The thought process behind simple, effective design
Good print design is about much more than making something look attractive.
Whether you're creating a flyer, business card, brochure, poster, packaging or signage, the design needs to do a job. It needs to catch someone's attention, communicate your message clearly and ultimately encourage them to take action.
The best designs often look simple, but there's usually a lot of thought behind that simplicity.
So, what makes a piece of print design work? Here are five principles every business should know.
Your print needs to grab customer attention
The first question a customer should be able to answer when they see your printed material is:
"What is this telling me?"
If your brochure contains ten different messages competing for attention, there's a good chance none of them will stand out.
Great print design gives the most important information priority. A strong headline, supporting information and a clear call to action can guide the reader through the design without making them work to understand it.
Think about what you want someone to remember after looking at your print for just a few seconds. That's where your design should focus its attention.
A clear message makes your marketing easier to understand, helping customers quickly see what you offer and why they should take the next step.
One of the easiest mistakes to make with print is trying to fill every available space.
It can be tempting to add another image, another sentence or another selling point when there's still room on the page. But empty space isn't wasted space — it's an important part of good design.
White space helps:
It can also make a printed piece feel more premium and considered.
Giving your design enough breathing room allows customers to absorb your message more easily and creates a cleaner, more professional impression of your business.
Make your message clear and your design flow naturally
Not everything on your page should demand attention at the same time.
Good design creates a visual hierarchy that tells the reader where to look first, second and third.
This can be achieved through:
For example, on a promotional flyer, the offer might be the first thing you notice, followed by what the business is offering and finally how to get in touch.
This makes the design much easier to navigate.
A strong visual hierarchy guides customers naturally through your information, making it more likely that they notice the details that matter most.
Every piece of print your business produces is an opportunity to reinforce your brand.
Your flyer shouldn't look like it belongs to one business while your business card, packaging and signage look like they belong to another.
Consistent use of:
...helps create a recognisable identity across your marketing.
This becomes particularly important when customers encounter your business in different places. They might see your van one day, a flyer the next and your website later on. Consistent branding helps them make that connection.
When your print looks and feels consistent across different materials, your business becomes easier to recognise and can appear more established, professional and trustworthy.
Take time to consider how your design will work when printed
A great design isn't necessarily one that looks impressive on a computer screen.
It needs to work in the real world.
A design for a large outdoor banner needs to be readable from a distance. A business card needs to communicate essential information within a very small space. Packaging needs to work around the shape and practical requirements of the product.
Before designing, consider:
These considerations can completely change the way a design should be approached.
Designing for the real-world environment ensures your print isn't simply attractive but practical, readable and effective wherever your customers encounter it.
There is one final question worth asking about any piece of marketing print:
What do you want the customer to do next?
Perhaps you want them to:
Your call to action should be easy to find and understand.
Even the most beautifully designed leaflet won't achieve much if a customer finishes reading it and doesn't know what to do next.
A clear call to action turns good-looking print into purposeful marketing by giving interested customers an obvious and straightforward way to engage with your business.
Design and printing shouldn't be treated as two completely separate stages.
The paper, card, finish, size and printing method can all influence how a design looks once it's produced. Colours may appear differently on different stocks, fine details may not work at every size and certain designs may benefit from particular finishes.
That's why it's important to think about the finished printed product from the beginning rather than designing first and worrying about production afterwards.
Bringing design and print together helps ensure the finished product looks the way you intended and gives your marketing the professional impact your business deserves.
Not every business has the time, software or design experience to create professional artwork themselves — and that's where professional graphic design can make a real difference.
At GP Print, we can help with both graphic design and professional printing, taking your ideas and turning them into finished marketing materials that are designed to work in the real world.
Whether you need a new flyer, business stationery, signage, packaging or a complete set of branded materials, we'll work with you to create something that looks professional, communicates clearly and represents your business effectively.
If you've got an idea for your next print project but aren't sure where to start, get in touch with our team and we'll help you turn your ideas into effective, professional print.
