Graphic Designing Postcards

Postcards are a timeless medium for communication, whether for personal, promotional, or artistic purposes. They blend utility and creativity, making them an impactful tool for graphic designers. Here's an extensive guide to mastering postcard design.

Understand the Purpose of the Postcard

Before diving into the design, clarify the postcard’s goal:

• Promotional Postcards: Advertise a business, event, or product.

• Personal Postcards: Serve as mementos or holiday greetings.

• Artistic Postcards: Showcase your artwork or photography.

The purpose will dictate your design approach, tone, and layout.

Know Your Audience

Identify who will receive the postcard. Is it a niche audience, such as art collectors, or a broader demographic? Tailor the design elements—colors, fonts, and imagery—to resonate with the audience.

Dimensions and Printing Specifications

Postcards typically follow standard sizes, but confirm the below with your printer. Some printers offer custom sizes and the list below is by no means limiting as they come in countless sizes depending on your printer, the print features you would like, and the quantity ordered.

• Standard Size: 4" x 6"

• Large Size: 5" x 7"

• Oversized Postcards: Up to 6" x 11"

Ensure the design includes a bleed area (usually 0.125 inches) to avoid unwanted white borders after trimming.

Key Design Elements

a. Layout

A well-structured layout ensures clarity and visual appeal. Divide the postcard into two sections:

• Front: Focus on impactful visuals and a compelling headline.

• Back: Reserve space for mailing information, a call-to-action (CTA), and supporting text.

b. Typography

• Use no more than two or three complementary fonts.

• Ensure readability with legible font sizes: headlines (18-24 pt), subheadings (14-18 pt), and body text (10-12 pt).

• Match font style with the postcard’s tone—elegant serifs for formal events, bold sans-serifs for modern promotions.

c. Color Scheme

• Stick to a cohesive color palette.

• Use vibrant colors for attention-grabbing designs or muted tones for a minimalist look.

• Consider the psychological impact of colors (e.g., blue for trust, red for urgency). It's important to note that color must also be considered within context. For example, in some context, red may represent urgency, danger (fire or danger sign), or love, and it's also a popular color in food products. 

d. Imagery

• Choose high-resolution images (300 DPI or higher).

• Use illustrations, photos, or patterns that align with the postcard’s theme.

• For personal postcards, consider adding a custom photo for a personal touch.

e. Call-to-Action (CTA)

For promotional postcards, include a clear and actionable CTA, such as:

• “Visit Our Website for a Discount”

• “RSVP Today for Early Bird Pricing”

Incorporating Branding

For business or promotional postcards:

• Include your logo prominently but not overwhelmingly.

• Use brand colors and fonts for consistency.

• Add contact information: phone number, website, social media handles.

Optimize for Print

a. Resolution

Design at a resolution of 300 DPI to ensure print quality.

b. Color Mode

Use CMYK color mode (not RGB) for accurate printing. Some corporations may request Pantone color coding, which is a another type of color coding and requires advanced skills on the part of the graphic designer and printer.

c. File Format

Export your design in PDF, TIFF, or EPS format as per the printer’s requirements.

Add Finishing Touches

a. Special Effects

• Spot UV coating for glossy highlights.

• Embossing or debossing for textured elements.

• There are many other special effects but it's best for a graphic designer to talk the printer and client to coordinate availability and what aligns within budget.

b. Paper Choice

• Glossy paper for vibrant designs.

• Matte paper for a sophisticated look.

• There are other paper choices that may be available depending on your printer.

c. Edge Styles

Consider rounded edges for a modern aesthetic.

Test and Review

• Print a sample to check for color accuracy and alignment. This requires a professional-grade printer.

• Review text for typos or misalignment.

• Ensure all design elements are within the safety margins.

Sustainability Considerations

• Use recycled paper to minimize environmental impact.

• Partner with eco-friendly printers.

• Promote digital versions for a greener alternative.

Crafting Memorable Postcards

Postcards are a versatile canvas for your creativity. By understanding your audience, maintaining clarity, and leveraging professional tools, you can create stunning postcard designs that leave a lasting impression. Whether for personal, promotional, or artistic use, the right postcard design can make all the difference.