chiesman center - principles of print

PRINT Does it

Even really

matter

anymore? Dustin Floyd

TDG Communications

Does print matter?

Magazines & Newspapers are failing.

Everything is becoming digital. …right?

Marketing isn’t about a single medium.

People still rely on print. Who are they?

43% of Americans read a newspaper yesterday. 62% of Americans 65 or older did. 55% of postgraduates said the same.

-Scarborough Research, 2010

Older, better educated people read print publications most often.

A significant part of the population relies on the print media.

OTHER KINDS OF PRINT Collateral Out-of-Home Phone Books/Directories

NEWSPAPER/MAGAZINES •Can reach older, educated audiences •Expensive •Need repetition: as many as 17 times •Buy several smaller ads vs. a big one •Keep design & message simple •Don’t target people who aren’t reading •Negotiate non-profit rates

Out-of-Home •Growing 13.5% per year •Digital/print crossover: supermarkets •Unusual displays get great ROI

Collateral Print Material •Tangible, long-lasting impression •Some need print: can’t get e-mail •A little flash can create a big impact •Eco-printing becoming more affordable

What print materials will work for me?

What’s my budget? What audience are you targeting? What action should they take? Don’t know? Then ask!

It’s important to measure. It’s possible with print… …to a degree.

Tools for designing on a budget.

GIMP – www.gimp.org

Blender – www.blender.org

Inkscape – www.inkscape.org

Scribus – www.scribus.net

www.urbanfonts.com

www.sxc.hu

www.everystockphoto.com

commons.wikimedia.com

Consider hiring a professional.

Tips for Working with the Pros •Many of them will give you a discount, or work pro bono for recognition. Ask. •Ask about their experience. •Do they know about marketing? •Are they in it for the long-haul? •Be upfront about cost savings.

Writing for Print Pieces •Ad copy needs to be very short. •Eight to 11 words on a billboard. •Reject promotional text. •Embrace action. •Be benefits-driven. •Don’t use jargon. •Be compelling. •Find a proof reader.

Eight tips for creating great design:

1. Design is about communicating effectively.

2. Communicate the benefits.

3. It doesn’t matter what you think.

4. Typography is important.

5. Less is more.

6. Don’t be afraid of negative space.

7. Repetition and consistency.

8. Create hierarchy.

The Good, the Bad & the Ugly.

Dustin Floyd

dustin@tdgcommunications.com

www.facebook.com/ dustinfloyd

Twitter : @dustindfloyd

@tdginc

Office: 605 .722 .7111

Mobile: 605 .920 .1053