Consistency is one of the most important considerations in any print campaign. You want people to instantly recognise your brand, hear your message and be able to relate to what it is you have to say. There are many different elements to a print campaign and each one as important as the last. When a client sees your business card, catalog, brochure or billboard, they should instantly recognize the connection with your company or organisation.

Consumers are exposed to advertising constantly; you need to stand out from the crowd and cut through the noise to ensure that your message is heard loud and clear. The best way to achieve this is through clear, consistent messaging across all of your print campaigns. Without consistency, your campaign will be much less effective.

Print CampaignsCredit: Rawpixel/Shutterstock

But how do you create continuity through your campaigns? Here are some simple, straightforward concepts from printers in Melbourne, Classic Colour:

1. Use an Identifying Logo

A logo is a quick and easy way for people to recognise your brand. Logos should be simple and, generally, the fewer colours, the better. This makes it easier to use your logo across different types of print communications. One of the most iconic logos out there is the Nike swoosh and it’s known in almost every country around the world. It uses one colour which can be easily changed to match different background colours and can easily be incorporated into a busy image. This is a great example of an effective logo design.


2. Fonts

Ideally, you should choose two to three fonts for your print campaigns. It’s important to use these fonts consistently across your different communications and they should become an integral part of your overall marketing campaign. Ensure that your font is easy to read no matter what size it is printed in. This will help you to keep your message clear and concise.


3. Colour Scheme

In order to keep your message clear, you should develop a distinctive colour palette for your print campaign. Keeping the range of colours limited will prevent consumers being distracted from the message you are trying to put out there. Too many colours distract readers, plan and simple. It’s important to also consider the shading and shadows in your text and imagery; these highlights should also remain uniformed throughout your campaign.


4. Graphics and Photos

The old adage ‘a picture tells a thousand words’ really holds true in the world of marketing. As with the other elements of your campaign, it’s vital that your graphics and photos use the same style across all of your print campaigns. A consistent, unified message will be better achieved if the graphics and photographs you use match the tone and direction of your campaign. Remember, keep it simple, don’t try and overload the reader with too many images as your message could easily get lost in the chaos.


Consistency is Key

When it comes to putting together a cohesive, consistent and effective print campaign, a unified approach is critical. Keep things as straightforward as possible and be sure to have consistency and flow throughout your campaign. With this approach, your message will be clear and easy to understand. The elements of your print campaign will stand out from the crowd, reach more people and lead to your campaign being as successful as possible.