Print Collateral

Print collateral refers to the physical marketing materials businesses use to promote their brand, share information, and support sales or customer engagement. These materials are designed to be visually appealing and to communicate key brand messages in a tangible format.

Print collateral is an important part of a comprehensive marketing strategy because it complements digital efforts and helps businesses connect with customers in person.

Print collateral helps businesses:

Establish credibility and professionalism

Provide physical takeaway materials at events

Support sales conversations

Reinforce brand messaging

Create a memorable brand experience

Many customers respond positively to materials they can hold, read, and reference later — especially at trade shows, meetings, or retail locations.

Common examples of print collateral include:

Business cards

Flyers and brochures

Postcards

Posters and banners

Rack cards

Sell sheets

Door hangers

Direct mail pieces

Product catalogs

Each type serves a specific purpose in promoting a business, whether it’s networking, advertising, or sharing detailed product information.

Business cards provide a quick and professional way to share contact information. They are often exchanged during networking events, meetings, or first-time connections with potential customers.

A well‑designed business card reinforces your brand identity and ensures people remember your business after an interaction.

Flyers and brochures are informational printed pieces used to promote products, services, events, or special offers.

Flyers are typically single‑page materials used for quick announcements or promotions.

Brochures can be multi‑page pieces used to share more detailed information about a business.

Both formats help communicate marketing messages in a clear and organized way.

Postcards are versatile print pieces often used for direct mail campaigns, promotional announcements, or seasonal offers. They are ideal for reaching customers with messages that don’t require a lot of copy.

Postcards help increase visibility and can drive website visits, phone calls, or in‑store traffic.

Posters and banners are large‑format print materials used to attract attention in high‑traffic locations such as trade shows, events, lobbies, and storefronts.

They help convey important messages quickly and are designed to be visible from a distance, making them ideal for promotions and brand visibility.

A rack card is a printed marketing piece designed to be displayed in racks at high‑traffic locations such as hotels, visitor centers, or waiting rooms.

Rack cards typically highlight services, attractions, or offerings and are designed to be easy to browse.

A sell sheet is a one‑page print piece that highlights a product or service’s key benefits, features, and pricing. They are often used in sales presentations, meetings, and trade shows to provide prospects with quick, digestible information.

Print collateral reinforces branding by using consistent design elements such as:

Logos

Brand colors

Typography

Imagery

Messaging

Consistency across print and digital materials helps strengthen brand recognition and builds trust with customers.

Print pieces provide sales teams with professional materials they can share during meetings or events. These tools help:

Communicate value and offerings

Provide leave‑behind materials

Support customer questions

Promote promotions and offers

Well‑designed collateral helps salespeople present information clearly and professionally.

Print collateral design services typically include:

Concept development

Visual design and layout

Brand integration

Typography and imagery

Print‑ready file preparation

Design services ensure that print materials look professional, are aligned with brand identity, and are effective for their intended purpose.

Print designers typically deliver files in formats suitable for printing, such as:

PDF – print‑ready layout

EPS or AI – vector formats for scalable graphics

JPEG or PNG – image formats for preview purposes

Providing the correct formats helps ensure materials print correctly and look as intended.

Choosing the right print collateral depends on business goals and how materials will be used.

Consider:

Where materials will be distributed

Who the target audience is

What messages need to be communicated

Whether materials are for networking, advertising, or sales

A strategic approach helps businesses choose print collateral that supports their objectives.

Print collateral and digital marketing complement each other. For example:

QR codes on printed materials can drive users to a website

Social media graphics can match printed pieces for consistency

Email campaigns can reference printed promotions

Using both channels together helps create a cohesive brand experience and reinforces marketing messages across formats.

Professional print design makes materials look polished and credible, which reflects well on the business. Poorly designed materials can confuse customers or appear unprofessional, undermining marketing efforts.

Professional design increases the likelihood that printed pieces will attract attention, communicate key messages, and ultimately contribute to business growth.

To begin, businesses typically share:

Their brand guidelines

Goals for the materials

Target audience details

Any specific content or offers

Designers then create concepts that align with these goals and work collaboratively through revisions until the final design is approved.