SIZE MATTERS TOO!

In the best case—when the financial investment is not limited by a lack of resources—we can give priority directly to how the item will be used.
If production must also be assessed for cost-effectiveness, to use the fashionable expression, design must be approached in a comprehensive way, and preliminary consultation with the printing company responsible for production can play a major role.

The first thing worth deciding is where and for whom our future publication is intended.

We must also consider whether the printed product needs to function as a flyer, brochure or something else. This matters because consumer habits in the particular setting and other factors can influence how receptive people are to our message.

Other factors include, for example, the bustle of a trade fair, where our publication must compete with the visual impulses affecting visitors and the range presented by competitors in order to achieve the expected success. Naturally, what visitors do with it after receiving it is also important: will they bury it among the other promotional materials, or assign it priority because of a particular quality? Its dimensions can strengthen that quality through easy storage, a small space requirement or even foldability.

We identify the distribution channel that initiates use of the printed material as an essential consideration.
The next stage in considering use is the objective of the publication. What are we communicating, and what do we want to achieve with it? An immediate sale, arousing curiosity or providing thorough information? Numerous considerations can therefore determine the finished size.

An information catalogue is generally produced in a size larger than A5 because its function requires it to communicate a large amount of data and other parameters to the user. Because of its high page count, it is usually held together with adhesive binding. It is therefore a printed tool for providing thorough and comprehensive information. Typical locations include the issuing company's sales outlet, a stand at an event or a sales representative's briefcase.

With brochures, the publisher attempts to influence emotions. Beautiful, large illustrations, clearly readable arguments and an appealing design naturally require space—and quite a lot of it. Crowding reduces the user experience, so printed marketing tools of this kind are only rarely found below A4 size.
They appear at exhibitions, in showrooms and at customer service desks because they are a worthy addition to the company's other visual elements and provide an inviting way to occupy waiting customers.
As handouts, however, movement away from a simple format towards folded, multi-page versions is increasingly common. We can almost speak of a “mini brochure”, where images and text can sit side by side with a little willingness to compromise.
The advantages of these publications are their informative nature and easy handling even in large quantities—in other words, they can be called user-friendly. They fit almost anywhere: in a bag, a car glove compartment or a pocket. When required, they are immediately at hand and perform their function. DL is a common size, which also allows them to fit into an envelope.

“Now or never” publications

These specifically encourage members of the target audience to make an immediate purchase. Promotions, information about discounts and advertisements for a featured product can be placed in an A5 or A6 format. Publications of this kind have become known as flyers. With good design and, of course, a good offer, we can create a highly effective advertising solution that provides a return.

They can and should be distributed almost anywhere because, according to the law of large numbers, their production cost usually pays for itself. It should also be mentioned that, following current trends, many businesses have their printed materials made in minimal quantities but place particular emphasis on paper and print quality and select the distribution channel in the most relevant direction. A return can still be expected this way.
Size therefore matters. If we think too generally, we can increase wastage and the risk that, despite an apparently good offer, we fail to achieve the objective of having a potential customer read and even keep our publication.

Putting a stop to costs—economical production as a consideration

Yes indeed—which finger should I bite? Many small businesses ask themselves this important question, particularly when they realise the importance of quality communication. We could also say that this is the stage where real marketing begins. Alternatives can be created here that deliver quality alongside favourable production costs. Challenges stimulate the creative imagination of the designer—or, as the proverb says, palm trees grow under pressure.

The purpose of this article is not to encourage anyone to spend without limit on printed materials. It is important to mention, however, that if savings are necessary, quality should not be where they are made.
One immediate opportunity is to avoid unnecessary production waste. The customer pays for that too, since it also passes through the manufacturing process. Choosing the right dimensions can create significant savings.

Let us consider a simple example. An SRA3 press sheet can hold two A5, four-page—that is, folded—introductory or product-information leaflets. This provides enough surface area for attractive images and relatively informative content. If we want the publication in DL format, we face the problem that if we insist on a four-page folded version, no more than two pieces will fit on the sheet. Space for content also decreases while the unused area increases. What is the right solution if we do not want to pay for the empty area but wish to retain the DL finished size? We simply redesign the publication as a six-page piece. After an attractive concertina fold, the finished size remains unchanged and no content needs to be removed.

Another solution is to give the publication an A5 format after all. The essential point is that before production we need to know the size of the printing area available and which publication dimensions will cover that area economically.
We could naturally mention paper quality and the printing process as further cost-reducing factors, but our basic assumption is that quality should be maintained so that it can influence the future customer.

In conclusion, with a little care, not only can production prices remain within acceptable limits, but achieving the objective will not require a disproportionately large compromise.