Feeling the pressure: refinement as the key to success
Digital is current, fast, colorful, exciting, no question about it. We encounter digital information everywhere, possibly captivating us briefly, then being topped by the next. But little of it sticks! For all their advantages, digital messages rarely remain in our consciousness for long; they tend to be fleeting. They are not tangible, and therefore more difficult to "grasp". The haptic moment is missing, the "touching" [...].
He who senses believes
Humans are equipped with several sensors. Seeing means knowledge and recognition, an important basis for any orientation. Sensing, however, means feeling and thus believing. Feeling verifies visual impressions. Thanks to the haptic impression, the chance that print recipients will engage with a print product increases. Print products with high-quality substrates and finishes increase attention and motivation to buy. The fact that these are not empty words is underlined by a study conducted by the Verband Druck und Medien Bayern (Bavarian Print and Media Association) with Seismografics. The results of the study are expected to be presented in mid-April 2018 and will provide marketers with a scientific basis for making even more efficient use of print products in the future.
Finished paper stands for premium quality
A market performance must correspond to the overall image of a supplier. For Beni Kiser, Managing Director and owner of Kasimir Meyer AG in Wohlen, the lasting impact of a print product is a close interplay of all elements. The message plays the central role. The material, design, printing technique and finishing are coordinated with it.The finishing options are diverse. It is not a matter of finishing as much as possible, but of doing so with the greatest possible effect, in keeping with the overall design. For Beni Kiser, it is important to always get the most out of the combination of substrate, graphics and finishing. For him, it's all about attracting attention with a printed message with the idea of developing a multi-sensory experience with sight, touch and smell, thus stimulating the senses. The basis is a beautiful, high-quality paper that matches the theme. The message can be further enhanced with the right printing technique and a sensibly applied finish. At the moment, natural papers in beautiful natural colors and with a natural surface are in vogue. Ecology and the relationship to nature are a big topic in Switzerland among end customers, advertisers and agencies.
Why refine?
For Renato Vögeli, member of the management of Vögeli AG, Marketing Production & Printing in Langnau i. E., print finishing is a way of appealing to several senses. The eye can be surprised with varnish effects and metallic foils. Die-cuts and special folds encourage people to perform an action with their hands and thus to engage more intensively with the printed matter, and thus with the message.For Renato Vögeli, it is important that a product stands out, stands out from the crowd and thus arouses curiosity. This can be achieved with the choice of material, the finishing or with special die-cutting and shapes. Finishing can also be used to convey very specific messages that have an emotional impact. Likewise, high-quality print products convey values such as style, uniqueness, and high quality.
What do you need to pay attention to?
For Philipp Stalder, Head of Marketing and Sales at FO-Fotorotar AG in Egg near Zurich, visual, haptic and olfactory effects help to generate attention in addition to the relevant content. The following elements are important for enhanced print products to score points with recipients: The print substrate must allow for the desired finishes. It is also important to allow sufficient time for conception and execution, and the budget must take into account the costs of the additional effort.Philipp Stalder is also convinced that the finishing should support the printed message and not be used for the sake of finishing. For example, lamination can achieve a haptic and visual effect and at the same time, as a positive side effect, protect the printed matter and thus help it to last longer. In addition to the surprising color effect, thermochromic inks also offer protection against counterfeiting, as their properties cannot be copied. Finishes can thus increase the utility value of a printed product.
The effect is what counts
Finished printed matter should have an impact. As many senses as possible should be activated and the recipients should be captivated by the finishing. Attention should be drawn to the offer and not to the type of finishing. At the same time, the values of the supplier and the value of the offer can be conveyed to the recipients. Only an all-round coherent offer will achieve impact and not just attention.
Interaction not always predictable
The interaction between substrate, printing, and finishing is not easy and also not always predictable. That's why it pays to get the specialists on board as early as the conception phase. Time and costs are two factors that are often pushed into the background. If you don't want to produce expensive flops, then it pays to approach the printing of a high-quality print product in a planned manner.serious address selection is just as much a duty as processing tests and test meetings. After all, it would be a shame if, after the hard work of everyone involved, a top-quality print product arrived at the recipient smeared, crumpled or with torn edges.
Practical tips for finished print products
-Plan enough time and budget.-Get experts on board early.-Design, materials and finishing to match the main message.-Select simple language that gets to the heart of the customer's benefit.-Message and value must match the recipient group.-Test mailing with "sharp" material to test addresses before main production.
