Repetition, Repetition, Repetition

Marketers are naturally consistent, using the same logo and PMS colors in every piece, limiting the number of fonts to only a few and typing page numbers in the same place on every page. This consistency is important because it gives your work a sense of professionalism and authority while providing an underlying structure to every document.

The concept of repetition goes a step beyond consistency. It is a conscious effort to unify and strengthen your marketing collateral by tying together disparate parts.

Repetition is a powerful way to build brand familiarity and credibility. Studies show that you must repeat your message at least three times before it even registers with your prospect. Ongoing customer touches allow you to build trust, a necessary foundation of any purchasing decision. Repeat your call to action in every communication. Clearly explain to your target audience what you’re asking them to do and how to do it.

Readers gain comfort from having certain elements repeated. Readers more readily recognize specific columns or special sections of a newsletter if they look the same from issue to issue, allowing the reader to find what is of interest quickly. Make your piece more visually interesting by repeating a bold font, thick rule, graphic, special bullet or spatial relationship throughout your multi-page document.

Deliver your message in one way, and then reinforce it in another. Use repetition not only within a piece, but also between all pieces. Use the same design style on stationery, postcards, brochures, newsletters, packaging, advertisements and your Web site. This helps the person reading your brochure know that you are the same person who sent the postcard last month.

Repetition shouldn’t be boring. Once you have established a few key repetitive components, you can vary those items while maintaining a consistent look. Take a strong element, such as a shape, and present it in a variety of sizes, shades and positions. If there’s something that you want to call special attention to, toss in a surprise element, such as a different color, angle or graphic.

Repetition is a proven way to unify your design, add visual interest and bring clarity to your message. Identify existing repetitions and strengthen them, then create new ones to add a unique dimension to your marketing collateral.

 

 

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What Is Your Print Project Wearing?

Once your print project comes off the press, it may not be finished—not yet. It might need that extra finishing touch. Let’s look at three reasons you might want to add a coating before your project goes “live” into the hands of your target audience.

  1. Protection. Sometimes a project needs that extra level of protection to keep it looking its best. Coatings can protect projects such as direct mail, marketing collateral, packaging, and catalogs from a wide variety of harsh environmental conditions, including:
  • Mailing equipment
  • Moisture
  • Dirt
  • Retail storage and display
  • Handling (including fingerprints)

If you need full waterproof properties, you may want to consider a laminate.

  1. Gloss. Shine adds sparkle and impact. It instantly conveys the impression of value and quality. When you print or mail a piece with a high-gloss coating, you are telling recipients, “You matter!” UV coating offers the hardest coated surface and the highest level of brilliance and sheen.
  2. Special effects. The number of options for specialty coatings is exploding. Spot varnish, for example, highlights specific areas of the printed piece for visual interest and impact. (Think lips popping out on a lipstick ad.) Soft touch creates a printed piece with a velvety finish. It produces a wonderful tactile feel and adds fingerprint resistance. Some specialty varnishes can be enhanced with effects such as glitter, tint, and scents. If you want to use a laminate, you can even get holographic effects.

Different finishes have different benefits and drawbacks. They also have different ranges of cost. Varnish is inexpensive and flexible, but tends to yellow over time. This can be problematic if your product has a long shelf life and large areas of white. Aqueous coating dries quickly and offers a high level of protection, but it has a higher cost. Specialty coatings offer a wide array of effects and visual and tactile appeal, but they may also carry a premium.

Different coatings “shine” for different types of projects and under different conditions. Talk to us about your coating options before finalizing your next printing project.