Crafting Your Message: What to Put on Promotional Products

19th May 2015

Crafting Your Message

Getting your message just right is always a bit of a challenge. But when you’re working with a relatively small space, choosing the right words or image can be tricky. Here are our top five tips on crafting your message when space is limited.

1. The Product

The promotional product itself will affect your message. For example, you can add significantly more text and images to a car window sticker than to a wristband. The more limited the space the more you have to make every work and image count.

2. What is the Purpose of the Product?

What are you trying to achieve with the product? This will have the greatest impact on your message. For example, if you’re purchasing silicone wristbands to be handed out at a university open day, your purpose is likely to be to create a lasting impression and to encourage potential students to enroll. Therefore, you may wish to include a small logo, name and a prominent telephone number to make it as easy as possible for students to contact you.

If the purpose of your product is to create awareness of a brand then the imagery is going to be key and you may therefore wish to focus on artwork and design.

3. Who is the Product Aimed At?

Your target audience will affect all aspects of the message including the design, colour and text. It is important to tailor your message to your intended audience. Is your audience male or female? What is their age range? Are they businesses or individuals? Are they hobbyists or sports fans? Etc.

4. How will the Product be Used?

Before creating your message, ask yourself how the product will be used. If your product is going to be worn, i.e. on a wristband or headband etc, then the focus should be on the design, colour and imagery. However, if the product is a functional everyday item, such a trolley token or travel card holder, then displaying contact details will be important.

5. Where will the Product be Used?

Where will your intended audience see or use the product? At a conference, on the street, at a sports event or in their own home? If you’re displaying a flag at a conference or convention then it’s a safe assumption that it is likely to be competing with other competitor flags and visual merchandising. Therefore you will need to think carefully about how to make your flag stand out and attract attention.

If you’re displaying a flag outside a showroom where potential customers are walking or driving past, then text should be kept to a minimum. In this instance design and contact details will be the focus. Think carefully about placement before creating your message.

With over 15 years’ experience of working with promotional products, we can advise on everything from which products are right for you, to design and artwork, to getting the message right. To discuss your requirements in more detail, contact us on 01524 230 300 or at sales@lancasterprinting.co.uk.

[Image source: Stokkete, Shutterstock.com]

4 pings

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