Every once in a while an experience touches our hearts and minds. Something that makes us glad to be alive. Something that makes us treasure our senses; our ability to touch, smell, taste, hear and see. These senses enhance our awareness of who we are and allow us to fully experience all that this wonderful world has to offer.
All across the world, in different industries and environments, there is rarely just one message that speaks to everyone. Rarely one work of art or piece of literature that appeals to all. But, occasionally there are events that surpass the natural division and bring people together. A common experience that everyone can connect with in their own way.
In the competitive world of marketing it is often difficult to appeal to a broad market and especially challenging to connect with them in a memorable way. The media noise and bright abundance of competition can distract your audience and cause them to loose focus. There is one form of media, however, that is simple and truly appeals to the senses – print.
A unique experience. Something to hold, to feel, to read and reflect upon. Imagine a media that has changed the world, which has been a part of human communication for thousands of years. A media that is real, bold, and inspiring, maybe even transcendent.
It’s not just the feel of the paper. It’s not just the words or the graphics or quality of printing. It is everything together…the experience.
When it comes to print marketing, sometimes it’s not just about the ink on paper—it’s about the wow factor. Varnishes and UV coatings are powerful techniques that can elevate your printed materials and help your message stand out from the crowd. If you’re looking to create an unforgettable visual experience, consider adding these finishing touches to your next project.
The Power of Print Media
Print has been a trusted form of communication for centuries. Unlike digital content, printed materials engage audiences in a tangible way. People can touch, hold, and even re-read printed pieces at their own pace, which builds trust in the message and the brand.
The physical nature of print allows it to offer a unique, intimate experience that digital media simply can’t replicate. It doesn’t interrupt your busy schedule—it fits seamlessly into it, inviting the reader to engage when they’re ready. This enduring nature of print builds a lasting connection with your audience.
Enhancing Print with Varnishes and UV Coatings
While print media has a long-standing reputation for being a reliable communication tool, adding a varnish or UV coating can take your printed pieces to the next level. These finishing techniques create eye-catching effects that grab attention, adding depth, texture, and sheen to your materials.
Varnishes vs. UV Coatings
Varnishes and UV coatings are both excellent ways to enhance your printed materials, but they differ in their application and effect.
Varnish is applied using the same printing press that prints the image. It can be added during the same print run (inline varnish) or on an already printed sheet (dry-trap varnish). Inline varnishes are efficient but offer a subtler effect because the varnish mixes with wet ink. On the other hand, dry-trap varnish, applied to a fully dried print, results in a stronger effect. For those using UV inks, dry-trap varnish can sometimes be applied in a single press run, creating a sharp, high-impact effect.
UV Coating involves a different process. It’s applied through screen printing and cured with UV lamps. This method allows for a thicker application of coating, creating effects such as high-gloss, matte, textured, glitter, raised, and more. UV coatings can be applied as a flood (covering the entire sheet) or as a spot (applied to select areas). It offers more dramatic contrasts in sheen and texture than varnishes. However, it’s important to note that UV coatings are less precise around edges due to their screen printing method, which may not be ideal for intricate designs.
The Benefits of Varnish and UV Coating Effects
Varnishes and UV coatings allow for endless creativity with varying textures, sheens, and contrasts. Whether you want to add a subtle gloss or create bold, high-contrast designs, these finishing touches can make your print piece truly unique.
Combining different finishes—like gloss and dull—can give your piece a dynamic visual appeal that captivates your audience. And if you’re looking for more texture, raised coatings or glitter finishes can really make your design pop.
How to Apply Varnish and UV Coatings to Your Design
Applying varnishes and UV coatings to your print project is easier than you might think. Often, the printer will handle the setup for these additional layers. All you need to do is specify where you want the effects to be applied, and the prepress team will take care of the rest, creating shapes and assigning the desired finish.
If you’re looking for that extra wow factor for your next print project, consider adding a varnish or UV coating. It can be the perfect way to elevate your design and create a lasting impression that stands out in a crowded marketplace.
