Large print advertising is broadly utilized due to its readability, and effectiveness over a range of marketing campaigns. This is, in part, due to the constantly evolving approaches which businesses utilize to connect with their audience.
Cross-media advertising has breathed new life into the tried and true methods of banner and sign advertising. Furthermore, innovations in printing techniques, like those found at Brant InStore, and reductions in cost have made high-quality products available at a competitive budget.
That being said, regardless of the process, the overall outcome of a printed work is strongly linked to the substrate used. Issues of waste, failures, and low image quality are typically directly linked to the medium used.
Finally, the longevity of these printed products are also under contention, which is especially the case in outdoor usage.
Ultimately, the name of the game in advertising is outreach and acquisition, and proper substrate selection will likely increase your overall return of investment.
What is a Substrate
The substrate, or printed material, is generally any surface that can accept a printed image. In terms of large format printing, this could take the form of sheet metal or a more porous alternative.
Generally, these materials can be separated based on a flexible roller application or onto a rigid body. Here are some examples of viable material:
- Vinyl Rolls:
Vinyl substrates are generally printed off of a roll, and offer great strength and durability, for both indoor and outdoor usage
Ultraboard substrates are made from a heavy-duty all plastic material, and are used for permanent signage that provides long lasting, durable, and vivid printed panels.
- Aluminum Composite Panel:
The ACP panel utilizes a polyethylene styrene core, with an aluminum surface, to raise photo-quality and increase overall endurance of the image.
Large Print Advertising Design
Unlike other forms of advertising, large print formats have to overcome unique design challenges. This starts with the conversion of traditional print formats to a larger design, a process which must be heavily weighed to achieve the desired effect. In general, a design developed for a smaller scale will be less effective than one developed with the large reproduction in mind.
This ties into ideas of key design motifs being easily recognizable over extended distances.
Additionally, the interaction period of customers is extremely low, so the message has to be striking enough to engage in the minimal window. Choosing the right substrate can help to boost the effectiveness of a campaign, and produce better-quality products.
How to Choose a Printing Substrate
Selecting the printed medium is arguably the most important decision, but this selection process will hinge on the expected usage and marketing goals.
If, for examples, the product is intended to be used outdoors, then a specific banner design will be in order. That being said, It is ultimately the designer’s role to create a product which is not only effective, but can be fully utilized in its application.
Furthermore, choosing an effective substrate will limit the overall printing costs of the job by reducing waste through media optimization. The key to large print advertising is as much the content of the message, as it is the medium that message is produced on.