Customers often move between digital and physical material. A prospect may see a social post, visit the website, take a brochure from an event and return later through a search result. Each part needs a clear job in the journey.
Where print earns its place
Print is useful when someone needs to keep information, compare options away from a screen or take something from a face-to-face conversation. Brochures, folders, samples and exhibition material can all serve that purpose when the content is current and the format suits the setting.
Where coordination breaks down
Problems often begin with old files. The website team has one logo, the printer receives another, and a last-minute deadline encourages everyone to use whatever is easiest to find. Colour, typography and messaging then drift without anyone making a deliberate decision.
What to put in the shared brief
Keep one approved set of logos, colour references, fonts, image guidance and core messages. Add the audience, use, quantity, deadline and delivery details for each physical item. The website and print do not need to look identical, but they should clearly belong to the same organisation.
Our managed print service covers specification, supplier sourcing, artwork checks and delivery coordination. Where web and print are part of the same project, we can plan them from one brief.
Example: a brochure that starts a conversation
Imagine a business taking a new service to an exhibition. The stand needs one clear message that can be read from a distance. The brochure can explain the offer and provide something to keep. A linked web page can hold current details and an enquiry form. Trying to put the entire website on the stand makes each part harder to use.
Give all three the same service name, contact details and next step. Check the printed web address and any QR code on the final proof, at the intended size. Keep the destination page available after the event; printed material can remain in circulation for much longer.
Before you approve the artwork
- Compare the price, offer and contact details with the live website.
- Decide who checks future changes across both formats.
- Test the destination and enquiry form on a phone.
- Agree what you will record afterwards, such as relevant enquiries, rather than treating every scan as a sale.
Planning a print job?
Tell us what you need to print, when you need it and what artwork you have. Andy will suggest a practical next step.