Rack card

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A rack card is a small printed advertising or informational piece designed to be displayed in literature racks or countertop holders at locations with high foot traffic. [1] [2] Rack cards differ from multi-panel brochures in that they are single sheets intended for quick browsing and takeaway, typically emphasizing a small number of key messages such as location, hours, and a call to action.[ citation needed ]

Contents

Format and specifications

Rack cards are typically about 4 × 9 inches and are usually double-sided. [3] They are single sheets printed on the front and back with no folds. [4] Some rack cards are die-cut to create custom shapes or rounded corners, provided the final dimensions fit standard literature holders.

In regions that follow ISO 216 paper formats, rack-style leaflets are often produced near DL (DIN long) dimensions (approximately 99 × 210 mm).

Uses and distribution

Rack cards are used to promote attractions, services, and events in settings where visitors browse printed materials. In tourism, brochures and rack cards remain common communication tools and can influence visitor behavior at the point of decision. [5] Trade guidance highlights their placement in venues such as hotels, travel centers, rest areas, convenience stores, waiting rooms and reception areas. [6] They are also used in healthcare for patient education, where nonprofits and clinics provide rack cards in countertop holders for easy access. [7]

Beyond display racks, rack cards are also distributed through other channels: they may be included in direct mail campaigns or mailed as postcards when designed to postal specifications, inserted into presentation folders for outreach, and placed in event registration or welcome packets. Some public agencies also mail rack cards directly to households as part of program outreach.[ citation needed ]

Design and messaging

Marketing guidance suggests using the front of the card to capture attention and the back to supply essential details and a call to action. [8] Trade and nonprofit guidance often recommends printing rack cards in full color on heavy cardstock for durability; [7] [9] many designs use concise text, high-contrast graphic design, and scannable elements such as QR codes to direct readers to additional information. Campaign handbooks describe rack cards as suitable for branding, photos, key issues, election information, and contact details, with printing on both sides and potential use as a postcard mailer when designed to postal specifications. [10]

See also

References

  1. ↑ Spencer, Daniel M. (October 2013). "Effectiveness of intra-destination television advertising of tourist attractions and facilities". Journal of Destination Marketing & Management. 2 (3): 155–164. doi:10.1016/j.jdmm.2013.05.003 . Retrieved 14 January 2026. rack cards... often displayed in or disseminated through visitor information and booking centers
  2. ↑ "Glossary of Printing Terms". University of Cincinnati. Retrieved 14 January 2026. Rack Card - A printed card used for advertising or informational purposes
  3. ↑ "A Guide to Marketing Your Nova Scotia Tourism Business" (PDF). Nova Scotia Department of Communities, Culture, Tourism and Heritage. 2013. Retrieved 14 January 2026. Rack cards are 4" x 9", and usually are double-sided.
  4. ↑ Pennisi, Laura; Gunawan, Y.; Major, A. L.; Winder, A. (2011). "How to Create an Effective Brochure" (PDF). University of Nebraska–Lincoln Extension. University of Nebraska–Lincoln Extension. Archived (PDF) from the original on 24 May 2025. Retrieved 14 January 2026. a simple rack card that is printed front and back but has no folds
  5. ↑ Molina, Arturo; Esteban, Águeda (October 2006). "Tourism Brochures: Usefulness and Image". Annals of Tourism Research. 33 (4): 1036–1056. doi:10.1016/j.annals.2006.05.003 . Retrieved 14 January 2026.
  6. ↑ "93 Outstanding Rack Card Design Examples". Printing Impressions. 20 January 2015. Retrieved 14 January 2026. fits neatly into the racks found in hotels, travel centers, rest stops, convenience stores, waiting rooms, reception
  7. 1 2 "Educational Materials for Medical Practices". AIM at Melanoma Foundation. AIM at Melanoma Foundation. Retrieved 14 January 2026.
  8. ↑ "A Guide to Marketing Your Nova Scotia Tourism Business" (PDF). Nova Scotia Department of Communities, Culture, Tourism and Heritage. 2013. Retrieved 14 January 2026. For rack cards, the front of the card is used to capture attention and generate interest with the back providing the additional information needed to generate action.
  9. ↑ "Guidelines for Distributing Brochures". Nova Scotia Department of Communities, Culture, Tourism and Heritage. Retrieved 14 January 2026. Recommended paper stock: 80lb cover weight for two sided brochures (rack cards)
  10. ↑ Gookin, Dan (2019). Running For Local Office For Dummies. Wiley. Retrieved 14 January 2026.
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