If you’ve ever stopped at a hotel, visitor center or roadside rest stop, you’ve likely noticed a display of rack cards. These colorful marketing pieces promoting attractions, restaurants and events were originally designed as quick, eye-catching materials for travelers. Today, their straightforward design and accessibility have made them a versatile marketing staple across industries. Investing in high-quality rack card printing ensures your message stands out and leaves a lasting impression.
The Evolution of Rack Cards
When rack cards first appeared in the 1950s and 1960s, road trips and roadside attractions were increasing in popularity. They became an easy way for travelers to discover new stops along their route. Motels, restaurants and visitor bureaus began placing these cards in display racks at gas stations, hotels and welcome centers earning them the name “rack cards.”
The format (typically 4 inches by 9 inches) was practical since it fit neatly into brochure display racks and could be affordably printed in bulk. Early rack cards relied heavily on bold imagery and minimal text, often featuring scenic photos, maps and slogans inviting travelers to “Visit Now!” or “Take the Next Exit.”
By the 1980s and 1990s, businesses outside tourism recognized their effectiveness. Rack cards began appearing in restaurants, theaters, retail stores, hospitals, universities and trade shows. They became a versatile marketing tool for:
- Event promotion (concerts, festivals, community fairs)
- Real estate listings
- Healthcare and educational services
- Local business advertising
Reasons to Choose Rack Cards
Today, rack cards still hold a strong place in print marketing, especially for reaching audiences on the go or in waiting areas. Their tangible format makes them ideal for local visibility and even in the digital age, they serve as quick reminders that bridge in-person experiences and online engagement, often featuring QR codes or social media handles.
One of the key advantages of rack cards is their cost-effectiveness. Compared to many other forms of advertising, they are relatively inexpensive to produce in bulk, yet they offer high visibility and tangible value. Whether you’re a small business, nonprofit or startup, rack cards allow you to reach your target audience without a large marketing budget.
Printing costs stay low due to standard sizes and straightforward designs, while their lightweight format keeps distribution affordable. You can mail them, include them in packages or place them in multiple locations without breaking the bank.
For businesses looking for an affordable way to promote events, services or products, rack card printing provides a professional, eye-catching solution that maximizes ROI while staying budget-friendly.
Other advantages of rack card printing include:
- Eye catching: Advances in affordable color printing helped rack cards stand out with bold photos and graphics — perfect for grabbing a traveler’s attention.
- Prime real estate: Cards displayed at eye level in a rack are picked up far more often than those lower down. Placement is everything.
- Lasting appeal: Even in the digital age, tourists still love rack cards because they’re tangible, portable and don’t require Wi-Fi.
- Mini souvenirs: Many people collect rack cards from attractions, events and historic sites as free keepsakes.
Use this chart to determine if rack cards are right for your message, audience and budget.
Rack Card Design Tips
A well-designed rack card grabs attention, feels good in hand and inspires action. Start by making it eye-catching by using engaging photos, intriguing graphics and bold, easy-to-read messaging to stand out in a display. Because rack cards are a tactile item, texture matters; explore paper options with your printer or designer to find one that enhances your first impression. Keep your message simple and results-focused so readers immediately understand who you are and what you want them to do. Finally, make the path to action effortless. Include a map or directions if you want visitors to find you in person or add a QR code or short web address to guide them online.
Questions to Ask
Before designing a rack card, it helps to approach it strategically. Here are the key steps and guiding questions to ensure your design is both attractive and effective.
1. Define Your Purpose: Clarity of purpose will guide every design and content decision.
- What do I want this rack card to accomplish?
- Is it meant to promote a location, product, event or service?
- What single message should someone remember after picking it up?
2. Identify Your Audience: Knowing your audience shapes the tone, imagery and layout.
- Who am I trying to reach? Tourists, locals, professionals, families?
- Where will they encounter this rack card (hotel lobby, visitor center, trade show, waiting room)?
- What will make them stop and take one?
3. Craft a Strong Message: Keep copy concise — one strong headline, a few benefit-focused lines and a clear call to action.
