Print advertising wasn’t meant to get this far. Dismissed as both old school and old hat, ‘experts’ predicted it would succumb to a digital revolution and a new, better way of marketing.
Rather than die out however, printed assets remain as popular and impactful as ever. The last twelve months in particular have proven more renaissance than swansong. It appears there’s just no substitute for real, tangible collateral...
That assumption is one re-enforced by a recent study completed by the marketing research institute Marketing Sherpa. It found that 82% of Americans trusted print advertising more than the digital equivalent. No wonder some of the world’s biggest brands strive to meet them halfway and keep a close eye on industry trends.
Evans Graphics make a point of doing the same, as evolution enables us to improve our service offering. Having delved into design trends for 2019 we’ve revisited the subject here. So, what’s new and what’s in?
Less is more, at least according to some of the best performing marketing campaigns of the day. While cutting edge design tools and print apparatus allow us to realise spectacular artwork, going back to basics is often more effective.
Minimalist design – devoid of blinding colours and garish fonts – remain the most powerful way to communicate a message on printed material. Guinness have been big proponents of this approach and reaped the rewards with a series of quite brilliant promotions, particularly those focused on Rugby Union.
Embracing white space in particular allows brands to showcase a certain product. Placing short, simple messaging alongside it creates an honest and authentic look consumers gravitate towards.
Creative agencies across the globe have long known personalisation is the key to securing business. It’s of little surprise then to see more of them incorporating it into their printed marketing assets.
There’s no great secret to this... name checking prospects and tailoring your offering makes them feel valued and appreciated. This is best demonstrated through lumpy mail campaigns that vary in nature. Personalised invitations to an upcoming event increase the chances of converting your ideal customer. Likewise, bespoke flyers and posters…
Better targeting courtesy of the likes of Google Analytics can be executed with printed marketing. This is just one way online and offline can merge. More on that to come…
The feel of a product can leave a lasting impression. That’s why a growing number of businesses are dedicating time to including different textures within the same design. This can be achieved through embossing and debossing alike, as well as the adoption of raised inks or finely detailed folds.
A popular – and successful example – is that of Apple who display both their logo and product image in different materials to the remainder of their iPhone and iPad packaging. Both are presented in an ‘edge up’ fashion – exuding an air of quality. Those purchasing the item may not recognise the subtle difference at the time but will do subconsciously. That’s the idea.
Making something tactile is marketing at its cleverest.
Continuing with the look and feel idea, we are seeing a willingness to embrace different paper types in a bid to stand out from the competition. Standard leaflets simply don’t cut it when others are adopting glossy, matte and even velvet finishes to make an impression.
Here at Evans Graphics we often claim the only limit is your imagination and it seems a growing number of agencies are putting that to the test.
OK, so this is not exactly a new trend but it’s one that continues to prove its worth. If anything, large format printing has only got bigger, with billboards replicating website banners and appearing full width.
Improved printing capabilities mean the images blazoned across them are only getting bigger and more realistic. This kind of advertising will never be the most targeted, but it will be seen by the biggest audience and now there is a better chance than ever of grabbing their attention.
In this context industrial printing means a shift towards a greater number of substrates and the shapes and sizes realised with them. Technology has progressed to such an extent in 2020 that the likes of Evans Graphics can provide highly customised print products in shorter timeframes.
We’re expecting to see a rise in requests to print onto glass and metal amongst other materials as people simply become more adventurous with their print marketing strategies. Are you ready to try something different?
There’s nothing to say digital and offline marketing have to been mutually exclusive. Refreshingly more people are realising as much and combining both elements.
This is best evidenced through the likes of QR Codes, which are physically printed but able to be scanned via an app or camera phone. In doing so end users are able to access gated web pages and content offers. This is a brilliant way of rewarding those who engage with your printed material and a tactic being deployed with growing regularity.
Finally there has been a rising commitment to move towards print methods that are better for the environment. We’ve written previously about how digital print (and its reduced preparation time and associated waste) helps with this but water based inks are also growing in popularity.
A far greener alternative, their chemicals are less harmful and altogether safer. They are also far more sustainable than the likes of liquid toner, solvent based inks and liquid toner for instance. As the world checks its carbon footprint, so too must the print industry.
These are just some of the trends proving popular in the print world right now. Some will take off, others may fall by the wayside, such is the fluidity of our industry. One thing you can be certain of however is that print is here to stay and will thrive for years to come.