How to Make an Impact…

PRINT-PLUS-EMAIL-COVER In today’s world of marketing it is not enough just to put your name out there, you have to figure ways to stand out – to make an impact!

How you do this could be the subject of many discussions – the type of media you use, the message you convey, communicating the spirit and passion of your organization, etc. Today though I am going to key in on the value of print, and how a truly unique presentation can help engage the reader – peak their curiosity, tease their senses, and make an impression. A truly creative printed piece can make a difference in how your company, your product or your service is perceived and remembered.

To begin with, think of the paper that you specify for the printed piece. Do you look to use an uncoated sheet to match the images best, or a coated stock? Want to really stand out – how about a textured paper? There are a number of truly unique finishes such as; stippled, felt, laid, linen, metallic, Oxford cloth, wood grain and so many more. When used appropriately with the right images, they will intrigue the reader and stimulate their sense of touch. With a wide range of colors, you can also get creative. Studies have shown a greater response when stock colors are used as compared to plain white.

Other options to consider are enhancing a design with either foil stamping, or embossing or you can even combine the two. Foils stand out from the printed image in a way that immediately attract attention. They can be the traditional metallic gold or silver, but in addition you can select a wide variety of holographic foils or different shades of colors. For embossing, or debossing as well, the tactile effect can add interest – although many times you might find the need to add a colored “hue” to help embellish the effect and make it more visible. Typically these options are a little more costly, but for the right design they can make a difference. Die-cutting a shape within your printed piece is another great way to show a difference.

There are also a wide variety of coatings that can be applied to the printed sheet. Whether as an overall coating such as a soft-touch, or combination of gloss/dull coatings, you can change the effect or visual appearance dramatically. It is interesting to see people pick up a seemingly plain brochure, but when they feel the softness of the finish, they repeatedly will rub the piece and comment on it to others – even pass it along, all because it is so different than a plain piece of paper! For added effects, try the use of a glitter coating to add some sparkle – or a raised spot UV coating. Readers will touch the raised image and then continue to hold the piece at different angles to see where the image starts and stops – only to stop and think “how cool is that!”

To engage other senses, consider the use of a scratch n sniff image – there are a wide range of stock scents such as flowers, fruits, foods and perfumes – we could even mix up a special scent to match something custom. There can also be heat activated coatings that will show images hidden underneath when rubbed or exposed to warm air. For a more simple way to hide a winning prize, the use of a common scratch-off will do the trick!

While doing something a little creative does add cost to the printed piece, often the value realized through increased response rates can more than pay for the technique used. In addition, the number of added touches received from your piece being passed around to others extends the impact even more!

To see live samples of what I have suggested here we have developed a creative piece called Print Plus… a journey – contact me to receive a copy to touch and feel yourself!

How can we help you stand out in a crowd?

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