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Printing Lingo: What is a Rack Card?

An example of a large display case used to hold multiple Rack Cards

A Rack Card is a simple and cost-effective promotional piece, usually printed in full color on one or both sides of heavy cardstock.

The standardized size of rack cards (typically 4" x 9" or 3.5" x 8.5") allows them to fit into a specifically-designed display rack or counter-top holder for easy access by potential customers.

What types of Businesses use Rack Cards?

Rack cards can be used by almost any business or organization. They are popular for lobbies, showrooms, waiting areas, and tradeshows…as well as for Point of Purchase (POS) marketing. Rack cards also have widespread use in the tourism industry. You have likely seen a large display of colorful rack cards in a hotel, airport, restaurant, visitor center, or other venue while traveling.

An example of a counter-top holder for Rack Cards

How do Rack Cards attract Customers?

In most cases, a rack card is geared toward foot traffic…so its marketing message must entice the people walking or standing nearby. The goal is to have a potential customer notice your message, take the card with them, and ultimately respond to your call to action.

Hence, rack cards must be designed to grab and hold a prospect's attention. This is accomplished through the creative use of compelling colors, engaging images, and brief but persuasive text. In addition, racks cards are often gloss-coated to add sheen and increase the vibrancy of the ink colors.

What can be Printed on a Rack Card?

Though relatively straightforward in construction, racks cards are actually very versatile. In fact, they can be printed with any content or layout you choose…including promotional offers, upcoming events, information about products or services, discount coupons, contact info, directions, maps, QR codes, or anything else that helps build awareness and sales.

Also, the layout of most rack cards is created with a vertical orientation, as that is how they are normally positioned in a display rack or counter-top holder.

What is the Size of a Rack Card?

Rack card dimensions are typically 4" x 9", 3.5" x 8.5", or something similar. This allows rack cards to fit into standard-sized floor, wall, or counter display racks. It also allows a rack card to fit very well into a standard #10 business envelope, thus serving double-duty as a mailer insert.

If you have any questions, or if your business has a need for custom-printed Rack Cards in quantities of 250 or more, give Formax a call at (314) 434-5500 or (866) 367-6221. Or, if you already know your specifications, simply click here to access our quote request form. We look forward to working with you!

Take care! Keith

About the Author

Keith Beaty is the owner of Formax Printing Solutions in St. Louis, MO. Formax provides a complete array of offset and digital printing services. Specialty areas include book printing, full-color printing, laminated printing, map printing, plus mailing services. If you ever have a printing question or project you would like to discuss, Keith is always happy to help. He can be reached at 866-367-6221. Keith and Formax have been providing worry-free printing and related services since 1985.

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