It’s alive! Or at least, it once was. Love it or hate it, paper plays a crucial role in our world. From paper bags and notepads to packaging, building materials, and everyday items like paper towels and toilet paper, paper is everywhere. While paper often gets a bad rap, the case for using paper is stronger than you might think.
The Environmental Impact of Paper vs. Plastic
The main ingredient in paper is trees, and while we should always be mindful of preserving forests, the environmental benefits of paper are compelling. Consider the lifecycle of a paper bag versus a plastic bag. It takes 10-20 years to grow a tree for paper, but millions of years to create crude oil for plastic. What’s more, paper biodegrades in less than a week, while plastic bags can take centuries to break down. Trees are renewable resources, and with responsible forest management, paper production can be sustainable. On the other hand, once oil is gone, it’s gone—there’s only about 100 years of oil left on Earth.
While there are alternative materials to paper and plastic, for marketing materials, high-quality paper remains one of the most effective and eco-friendly choices for print collateral, including brochures, direct mail, and more.
Sustainable Paper Sourcing: Responsible Forest Management
Thanks to organizations like the Rainforest Alliance and the Forest Stewardship Council (FSC), forests around the world are being managed to protect their health and increase their size. Sustainable forestry practices in the U.S. have resulted in a 30-million-acre increase in forest cover over the last 15 years. Meanwhile, forest cover in South America has decreased by about 150 million acres in the same period. While FSC’s ability to prevent deforestation is improving, challenges remain, especially in developing countries where socioeconomic factors can complicate efforts. That’s why it’s essential to choose a print provider that sources paper responsibly, ensuring ethical harvesting practices and high-quality, eco-friendly materials.
The Fascinating Process of Paper Production
The production of paper is an efficient and fascinating process. First, trees are harvested, debarked, and turned into chips at a pulp mill. The bark is used as fuel to power the mill. These wood chips are then mixed with natural acids and heated in a pressurized vessel called a digester. This cooking process separates the lignin, a substance that binds plant fibers together, from the fiber itself. The resulting pulp is bright white, and the leftover lignin (called black liquor) is used to help fuel the mill.
Next, the pulp is dried, baled, and sent to a paper mill where it’s mixed with water and formed into a web through large cylinders. As the pulp is pressed between cylinders, water is removed, and the paper begins to take shape. Depending on the desired finish, the paper is either coated for a glossy or matte surface or left uncoated for a more textured feel.
Choosing the Right Paper for Your Print Project
When selecting paper for your print materials, there are four key factors to consider:
Paper Color: While white is the most common color, uncoated stocks come in a variety of shades, including natural, crème, and vibrant colors like fluorescent orange. Specialty papers like metallic and pearlescent sheets can
Paper Type: Paper is divided into two categories—coated and uncoated. Coated stocks have a smooth surface that prevents ink from soaking in, resulting in brighter colors and sharper images. Common coated stocks include gloss, silk, satin, dull, and matte. Uncoated paper absorbs ink, creating softer colors and making it ideal for reading, writing, and stationery.
Paper Weight: Paper weight refers to the thickness of the paper, often measured in pounds. Common weights range from 60lb text to 100lb cover, with heavier weights providing a more substantial feel.
Paper Finish: Paper finish impacts the texture of the paper. This is especially important when choosing uncoated paper. Finishes include smooth, vellum, felt, linen, and even canvas textures.
Imagine this scenario: you’re at the grocery store, picking up your usual case of soda from a classic brand. But as you inspect the packaging, you notice something odd—some cases are lighter, others darker, and a few even have a slight orange or magenta tint. These color variations deviate from the familiar bright red you expect. Even a small change in color could cause you to question whether the product inside is the same as it always was.
This is the power of brand consistency. Consumers trust certain visual cues, like color, to tell them what to expect from a product. When even the slightest variation appears, it can spark doubt about the product’s quality.
The Role of Consistency in Brand Success
Top brands invest significant effort in maintaining consistency in both their product and marketing. Both aspects play a crucial role in determining a brand’s success. If a product is inconsistent or lacks demand, no amount of marketing will save it. Similarly, without consistent marketing, the demand for the product will eventually fade.
