Any type of printed marketing you hand out, leave behind, or share with your audience is considered print collateral. Use our Print Collateral Guide to better understand common printed pieces: business cards, flyers, mailers, rack cards, brochures, booklets, posters, and banners.
Purpose: introduction and contact information
Typical dimensions: 2” x 3.5”
Typical printing cost: 6¢ – 30¢ each
Business cards have existed as print collateral since at least the 17th Century. Today, they’re used a means of introduction and verification. Even in a digital age, business cards are kept and collected. Their low cost makes it easy to hand them out freely and their size is designed to fit nicely in a wallet, card keeper, or Rolodex. Your business card design should make a first impression appropriate to your business and brand.
Since business cards are printed by the hundreds or thousands, you should only include information that’s relevant for at least a year. This isn’t the time to mention a promotion or time-bound event. Also, think about who in your organization really needs a business card. Save money by skipping seasonal employees.
While trendy shapes and sizes are eye-catching, they don’t fit well in wallets or card collectors. Our advice: let the card design pop but keep the size standard. Grab attention with a heavier stock (thicker paper) or a coating that will encourage folks to hold onto your card.
Purpose: notification and promotion
Typical dimensions: 5.5” x 8.5” to 8.5” x 11” (half- to full-sheet)
Typical printing cost: 40¢ – $1 each
Flyers are a small form of print collateral typically printed on light-weight stock. They’re often distributed by hand and through influencers. Flyers are best for communicating a simple message that is absorbed quickly. Sale! Free! Act now! Use a flyer to announce an event, temporary deal, or short-term offering.
Flyer designs can be one- or two-sided but shouldn’t contain a lot of copy. This isn’t the right piece for sharing detailed information or telling a story. Don’t choose a flyer if it’s critical for your audience to receive more information or if there are several steps in your call-to-action.
Your flyer is going to be thrown away shortly after it’s received. Accept this fact and plan your message and budget around it. If you need people to keep the physical printed piece, you should choose a different type of print collateral.
Purpose: notification and promotion
Typical dimensions: 4” x 6” (postcard) to 6” x 9”
Typical printing cost: 40¢ – $1.50 each
A mailer is similar to a flyer but, instead of being distributed by hand, it’s sent through the mail. Mailers are great for targeting a specific audience by geography or demographics. You don’t have to be located anywhere near your distribution area. Mailers can also be timed to arrive at the best possible moment, like a week before an election or a few days before a sale.
A mailer won’t create a personal connection so the messaging should be tailored to a cold lead scenario. While technically you can customize the copy for each recipient, doing so will significantly add to your costs. Like flyers, mailers aren’t good for sharing dense or detailed information.
Unlike other types of print collateral, mailers need to be UV-coated to hold up in the post system. When budgeting, you’ll need to consider the costs of postage and creating or acquiring a mailing list. Chances are your mailer will be thrown away within minutes. So keep messaging short and to the point.
Purpose: persuasion or information
Typical dimensions: 4” x 9”
Typical printing cost: 50¢ – 60¢ each
A rack card is basically one section of a brochure, enough to create a professional impression. They fit in brochure racks (hence the name) but only have a front and back panel with no folding. They’re a cost-effective choice when you don’t have too much content to communicate. They’re often used at events or to share specific info about your organization.
Given the limited space, rack cards aren’t a good choice for long, detailed information. Ask yourself, What does the audience need to know in order to take the next step? Anything beyond that isn’t necessary.
Rack cards are printed on heavier stock than flyers and most brochures. This keeps them from flopping over in a rack. Plus, people perceive thicker paper as more valuable and are less likely to throw it away than other types of print collateral.
Purpose: persuasion or information
Typical dimensions (unfolded): 8.5” x 11” or 9” x 12” or 8.5” x 14”
Typical printing cost: 80¢ – $1.40 each
Brochures are a folded form of print collateral that are larger than rack cards and flyers. Brochures range from four to eight panels, so you can share more content and give a more complete picture of your business. The folding allows for a level of physical engagement and interaction with the piece that creates a stronger connection in the reader’s brain.
Because they have a higher unit cost, brochures may be too expensive to use for short-term promotions like a sale or seasonal offering. While they do have more room for content than some print collateral, brochure designs should be focused on a single call to action.
Brochure prices are based on stock, size, and folds. Printers generally refer to the size by the dimensions of the unfolded sheet of paper. Larger sheets will result in taller brochures or more panels and will cost more. Brochures can be printed on “book” or “text” stock, like paper in a magazine, since the folding makes them sturdy enough to stand up in a rack. The number of folds, not the folding style, will factor into the price.
Purpose: persuasion or information
Typical dimensions (folded): 5.5” x 8.5” or 6” x 9” or 8.5” x 11”
Typical printing cost: varies
At last, the booklet is the appropriate print collateral for long, detailed information. Unlike brochures, booklets are consumed in a linear fashion, from front to back, so messaging can be more narrative. Booklets are typical as event programs, reports, catalogs, and short publications.
Due to their cost and length, booklets shouldn’t be given unsolicited. Save booklets for those who ask for more information, attend an event, or seek out your business. If you don’t think your audience is going to read a booklet, don’t spend the money designing and printing them.
