Creating a Substantial Visual Impact Through Corporate Responsibility Campaigns

In a post-pandemic world, marketers are tasked with a unique balancing act: helping people return to reality while remaining sensitive to the challenges of this era.

Today’s consumers appreciate businesses that prioritize people over products. Research by consumer authority Mintel has shown that as many as 56% of Americans will stop buying from brands they believe are unethical. Additionally, in a global survey, 91% of consumers reported they were likely to switch to a brand that supports a good cause, given similar price and quality. 

Corporate responsibility, or cause marketing, occurs when a company’s promotional campaign has a dual purpose of increasing profitability while bettering society. Or, more colloquially: cause marketing occurs when a brand does well by doing good.

Visual campaigns are potent, and they are even more compelling when combined with a social initiative of some sort. Here are three dynamic examples.

Cadbury’s “Donate Your Words” Campaign

In the United Kingdom, 225,000 older people often go a week without speaking to anyone.

During the pronounced isolation of COVID-19, Cadbury chocolates launched an initiative to benefit Age UK, the country’s leading charity dedicated to providing companionship, advice, and support for older individuals.

In a stark visual, Cadbury removed all lettering from the front of its dark purple packaging and replaced it with a blank tag: instead of a price, there was a pledge to talk to an older person. Blank pledge tags were also available for customers who wanted to write personalized pledges. Shoppers could take any display item to the till, but instead of paying money they could pledge to talk to an older person.

Cadbury donated its chocolate and challenged a nation to donate its words.

American Express and Small Business Saturday

Did you know that the original founder of Small Business Saturday was American Express?

Without a non-profit partner, American Express embraced entire communities by encouraging consumers to shop local and support the mom and pop stores in their own neighborhoods (presumably while using an American Express card to do so!).

Launched in 2010, local profits leaped from $14.3 billion in 2014 to $19.8 billion in 2020. Key to this success was visual marketing; to equip local businesses, American Express designed creative pieces like signage, social posts, scavenger hunt maps, recipe sheets, and themed passports to support their “Neighborhood Champions”—men and women that vowed to formally celebrate Small Business Saturday in their areas.

A Meaningful, Memorable Message

Consumers want to see positive change in the world and when your brand can be part of it, the emotional impact of your marketing will ratchet up.

Choose your cause wisely, listen to your audience, and lean in to the power of print marketing to put your message front and center. 

How to Prepare Large-Format Projects for Print

When you want to flaunt your finest, large-format printing can make an oversized impact!

Large-format printing includes products printed at a length of 18-100 inches with a minimum width of 60 inches. Some of the most popular items include posters, window graphics, yard signs, vehicle wraps, vinyl banners, media backdrops, and more.

While large-scale graphics are stunning, these projects require special preparation, so these images remain vibrant and sharp when stretched to larger-than-life proportions.

If you plan to go BIG, here are some factors to consider.

Communicate from the Start

When diving in on a large-scale printing, create a detailed brief and use this to speak to your printer as early as possible.

Try to include everything from the size, design, materials, and deadlines. Your printer will work with you to be sure your ideas are achievable, and the timeline is realistic.

Set Appropriate Image Specifications

As you connect with a printer, be sure your images match the required specifications.

Pixels per inch (or PPI) is the standard measurement for image resolution. PPI refers to the density of pixels per square inch of space they occupy. The higher the PPI, the sharper your image will appear as a large-format graphic. As a general rule, most commercially printed materials require at least 300 PPI.

The viewing distance required for your project can be a factor in selecting the appropriate specs.

Select Clear and Legible Fonts

Since most large-format products are meant to be viewed from a distance, fonts are a big deal.

Usually, sans-serif fonts are easier to read than script or serif fonts. Fonts that are too bold or have wide spacing between letters are also very difficult to read when viewed from afar. To check your font’s legibility, take a few steps back from your computer and evaluate from a different perspective.

Limit the number of fonts you use, and don’t crowd the design!

Choose Your File Formats

There are generally two file types in large-format printing: EPS (Encapsulated PostScript) and TIFF (Tagged Image File Format).

EPS – such as .eps or .ai files – can contain both text and graphics and are a better option for vector images, which use algorithms to increase an image size (rather than pixels), which preserve image quality when scaled up.

TIFF files are best for high-quality graphics, with color depths ranging from 1 to 24 bits. They can also support special Adobe features like layering and transparency.

Not sure which format is best? Your printer can help and may even have software presets they can send you in advance. No matter which file type you select, don’t flatten the original file before sending it to print. Keep an editable file to make the design and printing process easier!

Get Color Samples

Did you know there are two primary ways of displaying colors?

Anything designed for a screen – such as digital banners or a website – uses an RGB (red, green, blue) color model, while printed materials use CMYK (cyan, magenta, yellow, black). RGB looks great on a screen but can look dull when printed, so you can save yourself extra hassle by converting your design file color to CMYK before you begin. If you haven’t, double-check with your printer about how to proceed from where you’re at.

Amplify Your Voice

Large-format printing offers huge promotional potential for your business.

But it can be a big investment, which is why it’s important to get things right the first time. Whatever your large-format printing needs, our experienced team can help! Whether you’re looking to build brand identity or bring curb appeal to your business, upgrade your customer experience with magnificent large-scale visuals.