For example, if Coca-Cola® were to stop marketing and switch to generic packaging, it would lose its market share over time. Initially, people might still recognize the product, but gradually, awareness would decline. Without the constant visibility provided by marketing, competitors would take over, and the product would be pushed off the shelves.
Trust Through Consistency
A brand’s strength is built on its ability to deliver what it promises. Consistency in both product and marketing builds trust. If a company claims “same great taste,” customers expect that taste to remain unchanged each time they purchase the product. This is why consistency matters, not only for the product itself but also for the way it’s marketed.
Consistent branding—using the same colors, fonts, and imagery—reinforces the connection between what consumers see and what they expect to experience. Although companies often update their packaging to stay on trend, they typically reassure consumers with a message like “new look, same great taste.” This strategy helps maintain trust by signaling that the product has not changed.
Key Elements of a Brand’s Visual Identity
A brand’s visual identity consists of several elements, including the logo, colors, fonts, and imagery. These elements are carefully outlined in brand guidelines, which marketers and designers follow to ensure consistent branding across all platforms and campaigns.
Maintaining uniformity across these elements is essential for creating a cohesive brand experience. However, many companies face challenges when it comes to one particular aspect—ensuring color consistency across different reproduction methods.
The Challenge of Color Reproduction
While a company can provide press-ready files for print or digital images for web use, there are inherent differences in how colors are reproduced across various mediums. For instance, ink on gloss paper looks different than ink on uncoated paper. Likewise, the same color on a fabric bag will appear differently on a computer monitor.
The difference in appearance is due to the color reproduction methods used. In print, colors are typically produced using either CMYK (cyan, magenta, yellow, and black) or Pantone® spot colors. These methods, along with the substrate (the material the ink is applied to), impact the final color output. On the other hand, colors on computer monitors are reproduced using RGB (red, green, blue), which has a wider color gamut than both CMYK and Pantone®.
Why Color Specifications Matter
To ensure consistency, it’s crucial to not only specify a Pantone® spot color but also to choose one that converts well to CMYK. Since CMYK has the smallest color gamut, specifying a color that works across both Pantone® and CMYK methods helps ensure more accurate reproduction, no matter the medium.
This level of specification is especially important in campaigns like direct mail. Consistent use of logo, tagline, colors, and design style across multiple pieces helps increase brand recognition and message retention.
Strengthening Your Brand Through Consistent Color
By selecting a Pantone® color that translates well across various applications, you can maintain strong brand consistency. But color consistency doesn’t end with color specifications alone. It’s also essential that your vendors—whether they’re designers, printers, or production teams—follow strict processes for color reproduction that meet industry standards.
For instance, Idealliance® certifies commercial printers for their color reproduction capabilities, including grayscale and colorspace accuracy (G7 certification). G7-certified printers are able to reproduce the same color consistently, regardless of the substrate used.
Work with a Certified Printer for Reliable Color Consistency
Phillips Printing is a G7-certified commercial printer, dedicated to helping businesses maintain color consistency across all printed materials. If you have questions about direct mail marketing or print production, feel free to contact us. We’re here to ensure that your brand’s colors stay true and consistent, no matter where they appear.
The goal of direct mail marketing is simple: getting your message into the hands of the right audience. However, the real challenge lies in identifying that audience. When it comes to direct mail marketing, there are several options available, and choosing the right method depends on the type of mailpiece and its intended recipient.
In this post, we’ll explore the key factors to consider when selecting the right direct mail approach—specifically, comparing EDDM (Every Door Direct Mail) with other options.
Categorizing Your Mailpiece: Physical Attributes and Mail Classes
When choosing the right direct mail method, there are two primary factors to consider: the physical attributes of the mailpiece and the class of mail. These factors help determine the most suitable mailing option for your needs.
1. Physical Attributes of a Mailpiece
The physical size and weight of a mailpiece are the first considerations. Mailpieces are categorized into three main types:
Letters: These are small mailpieces, typically between 3.5” x 5” and 6.125” x 11.5” in size. Letters are less than 0.25” thick and weigh no more than 3.5 oz.
