customer because emails cost nothing.

Email's low cost is the main reason their return on investment is $36 for every $1 spent.

Instead, the focus should be on creating email segmentation for optimal personalization. Segment the email lists based on location, buyer stage, previous purchases, occupation, hobbies, etc. 

The hardest part of emails is acquiring the email list because, often, people do not want to share their personal information. Try giving them something valuable in return for their email (like an ebook, whitepaper, infographic, report, study, or template). 

General Email Marketing Tips

Below are some more general email tips: 

• Because 55% of emails are opened on phones, make sure the email is optimized for mobile
• Certain times lead to more opened emails than others. Research and test to find the time that works best for you.
• Craft a winning subject line. Draw the prospect in but don't mislead them.
• Follow proven, tested templates to save time and create the optimal email design. 
• Comply with email regulation laws. 

Follow these tips for your optimal email campaign. 

The Winning Strategy

Send a couple of emails, follow up with direct mail, and then send more emails. 

The first set of emails will get your company in the customers' minds. This way, they'll recognize your brand when they receive the printed piece in the mail. Then, follow up with more emails to remind the customer to act. 

Email allows you to reach the customer multiple times at a low cost. This is important because it usually takes about eight points of contact to make a sale. 

Contact us today if you want to take your print marketing strategy to the next level by combining it with email (or vice versa)! We are here to help!  

How to Do a Direct Mail Marketing Campaign on a Budget

 Even with a tight budget, you can still run a direct mail marketing campaign with a great return on investment (ROI).

If you focus your campaign, design the mail well, and perfect your mailing list, investing in direct mail can be a wise choice for your company's budget.

Here are five steps to ensure your direct mail is effective while sticking to an affordable budget. 

How to Do a Direct Mail Marketing Campaign on a Budget

Step 1: Choose the right product or promotion to market

It's best to start crafting your marketing campaign with a specific goal.

Your company can use direct mail marketing for advertising a new product, a popular service, or even an update or improvement that you've made. 

Promoting something specific that will interest most of the public is wisest. Considering this will help your marketing dollars further increase the likelihood of people taking action after seeing your print marketing materials. 

Step 2: Refine your target audience

80% of consumers are more likely to purchase after seeing an advertisement that they feel is relevant.

Thus, advertising to only a specific subgroup of potential customers can help keep your direct marketing budget low while getting you the best possible ROI. 

Understand the demographic of most of your customers so that you can seek out and target more prospective customers with your direct mail marketing. 

Step 3: Use mailing promotions to keep costs down

Direct mail postage doesn't have to drain your company's budget!

Make sure to research different options available to you since your mail is part of a marketing campaign.

Multiple mailing services like USPS offer discounts for companies sending out ads in bulk. Take advantage of these deals; they could help you save up to 4% of your company's direct mail cost. 

Step 4: Create a straightforward message

If you want your company's direct mail marketing to be effective and cost-efficient, it needs to elicit a response from the consumer. 

The best way to do this is to include a clear call to action (CTA) within your ads. Time-sensitive offers and coupons are a great way to hook prospective customers. Make sure to include contact details so the customer can connect immediately.

Your CTA could be anything- asking the customer to send a reply, use a coupon, buy a product, or visit a website. As long as it's simple and engaging, it has a bigger chance of increasing your ROI. 

Step 5: Track your responses.

If you're spending your company's budget on a direct mail campaign, you want to see what works and what you could do differently next time to improve results.

Include a unique QR code or personalized URL on your print ads that will send customers to a designated webpage and allow you to track responses. Then look at the sales made and the number of coupons used to adjust your campaign so that your money is only being spent on the most effective ads. 

Contact us today to help you craft the perfect message, design the most compelling visuals, and make the most of your print marketing dollars! 

5 Main Differences Between Print and Online Graphic Design

 Graphic design is critical in making marketing effective.

But, unfortunately, you can't just take one well-designed piece and transfer it to another form of advertising. It just doesn't work that way.

Graphic designers are trained to know how to design for the two forms. Here's a glimpse of what they know…just in case you want to try it yourself. 

5 Main Differences Between Print and Online Graphic Design

1. Print is tactile

When you think of print, you think of a more tactile experience, such as texture, smell, and shape.

This lends itself to a different experience than online. When printing materials, you might try letterpress, embossing, or debossing, which reaches out to one's senses in another way than online. 

2. Web is flexible

For print, all information must be presented within the constraints of the printing surface, whereas designers have almost unlimited flexibility to organize, arrange, and filter information for the web.

However, using different browsers can change the web designer's original layout, requiring testing with various browsers and operating systems.

3. Color differences

Color is another way that print and web design differ.

There are different color spaces for attaining the correct color in print versus on the web. You either use CMYK for print or RGB for the web and knowing the difference will make your images and design shine.

You'll need to know how to use Pantone colors to create the colors from print that you want online. 

4. Font variances

Desktop fonts and web fonts are different.

Besides the basic rules, anything goes in print. For example, you want to avoid clashing styles and give plenty of space between letters and lines. Also, cut down on dangling text fragments and focus on creating a clean alignment.

But in web design, you must make sure it is legible online by using sans-serif or an unembellished serif. Designers have less control over how fonts display across various devices, so enhancing readability (as much as possible) is vital. 

5. File modifications

Deciding on a file type is essential in design.

However, before deciding on a file type, you should first consider the destination of your piece. For example, the TIFF file extension is a good choice if you're designing for print because it can be compressed without sacrificing quality.

If you are designing for the web, two file formats will only work: GIF and SVG. GIF offers the ability to use transparency and animation. But it's worth noting that this format isn't ideal for high-resolution photographs due to its limited color capabilities. In that case, the SVG format works best to preserve quality regardless of how it's scaled.

This is the tip of the iceberg in web and print design differences.

If you need insight on graphic design for your next print project, reach out to us! We would love to help you create the right image for your business.