In today’s digital landscape, nothing elevates a brand above the 24/7 noise of text messages, social posts and email as effectively as print.
Take direct mail, which instantly captures attention. According to a recent survey, 63% of Generation Z and 62% of Millennials reported feeling excited about receiving it, while 71% of Baby Boomers said they prefer receiving printed mail over email, in part because it feels more personal to them.
So how are today’s innovative companies building on these benefits of print? Here are 3 of the hottest and most inspiring trends of 2024.
1. Multi-sensory Design and Interactivity
By far the most effective means of capturing attention in print is through creating pieces that appeal to multiple senses, including print’s superpower: touch.
Wine Label Business Card. We’ve all heard the phrase “show don’t tell.” This business card for a wine-and-spirit-label printer doesn’t simply list all of its printing and finishing capabilities, it demonstrates them right on the card – including finger-pleasing micro-embossing. See video.
And to really get your audience excited, adding an interactive element is always a crowd pleaser.
Powerful Pop-up Book. This Sappi publication is a master class in blending appealing graphic design with clever interactive elements, all to demonstrate how this mill produces its papers sustainably. See video.
Skyscraper Rolling-Cube Brochure. What better way to promote a company that puts your marketing message on digital screens inside elevators than by sending prospective clients a 3-dimensional “office building” brochure that reveals key details about the service when it is “unrolled”? See video.
2. Customization
Some of the biggest innovators in the print world are using both conventional offset and digital printing to add the personal touch to packaging and more.
Printing Different Packaging for the Same Product. Instead of printing different bottles for each local market, Absolut Vodka offset printed a paper bag wrap for its product – a different one for each of 7 cities – using artwork commissioned by artists from those regions. See video.
A One-of-a-Kind Calendar. A combination of digital printing and extended color gamut transformed each of these 4,000 calendars from paper mill Fedrigoni into a vibrantly unique experience, with no two alike.
Every designer who worked on the calendar’s creation also received their own one-of-a-kind booklet – with their name on the cover – featuring their designs printed in all 10 colors used throughout the calendars. See video.
3. Sustainability
This is a trend that only continues to grow with 85% of Gen Z and 84% of Millennials reporting that sustainability considerations are important to them, according to a recent survey. Here are some smart ways to ride this trend.
Make Sustainable Paper Choices. There are more sustainable options now than ever before, from papers with FSC certification to FSC mixed ones that include recycled content. And if you really want to show your commitment to the environment, there are some impressive papers that are made from 100% post-consumer waste (PCW). Which naturally leads to an important point…
Be Sure Your Print Pieces ARE Sustainable. Using recycled and sustainably sourced papers is a good start, but you need to take a wider view to ensure you don’t lose whatever eco-gains you’ve made. Some tips to keep in mind:
- Cut down carbon emissions by printing your work as close to its final destination as possible.
- Use adjustable packaging rather than enormous boxes to ship your products.
Surprisingly, using foil in your print work IS sustainable, according to several studies conducted on behalf of the Foil & Specialty Effects Association (FSEA).
The foiled pieces – aka “Fiber-Based Materials with Transfer Metallic Decoration” – are recyclable and do not prevent the paper from being recycled, either.
Create Pieces That Have a Long Shelf-Life. One way to lessen the burden on landfills is to produce packaging and other items that can be re-used long after their original use.
Irish Whiskey Bird Feeder. To help raise money for a bird-focused conservancy, packaging made from copper was commissioned for Redbreast Irish Whiskey that can be used as a bird feeder for years to come. Each bottle sold also netted the conservancy a small donation. See video.
This article was last modified on October 7, 2024
This article was first published on October 4, 2024
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