The tactile nature of print media is one of the most important ways that it stands out from digital. In fact, the Content Marketing Institute says that audiences are more engaged than ever with print marketing, with an influx of brands using direct mail and print marketing to cut through the digital clutter.
One of print communications’ most compelling benefits is its ability to engage multiple senses. But have you ever considered the message that the paper itself is sending? Here are six ways to use high-impact printing to enhance marketing, draw attention to your call-to-action, and stand out from the competition.
1. Match texture to content.
Think about how you want your printed pieces to be perceived. High-quality cardstock communicates something different than lightweight paper. Try to find textures in your content, products or stories that you can emulate through paper. For example, you can choose a texture that mimics a weave of fabric or a raw roughness that may match a more masculine product category.
2. Add some sparkle.
Consider using foil to catch the light and attention of your audience. Or, a variance in ink opacity can achieve an unusual effect depending on the direction from which the paper is held and viewed. These types of treatments are especially nice for special event invitations and new product launches.
3. Show your shape with die cuts.
Unusual shapes in printed materials can create interest and underscore your brand’s specialty. For instance, if you sell window treatments, accentuate a graphic of a window by using a die cut in the shape of your product.
4. Use a creative fold.
A unique fold – letter, accordion, gate, engineering, cross, double-parallel, baronial – can help organize your message and ensure that your piece fits in the correct envelope or folder – plus, it’s just plain fun to open!
5. Try a pop-out image.
Pop-out images that are revealed to the reader when unfolding a piece can add unexpected interest and drama.
6. Wrap it up.
Envelopes are influential to the success of a direct mail campaign. Looking to enhance your response rates? Test! Use your typical envelope as your control and send it to half of your mailing list. The alternate version of your mailing envelope could be different paper, color versus your standard white, or have different placement for the call-to-action. Measure which performs better and continue to tweak over time.
Whether you are creating direct mail campaigns, brochures, publications, event invitations, newsletters or business cards, you can cut through the clutter and increase engagement with high-impact printing techniques, specialty papers and folds. If you need help developing a campaign that can help you stand out against the competition, reach out to us. We look forward to hearing from you.
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.