crafting your message

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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 word and image count.

2. Purpose

What are you trying to achieve with the product?

E.g. A university may purchase silicone wristbands to hand out at an open day. Their purpose is to create a lasting impression and to inform. Therefore, they will include their logo, name and a prominent telephone number.

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 imagery.

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.

Lancaster Printing is a leading supplier of promotional products in the UK.

T: +44 (0)1524 230 300E: sales@lancasterprinting.co.uk

www.lancasterprinting.co.uk