Insights / Print
The Print Collateral Every Small Business Needs (and What to Skip)
Print still shapes first impressions. The short list of pieces worth making well, how to design them, and the ones that waste money.
By Nicole Irmo · November 14, 2026 · 3 min read
Most small businesses need only a handful of printed pieces: business cards, a one-page capabilities or service sheet, a leave-behind or brochure for sales conversations, signage, and branded forms such as invoices and proposals. Make fewer pieces, make them well and make sure every one tells the same story as your website.
Worth doing well
- Business cards with a clear title, direct contact details and a QR code to a useful page.
- A one-page sell sheet: who you serve, what you do, proof and how to start.
- A brochure or leave-behind for considered purchases.
- Signage and vehicle graphics that read at a distance in three seconds.
- Proposal and invoice templates that look as professional as your work.
Usually skip
- Long brochures nobody asked for.
- Generic promotional items with no tie to your product.
- Pieces printed in large quantities before the message is tested.
| Piece | Worth it? | Why |
|---|---|---|
| Business cards | Yes | Cheap, kept, and a quality signal |
| Leave-behind or capabilities brochure | Yes, for B2B | Stays on the desk after the meeting |
| Vehicle and building signage | Yes | Seen thousands of times |
| Targeted direct mail | Often | Gets opened when the list is right |
| Generic tri-fold brochure | Rarely | Usually recycled unread |
| Branded swag nobody wants | No | Cheap merch says cheap brand |
Design principles
- One message per piece.
- Real photos of your work and team.
- A clear next step on every piece, with a trackable URL or QR code.
- Paper and finish that match your price point.
A direct marketing brochure our team designed for NorthShore Care Supply won a Graphic Design USA 2022 Health + Wellness Design Award. The lesson was simple: a single clear promise, strong photography and craft in every detail.
Frequently asked questions
Is print still effective?
For considered purchases, in-person sales and local businesses, yes. It is tangible and less crowded than digital.
How do I measure print?
Use unique URLs, QR codes, offer codes or call tracking numbers on each piece.
Print design is $150 an hour (5-hour minimum) or included in a $5,000 monthly design retainer.
