There has never been a more cost-efficient means of brand promotion than the use of distributed print. It has endured the test of time, only to become reinvented and renewed with each era. Ever since Johannes Gutenberg’s creation of the printing press in 1450, early forms of advertising were popularized by leaflet printing. Through this medium, institutions at the time were able to promote their teachings far and wide. This applied for all organizations that needed to send a message across a population. The Protestant and Catholic Churches were known to make use of this method to either proliferate or counter Reformist propaganda. |
As the mass production and distribution of flyers was established as an effective promotional activity, they too changed with the modern tide. As the Renaissance washed over traditional views, so did flyer design. With the birth of the lithograph print followed colorful designs on flyers and leaflets that could have been regarded as high art. Then, in the 20th century, leaflet printing found its way into a more commercial role, advertising everything from household products to joining the military, then into pop culture as an inexpensive method of promoting bands and events.
Up to this day, the use of leaflets is still considered a strong medium to deliver a message. Most businesses still utilize the advantages of print even with the boom of the digital age. Keep in mind that not everyone has access to the internet, sometimes not even to a computer. Not everyone has the time to read the newspaper or a magazine either, or even sit down to watch television. What everyone is, though, is on the go, and paper usually finds its way around because of human traffic. Leaflet printing is as handy and popular as it was when it was first utilized by early aspiring advertisers. Targeted to a specific demographic, or just everyone in general, pieces of printed paper bearing advertisements or introductions of products and services are freely distributed and posted in high-traffic areas for full visibility and exposure.
The advertiser’s creativity plays a major role in leaflet printing. People don’t have much time to sit down and go through a company’s mission and vision statement. Truth is they’ll probably lose interest two sentences in. It is the responsibility then of the advertiser to create eye-catching designs and print attention-grabbing content. The flyer, leaflet or brochure must engage its audience at an instant for them to continue reading on. Since it is meant to be read in a matter of seconds, content must be concise, not text-heavy. The human brain processes images 20,000 times faster than it does text. So the trick to an effective leaflet is to integrate brand information with truly compelling images. The scope of their distribution is also a determinant of the leaflets’ effectivity in creating a form of brand awareness. It should be within the territory of the target market to make full use of its information.
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