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Choosing pens

Pens are designed to be stolen, and that's the whole marketing plan. Leave a box at the front counter of your clinic, bank branch or dealership and they'll spread through town on their own. Custom pens are about the most affordable way to hand something useful to every person who walks in, which is why they never go out of fashion.

You're working with a very narrow canvas. A barrel has room for one line of text or a small logo, so choose between your name, your website and your phone number rather than cramming in all three. A pen with a clip or a wider body can offer a bit more space. Dark ink on a pale barrel generally reads better than clever colour pairings.

Feel counts more than you'd expect, since a scratchy pen gets tossed and a nice one gets hoarded. Click or twist, slim or chunky: try to picture who's holding it. If you plan to give away pens by the box, the price table on each product page will show you where the per-piece cost changes, and a bigger order often makes more sense than it first appears.