Print design can include many elements: texture, color, layout, typography, illustration and photography. Brochures, catalogues, direct mail, outdoor, newsletters and print ads are all common sales tools for most businesses. The art of print is balancing the aesthetics of the ad with the functionality of accurately promoting a product or service. It must be bold enough to capture a consumer's attention, clever enough to make them want to read on, and smart enough to educate and stimulate an action.