Print communication: choosing materials by use and cost

1. Identify a use situation and a next step

Describe the occasion: a meeting, trade show, reception point, delivery or internal presentation. Specify who uses the material and what information should remain available. One business may need several short materials rather than a general brochure.

The next step guides content: prepare a question, compare options, consult a resource or make contact. The material should not require the reader to discover unaided what they can do next.

Observe existing materials: are they handed out, kept and referenced? Feedback from salespeople and visitors helps identify missing information. These observations should not become representative statistics without a method.

The communication strategy connects these uses to priority messages. The choice of format comes after this definition.

2. Choose the material according to function

A sheet suits a question or limited offering. A brochure organises several complementary pieces of information. Signage helps people navigate or identify an action. The format must remain compatible with the environment and reading conditions.

Paper, folding and finishing should support use. A material handed over quickly must be legible and easy to handle. An expensive finish should have a reason, not just a decorative effect.

Request samples and examine them under the planned conditions. Legibility on a screen does not guarantee legibility of the printed document.

3. Prepare content and its validity period

Start with the main question and answer. Then organise evidence, conditions and contact details. Reduce generalities that do not help the reader understand the offering’s value.

Check names, figures, contact details and visual rights. An illustration should not suggest a real project if it is only illustrative. Fictional examples must be identified.

Identify information likely to change: prices, availability, range or team. A digital resource can hold updatable detail while print retains stable reference points.

Assign content approval and record the version. Print approval must not become a mere formality: it confirms the document actually intended for production and the points agreed with the printer.

4. Calculate quantities and full cost

Estimate quantities based on distribution locations, usage rate and validity period. An attendance forecast is an assumption to document. Add specific needs without inflating volume to obtain a lower rate.

Full cost includes design, preparation, printing, finishing, delivery, storage and possible reprinting. Unit price sometimes decreases with quantity, but the cost of unused copies must also be examined.

Compare several quantities using the same specifications. An option delivered all at once may differ from phased supply. Lead times and correction conditions are part of the choice.

Keep quotations and assumptions. The calculation should explain why a quantity was selected and when a new decision will be needed.

5. Connect print to digital resources

A QR code can lead to an up-to-date resource, but does not replace the material’s essential information. State what the reader will find and provide a short address or contact usable another way.

Test the destination on mobile and on a physical copy. Check that the page matches the promise, works and enables a clear action. A controlled redirect may facilitate a destination change, provided it is maintained.

Visit tracking can inform usage, with rules suited to the data collected. A scan does not demonstrate a full reading or qualified enquiry.

The same messages should remain consistent on the material and page. A brochure announcing a condition absent from the website creates uncertainty when the reader seeks clarification.

6. Fictional example: a preparation sheet rather than a catalogue

Fictional example. An SME hands out a complete catalogue at initial meetings. Questions, however, mainly concern information to gather before an enquiry. It tests a sheet focused on this preparation.

The sheet explains necessary data, shows an illustrative example and leads to an updatable resource. Technical details for the entire range remain available separately. Content is approved before a limited run.

The team records uses and questions received. It tracks distributed copies and remaining stock. Resource visits complement feedback without becoming a sales estimate.

At the review, the SME decides whether to correct content, reprint or retain another material for advanced enquiries. No commercial gain is assumed.

7. Check claims and answer common questions

Expressions such as ‘green’ or ‘ecological’ require precise justification. Ask what is certified, at which level and by whom. The choice of paper alone does not demonstrate the project’s complete environmental footprint.

FSC distinguishes several labels, including FSC 100%, Mix and Recycled. Check applicable conditions for using a label on the printed product with the supplier; do not add a logo simply because paper is described as certified.

Reducing unused volumes and organising updates are concrete management decisions. They should be examined alongside quality and intended use.

Should all paper materials be removed?

Examine their actual function. Some uses can be digital; others benefit from a document available on-site.

Which format gives the best result?

Format depends on information, reading and distribution. A physical trial helps the choice.

Is a QR code enough to measure effectiveness?

It provides a partial observation. Complement it with usage, feedback and relevant next steps.