Print Content

Why use print?  

Research shows that printed material at the right time in a user journey can help to build trust and plays an important part in customer journeys.

Printed materials can form an important element of building the relationship with your audience.  

Either as a stand-alone communication or as a signposting tool towards digital information, print can help you to stand out from the crowd and provide something tangible that your audience can return to again and again.  

Before you create your content   

• consider who your audience is; what they might be interested in, and when 

• establish goals for your content; what are you wanting to achieve? 

• understand what others are doing in the same space; what can you offer that is different, or specific to your brand?

• assess the different channels that are available; which are most appropriate for your content?

• think about the medium which is most appropriate for your content; what is most effective in engaging your audience

Choosing the right format 

The first step to designing effective print materials is to choose the right format and layout for your purpose and audience.  

Is it a brochure, a flyer or postcard? What is its primary purpose? Is it signposting information elsewhere (eg a guide linking to content online), is it celebratory, or a keepsake (eg graduation programme)? 

Design considerations and paper choice 

The next step to designing effective print materials is ensure you are following the brand guidelines. Choose the appropriate colours and fonts for your brand, message, and audience.  

You need to choose your images and graphics wisely to support and enhance your text. Consider the quality, relevance, and alignment of your images and graphics, as well as the balance, proportion, and whitespace of your layout.

You also need to ensure that the design ties in with any other channel content your audience will be engaging with. 

Your choice of paper is also key to your piece of print. Do you want to print on a coated (gloss or matt) paper or an uncoated stock? What weight paper do you want to use? 

The University policy is to use 100% recycled paper.

It’s worth having a sample of the paper you choose to avoid surprises when the finished product arrives. 

Writing clear and concise copy 

You need to write clear and concise copy that communicates your message and call to action. You need to consider the tone of voice and language of your copy, as well as the headlines, subheadings, and body text of your print material. 

Preparing files for print 

Make sure that the text you’re using is an appropriate size, and that tints and photographs are appearing correctly alongside your text. You need to ensure that any images you use are of good enough quality for print (at least 300dpi). 

The designer you are working with will need to be mindful of the bleed and crop marks around the borders of your artwork, as well as the possible impact of the spine. This will ensure that the design works effectively once printed. 

Finally, be sure to consider the file format, compression and fonts within your digital file when preparing for print, to ensure that the printer receives what you had intended. Your designer will be able to help with this.  

Check, check, check 

Unlike digital channels, once something’s signed off for print rectifying any mistakes is both timely and costly.  

Make sure you always proofread your document carefully before sending it to print.