Booklet prices depend of the number of pages, which come in multiples of four. Booklets are bound in different ways depending on length starting with stapling for short booklets. Mid-size booklets can be saddle stitched and very long ones can be perfect bound like a magazine.
Purpose: attention
Typical dimensions: 11” x 17” to 24” x 36”
Typical printing cost: $1 – 8 each
Posters are one-sided prints on light-weight, glossy stock. They’re meant to be hung and read from a distance. They’re best for event promotions (like movie posters), advertisements, and short announcements. The messaging should be instantly consumable. Poster designs should make a strong impression even without the reader fully engaging their attention.
Posters are too flimsy for long-term use. Also, the longer a poster hangs in the same place the less people will notice it. Posters should contain more visuals than written copy. The information should be short and easy to remember.
Consider environment and installation when planning a poster. The size and style should be appropriate for the final hanging location. Do you want your professionally designed print collateral hung with a piece of tape? If your poster is hanging on or near a window, the colors will fade in the sun without a UV-coating.
Purpose: attention
Typical dimensions: 12” x 36” and up
Typical printing cost: $25 and up
Banners are print collateral in that they involve ink and physical material. They’re printed on vinyl and work as portable signs. Banners come in a wide range of sizes, though not all printers can produce larger ones. Think of them like heavy-duty posters. Banner designs should be visible and legible from a distance. They’re best used for general brand awareness, recurring events, and in situations where durability matters. Though less professional in appearance than a permanent sign, they’re much less expensive.
Banners are not meant to be handled closely or printed for individual readers. The message shouldn’t be more than a name or short phrase. Think about how long the banner needs to last. If they’ll meet your needs, posters are much less expensive.
Again, think about the environment in which the banner will hang. Do you need poles or a structure to hold the banner? Many printers offer these at an additional cost. Banners are designed to be reused. You may get more bang for your buck if you leave off time-bound info like event dates.
The main factors to consider when choosing your print collateral are message and audience. Think about what needs to be communicated and to whom. Make sure your budget is appropriate to the lifetime of the printed material. Remember design as well. When you’re investing big bucks in printing your marketing materials, you want to be sure the design is intentional and professional.
We’re happy to answer questions about print collateral. Leave yours in the comments.
Note on printing costs:
Unit costs for printing decrease with higher quantities. Our costs were based on 500 business cards; 100 flyers, mailers, rack cards, and brochures; and one poster and banner. We approximated costs from a variety of online printers in October 2017.
Today’s Tip
Best Practice: Rack card versus a brochure. Today people scan first then read. Less is better. Use a rack card to inspire them to call you.
Today’s Article: Brand Implementation: Rack Card versus a Brochure
Today people feel they have less time to get everything done. With the introduction of computers and new technology, everything is changing even quicker and our world has sped up. Not only has the world sped up, but we have more choices now then ever.
Example: It’s been estimated that there are 1 million SKUs (standard stocking units) in America. An average supermarket has 40,000 SKUs. An average family gets 80 to 85 percent of its needs from 150 SKUs. Consumers do not connect with 39,850 items in the store.
To get a prospects attention today, simplicity, clarity and convenience are even more important. Just like an elevator pitch that needs to be under 10 seconds, you have less time in print to connect with people. Use a rack card – less is better.
The main reason for a brochure or rack card is to get them to call you, email you, visit your website or social media, use your shopping cart or walk through your door. Focus on what you want them to do and inspire them to do it. In writing your copy, use words and phrases that people use when they search on the internet for what you sell. The best source of information to help them make a “buy decision” is not the brochure or rack card but connecting with your company.
What is the difference between a brochure and a rack card?
The standard brochure is a tri-fold. It is a piece of paper stock that is 8.5×11 inches and folded two times so you have 3 panels on the front and three panels on the back for copy. The rack card is one-third of an 8.5×11 inch piece of paper stock. So you have one panel on the front and one panel on the back for copy.
Since today people feel they have less time to get everything done, make it easy for them to connect with your company.
Create a rack card that is easily scannable by a person and inspire them to reach out to you. Since the rack card only has two panels versus the 6 panels of a brochure it is quicker and easier for them to scan and read to find what they want. Do not forget to use the top front of the rack card to make that first visual connection with the rack card title. Make sure the rack card title can be easily seen in a brochure holder.
When looking at designing a rack card title do not forget what people (demographics and psychographics) are searching for and what they are willing to pay for it. Remember there are three pricing strategies: below market (low price), at market (more value, higher price) and above market (luxury, status or prestige).
Rack Card Title Examples:
Stay for Less in Miami Beach – below market (low price)
Miami Beach Waterfront Hotel – (more value higher price)
Five Star Miami Beach Hotel – above market (luxury, status or prestige)
Connect with the Customer
The key to connecting with new business is understanding who they are, what they want, how you meet their need or desire and what price they are willing to pay. Pick the right pricing strategy, the right rack card title with the right branded message(s) to attract new customers and keep repeat customers.
Action Step: Make a decision what is going to be the best way to connect with your customers, will be it be a rack card or a brochure? Inspire them to make a “buy decision” by connecting with you on the phone, by email, on a shopping cart, or walking through your door.
Rack Card or Brochure Printing Service
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