Our exploration of the 4 P’s of Printing has covered a wide range of topics thus far:
For the fourth and final blog in this series, we will explore some of the most commonly printed items and key things for you to consider when procuring them. Even in an increasingly digital world, printed products continue to be vital to marketing and brand building efforts worldwide.
Printed Products Explored
Print procurement professionals are always trying to balance price and quality when sourcing marketing materials for an organization. Price is relatively self-explanatory, but how does one evaluate a complex concept like quality?
The blog that follows takes everything that we’ve learned thus far about paper, processes and printing presses and condenses it into some easy-to-remember tips. By the end, you’ll know what to look for when purchasing business stationery products, business cards, envelopes and other marketing materials.
Business stationery and letterhead stock
When it comes to business stationery and letterhead products, your primary concern should be building your brand with everyone who comes into contact with those items. Focus your attention on the paper stock used. Whether you choose laid, linen, wove or something else, you need to make a positive first impression and low-quality paper does the exact opposite. Then, consider how your signature brand colors can be reproduced in print on that paper stock.
· TIP: Look for a printing company that uses high-quality paper made from sustainable sources .
· TIP: Make sure your print partner uses a printing press technology that will enable your signature colors to be reproduced accurately.
· TIP: The latest trends in stationery are for sustainable paper selections and textured finishes.
Even in a digital-first marketing environment, billions of business cards are printed every year and that will not change anytime soon. Business cards are a tangible, tactile way to create a lasting impression with potential clients. In fact, surveys show that 72% of business card recipients form an opinion of the company based solely on the quality of the business card.
· TIP: When looking for a printing provider to create your business cards, make sure they offer a wide variety of paper weights and finishes to choose from. Here again, the right paper stock makes all the difference.
· TIP: Consider what information absolutely needs to appear on your card and eliminate the rest. A focused, legible brand message is a must for the limited space of a business card.
· TIP: A colorful business card is 10 times more likely to be retained by the recipient than a plain white business card.
Envelopes work hard but are often overlooked. The right envelope stands out in the mailbox and elevates your brand image. It can also improve response rates for direct mail campaigns. Avoid the urge to splurge on top-notch letterhead and business cards while going cheap on the envelopes used do deliver them.
· TIP: When buying print services, make sure the printer offers a variety of sizes and styles of envelopes for different uses.
· TIP: Don’t assume that all of your custom-converted envelopes will be printed the same way at the same time. Ask your print vendor how they intend to ensure a precise color match on all sizes and styles produced.
· TIP: Oversized envelopes have a higher direct mail response rate than ordinary envelope sizes.
To be effective, marketing materials like brochures and flyers need to be special enough to attract attention and invite the recipient to start reading. Copywriting and graphic design – topics for another blog series – are your first priorities here. However, a beautifully written and designed brochure can damage your brand if poorly printed.
· TIP: Engage a professional graphic designer who can show work samples that demonstrate a gift for branding, fonts, colors and imagery.
· TIP: Choose a print provider who can accommodate your desired size, paper stock and finish quality using the appropriate production technology. Beware of vendors who try to justify using a printing press that’s a bad fit for your requirements simply because it’s easier for them to produce.
· TIP: Remember that the printing process involves more than placing ink on paper. Work with a print provider who offers the expertise you may need for die-cutting, embossing, foil, spot gloss and more.
Taylor: Powering Brands Through Print
We hope you have enjoyed this review of The 4 P’s of Printing. Taylor has more than 100 years of experience in document production and we apply that expertise each day in the delivery of commercial print services , corporate identity products , packaging and labeling , direct mail programs and more.
We even have a proprietary methodology that is proven to save you time and money on printed materials while improving the quality of the items created. PrintStack™, The Operating Model for Print, is Taylor’s unique approach to improving the ROI on print investments for our many customers.
To learn more about PrintStack and Taylor’s vast capabilities as a print services provider, please contact one of our print experts .