The Dos and Don'ts of Designing Effective Printed Marketing Materials

Sep 03, 2026

The Dos and Don'ts of Designing Effective Printed Marketing Materials

Printed marketing materials can make a strong first impression, but effective print design requires more than attractive colours and images. A flyer with too much information, a business card with tiny contact details or a poster created from low-resolution artwork can make an otherwise good marketing idea difficult to understand.

Whether you are designing flyers, business cards, posters, brochures, menus, event materials or promotional cards, the most effective designs usually have three things in common: a clear message, an organised layout and artwork that has been prepared correctly for printing.

At Printbox London (Same Day Printing London), we print marketing materials for businesses, organisations, event organisers and individuals across London. Many common printing problems can be avoided before production by using the correct dimensions, good-quality images, readable typography, suitable bleed and a properly prepared final file.

This practical guide explains the essential dos and don'ts of designing printed marketing materials, from choosing the right paper and image resolution to preparing bleed, QR codes, colours and print-ready PDFs.

Key Takeaways

Start with a clear understanding of your audience and the purpose of the printed piece.
Create a visual hierarchy so the headline, offer and call to action are easy to identify.
Use original, high-quality images and logos wherever possible.
Design artwork at the correct finished dimensions instead of relying on last-minute resizing.
Approximately 3mm bleed is generally recommended for small-format artwork that extends to the finished edge.
Keep important text, logos and QR codes comfortably away from trim lines.
A high-quality print-ready PDF is generally the preferred format for production.
Do not assume colours displayed on a phone or monitor will reproduce identically on paper.
Proofread names, prices, dates, phone numbers, websites and QR codes before approving production.
Suitable urgent products may be available with same-day printing, depending on the specification, artwork, payment confirmation and current production schedule.

Why Printed Marketing Design Matters

Printed marketing gives customers a physical way to interact with your business. A business card can remain in someone's wallet, a flyer can be taken home, a poster may remain visible for an extended period and a brochure can be passed between colleagues or customers.

Good design helps these materials communicate effectively.

A successful printed marketing piece should normally make it easy to understand:

Who you are
What you offer
Why the information is relevant
What the reader should do next

If these elements are difficult to identify, an attractive design may still fail to communicate its main purpose.

Do Know Your Audience

Before opening Canva, Illustrator, Photoshop or another design application, consider who will actually receive or view the printed material.

Ask Yourself:

Who is the intended audience?
What information matters most to them?
Where will they see the printed piece?
How much time are they likely to spend reading it?
What action do you want them to take?

Different Audiences Need Different Designs

A professional services brochure may require a very different visual style from a nightlife flyer. A children's event poster may use colourful, playful graphics, while a corporate business card may benefit from a cleaner and more restrained layout.

The design should reflect both your brand identity and the audience you want to reach.

Do Give Every Print Piece a Clear Purpose

Every printed marketing item should have a primary objective.

For example:

A flyer may promote a special offer.
A business card may provide essential contact details after a meeting.
A poster may advertise an event.
A menu may help a customer choose what to order.
A brochure may explain several products or services.

Trying to make one small printed piece perform too many jobs can quickly result in an overcrowded design.

Focus on the Main Message

Before designing, ask:

“What is the main thing I want the reader to understand?”

Then build the design around that message.

Do Create a Strong Visual Hierarchy

Visual hierarchy helps guide the reader through the information in the intended order.

A simple marketing layout might follow this structure:

Headline
Main offer or image
Supporting information
Call to action
Contact details

Use Size Deliberately

The headline should normally be more prominent than supporting information.

Use Weight and Contrast

Bold text, spacing and colour contrast can help emphasise important information.

Don't Make Everything Compete for Attention

If every element is large, bold and brightly coloured, the reader may struggle to identify what matters most.

Do Use High-Quality Images

An image that looks acceptable on a small phone screen may not contain enough detail for professional printing.

Aim for Suitable Resolution

Where practical, raster images should be approximately 300 DPI at their final printed size.

This is a useful target rather than a guarantee of quality. The actual result depends on the quality and amount of detail contained in the original image.