Flats: Larger mailpieces, up to 12” x 15” x 0.75”. Flats can weigh no more than 13 oz.
Parcels: The largest category, parcels can exceed the size of a flat, with a maximum combined length and girth of 108 inches. These can weigh up to 25 pounds.
The USPS Quick Service Guide provides more detailed information on these physical standards.
2. Class of Mail
The class of mail you choose determines delivery speed, priority, and available services. Direct mail typically falls under USPS® Marketing Mail (formerly Standard), First Class mail, or EDDM®. Here’s a quick breakdown:
First Class Mail: Offers faster delivery and includes return service. Undeliverable pieces are returned to the sender.
USPS Marketing Mail: A slower option with no return service. Undeliverable pieces are discarded.
EDDM®: A cost-effective option for reaching a large audience, with no need for a mailing list, but also no return service.
EDDM: A Simple and Efficient Choice
EDDM is a unique mailing method under USPS Marketing Mail. It involves sending a flat-sized mailpiece with a simplified address format, such as “Postal Customer” along with the city, state, and ZIP code. This method targets entire postal routes, ensuring that every mailbox on a given route receives the piece.
One of the biggest benefits of EDDM is that there is no need to purchase a mailing list. This makes it an affordable option for businesses looking to reach a broad audience, especially when targeting residential addresses. Postal routes can be easily found using the EDDM Mapping Tool, allowing businesses to select specific areas for delivery.
EDDM is particularly useful for businesses that offer products or services with mass appeal, such as a pizza restaurant. By targeting every household in a certain geographic area, businesses can ensure widespread visibility without the expense of a mailing list.
When to Choose a Targeted Mailing Instead of EDDM
While EDDM offers broad reach, it isn’t always the best fit for every business. Let’s take a closer look at when a more targeted mailing approach might be the better option.
For example, a local private school might not find EDDM ideal. The school’s services are only relevant to families with children, and within that group, additional qualifiers—such as the children’s age or household income—are important. In this case, purchasing a mailing list with specific demographic filters would be more effective. This ensures the advertisement reaches the right audience and makes the marketing effort more efficient.
Even if the school wants to advertise a general offering, like an open house, a targeted mailing approach using a qualified list would allow them to focus on families within a specific radius, with children of the right age range. This method increases the chances of a higher response rate and ensures the marketing dollars are spent wisely.
How Business Type Affects Your Direct Mail Decision
Business type plays a significant role in determining whether EDDM or another mailing strategy is the best fit. For example, if the pizza restaurant is hosting a special family night, they might opt for a more targeted approach, limiting their mailpiece to households with children or families in a specific area.
In contrast, a general promotion like a discount offer or new menu item could work well with EDDM, where the restaurant can reach all households in a nearby area, regardless of family size or income.
Evaluating the Right Direct Mail Method for Your Business
When deciding between EDDM and other direct mail options, several factors come into play:
Target Audience: Does your product or service appeal to everyone, or does it cater to a specific group?
Geographic Reach: Are you looking to target specific neighborhoods, or do you want to reach a wider area?
Budget: EDDM is cost-effective but may lack the precision of a targeted mailing list, which can be more expensive but offers greater relevance.
By evaluating these factors, you can choose the direct mail method that aligns best with your business goals and marketing strategy.
Let Phillips Printing Help You Choose the Best Direct Mail Strategy
Deciding between EDDM and other direct mail options doesn’t have to be complicated. Phillips Printing is here to guide you through the decision-making process. Contact your salesperson today for a free consultation to help answer the question, to EDDM or not to EDDM?
The Importance of Repetition in Direct Mail Marketing
When striving toward any goal, there’s often one key factor that leads to success. In real estate, it’s location; in finance, it’s spending less than you earn; in bungee jumping, it’s a good knot; and in marketing, it’s repetition. While many elements influence marketing success, frequency plays a crucial role in building brand recognition, driving sales, and prompting action.
