We regularly speak with our clients about the importance of preparation when it comes to print project planning and now is the perfect time to get organised as we head into one of the busiest quarters of the year.
From business cards and brochures to packaging and promotional materials, print can be one of the most effective ways for a small business to make a lasting impression with potential clients. However, successful print projects start long before anything is produced. Careful planning ensures your project looks professional, clearly communicates your brand messaging and delivers value for your investment. In this month’s guide, we share tips and insights for planning a successful print campaign.
Start with the purpose
Before choosing paper or deciding on the quantities you need for your project, be clear about what the printed piece needs to achieve. Is it designed to generate enquiries, promote a new product, support an event or simply reinforce your brand? Defining the purpose first will help shape everything else, from the design, messaging to the call to action, through to the quantity required.
Know your audience
As part of your planning process, think carefully about who will receive or use the finished piece, so you can tailor your messaging accordingly. Start by asking yourself:
- What will appeal to them?
- Where will they encounter it?
- How much time will they have to engage with it?
- What are the key messages and how do you resonate with them?
- What are the challenges we help them to overcome?
For example, a premium brochure aimed at corporate clients may require a very different approach from a flyer designed for a local event. Understanding your audience helps you make practical and creative choices that have greater impact.
Keep your brand consistent
Print should feel like a natural extension of your wider brand. Colours, fonts, imagery and messaging need to work together consistently across all printed and digital items. This is where accurate colour references become particularly important. Whilst hex codes are fine for digital marketing campaigns, in print we need Pantone references to help our printers reproduce specific brand colours consistently.
We’ve found over the years that providing clear brand guidelines and colour references at the planning stage can prevent costly surprises later. We can also help our clients create the perfect design for their next project.
Choose materials with purpose
Paper stock, finishes and formats can transform the look, feel and impact of a printed piece. A heavier uncoated stock might communicate quality and authenticity, while a coated paper could provide vibrant imagery and a polished finish. Consider whether folding, foiling, embossing, laminating or other finishes genuinely support your purpose and audience. The best choice isn’t necessarily the most elaborate one, it’s the one that delivers the right impression for your printed item and one that resonates with your target audience.
Plan quantities and budgets
Avoid deciding on quantity as an afterthought, think about how many pieces you realistically need, how they will be distributed and when they will be used as part of your planning process. Printing more can sometimes reduce the unit cost but storing unnecessary quantities isn’t always economical or sustainable. We recommend discussing your budget openly with your print consultant so they can recommend options that balance quality, quantity and cost.
Think about sustainability
Sustainable print is about more than simply choosing recycled paper. Consider the materials, inks, finishes, packaging, production process and transportation involved. Ask about responsibly sourced papers, recyclable materials and ways to reduce waste. FSC-certified paper is another option to consider helping businesses choose paper sourced from responsibly managed forests and supporting responsible forestry practices. Most importantly, print only what you have a realistic plan to use.
Work with your Print Consultant
Perhaps the biggest mistake is treating your printer as an order taker. A good print consultant can bring valuable knowledge to your project helping you select materials, identify potential production issues, manage costs, achieve economies of scale and find the right creative solutions to answer your brief. Involving them early rather than simply sending artwork and asking for a price can make the entire process smoother and often produce a better result.
In summary
In order to make your next print project successful, we recommend printing with purpose, planning carefully and collaborating early. The result will be a print project that not only looks good but works hard for your business.
Looking for a print consultant to partner with? Get in touch with one of our friendly team to find out more.