Use Original Files

Wherever possible, use:

Original photographs
Original artwork
Vector logos
High-resolution graphics

Avoid Low-Quality Sources

Try to avoid:

Screenshots
Small website thumbnails
Images copied from messaging apps
Heavily compressed social-media images

These files can become noticeably soft or pixelated when enlarged.

Do Keep Your Branding Consistent

Your printed marketing materials should look as though they belong to the same organisation.

Keep important brand elements reasonably consistent, including:

Logo
Colours
Typography
Photography style
Language
Tone of voice

Consistency does not mean every business card, flyer and poster needs to look identical. It means there should be enough visual connection for customers to recognise that the materials belong to the same brand.

Do Use Readable Typography

Typography should support the design without making the message difficult to read.

Use Decorative Fonts Carefully

Decorative fonts can work well for:

Headlines
Short titles
Names

However, highly decorative typefaces can become difficult to read when used for long paragraphs, prices or contact information.

Make Essential Information Easy to Read

Pay particular attention to:

Phone numbers
Email addresses
Prices
Dates
Addresses
Website details

Use Sufficient Contrast

Dark text over a dark photograph or pale text over a very light background may be difficult to read.

Ensure important text has sufficient visual separation from its background.

Do Include a Clear Call to Action

A printed marketing piece should normally tell the reader what to do next.

Examples Include:

Visit Our Website
Call Today
Book Online
Scan to Order
Visit Our Store
Register Today
Bring This Flyer In Store

Your call to action should be clear, visible and relevant to the purpose of the campaign.

Do Choose the Right Paper

The artwork is only part of the finished product. Paper weight and surface finish also affect how printed marketing materials look and feel.

Lighter Paper Options

Suitable small-format stocks can include:

120gsm Matt
150gsm Gloss
160gsm Matt
160gsm Recycled Paper

Heavier Promotional Card Options

Depending on the product, suitable heavier stocks can include:

250gsm Matt
250gsm Gloss
300gsm Matt
300gsm Gloss
350gsm Matt
350gsm Gloss
400gsm Matt

Matt

Matt paper has a lower-shine appearance and can work particularly well for professional, minimalist or text-heavy designs.

Gloss

Gloss paper has a shinier surface and can complement colourful graphics and photographic artwork.

Choose Paper According to the Product

A high-volume promotional flyer and a premium invitation may require very different stocks. Consider the intended use rather than simply choosing the heaviest paper available.

Do Design at the Correct Print Size

Artwork should ideally be created at the intended finished dimensions.

Common A-Series Sizes

A6 – 105 × 148mm
A5 – 148 × 210mm
A4 – 210 × 297mm
A3 – 297 × 420mm
A2 – 420 × 594mm
A1 – 594 × 841mm
A0 – 841 × 1189mm

Business Cards

A standard UK business card size is:

85 × 55mm

If 3mm bleed is required around an 85 × 55mm business card, the artwork size becomes approximately:

91 × 61mm

Why Correct Dimensions Matter

Artwork created at the wrong aspect ratio may require cropping or modification before printing.

This can result in:

Unexpected cropping
Unwanted white areas
Stretched artwork
Incorrect margins

Do Add Bleed Where Required

If a photograph, colour or graphic is intended to continue all the way to the finished edge, approximately 3mm bleed is generally recommended for many small-format printed products.

A5 Example

Finished A5:

148 × 210mm

With 3mm bleed around every edge:

154 × 216mm

Extend These Elements into the Bleed:

Background colours
Photographs
Patterns
Graphics intended to reach the edge

Do not place essential text inside the bleed area.

Do Keep Important Content Inside a Safe Area

While backgrounds may need to extend beyond the trim line, important content should remain comfortably inside the finished dimensions.

Keep These Away from the Trim:

Phone numbers
Email addresses
Prices
Headlines
Logos
QR codes

Normal trimming tolerances exist during print finishing, so essential information should not be positioned directly beside the cutting line.

Do Supply a Print-Ready PDF

A high-quality PDF is generally the preferred format for professional printing.

A PDF Can Preserve:

Page dimensions
Fonts
Vector graphics
Images
Page layout

Check Your Exported PDF

Always open the exported PDF before sending it to print.

Check:

Dimensions
Number of pages
Spelling
Images
Orientation
Bleed
Contact information

The exported PDF should be treated as your final production file.

