Features | October 08, 2020
5 Print Trends That Maximize Brand Messaging
By Mardra Sikora
You’ve heard the phrase, “It’s not what you say, but how you say it.” Those who study interpersonal communications indicate 85% of communication is non-verbal. Visual cues like facial expressions and body language speak louder than words.
This is also important to consider in the design and implementation of every print project. Remember, it takes more than words to complete any message.
Color Choice
In print, the first nonverbal cue is color. When designing a logo, color is among the first decisions made. Then, consistently following the brand guidelines in print and digital formats reinforce brand continuity. But just as important is to consider what color choices accompany the logo. The colors included on complementary pieces, the stock color and the hue of every graphic will affect the consumer’s reaction.
The trend right now: Clean and simple designs that convey timelessness and comfort.
Paper Choice
The next nonverbal cue in print is the substrate. Consider the weight and texture of the paper stock involved in order to emphasize your message. Typically, heavier stocks relay safety and security — two of the top consumer concerns at the moment. (You can read more about paper choice and the psychological impact of weight, texture and finishes here, here and here.)
The trend right now: Sturdy stocks like 100 lb. Linens and 16 pt. SBS.
Personalization
“What is personal is most general.” —Carl Rogers
Are you adding personalization to the printed message? In the best of times, people love to hear and see their name. In this unique environment of social distancing and frequent isolating, brands that reach consumers, employees and partners with personalized messages send the cue: I see you. Even now, we are connected.
The trend right now: Short-run pocket folder and packaging projects with personalization in print or foil.
Lamination Options
Since print is a tactile medium, wise brand managers maximize finishing options as well. There are several available finishes in aqueous, UV, dimensional UV effects and lamination. The most popular continues to be soft-touch and no surprise…people are craving the simple feel of touch. Plus, soft touch lamination adds to the durability of a pocket folder, which reinforces not only the connection to touch but also reinforces sturdiness and quality, which are timeless points worth emphasizing.
The trend right now: Soft-touch lamination on 14 or 16 pt. Coated sheets.
Folder Style
There are so many ways to customize a folder, including the size, pockets, depth and ways to reinforce or create tabs. So. Many. Options.
However, at this time a strong “back to basics” vibe in marketing and brand communications rules the print waves. This is evident in the clean formats mentioned in the first point, and also in the pocket folder style choice. The most commonly ordered folder is the popular 9x12 with 3.75” pockets at any time. That said, right now it’s popular almost to the point of exclusivity. While cost considerations are likely a strong factor, the benefits of reliability and predictability are also positive gestures in a world of uncertainty.
The trend right now: The PF1, 9 x 12 folder with 3.75” pockets filling marketing and communication needs.
As you work with brand managers communicating with consumers and partners of all kinds, be sure to use all of the ways “how you say it” print offers.
Mardra Sikora is the CEO of Pocket Folders Fast. You can reach her via PocketFoldersFast.com or via Twitter @MardraInPrint.
Pocket Folders Fast is a Trendsetter Sponsor and exhibitor at P2P 2020: Plugged In (Oct. 14-16). Be sure to visit their virtual booth at the Exhibit Hall: Showcase Solutions.
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