Whether it’s radio, TV, or direct mail, presenting a branded message repeatedly is essential. Let’s explore why repetition is so important, especially in direct mail marketing.
Why Repetition Matters
Imagine if Target aired just one 30-second TV commercial during the holiday season and thought, “That’s enough for December.” Their sales would likely fall short. Similarly, if St. Jude only sent one piece of mail or aired one commercial, their fundraising efforts would be severely impacted.
I can’t count how many times I’ve received a 20% off coupon from Bed Bath & Beyond but still didn’t go without one. The principle of frequent presentation is essential for any marketing strategy—whether it’s for brand recognition, sales promotions, or financial support. To create awareness and prompt action, multiple exposures across various channels are necessary.
Direct Mail Marketing: The Power of Tangibility
Direct mail has several unique advantages over other marketing channels. For one, it’s tangible—recipients can physically hold onto it and refer back to it later. This is difficult to achieve with TV or radio ads, which require repetition to be remembered.
However, even with direct mail, repetition plays a key role in ensuring the success of a campaign. There are four primary factors that influence the effectiveness of direct mail: the message, the design, the recipient, and repetition.
1. The Message: Make It Meaningful
A successful direct mail campaign starts with a meaningful message. The offer must resonate with the recipient, providing value that encourages them to take action. After all, action—whether it’s buying a product or donating money—requires time, energy, and money. It’s important to think about what your message means to the consumer and why they should care.
2. Great Design: Get Noticed, Then Deliver
While design is important, it doesn’t carry the same weight as the message itself. Design plays a crucial role in initial awareness—it’s what makes your mailpiece stand out. Once noticed, however, it’s the relevance of the message that prompts action. That said, a well-organized layout and proper formatting ensure that your message is clearly understood.
3. The Right Recipient: Targeting Matters
Even the best message and design won’t work if the piece lands in the wrong hands. Targeting the right recipient is critical. Utilize demographics like age, location, and income to ensure your direct mail reaches those most likely to engage. In some cases, your ideal customer may already be actively seeking your service, which can outweigh other factors.
4. Repetition: The Key to Success
With all the other factors aligned, a single direct mail piece can be highly effective. However, when considering the entire marketing landscape, it’s clear that repetition amplifies success. Repeated exposure, across multiple channels, is essential for moving prospects to action.
When developing a multi-piece campaign, consistency across the message and design not only strengthens individual pieces but also increases brand recall. Studies show that it takes an average of 12 touches—including emails, phone calls, and direct mail—to turn a prospect into a client. Each channel works together to reinforce brand recognition and trust.
The Power of Repetition in Branding
Repetition has been a cornerstone of branding for decades. Iconic slogans like Maxwell House’s “Good to the Last Drop” (103 years), Wheaties’ “Breakfast of Champions” (89 years), and M&M’s “Melts in Your Mouth, Not in Your Hands” (51 years) demonstrate the power of consistent messaging.
Statistically, the average human brain remembers only 20% of what it sees or hears. This means that at least three separate presentations are needed to retain 60% of a message. This highlights why repetition is so crucial. Other factors, such as interactive elements, tactile features, or even unique designs, can enhance retention. Engaging the recipient’s senses in any way will increase the likelihood that they’ll hold on to the mailpiece longer.
Additional Ways to Boost Effectiveness
To further improve the effectiveness of your direct mail, consider adding features like:
Interactive elements: Anything that invites engagement, like QR codes or puzzles.
Tactile elements: Unique textures or materials that make the mailpiece stand out.
Sensory features: Aromatic scents or augmented reality (AR) can create a lasting impression.
These features help recipients engage with the mailpiece, increasing the chances they’ll retain and act upon the message.
Evaluating Your Direct Mail Strategy
When creating a direct mailmarketing campaign, it’s essential to evaluate how well each of the four key factors is being utilized. There’s no one-size-fits-all solution—marketing efforts must be tailored to fit your business’s goals and your audience’s needs. But one thing is certain: all successful marketing campaigns strike a balance between message, design, and repetition.
