With all the technology competing for our attention endless notifications, digital ads, and social media feeds it can be challenging for businesses to stand out. Capturing your customer’s attention and creating a lasting impression can be tough.
That’s where print marketing can help. It offers a tangible, personal way to connect with your audience, something they can physically hold and engage with, unlike digital advertising.
Still, many businesses find themselves unsure about which print products to use. Everyone's familiar with business cards and postcards, but they may be new to other products. Flyers and rack cards are two common options, but they’re often confused, even though they serve different purposes.
Below, we’ll break down the differences between custom rack cards and flyers. This can help you determine which option best supports your goals, so you can create a more impactful and successful print marketing campaign.
What are Printed Flyers?
Flyers are one of the most versatile and widely used tools in print marketing. They are a single, flat piece of paper, usually the size of a standard letter (8.5"x11") or half of that (5.5"x8.5").
The magic of a flyer is how easy and effective it is to share information widely and quickly. Got an event coming up? A grand opening for your new shop? Or maybe a killer deal you want everyone to know about?
Just print it on a flyer! You can hand them out, tack them on a community board, or even drop them in mailboxes. It's a straightforward way to get your message out to a ton of people without a lot of fuss.
Why Choose a Custom Flyer?
When you have a lot to say, a custom flyer gives you the space to say it clearly and effectively. With room for detailed text, eye catching images, and compelling graphics, flyers are perfect for telling your story, highlighting key information, or promoting a special offer.
Their flexibility makes them easy to use in a variety of ways. Whether you're handing them out in person, posting them in high traffic areas, distributing them at a trade show, or including them in direct mail campaigns. No matter your industry, a well-designed flyer is a smart, practical way to get your message in front of the right audience.
Key Characteristics:
- Plenty of space for content, including text, images, and a call to action.
- Printed on quality lightweight paper, keeping costs low for mass distribution.
- Available in single-sided or double sided formats; some may also be folded for added space.
- Easy to distribute in person or by direct mail.
Common Uses:
Here are some real world examples that show how businesses commonly use to promote their products, services, and events.
- Event Promotion: A local band advertising an upcoming show or a community organization spreading the word about a charity run.
- Grand Openings & Sales: A new boutique announcing its opening weekend or a restaurant promoting a seasonal discount.
- Service Announcements: A freelance graphic designer highlighting services and showcasing a sample portfolio.
- Political Campaigns: A candidate sharing key messages, background, and voting information with potential constituents.
If you’re looking for a simple, effective way to share detailed information and connect with a wide audience, they could be just what you need. It’s a flexible marketing tool that helps you get your message out clearly.
What are Rack Cards?
They are compact, attention grabbing marketing tools. Rack cards are designed to quickly convey key information at a glance. Typically sized around 4"x9", they’re made to fit perfectly into display racks found in high traffic areas, such as hotel lobbies, trade shows, visitor centers, and retail counters. They are usually placed where people naturally stop to look around and pick up items that interest them.
Think of a rack card as your silent spokesperson. It’s designed to deliver concise, easy to read details about your business, services, products, or special offers without overwhelming the reader. With their slim vertical layout and sturdy cardstock, rack cards are built to stand out and withstand handling, making them ideal for distribution.
Want to learn more about how to make your rack cards even more effective? Check out our blog for design tips, layout best practices, and inspiration to help you create a rack card that gets noticed.
When to Use Flyers vs. Rack Cards
Not sure which type is right for your business? It all comes down to how much information you need to share, where your audience is, and how you plan to reach them.
Below is a breakdown to help you decide:
Choose Custom Flyers When:
- Reaching a broad audience quickly is your top priority.
- The message you're sharing includes more details or requires explanation.
- It's perfect for promoting a one time event, limited time offer, or grand opening.
- Flyers are also ideal when you're working with a tighter budget and need a cost effective option for mass distribution.
Choose Custom Rack Cards When:
- These are perfect for staying visible in places where people naturally browse and pick up information.
- They're ideal when your message is short, simple, and easy to understand at a glance.
- Consider using them to promote ongoing services or provide important location details.
- A rack card is also a great choice when you need a more durable piece that can hold up over time.
- They're excellent for partnering with local businesses to increase exposure.
Design Tips for Maximum Impact
Whether you're designing a marketing piece, good design can make all the difference in how your message is received. With just a few thoughtful choices, you can turn your print piece into a powerful marketing tool that grabs attention and encourages action.
Here’s how to get the most out of each format:
Designing an Effective Flyer:
These marketing materials typically include more detailed information, so maintaining a clear, well organized, and visually engaging layout is essential to ensure your message is easy to follow and impactful.
- Bold Headlines: Start strong. Use a clear, attention grabbing headline that draws readers in immediately.
- Clear Hierarchy: Use font size, color, and spacing to guide the reader’s eye through the content in a logical flow.
- Compelling Visuals: Incorporate high quality images that support your message and help tell your story at a glance.
- Strong Call to Action: Make it clear what you want the reader to do next. Whether it’s scanning a QR code to visit your website, save your seat for attending an event, or claiming a special offer.
Creating a Standout Rack Card:
They are compact and meant to deliver your message quickly, so simplicity is important.
- Concise Copy: Use short, impactful sentences. Get straight to the point. Like the phrase, less is more.
- Eye Catching Image: A single, high quality image can say a lot. Choose one that represents your brand, product, or offering clearly and effectively.
- Prominent Contact Info & CTA: Make it easy for readers to know how to reach you or what to do next. Your contact details and call to action should be front and center.
- Durable Design: Since rack cards are displayed in public spaces and picked up frequently, choose a thicker paper stock or protective coatings to keep them looking sharp longer.
Final Thought: Print Smart, Grow Strong
They both offer unique strengths, and choosing the right one comes down to knowing your goals and how you want to connect with your audience. Whether you need to share detailed information with a wide group or deliver a quick, compelling message in a high-traffic location, understanding the difference helps you make a more strategic choice.
Ultimately, it’s not just about printing; it’s about printing with a clear purpose. A great design, placed in the right hands, can make a lasting impression and help your business grow.
Ready to create print materials that truly work for you? Visit Print Cartel to explore our premium flyer and rack card options we’re here to help you bring your vision to life.
