Print materials: Leaving a lasting impression

What kind of print materials are required depends on the target customer and the product or service being promoted. Too many new companies fall into the trap of ordering a stationery package, including letterhead and folders, when all that’s really required is business cards and promotional postcards. With the advent of email, in real terms, how many business letters does anyone write these days? Aside from mailing costs and cost to the environment, snail mail is an inefficient way of doing business when time is money.

There is, however, a case for producing a smart brochure if the product or service carries a high price tag – for example, wedding venues, home improvements, holidays and aspirational design products. There’s almost an expectation that the company should deliver something of worth in order to even be considered in these instances.

Retailers especially will have need of branded packaging, from tags and carrier bags, to own brand labelled items – which should be consistent with the brand’s look and ethos. A brand with a publicised in-house eco policy, for example, should not choose non-biodegradable plastic bags, however competitively-prices. This would damage the brand and the company’s credibility.

Depending on budget, there is a case for some retailers producing a brochure or, better still, a store magazine.

In most other cases, and especially in the case of start up businesses, a bit of creativity goes a long way. It’s better to spend money on clever and effective design of a business card, series of postcards or mini-brochure. Not only can the copy and design be matched to the brand, to attract the right customers, but the print work itself can be eye-catching or even appealing in a tactile way. These days digital print is not confined to the numerous types of paper and card, designs can be printed onto fabrics, wood, metal and plastics. Foil block, wood cuts, metallics, neons and die cutting are all options to be included in the mix.

To discuss print requirements contact Gaynor –  email or call 0845 0945 138 or 07956 142214.