Best Practices in Print Marketing Business Cards Ideas Postcards

Choosing the Right Font



When Avatar, the biggest grossing movie of all time was released, graphic designers were in an uproar. They despised the font that director James Cameron had chosen for the subtitles (Papyrus). Can you imagine that fonts can impact sales? Overnight Prints decided to test this phenomenon:

We tested this theory in focus groups and at the beach, using sandwich boards and sunscreen. The photos above show glimpses of our market research team in action.

  • We went to the coastlines of Southern California with four sandwich boards in tow.
  • Each board contained the same generic printed message, offering free sunscreen and soda to anyone who read the message.
  • Each board was printed in a different font. We tested Helvetica, handwritten, retro and gothic.
  • We sat back and observed which board lured the most visitors.

More than 65% percent of the beach-goers were allured by the board with the retro font.

Every target market is different. We learned that fonts are powerful, and can have a huge impact on sales. The web is loaded with articles about proper font selection.

There are even guides about the most loved and most hated fonts.

Don’t make the same mistake James Cameron made. Test your fonts! There is no perfect font for everyone.

Courtney’s Action Items:

  • Print a simple message about your product, or use an existing caption. The message should be one to three lines long.
  • Print the message on four sheets of paper. Use a different font for each. Experiment with diverse styles. For example try these four: handwritten, artsy, conservative, and gothic.
  • Ask five of your customers/friends to look at the flyers for a few seconds each.

Ask these questions:

  1. Which one stands out and why?
  2. Which one is the most credible? Why?
  3. Did any fonts instill a particular feeling? If so, what?

Integrate the feedback into your next postcard marketing campaign. Compare the results with a previous campaign.

See what people had to say about why they chose the old fashioned looking font:”

By:Courtney Knapp

You Might Also Like

9 Best Social Media Platforms for Promoting Your Small Business in 2019

5 Creative Mother’s Day Photo Gift Ideas for 2019, 2020 and Beyond

Comic Conventions: Their impact on fashion, culture, technology and entertainment

Incorporating Pantone Color into Your Backyard Decor

Not What it is, What it Represents, The Effect Of Branding

Making Your Mark: Tips for Designing Your Logo

Integrated Marketing

Help! I Need a Designer ASAP

Custom Design vs. Template

Saying More with Less

3 Visual Elements that Encourage Trust

Our Recommended Partner: Boostability

Does your Business Card pass the 3 second Glance Test?

5 Things Every Freelancer Needs to be Successful

How Old Fashioned Marketing can Impact your Small Business

Scratch for Success

Pairing with Non Profits-Working Together

Giving Back – A Spa Play Day for Dogs

Tips for Great Web Copy

Choosing the Best Paper for Your Print Project

Breaking Sales Records with Creative Print Marketing

Designing a Brochure from the Heart

Grow your Small Business with Novelty Notepads

How Print Marketing is Like Dating

Small Business Website Basics

Go from Zero to Hero with Integrated Marketing

Boost Sales by Choosing the Right Colors

Capture Mobile Consumers with QR Codes on your Print Material

The Five Essential Elements of Effective Logo Design

A True Sink or Swim Story

Beginners Guide to SEO

Effective Branding

How to Talk to a Graphic Designer: Bridging the Gap

Writing a Compelling Call to Action

The Power of Words (in sales)

In The Trenches With Ryan Dowd: Entrepreneur – Designer – Visionary

Pro’s and Con’s of Postcard Marketing

Five Simple Primary Market Research Techniques

Best Practices in Graphic Design

How to Make Your Direct Mailer Stand Out

Marketing on a Shoestring Budget

Pricing your Product or Service: Learn from the Red Lobster Snafu

Shop the Story!