Marketing Printed Collateral

It is not just about what you put online……

Some people get excited about food or fashion, I enjoy a great brochure or printed piece. I like the way really high quality printed material smells and feels.

I do not need cheaply printed magazines or catalogs when I can go online and get the same information, but when I get a beautiful, well printed magazine or catalog in the mail. I savor it, flip though it again and again, and I save it to enjoy later.

In print design, typography is one of the more crucial aspects. Typography is essential the practice of organizing, arranging, and modifying type. In print, typography doesn’t have to be plain and boring. It can be beautiful, creative, and colorful. There are a number of ways to liven up typography, such as creative and original layouts, using color variations, and use of fancy fonts.

Good layouts are easy to follow and provide clear reader cues to help the readers easily find their way through a piece. The layout techniques used in print has a direct impact on how the reader appreciates and experiences the story or product presented. There are four principles of design: balance, emphasis, rhythm, and unity. These principles of design help create a good layout that allows a reader a chance to quickly process the message.

Then there is the paper. Paper quality is important when deciding which type of paper to use for different print pieces. Is your piece for viewing or touching? Think about the effects of the weight, brightness, texture and coatings. From text to artwork, the paper chosen will affect the quality of the printing and the impression it has on the reader.

After Johannes Gutenberg’s dramatic invention of the printing press in 1440, relatively little changed in the print industry. Certainly, the desktop publishing revolution of the 1990’s made quality design and layout more easily and quickly attainable, but the mechanics of creating the printed image changed little. However the past decade has seen the smell of ink virtually disappear as more and more printers have made a total shift to digital, full color print.

The presence of printers ink smell is rare and when I get a piece with the distinct smell, I breathe it in deeply and enjoy it. Apparently there was a survey of women conducted in 2010 that concluded women are highly attracted to the smell of printers ink, paint and leather.  Then again, maybe that is the reason I enjoy opening a catalog or book with the strong smell of ink while sitting on my leather sofa. Who knows?


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