Don't Overcrowd Your Design

One of the most common marketing-design mistakes is attempting to fit too much information into a limited area.

Too much content can make it harder to:

Identify the main message
Find the offer
Understand the call to action
Read contact information

Use White Space

Empty space is not necessarily wasted space. It can separate sections, improve readability and help important elements stand out.

Don't Make Important Text Too Small

A design viewed at a high zoom level on a monitor may look very different when printed at its actual physical size.

Before approving the design, check whether:

Body text is comfortable to read
Prices are clear
Phone numbers are visible
Important terms remain legible

If information is essential to the campaign, make sure it can be read comfortably at the intended viewing distance.

Don't Use Low-Resolution Images

Low-resolution artwork is a common cause of disappointing print results.

Warning Signs Include:

Visible pixels
Jagged edges
Soft details
Blurry logos

Changing the DPI Number Is Not Enough

Changing a low-resolution image from 72 DPI to 300 DPI does not automatically recreate the detail missing from the original file.

Use the highest-quality original image available wherever possible.

Don't Stretch Logos or Photographs

Maintain the original proportions of logos and photographs when resizing them unless deliberate distortion is part of the design.

Stretching can make:

Faces look unnatural
Logos appear distorted
Products look incorrectly proportioned

Crop appropriately rather than forcing an image into an unsuitable shape.

Don't Put Thin Borders Close to the Trim

Thin frames positioned close to the outside edge of a flyer, business card or invitation can make small normal cutting tolerances more noticeable.

Better Options Include:

Moving the border further inside
Making the border wider
Removing the border
Using a full-bleed background

Don't Expect Screen and Print Colours to Match Exactly

Phones, tablets and monitors produce colour using light, while printed materials use ink or toner on physical paper.

Printed colour can be influenced by:

Paper type
Paper colour
Surface finish
Screen brightness
Monitor calibration
Printing process
Viewing conditions

Preparing artwork appropriately for CMYK printing can improve predictability, but an exact match to a backlit screen should not be assumed.

Don't Skip Proofreading

A professionally printed flyer with the wrong phone number or event date still has a serious problem.

Before Approval, Check:

Names
Dates
Opening times
Prices
Phone numbers
Email addresses
Website addresses
Venue addresses
Discount codes

Ask Someone Else to Review It

A second person may spot an error that has become difficult for the original designer to notice.

Don't Forget to Test QR Codes

QR codes can connect printed materials to:

Websites
Booking pages
Menus
Registration forms
Product pages
Social media

Before Printing:

Open the final exported PDF.
Scan the QR code.
Confirm that it opens the correct destination.
Check that the destination page is live.

Testing the code before production is particularly important for large quantities.

Don't Leave Artwork Preparation Until the Last Minute

Same-day printing can be extremely useful for urgent projects, but artwork preparation still takes time.

Common last-minute problems include:

Incorrect dimensions
Missing bleed
Low-resolution logos
Missing pages
Incorrect contact details
Multiple conflicting versions of the artwork

If you have an urgent deadline, send the final artwork as early as possible.

Designing for Different Printed Products

Different printed products require different approaches to layout.

A business card, flyer, poster and banner should not simply use the same design scaled to different dimensions.

Each format has a different purpose, viewing distance and amount of available space.

Flyer and Leaflet Design

For flyers and leaflets, prioritise:

A strong headline
One clear main offer
A relevant image
Short supporting information
A call to action
Contact information

Double-Sided Flyers

If you are printing on both sides, give each side a clear role.

Front:

Headline
Main offer
Primary image

Back:

Additional services
Prices
Contact information
QR code

Business Card Design

A standard business card provides a relatively small amount of space.

Prioritise essential information such as:

Name
Job title
Business name
Phone number
Email address
Website

A QR code can also be included when it serves a useful purpose.

Don't Overload Business Cards

Long service lists and paragraphs are generally better placed on a flyer, brochure or website than on an 85 × 55mm business card.

Poster Design

Posters are commonly viewed from further away than flyers and business cards.

Prioritise:

Large headline
Strong contrast
Simple message
Large imagery
Clear date, offer or call to action

For large-format posters, available media can include:

140gsm Matt
180gsm Heavy Matt
190gsm Gloss
230gsm Matt
260gsm Premium Lustre

The most suitable material depends on the artwork, display environment and required finish.