- What is the most important thing I want to communicate?
- How can I say it simply and memorably?
- What action do I want people to take after reading?
4. Choose Engaging Visuals: High-quality, vibrant images are key to drawing attention from a distance.
- What image or graphic instantly communicates what I offer?
- Does the imagery reflect my brand’s personality and quality?
- Will it stand out in a crowded display rack?
5. Plan the Layout and Flow: Use hierarchy such as headlines, subheads and icons to guide the viewer naturally.
- Where should the reader’s eye go first, second and third?
- Is my most important information near the top or middle (where it’s most visible in a rack)?
- Is there enough white space to make the design readable?
6. Add Tactile and Functional Details: These details elevate the professionalism and usefulness of the card.
- What paper weight, finish (gloss vs. matte) or texture best represents my brand?
- Should I include a QR code, map or coupon?
- Is all my contact information correct and easy to find?
7. Review, Test and Print: A quick test with fresh eyes can reveal what works before printing in bulk.
- Does the design look professional and consistent with my brand?
- Have I proofread for errors?
- Would I pick up this rack card if I saw it in a display?
Going Beyond the Rack
Rack cards are versatile tools that can do much more than sit in display racks. By thinking creatively, you can maximize their impact in ways that engage customers and boost your brand.
Interactive and Personalized Uses
Make your rack cards more engaging by encouraging interaction or adding a personal touch.
- Create tear-off elements: Include a perforated coupon, gift certificate or business card at the bottom to give customers something they’ll want to keep.
- Turn them into gift cards: Landscape-oriented rack cards can double as eco-friendly gift certificates.
- Say thank you: Include a personalized note and promo code in shipments or mail them to customers after a purchase.
- Use them as invitations: For store openings, fundraisers or special events, rack cards make sleek, affordable invitations.
- Make them scannable: Add a QR code so customers can quickly access your website, sign up for a newsletter or unlock an exclusive offer.
Insert and Packaging Opportunities
Rack cards can enhance the customer experience when thoughtfully included in packaging or mailings.
- Include in orders: Slip a card into shopping bags or online orders to encourage repeat business.
- Mail them directly: The standard size fits in #10 envelopes, making them ideal for direct mail campaigns.
- Bundle with other materials: Add them alongside brochures, folders or quotes for a tangible takeaway.
Strategic Partnerships and Placement
Expand your reach by partnering with other businesses or placing them in high-traffic locations.
- Collaborate with complementary businesses: A spa could place rack cards in a nearby yoga studio, or a restaurant could share cards with local hotels.
- Leverage waiting areas: Dentist offices, auto repair shops, laundromats and other waiting rooms are perfect for reaching attentive audiences.
Event and Community Distribution
Rack cards shine at events and in public spaces.
- Hand out at trade shows and events: Use them at booths during conferences, fairs or community gatherings to make a lasting impression.
- Use as event extras: Highlight daily specials at restaurants, act as creative table numbers or include them in welcome or gift bags.
- Post on bulletin boards: Pin cards to community boards at grocery stores, cafes and co-working spaces to reach local audiences.
Ready to Explore Rack Cards?
Rack cards are a timeless part of the travel experience, sparking curiosity, inviting discovery and helping local businesses connect with visitors in a way that is both practical and memorable.
At Target Print & Mail, our rack cards are printed on high-quality card stock with vibrant, full-color designs that make your message stand out. Plus, our on-staff graphic designer is available to fine-tune every detail. We charge a prorated rate based on the time spent, so you only pay for the minutes our designer actively works on your project.
Ready to create rack cards that get noticed on and off the rack? Get a quote today.
About Target Print & Mail
Since opening our doors in 1982, Target Print & Mail has been dedicated to providing top-quality printing services to the Tallahassee community. Over the decades, we have grown into the region’s premier provider of commercial printing, signage, mailing services, promotional products and graphic design solutions. Our team of more than 20 experienced team members operates from our 9,100-square-foot production center. We are committed to supporting our community, providing excellent service and always going above and beyond to exceed our clients’ expectations.