In Part One, we waxed lyrical about the effectiveness of print in brand-reinforcement – but, now it’s time to get specific. Here’s some practical advice on how your brand is represented in print:
Size does matter, and not just from a paper and printing cost perspective.
How and where will your customers use your print? Does it need to fit into a glovebox, handbag or even back-pocket?
Does it need to fit on a shelf, in a postbox or briefcase?
Would your products look better in landscape or portrait format?
Is there a merit in choosing a size that is similar or different to the competition? If so, do you need to adopt this size across all of your print media?
New papers are emerging all the time. Do you want whiter, lighter, coated, reflective, MRSA resistant, coloured, recycled or even magnetic papers?
Each will help reinforce a certain aspect of your brand, and highlight product or service features.
Gleaming car paintwork might need a smooth white paper, whereas leather or recycled products might use a textured paper.
Funky youth communications might want an environmentally friendly, uncoated paper.
If you have a mixture of products in your publication, try mixing the papers throughout your brochure, magazine or catalogue. This can emphasise a certain range of products, and forces the reader to change reading pace.
Don’t forget that paper is a major element of your printing cost. So, choose your paper wisely.
Finally, do you need your paper to be consistent throughout all of your print?
Most of us know about 4 colours…CMYK. But, how many of us know that we can use metallic or unique pantone colours?
What about metallic versions of all pantone colours?
If brand consistency is important to you, you might prefer to specific a unique pantone reference for your ‘house’ colour. There are cost implications for this, but at least your brand colours will be consistent (paper permitting).
Alternatively, you might want to attract attention, turning a standard colour into a metallic. This can be very useful when highlighting certain products or features, or simply to attract attention on the front cover.
Lets assume you have decided upon a final size and paper type for your brochure, catalogue or leaflet.
The paper texture and size are now saying a certain something about your brand.
If you need, you can now make your print work even harder.
Talk to your printer about the many ways in which you can:
- create extra interest
- introduce texture
- improve longevity
- highlight certain features
The list is almost endless, but options include: spot UV, lamination, due cut, embossing and foil block.
As we all know, printing costs money!
But, making our print work harder to underpin our brand, doesn’t always have to cost money.
Spend more time with your printing services company to select a size, paper, colours and format – and open your eyes to new opportunities to enhance your brand in print. And who knows, you could actually reduce your costs whilst improving effectiveness.