By understanding the importance of repetition and how to leverage it effectively, you can improve the success of your direct mail campaigns and drive greater results.
When sending mail through the U.S. Postal Service (USPS), you may assume that a “letter” refers to a simple sheet of paper in a standard envelope. However, in postal terms, these categories—letters, flats, and parcels—represent specific types of mailpieces based on their physical attributes, not just their general form.
In this article, we’ll break down the USPS definitions for letters, flats, and parcels, and explain how their classifications affect postage rates and delivery methods.
What is a “Letter” in Postal Terms?
A “letter” is not just any standard envelope with a sheet of paper. The USPS defines a machinable letter based on specific size and weight criteria, as follows:
Height: Between 3.5 inches and 6.125 inches
Length: Between 5 inches and 11.5 inches
Aspect Ratio: Length divided by height between 1.3 and 2.5
Thickness: Between 0.007 inch and 0.25 inch (must be at least 0.009 inch thick if height exceeds 4.25 inches or length exceeds 6 inches)
Weight: No more than 3.5 ounces
Shape: Rectangular, with four right-angle corners (no more than 0.125-inch radius) and parallel opposite sides
These specifications apply to machinable letters, which are processed by USPS machinery. If a mailpiece doesn’t meet these criteria, it’s considered non-machinable and subject to higher postage rates.
Defining a “Flat”
A machinable flat is a mailpiece that meets at least one of the following attributes:
Height: More than 6.125 inches but no more than 12 inches
Length: More than 11.5 inches but no more than 15 inches
Thickness: More than 0.25 inch but no more than 0.75 inch
Weight: More than 3.5 ounces but no more than 16 ounces
Flats do not have a specified aspect ratio, but they must be rectangular, defined by four right-angle corners with a radius no greater than 0.125 inches and parallel opposite sides. Interestingly, a square (with four equal sides) also qualifies as a machinable flat.
What Defines a “Parcel”?
When it comes to parcels, the classification can be more complex, as there are different categories for parcels, such as machinable, irregular, non-machinable, and lightweight parcels, among others.
A machinable parcel complies with the following criteria (in addition to the requirements for flats):
Height: More than 12 inches but no more than 17 inches
Length: More than 15 inches but no more than 27 inches
Thickness: More than 0.75 inch but no more than 17 inches
Weight: More than 16 ounces but no more than 25 pounds
Additional Factors Affecting Mail Classification
Aside from size and weight, other physical characteristics, such as material type, poly wrapping, flexibility, and uniform thickness, can influence whether a mailpiece is deemed machinable. Here’s a closer look at two important factors:
Flexibility: A flat must pass a flexibility test, meaning it cannot be too rigid or too flimsy. To test, the mailpiece is hung from a ledge, and the amount it droops or bends is measured.
Uniform Thickness: A machinable flat must have consistent thickness, with variations no greater than 0.25 inches, excluding the first inch from the edge of the mailpiece.
These factors help ensure that mailpieces are processed smoothly through USPS machines. If a mailpiece doesn’t meet these standards, it will fall into a higher pricing category.
Examples: How Size Affects Postage Classification
Mailpieces may fall into different categories based on size, even if they seem similar. For instance, consider the following scenarios:
A postcard measuring 6.5 inches by 10 inches exceeds the height limit for a machinable letter, so it’s classified as a flat, which incurs higher postage.
A postcard measuring 10 inches by 16 inches exceeds the maximum dimension for a flat, so it would be classified as a parcel.
This demonstrates how seemingly simple direct mail pieces can be categorized differently based on their physical attributes, influencing the postage cost.
Why USPS Classifications Matter
Understanding how your mailpiece is classified—whether as a letter, flat, or parcel—can save you money on postage and help avoid delays. For example, a letter may be processed much faster and at a lower cost than a flat or parcel. However, mailpieces that don’t conform to the guidelines for each category can face higher postage rates and processing challenges.
How to Ensure Your Mailpiece Meets USPS Standards
To ensure your direct mail meets USPS standards and qualifies for the lowest postage rates, follow these steps:
Measure Dimensions Carefully: Verify that the height, length, and thickness of your mailpiece are within the USPS guidelines for its category.
