Printed marketing materials still play an important role in campaigns, especially when they support events, retail promotions, product launches, local advertising or in-store activity. The right print choices affect how professional a campaign looks, how long materials last, how much they cost, and how consistent the brand appears across different formats.
For marketing managers, the key is not to know every technical print detail, but to understand the main choices and know what to ask suppliers. This guide focuses on three common campaign assets: leaflets, display units and banners, with practical guidance on materials, printing processes, finishing and colour control.
Start with the campaign purpose
Before choosing materials or print methods, define how the item will be used.
Here are some essential questions you should ask yourself:
- Is it for indoor or outdoor use?
- Will it be handled, folded, transported or installed?
- How long does it need to last?
- Will people view it close up or from a distance?
- Is it a one-off campaign or a repeatable asset?
- Is brand colour accuracy critical?
- Is sustainability part of the brief?
A short-term leaflet campaign needs very different specifications from a reusable exhibition banner or a premium retail display.
Leaflets
Leaflets are best for awareness, offers, event information, product education and local promotions. The main decisions are paper type, paper weight, fold style, finish and print process.
Recommended materials
Silk or satin coated paper is the safest default for most marketing leaflets. It gives a smooth, professional look and works well for images, colour and promotional layouts.
Gloss coated paper gives stronger colour impact and shine. It is useful for image-led promotions but can create glare and feel less premium.
Uncoated paper has a natural, tactile feel. It is better for text-heavy content, forms, vouchers, appointment cards or campaigns where a softer, editorial look is preferred.
| Use case | Suggested stock |
| Mass handouts or door drops | 130–170 gsm |
| Standard promotional leaflet | 150 gsm silk or satin |
| Premium leaflet or leave-behind | 200–250 gsm |
| Postcard, voucher or card-style handout | 300–350 gsm |
Folding options
Use folds when the leaflet needs to organise information clearly.
| Fold type | Best for |
| Half-fold | Simple two-section messages |
| Roll-fold / tri-fold | Service menus, product ranges, step-by-step content |
| Z-fold | Maps, schedules or information panels |
| Gate fold | Premium launches or reveal-style messaging |
For heavier stocks, ask the printer to crease before folding to avoid cracking.
| Finish | When to use |
| No finish | Low-cost, short-life leaflets |
| Aqueous varnish | Light protection and improved rub resistance |
| Matt laminate | Premium, glare-free finish |
| Gloss laminate | Strong colour and protection |
| Soft-touch laminate | Premium campaigns, luxury launches or high-value leave-behinds |
Avoid over-specifying finishes for disposable leaflets. A simple 150 gsm silk leaflet is often enough for short-term promotional campaigns.
Display units
Display units are used in retail, events, receptions, showrooms and point-of-sale environments. The right material depends on whether the display is temporary, structural, reusable or premium.
| Material | Best for | Notes |
| Corrugated cardboard | Short-term POS, product promotions, FSDUs | Cost-effective and often recyclable |
| Display board / paperboard | Counter displays, shelf talkers, indoor promotional units | Good for short- to medium-term indoor campaigns |
| Foamboard | Lightweight indoor signs and panels | Not suitable for damp or outdoor use |
| PVC foam board / Foamex | More durable rigid signs, semi-permanent displays | Good rigidity and print quality |
| Corrugated plastic | Temporary outdoor signs, event directionals | Lightweight, water-resistant and durable |
| Acrylic | Premium retail signs, reception displays, reusable fixtures | Higher cost, strong visual finish |
Choosing the right display unit
For short-term retail campaigns, cardboard or paperboard is usually the best balance of cost, speed and sustainability.
For rigid indoor signage, foamboard or PVC foam board is more suitable.
For temporary outdoor signs, corrugated plastic is practical because it is lightweight and weather-resistant.
For premium or long-term brand displays, acrylic may be worth the higher cost.
Banners
Banners are used for events, exhibitions, storefronts, outdoor advertising, launches and wayfinding. The main choices are banner type, material, finishing and installation method.
| Banner type | Best for |
| Roller banner | Events, exhibitions, reception areas, portable campaigns |
| PVC banner | Outdoor promotions, fences, storefronts, short-term advertising |
| Mesh banner | Outdoor areas with wind exposure |
| Fabric banner | Premium indoor displays, exhibitions, reusable event graphics |
| Backlit banner | Lightboxes and illuminated displays |
| Blockout banner | Double-sided or high-opacity displays |
Material choices
PVC banner material is durable, affordable and widely used for outdoor banners. It is suitable for short-term external campaigns, especially when finished with hems and eyelets.
Mesh PVC is better for windy outdoor locations because it allows air to pass through.
Polypropylene or PVC-free banner media is useful for indoor roller banners where sustainability is important.
Fabric banners are best for premium indoor environments, exhibitions and reusable graphics. They are lightweight, easier to transport and often look more refined than PVC.
For outdoor banners, installation details are critical. Always specify where the banner will be placed, how it will be fixed and whether wind exposure is a concern.
Printing processes
The printing process should match the asset, quantity, substrate and required turnaround.
Digital printing
Digital printing is best for:
- Short runs
- Fast turnaround
- Personalised or versioned campaigns
- Leaflets, small posters and short-run marketing materials
It is usually the most flexible option for marketing teams because artwork can be changed quickly and minimum quantities are lower.
Offset litho printing
Offset printing is best for:
- High-volume leaflet runs
- Static artwork
- Premium colour consistency
- Larger quantities where unit cost matters
It can be more cost-effective at scale, but setup time and cost are higher than digital.
Large-format inkjet printing
Large-format printing is used for:
- Banners
- Posters
- Roller banners
- Vinyl graphics
- Exhibition displays
It is the standard process for oversized campaign assets.
UV flatbed printing
UV flatbed printing is best for rigid materials such as:
- Foamboard
- PVC foam board
- Acrylic
- Corrugated plastic
- Display panels
It allows direct printing onto rigid substrates.
Dye-sublimation printing
Dye-sublimation is mainly used for:
- Fabric banners
- Soft signage
- Exhibition graphics
- Textile displays
It is ideal for polyester-based materials and reusable fabric systems.
Colour control
Colour control is especially important when printed materials appear alongside digital campaigns, packaging, retail displays or brand signage.
CMYK vs spot colour
Most printed marketing materials are produced using CMYK, which combines cyan, magenta, yellow and black inks.
For brand-critical colours, such as a specific corporate blue, red or green, a Pantone or spot colour may be needed. Spot colours are more controlled but can increase cost and may not be available on every print process or substrate.
Key colour control recommendations
Marketing managers should ask printers:
- Will the job be printed in CMYK or with spot colours?
- Which colour profile should artwork use?
- Can you provide a proof before production?
- Can you match our brand colour across different materials?
- Will colours vary between paper, vinyl, fabric and board?
Colours will naturally look different on different materials. A blue printed on silk paper will not look exactly the same on PVC banner, cardboard or fabric. The goal is controlled consistency, not always a perfect match.
| Proof type | Best for |
| Digital soft proof | Basic layout and content checks |
| Printed proof | Colour-sensitive campaigns |
| Production sample | Display units, banners, premium or high-volume jobs |
| Wet proof | High-value offset print work |