The print industry keeps innovating as technology makes new procedures possible and develops cheaper ways of performing ones that were previously uneconomical. At Southern California Graphics, we like to keep our fingers on the pulse of the industry and its direction. We’re happy to share our observations with you so others can see what we’re working on at the moment.
I Feel Like I Remember This: Printing Textured Substrates
Did you know that touch-based (or haptic) memory is the strongest form of memory humans possess? It’s something people in sales and marketing have known for decades, but now it’s backed by studies. Holding something makes it resonate more with a consumer. Print marketing is utilizing this brain hack more and more, since haptic memory can create lasting brand awareness that leaves visual memory in the dust. What does this mean for you? Make sure your flyers, business cards, and postcards feel as remarkable as they look. If it feels like it has value, consumers are likelier to retain it instead of discard it. They may not even consciously realize that’s why they’re doing it, but as long as it’s creating a sense of brand loyalty, that’s what is important. Our favorite techniques for creating a truly unique texture are embossing, debossing, raised ink, and intricate folds. We also recommend matte finish, since matte is in vogue at the moment.
Foiled Again: Dazzle ‘Em with Foil Stamping
Is there anything people like more than shiny things? Probably not a lot. We are literally hard-wired to seek them out as a survival technique. If you want your print marketing to get attention, make it shinier. Metallic foil stamping is a (sadly under-used) way of doing this. The paper is wrapped in a thin layer of foil film, which creates a striking metallic effect. There are many different types of foil you can use this technique with. Fluorescent pigment foils, clear, translucent, dull gloss, or even holographic foils. It’s at its most effective when used in concert with simple designs and thick lines. It can make a very useful and aesthetically pleasing reflective effect. The other advantage of foil stamping is how durable it is. When your printed products last longer, so will the message.
Ah, That’s the Spot: Using Spot Varnish
When you need to draw attention to specific areas of your design, spot varnishing is the printing industries of America’s latest favorite technique. You’ve seen it before: it’s when only a section of the piece is coated in a spot of UV coating. It’s perfect for making logos and brand images jut out of your printed piece. Spot varnishing can be done with several types of UV varnish, including matte. For truly exceptional results, apply textures and spot varnish together.
Print Your Art
In this day and age, giving consumers information and a basic call to action is not enough. Marketing is about storytelling. Print marketing is a narrative art form. Think about what the images in your marketing convey. What can an onlooker discern about your brand’s ethos, history, future, origin, and destination? Of course, maybe it’s just an image of your latest product. But think about how to combine an image with the kind of copy that will weave a narrative to set your brand apart from the information-frontloading dross that consumers see too much of to process every single day. People love stories. They’re much easier to tell a story to than convince to buy something. And of course, if you successfully tell a story, they’re far likelier to want to buy your product than if you lock them into the hard sell.
Southern California Graphics is a professional print service with over 45 years of experience. We can provide print materials of almost any kind, from business cards and flyers to banners and boat wraps. If you’d like to discuss our services, we invite you to get in touch on (310) 421-4685.
