One of the most import decisions when it comes to print marketing is the finish. With advances in technology, the amount of choices as well as the needs for finish has changed. To help with your decision we will walk through the most popular print finishes and when its best to pick each.
What is a Print Finish?
Just as it leads you to believe, a print finish is a final step where a coat is applied to the surface of a printed product. There’s a few reason’s why you might add a finishing coat:
- To increase the durability, protecting your print from damage and wear and tear
- To enhance colors, contrast, or sharpness
- To add texture or shine (stylistic edits)
- To transform the print into a magnet, or sticker
What Are The Top Finishing Types Used For Printing?
As we mentioned before, there are so many options to choose for print finishes, it can be paralyzing. More than that it can sometimes be unnecessary. As print experts we have done thousands of jobs. Out of all finishes we have had requested, or done, here are the 4 best finishes we recommend for nearly all use cases.
Gloss Varnishing
Provides a shiny, reflective surface to the printed material and is best suited for posters, high-end brochures, packaging, and marketing materials that want a vibrant and glossy appearance.
Matte Varnishing
Offers a non-reflective, smooth surface with a soft appearance. It is suitable for business cards, invitations, book covers, and luxury packaging for an elegant and understated finish.
Silk Varnishing
Provides a silky, smooth texture to the printed surface. It is used for book covers, high-end catalogs, and packaging to create a royal experience.
Soft Touch
Provides a velvet like feel. It is often used in pocket folders. Many businesses are utilizing “Soft Touch ” in printed business materials to make their products, goods, and services stand out.
NOTE: Digitally printed materials generally cannot have a coating on them. Small print jobs such as 500-1000 are typically produced digitally. Materials and mailings that are personalized with variable data printing are also produced digitally.
What Are The Most Common Printed Marketing Materials Every Business Needs?
Every business is different, yet there are common materials most businesses need, including promotional items and printed materials. Let’s look at the three must haves for every business:
Premium Business Cards
Among the most common print materials, the business card is an old-school must-have that will never go out of practice. Yes, we all have our phones and can quickly add a new contact when the mood strikes us, but there’s too much typing involved if you were to put everything on a business card into your phone. Although technology makes connecting easier than ever, the business card still holds value in the amount of information it contains alone.
A good business card contains all avenues to get in touch with you or your business and also gives a glimpse at the brand identity of your business. It’s a sneak peek with directions on how to find out more. Business cards have evolved past the standard white card stock rectangles they originally debuted as. They are as creative as your brand, coming in a variety of textures, colors, shapes, and sizes which all play a role in your brand’s message. Show off your brand identity and keep them on hand for those opportune moments and important client meetings. You can also explore using business card magnets, which leave your contact information in a place we all frequent: the fridge!
Direct Mail
When it comes to direct mail’s effectiveness, not many other mediums can boast a 66% open rate, let alone compete with the fact that, on average, 82% of it is read for one minute or more. Digital ads compete for seconds of a consumer’s time, whereas direct mail pieces compete in minute intervals.
Consumers are more likely to pay attention to a direct mail piece than they are a digital ad because it presents itself to homeowners when they retrieve their daily mail. It becomes ritualized as a part of their day. It’s anticipated, and that’s what gets attention. Digital ads have to interrupt the consumer, while direct mail pieces are expected.
Custom Letterhead
As a business, you already are or will be sending information to prospective clients, customers, and your internal team. Any information you share should be printed on company-branded letterhead. This establishes credibility and authority and is part of maintaining a consistent brand identity.
Your letterhead provides customers with clear and direct contact information for your business and conveys a level of mutual respect in its formality. Customers want to be treated with the utmost care, and sending company information using an on-brand letterhead shows them they are important players in your business.
Products, Service or Industry-Specific Print Collateral
Many factors must be considered when determining what additional print collateral would best serve your business. Location, product, service, customer type, and the complexity of offerings— all play a role in fine-tuning the right print marketing mix.
We are going to cover a few specific business types to demonstrate what print collateral would give them an edge in their market.
How The UV LED Press Has Changed The Need and Use of Print Finishes
Earlier we foreshadowed that print finishes are not always needed. This is because of new UV LED printing presses. These machines use intensity electronic ultraviolet light to instantly harden inks and coating eliminating the need for extra finishing steps. Beyond increasing durability, printing using a UV LED Press, such as the Komori LS40 Press, increases efficiency and speed to market for customized marketing materials. It also provides amazing special effects, such as soft-touch knockouts and reticulated coatings that will add vivid color on uncoated paper.
Velocity Print Helps Businesses Choose The Best Print Options
At Velocity, we help businesses reach larger audiences and boost their leads with custom print marketing solutions. Choose the print collateral that’s right for your business, and if you have any questions about what print options and finishes to make your pieces stand out, call us at 888.372.3487 or fill out our contact form and a team member will be glad to help you.