Studies: The feel of printed advertising materials has a positive influence on purchasing decisions.
The strong focus on digital marketing quickly lets us forget one crucial factor: physically touching a product or advertising medium with our skin adds a completely new dimension to the reading experience.
Studies from the U.S. and Europe show clearly: If we touch an object, the willingness to buy increases. The feel of print advertising medium therefore has a measurable influence on purchasing decisions!
The longer the interaction between a person and an object lasts, the better. Interestingly enough, a longer touch also increases the assessment of the financial value of the object being touched. No wonder that car manufacturers and dealers are so successful with test drive offers. The longer interaction with the vehicle enhances the willingness to buy and also provides arguments for a higher price.
The more digital and hectic the times, the more effective are tangible moments of calm in brand communication. When we stroke precious paper with our hands, when light makes foils and varnishes shine, when filigree refinements and laser engravings turn a simple flyer into a haptic experience, when people stay longer – the higher the chance that the purchase decision is positively influenced! The feel of printed advertising materials (e.g. flyers, brochures, customer magazines, business cards) is therefore an essential part of the brand experience, as is the feel of print products (e.g. books, magazines, calendars).
Strengthening the brand message through subconscious signals
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An inspiring, tactile brand experience evokes emotions, creates trust and strengthens the memory of the product and brand. The interplay of haptics and optics measurably increases the advertising effect. It is therefore worth investing in tactilely appealing print advertising media and print products and further enhancing them through print finishing (e.g. laser cutting, relief embossing, hot foil printing).
The chosen finishing techniques fulfil several purposes. They reinforce the brand message through subconscious signals and communicate values such as security or trustworthiness via a particularly high-quality appearance. They draw attention to the advertising medium through their unusual design. Print finishing is particularly successful when creative advertising concepts and practical implementation go hand in hand at the print specialist.
We are united by our love of high-quality printed advertising media
You, agencies and designers and Schätzl as a print service provider share a great love: the love for high-quality printed advertising media! Visually and haptically appealing print advertising media do for offline advertising what video does for online marketing. Printed advertising media has an emotional effect and reaches target groups on several levels: via hands and ears, even via the sense of smell – and of course via the eyes. Every printed message thus becomes a tactile, emotionally perceptible brand experience that reaches the brain in various ways. How does this work in practice? It works by using techniques that add another level of meaning to already inspiring advertising messages.
What possibilities does print finishing offer?
There are almost endless possibilities for the haptic enhancement of printed matter, because numerous proven techniques can be effectively combined. Here is a list of the most important techniques for professional print finishing:
+ Hot foil printing
+ Blind embossing
+ Relief embossing
+ UV varnish
+ Letterpress+ Lenticular printing
For inspiration, we have compiled a complete overview with practical examples: https://www.schaetzl.com/showroom/?lang=en
As an experienced printing partner, we are happy to advise advertising agencies on technical issues:
+ Which print finishing technology best matches the product claim?
+ What is the best way to implement a brand promise in a printed advertising medium in a multisensory way, i.e. visually, haptically and acoustically?
+ Which kind of paper and paper finishing are best suited for a particular advertising medium?
The advantages of print advertising media over online advertising media
High-quality finished print advertising media have at least three major advantages over traditional online advertising media:
+ Values such as “security”, “credibility” or “trustworthiness”, which are decisive for purchasing decisions, are subliminally communicated via the haptic impression of paper and print. This is why industries such as finance, automotive and health continue to rely on high-quality printed matter.
+ Printed advertising material (e.g. brochures) and printed content (e.g. customer magazines) strengthen customer loyalty. For this reason, printed customer magazines with high-quality content in large print runs are still one of the most important means of corporate publishing today.
+ Even in terms of interaction, which is actually a strength of online advertising, print scores well. The higher the quality of print and finishing, the longer and more intensive is the interaction with the reader. At the same time, the “throw-away reflex” often observed with ordinary printed matter is minimized by the extraordinary feel of a high-quality printed page. This is why many companies today still rely on print advertising media, e.g. for market launches and events.
Print finishing and Print Mass Customization can be combined effectively!
Print finishing is particularly powerful in combination with another printing process: Print Mass Customization (linked to the blog article from the test project). Print Mass Customization enables low-cost mass printing of personalized advertising materials while reducing waste. Numerous print finishing techniques can be easily integrated into the process. Their use strengthens the brand message.
Print finishing is the most important print trend – and it will remain so.
According to media experts such as Andrea Malgara (Mediaplus), print is far from being obsolete. And marketing experts such as Olaf Hartmann (Multisense Institute) even conclude that our brain “loves print”. That is why we also expect that print finishing will remain the most important trend for print advertising media in the coming years.
Summary for urgent readers, tl;dr / too long, didn’t read
The high number of available techniques in print finishing opens up fascinating possibilities for print advertising. The combination of different techniques creates tangible and perceptible brand experiences that both inspire and delight target groups and creators alike. Unusual designs with a special feel (e.g. relief embossing) draws more attention to the brand message. Verbal product promises such as trustworthiness are reinforced by subconscious signals (e.g. paper thickness). This way, important company values (e.g. innovation, tradition) are always communicated haptically as well.
High-quality print finishing of print advertising media is an important key to the hands, hearts and minds of people. Even in current chaotic digital times, print campaigns achieve the necessary attention and advertising effect thanks to print finishing.
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