Letterpress, embossing, die cut, foil stamped—any of these sound familiar? You've probably heard of some of these specialty print methods before. I began my design career in the wedding industry, mainly because gorgeously fancy stationery is one of my most favorite things. However, when I shifted my focus to branding that's when I realized just how special it could be.
I know what you're thinking. Yes, these methods can be a bit pricey. But much like a quality logo and brand identity, these techniques do more than get you noticed. The magic of specialty print methods is that they make very powerful statements about your brand, without even showing your product or mentioning your service. So let's do a bit of digging into what makes specialty print methods so special.
What Fancy Print Methods Say About Your Brand
1. You're unique.
Fancy printing stands out from the thin, flat and boring Vistaprint cards of the world. It makes your business card stick out in a stack and your envelopes stand out in the mail. It says that your brand is different from the other guys—that it's special and worth the attention.
2. You're dedicated to quality.
It's obvious that these print methods aren't cheap. They look expensive, which works to your advantage since it says you care about the quality of what your brand delivers and you're willing to invest to deliver a top notch experience. Attention to detail within your stationery hints that your brand embodies that same quality.
Attention to detail within your stationery hints that your brand embodies that same quality.
3. You value the customer experience.
Whenever someone hands me a really nice letterpress or foil business card, I can't help running my fingers across it to feel the impression. In this digital age, holding stationery with some texture to it is a new kind of luxury. Whether the design is raised from the paper, pressed into it, or cut straight through, specialty printed items have a tactile quality you can't help but be drawn to. It creates an amazing experience for your customer, which they'll associate with your brand.
4. You're worth remembering and what you offer has amazing value.
Fancy print methods turn ordinary stationery into something special—something to be treasured. The goal with any brand stationery or collateral is to avoid the trash can, so the key is to create something worth keeping. Yes, you can achieve this with great design, but specialty printing can take it to a new, even more brilliant level. When you give your customers something precious, that speaks volumes of your brand and everything else you have to offer.
Next week, I'll be digging into my favorite specialty printing techniques, some gorgeous examples, and how to use them effectively for your brand. As always, stay tuned!