Booklet and Brochure Design

Booklets and brochures provide more room for detailed information.

Use:

Clear section headings
Page numbers where useful
Consistent margins
Consistent typography
A logical page order

Saddle-Stitched Booklets

Page counts for saddle-stitched booklets generally need to be in multiples of four.

Supply pages in normal reading order unless a different arrangement has specifically been requested.

Banner Design

Banners are large-format products typically viewed from a greater distance.

Keep Banner Designs Simple

Prioritise:

Logo
Short headline
Main offer
Website or essential contact information

Long paragraphs and very small text are generally unsuitable for banner designs.

Designing Printed Materials in Canva

Canva is commonly used for flyers, business cards, posters, menus and invitations.

Use the Correct Dimensions

Create the artwork at the exact dimensions required for printing.

Use High-Quality Images

Avoid compressed screenshots when original photographs or graphics are available.

Extend Backgrounds into the Bleed

For edge-to-edge small-format printing, extend background colours and images into the bleed area.

Export Using PDF Print

Canva's PDF Print export is generally suitable for creating a higher-quality production file.

Check the Exported PDF

Open and review the exported file before sending it for production.

RGB, CMYK and Printed Colour

Artwork created on a computer is often viewed in an RGB environment, while professional printing commonly uses CMYK inks or toner.

RGB

RGB stands for:

Red
Green
Blue

It is commonly used for digital displays.

CMYK

CMYK stands for:

Cyan
Magenta
Yellow
Black

It is commonly associated with print production.

Bright Screen Colours Can Change in Print

Some vivid RGB colours cannot be reproduced identically using standard CMYK printing.

This is one reason to avoid approving colour-critical artwork solely from a phone or monitor display.

Designing for Same-Day Printing

If you need your marketing materials urgently, keeping the specification straightforward can help make production more efficient.

For Faster Processing:

Use standard dimensions
Choose an available standard paper or material
Provide final artwork
Supply a print-ready PDF
Avoid unnecessary last-minute design changes
Tell us your exact deadline
Complete payment promptly

Many standard products can be completed within approximately 3–4 hours after payment and artwork approval, depending on the product, quantity, material, finishing requirements and current production schedule.

This does not apply universally to every product. For example, mounted foam-board jobs typically require approximately 1 working day after payment and print-ready artwork approval. Urgent foam-board production may sometimes be possible but should be confirmed before ordering.

Same-day availability should always be confirmed for the individual order.

Working with Your Printer

Clear specifications can help avoid production delays.

Provide:

Product type
Finished size
Quantity
Paper or material
Single or double-sided requirement
Finishing requirements
Deadline
Collection or delivery preference

Clearly Identify Your Final Artwork

If several files or revisions are being supplied, clearly identify which version should be printed.

Basic Artwork Checks

We can identify basic production issues such as:

Incorrect dimensions
Missing bleed
Wrong orientation
Obvious low-resolution artwork

These production checks do not replace customer proofreading. Customers remain responsible for checking and approving the final wording, spelling, dates, prices, contact details and other content before printing.

Design and File-Preparation Assistance

If your artwork requires preparation, resizing or redesign, assistance may be available depending on the project, deadline and current design workload.

Additional charges and production time may apply.

Final Artwork Checklist

Before sending your marketing material to print, check:

Correct finished dimensions
Correct orientation
Approximately 3mm bleed where required
Important content away from trim edges
No unnecessarily thin borders close to the trim
Suitable image resolution
Correct logo
Readable typography
Consistent branding
Correct phone number
Correct email address
Correct website
Correct prices
Correct dates
QR codes tested
All required pages included
Correct front and back artwork
Final PDF reviewed
Quantity confirmed
Paper or material confirmed
Deadline confirmed

Taking a few minutes to perform these checks can help prevent avoidable corrections or reprints.

Why Choose Printbox London?

Printbox London (Same Day Printing London) provides professional printing for businesses, event organisers, organisations, students and individuals from our Tottenham print shop.

