presents an opportunity for everyone’s
message of action to stand out
from the crowd and make an impact
through the power of print. Here are
some key print trends and tips to
consider for maximum impact.
Shape the Message
Every word counts when persuading
for action in print, so it is essential to
choose a message that is simple and
meaningful to be memorable. In many
cases, billboards are very eff ective in
“Going the extra mile
to show that you are
paying attention to the
target audience is an
effort worth
the investment.”
message retention because the message
is distilled into a single line with
supporting visuals to reinforce the message.
We also see this in graphic arts
applications such as posters, magazines
and other types of print as well.
Additionally, adding a personalized
touch can help a message break
through to your target audience. From
incorporating relevant cultural trends,
local geographical references or individual
names, going the extra mile to
Canon Océ
Arizona 2200 Series
printer, image courtesy
of Canon.
show that you are paying attention to
the target audience is an eff ort worth
the investment.
Choose the Right Vehicle
While renting a billboard may not
always be fi nancially
or strategically feasible,
print technology
allows us to print on
other mediums without
sacrifi cing the quality
of the image. At Canon,
we off er a portfolio
of printers that can
help achieve almost
any print creation you
choose, regardless of
indoor or outdoor application.
Th e Canon Océ
Colorado 1640 printer,
Océ Arizona 2200 Series
image PROGRAF PRO-6000 large format 60-inch printer,
image courtesy of Canon.
large format UV fl atbed printer and
imagePROGRAF PRO-6000 large format
60-inch printer are a few examples
of products in our portfolio specifi cally
designed to produce high quality,
high-coverage print on a
variety of media types. Th e Océ
Arizona, specifi cally, can print
on virtually anything—from
stone to acrylic or fabric.
It is critical to research where
your audience spends their
time and where they might be
receptive to information. Th is
will help you land on whether a
wall, window display, poster, billboard
or more non-traditional printed medium
is best. Consider how billboards are
received in a rural space like Ebbing,
Missouri compared to the bright lights
and fl ash of Times Square.
While more people see a message in
the heart of New York City on a billboard,
it competes with so many other
messages around it, so it can be diluted.
In some cases, printing on a park bench
or umbrella may stand out more.
Consider Marketing
Variety
While many believe that they compete,
print and digital can be excellent
complements of each other, especially
when attempting to persuade action
and reach the entirety of your target
audience. In fact, the furthest-reaching
prints may have a social or online component
to them. From a simple hashtag
to innovative augmented reality or artifi
cial intelligence features, digital can
be integrated with your print projects to
invite consumers to learn more online
or via social media.
“Greatest Mom of All Time” billboard commissioned by Serena Williams’ husband, Alexis Ohanian,
in honor of her return to tennis after giving birth to her daughter.
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