When designing any type of marketing print materials, use repetition to engage readers and reinforce your message. Repetition in design is important for creating an attractive and cohesive piece. Repetition also helps people to read the printed material and tells their eyes where to go next.
Repeat the Layout for Recognition
Designers use a grid to keep the layout of the pages of a print piece consistent. For instance, if there are columns, they should be the same width, or if there is a side bar with additional information, it should be in the same place on each page and be the same size. You’ll want to also repeat the amount of white space on each page. Having consistency is especially important for a piece that extends over several pages, such as in a magazine or brochure printing. If the layout of the article looks the same, readers can easily recognize the article by its layout as they flip through the pages. On the other hand, if a reader can’t find the rest of the article, those pages will have no chance to make an impact.
Repeat Key Elements for Ease of Reading
Repeating the style of font for your headlines helps readers know where they are and what’s coming next. Stick to one font for each element of your marketing material — one font for the headlines, one for the body text, one for the pull quotes, and so on. Page numbers should be in the same place on each page. In general, it’s comforting for readers to know what to expect and where to look for the information they seek. You want to make reading your printed posters or newsletter as pleasurable as possible in order to attract customers.
Repeat Colors and Patterns for Attractiveness
Too many different colors and patterns makes a page seem cluttered and chaotic. To make your material as attractive as possible, you will want to repeat the same colors and/or patterns throughout your piece. You want people to enjoy looking at your marketing material, otherwise, it will likely just end up in the garbage.
Repeat Images to Reinforce Your Message
Use images to emphasize numbers in your brochure printing. For example, if you are advertising a huge sale on the 5th of the month, you could have five stars under the number 5. Pictures help readers to remember what they read. And if they remember it, they are more likely to act on your message.
Use Contrast for Emphasis
Okay, contrast is the opposite of repetition. However, if you use repetition throughout your piece, you can use contrast in one or two places to emphasize something you really want readers to notice. This will keep your repetition from becoming monotonous. Just make sure to limit your emphasis to onlyone aspect, two at the most, otherwise you will end up with little to no repetition and a cluttered design.
Whether your promotional material is a brochure printing piece, a catalog, or something as small as a business card, use the above rules for repetition to make your information interesting and readable to your clients.
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