If you’re working to grow your brand in today’s constantly evolving digital age, don’t overlook the power of print. Print and online marketing are becoming uniquely inseparable tools that can help you reach, engage, and influence your prospects and consumers throughout their purchase journey.
Print is effective in 2022. There’s no denying the influence and importance of digital marketing to brand growth. But balance is an intelligent game plan, print marketing materials like brochures, catalogs, ads, and direct mail are tactile and engaging—and they allow you to make targeted, intimate connections with your customers in a space far less crowded than social media channels. In addition, print can significantly enhance your digital touches: Online campaigns that combine print and digital ads are 400% more effective (Top Media Advertising).
To make sure your print marketing is on-point, follow these up-to-date print marketing trends.
Personalization.
We know that people respond favorably to brands that provide personalized content, whether a targeted ad or a direct mail postcard. The good news is that ever-advancing data capture and digital print technology have made it easy and affordable to make personal connections with your customers.
Two leading trends, variable-data printing allows you to personalize collateral at a granular level. While QR codes can help you track customer behaviors and serve specialized content or offers to engage in continued brand conversations.
Specialty finishes.
To make your print marketing pieces stand out and engage users, try incorporating some of these on-trend finishes and embellishments.
- Shimmering. The shimmering technique highlights one or more print design areas to distinguish them from the rest of the page with a shimmering or three-dimensional effect.
- Laser cutting. Laser cutting can be used for accurate cuts on any stock, especially with a delicate design, such as leaves or flowers, to create a unique textured effect.
- Texture + highlights. To add dimension and contrast to a printed piece, use spot UV or lamination to make design elements stand out; embossing (raising the design off the paper face) or debossing (depressing a texture or design into the paper), or gold or colored foil to create a unique look and feel.
- Subtle gradients. Used to create texture for an ethereal feel, gradient color design—such as a watercolor effect—for a relaxed, soothing, and inviting experience.
Green print.
Mirroring consumer expectations, the environmentally friendly trend continues toward working with recycled and sustainable papers, bio-based solvents, water-based inks, and other eco-conscious materials and print practices.
Compelling design.
This year’s graphic design trends embrace the monochromatic trend using colorful minimalism: A graphic stripe or color-pop border can elevate simple, monochrome brochures. On the more subtle end of the spectrum are brand touches that include rich, tonal colors. On the opposite end, layered photography and type as well as sharp black and white contrast designs create a bolder brand statement.
Incorporating print trends like these into brand marketing programs is one example of the creative ways we help companies like yours connect and engage with customers. If you’re interested in refreshing your print collateral to reflect trending print processes, reach out. We’re here to help.
