Creative copy and stunning photography utilized to tell your story leaves a (hopefully) lasting perception of your company. The words and images convey throughout both digital and printed communications the same as when they are viewed by your audience.
Sight, however, is only one of our 5 senses, leaving us with other opportunities to convey our brand.
The FINISHES on a Direct Mailer, Brochure or Invitation can send a message to the end user in a more subtle, lasting way.
We’re programmed to block out advertising images and words because of the constant bombardment we experience daily. But if you add a soft coating or interesting shape to your message will get in through the sense of ‘touch’. And aren’t we trying to get our customers to feel something about us in our marketing efforts?
Here are some simple finishes that will add a tactile experience:
Coatings
Some of the most common coatings used to stimulate the reader’s senses are Aqueous, Varnish and UV.
Aqueous Coatings are applied in-line on some printing presses, so it’s a reasonably priced and very effective option. These finishes can add a gloss, satin or soft touch experience to your print. It is only available in an overall coat.
Varnishes are applied on the press as well, but printed with a plate like laying down an additional color of ink. These finishes are available in gloss or matte. Varnishes are the least obvious coatings and not recommended for a high sheen.
UV Coating is applied off press as a secondary process. It can be applied as an overall finish or as a spot finish highlighting only chosen parts of the brochure. This process provides the highest contrast of coating and will make the coated images pop off the sheet.
Die Cutting is used to create a shape. A die for the shape is made and each sheet is cut one piece at a time on a separate press after it’s printed.
Round Corners, Business Card Slits and Index Tabs are the most common examples of die cutting but you can let your imagination run wild with this one and cut any shape you can think up.
Careful with the mailing pieces though, the post office has very strict rules about die cut mailings.
Folding creates anticipation. The process of unfolding a creatively designed piece is stimulating because the reader anticipates the next step. They are lead to read the next page as it’s revealed to them.
Your customer can hear and feel the quality of the paper as they unfold your message. Here are some creative, cool folds that you don’t see every day.
Packaging generates excitement. Ever since we were kids, receiving a gift has always been exciting. And opening that package has been a big part of that titillating experience. Presentation is everything.
A catalog sent in a FedEx Mailer is way more fun to receive than someone handing it to you in person. That “ZIP” when the package is opened creates just a little more emotion that adds to the message.
Package your message to create some feeling before they begin reading the message inside.
- Envelopes are the most common form of packaging so don’t forget their importance. Increase your open rate by adding a message to the outside. Consider paying full first class postage- use a live stamp and hand-write the address. Your Grandma does and you never throw her stuff away.
- Chipboard Mailers, like the FedEx Letter mailer mentioned above, can be customized with your message. We guarantee that it will be opened and involves a recognizable sound when it’s unzipped.
- Boxes of all shapes and sizes can be sent to hold dimensional or heavy pieces like samples, catalogs or promotional products that enhance your message. Boxes offer the most secure delivery of your message without damage.
The next time you put together a marketing campaign, consider the other 4 senses that are available to tell your story. And yes, you can add candy hearts to your box with your logo on them to involve taste too.