Popular Marketing Print Products Include:

Multiple Paper and Card Options

Our small-format range includes matt, gloss and recycled papers as well as heavier card options for suitable products.

Single and Double-Sided Printing

Suitable small-format marketing materials can be printed on one or both sides.

Urgent Printing Options

Many standard products may be available with same-day turnaround depending on the specifications, artwork readiness, payment confirmation and current production capacity.

Local Tottenham Collection

Completed orders can be collected from our Tottenham print shop once they have been confirmed as ready.

Frequently Asked Questions

What is the biggest mistake when designing printed marketing materials?

Trying to include too much information is a common problem. A focused message and clear visual hierarchy usually make printed marketing easier to understand.

What file format is best for professional printing?

A high-quality print-ready PDF is generally recommended.

Should my artwork be 300 DPI?

For raster images, approximately 300 DPI at the final printed size is a useful target where practical. The quality of the original image is also important.

Can I use images from my website?

Possibly, but website images are often compressed or relatively small. The original high-resolution photograph or graphic is preferable whenever available.

Can you make a blurry image high resolution?

Changing the DPI setting does not recreate missing image detail. Starting with the best available original file normally produces a better result.

Do I need 3mm bleed?

If photographs, colours or graphics run to the finished edge, approximately 3mm bleed is generally recommended for many small-format print products.

What is a safe area?

A safe area is the space inside the final trim where important information is kept away from the cutting edge.

Should I use RGB or CMYK?

CMYK is commonly used for professional print production. Preparing artwork appropriately for CMYK can improve predictability, but printed colours can still differ from those displayed on an RGB screen.

Can I design marketing materials in Canva?

Yes. Canva can be used for many printed products. Use the correct dimensions, include bleed where required and export a high-quality PDF Print file.

What paper should I choose for flyers?

Suitable choices can include 120gsm Matt, 150gsm Gloss and 160gsm Matt, with heavier card stocks available when a more substantial feel is required.

Is matt or gloss better?

Neither is universally better. Matt provides a lower-shine appearance, while gloss can complement colourful and photographic artwork.

Can printed colours look different from my phone?

Yes. Screen brightness, colour mode, paper, surface finish and the printing process can all affect colour appearance.

Can you print marketing materials on the same day?

Many suitable standard products may be available with same-day turnaround depending on quantity, stock, artwork readiness, payment confirmation, order time and current production capacity.

How long does same-day printing take?

Many standard products can be completed within approximately 3–4 hours after payment and artwork approval, depending on the specification and current production workload.

Does the 3–4 hour turnaround apply to foam boards?

No. Foam-board orders typically require approximately 1 working day after payment and print-ready artwork approval. Urgent production may sometimes be possible but must be confirmed for the specific order.

Is same-day printing guaranteed?

No. Same-day availability must be confirmed for the individual job.

Can you check my artwork?

We can identify basic production issues such as dimensions, bleed, orientation and obvious low-resolution artwork. Customers remain responsible for proofreading and approving the final content.

Can you redesign my marketing material?

Design and file-preparation assistance may be available depending on the project, deadline and current workload. Additional charges and turnaround time may apply.

Can I collect my printing?

Yes. Collection is available from 52 West Green Road, London N15 5NR once your order has been confirmed as ready.

Can you deliver my printing?

Suitable standard and courier delivery options may be available depending on the product, destination and required deadline.

Create Marketing Materials That Are Designed for Print

Effective printed marketing does not need to be complicated. A clear message, suitable imagery, readable typography and an obvious call to action can often be more effective than a design filled with competing information.

Start with your audience and the purpose of the printed piece. Build a clear hierarchy, use appropriate images and choose a paper or material that suits how the finished product will be used.

From a production perspective, create the artwork at the correct dimensions, add approximately 3mm bleed to suitable small-format edge-to-edge designs, keep essential information away from trim lines and supply a high-quality final PDF wherever possible.

Most importantly, proofread the artwork before approving production. Check every name, phone number, email address, price, date, website and QR code. Once approved artwork has entered production, changes may no longer be possible.

At Printbox London (Same Day Printing London), we provide professional printing for flyers, business cards, posters, booklets, banners, foam boards and other marketing materials, with urgent and same-day options available for suitable products.

If you are preparing a new marketing project, send us: