ISSUE 04
|
2014
03
O
ften lost in the discussion on how print can deliver your messages and drive targets to
your desired action is how interesting and involving you can make it. And that’s certainly a
worthwhile goal. The average person is exposed to no fewer than 1.85 million messages per year.
That’s about 5,000 each and every day – of which they’ll notice roughly 50 and remember only four!
An appealing headline and eye-catching graphic design will certainly help your mailer, brochure or
other printed piece stand out. But so will the many “tricks of the trade” developed over the years to
enhance engagement. Here are just a few attention-seeking tips:
Glow up, already!
Add an element of intrigue with
fluorescent inks that glow in the dark to reveal a
message or image. The more ink you specify, the
brighter the luminescence. The less fluorescent ink
you apply, the more subtle the radiance.
Scratch off an appealing scent.
Consider how a
scented ink or coating might highlight your message.
Call attention to your beach vacation packages or
promote a Mother’s Day floral arrangement with
a scratch off that suggests a sea breeze or rosy
bouquet.
See what pops up
.
Revealed to the viewer when
unfolding a piece, pop-out images can add impact to
a mailer or brochure and dramatize a product. Selling
custom homes in a new development? How about
a pop-up of a completed house, showcasing the
beauty of a new model and how quickly one might be
completed.
Take a shine to it.
Pearlescent and metallic pigments
applied to your printed pieces as coatings or
overprints can add sparkle or sheen to your project.
Foil stamping is another way to add a touch of luster –
and class – to an invitation.
Shape up with die cuts.
Add an unusual shape to
your printed materials. Whether selling homes, cars
or cupcakes, die cuts can create pieces in the form of
your subject to attract attention and underscore your
specialty.
Start with the right finish.
Specify a spot varnish in a
gloss, satin or dull finish to set apart one image or
area from another. Enhance the tactile experience of
your printed piece with soft-surface, sandpaper or
textured coating. Another option? Embossing for a
three-dimensional impression that enables readers to
feel the design.
n
These are but a few of the many types of folds to better present, organize and reveal your message – to say nothing of
ensuring your piece fits in a right-sized envelope or folder.
Know when – and how – to fold ‘em.
Letter Fold
(C Fold)
Accordion
Fold
(Z Fold)
Single Fold
Double
Parallel Fold
(V Fold)
Cross Fold
(French Fold)
Engineering
Fold
Baronial
Fold
Gate Fold
