Used in combination with other (digital) channels, print is proven to make campaigns significantly more effective. It is therefore essential to work out exactly what you need, what special finishes will set you apart, how it is going to be distributed and what you want people to do with it.
There are now many new printing techniques and digital (low run) printing is constantly innovating to deliver new possibilities with paper and finishes. Whilst there is nothing quite like a beautiful litho printed piece, we should be creative about how and where we use print.
System.ArgumentNullException: Value cannot be null. Parameter name: mediaItem at Umbraco.Web.ImageCropperTemplateExtensions.GetCropUrl(IPublishedContent mediaItem, Nullable`1 width, Nullable`1 height, String propertyAlias, String cropAlias, Nullable`1 quality, Nullable`1 imageCropMode, Nullable`1 imageCropAnchor, Boolean preferFocalPoint, Boolean useCropDimensions, Boolean cacheBuster, String furtherOptions, Nullable`1 ratioMode, Boolean upScale) at Umbraco.Web.ImageCropperTemplateExtensions.GetCropUrl(IPublishedContent mediaItem, String cropAlias) at ASP._Page_app_plugins_grid_CroppedImage_cshtml.Execute() in D:\home\site\wwwroot\app_plugins\grid\CroppedImage.cshtml:line 8 at System.Web.WebPages.WebPageBase.ExecutePageHierarchy() at System.Web.Mvc.WebViewPage.ExecutePageHierarchy() at System.Web.WebPages.WebPageBase.ExecutePageHierarchy(WebPageContext pageContext, TextWriter writer, WebPageRenderingBase startPage) at System.Web.Mvc.RazorView.RenderView(ViewContext viewContext, TextWriter writer, Object instance) at System.Web.Mvc.BuildManagerCompiledView.Render(ViewContext viewContext, TextWriter writer) at Umbraco.Web.Mvc.ProfilingView.Render(ViewContext viewContext, TextWriter writer) at System.Web.Mvc.HtmlHelper.RenderPartialInternal(String partialViewName, ViewDataDictionary viewData, Object model, TextWriter writer, ViewEngineCollection viewEngineCollection) at System.Web.Mvc.Html.PartialExtensions.Partial(HtmlHelper htmlHelper, String partialViewName, Object model, ViewDataDictionary viewData) at System.Web.Mvc.Html.PartialExtensions.Partial(HtmlHelper htmlHelper, String partialViewName, Object model) at ASP._Page_Views_Partials_grid_editors_Base_cshtml.Execute() in D:\home\site\wwwroot\Views\Partials\grid\editors\Base.cshtml:line 20
Fortnum & Mason Events (above) maximised the impact of print with careful paper selection for key collateral when hosting the corporate hospitality at the RHS Chelsea Flower Show. Brochure covers echoed the feel of the floral theme such as a thick, textured uncoated paper for a watercolour image. This particular paper shown had a unique texture, impacting touch, sight and sound and creating a depth to the image that can't be digitised.
We use a mix of litho and digital for our own literature, depending on the purpose. Our corporate brochure is designed to be timeless, with an emphasis on utilising the nature of print to the maximum - tactile paper matching our brand colours duplexed together, use of a metallic ink. The finishing and quantity required made this perfect for litho printing.
Our printed communication for our existing clients is required in much smaller quantities - content changes each issue and differs between our two specialisms, meaning short-run digital printing is more efficient. However, the cover paper is the same as our corporate brochure, and is printed in a white ink, creating a similar feel to that of the brochure.
Here are a few further examples of how print delivers real brand impact.