Consider Material and Flexibility: Ensure that your mailpiece has the proper flexibility to pass USPS tests and uniform thickness for efficient processing.
Use USPS Resources: The Domestic Mail Manual (DMM) provides detailed guidelines on all mail classifications. While it’s a lengthy document, it’s an essential resource for understanding postal requirements. You can find the DMM and additional resources like quick service guides and pricing sheets at USPS’s Postal Explorer website or through their Postal Pro search engine.
Conclusion
Letters, flats, and parcels aren’t just casual labels—they represent distinct categories with specific size, weight, and material requirements defined by USPS. Understanding these categories can help you save on postage costs and avoid unexpected fees. Whether you’re designing a direct mail campaign or preparing a one-time mailing, knowing the differences between these classifications is key to streamlining the process.
If you need assistance designing mailpieces for commercial use or planning a direct mail campaign, contact Phillips Printing’s mailing department at 888-ask-phil or reach out to us directly.
As Spinal Tap famously asked, “How much more black could this be? And the answer is none, none more black.” While more isn’t always better, the perfect balance of black in design is crucial. Whether you’re creating digital or print materials, getting the balance of black just right is essential for achieving high-quality, visually appealing designs.
Design for Print vs. Design for Web: Understanding Color Spaces
When designing, the medium you’re working with—whether digital or print—shapes the approach you take. For web design, RGB is typically the preferred color space, while printdesign relies on the CMYK color model. Understanding the difference between RGB and CMYK is crucial for achieving optimal results, especially when working with black in design.
RGB for Web: Flexibility and Color Range
For web design, RGB color offers flexibility and a broad range of colors. RGB (Red, Green, Blue) is based on light (emissive light) and allows for vibrant, saturated colors. However, while designing for the web, it’s important to consider how colors will appear across different devices. To maintain brand consistency, designers must understand how colors convert from RGB to CMYK, especially when planning to use the same designs in both web and print media.
CMYK for Print: Precision and Limitations
Unlike web design, printdesign uses physical ink and paper, which imposes limitations on the range of colors, particularly black in design. The CMYK model—Cyan, Magenta, Yellow, and Black (K)—is the standard for print. This model mixes ink in varying percentages to produce the full color spectrum. For print, accuracy is key, as issues like ink bleed and setoff can negatively affect the quality of printed materials.
Why Black in Design Matters for Print: Understanding Ink Limits
When working with black in design for print, there are certain considerations to keep in mind. Adding more ink doesn’t necessarily make black appear darker. In fact, print shops often work within an ink limit of about 260% to avoid ink bleed or other printing issues. Adding more ink beyond this limit will not make the black in design deeper, but it can lead to a muddier hue.
For a rich, deep black, the ideal mix is Cyan (C35), Magenta (M25), Yellow (Y25), and Black (K100). This combination, totaling 185% ink, ensures a vibrant, uniform black. While rich black is perfect for large areas, small text should always use 100% black ink to avoid misregistration and blurry print.
The Importance of 100% Black in Small Text
For small text, simplicity is key. Using rich black (a mix of colors) in small text can cause misregistration, leading to a thick, blurry appearance. To prevent this, use 100% black ink for small text to ensure that it remains crisp and clear. Prepress software tools like separations and output preview features in Adobe programs (InDesign, Illustrator, Acrobat) can help identify any problematic text areas before printing.
Prepress Checks and Best Practices for Black in Design
Ensuring that your designs use the correct black ink is essential to avoid prepress issues. Before sending your files to print, always perform separation or output preview checks to verify that black ink is used properly. If you’re unsure, seek assistance from a professional prepress department to confirm that your design is up to standard.
Conclusion: Mastering Black in Design for Consistency and Quality
Black in design plays a pivotal role in both digital and printdesign. Understanding how to use black properly ensures that your designs are clear, consistent, and of high quality. While web design allows more flexibility in color, print requires more precision due to the constraints of ink and paper. By mastering how black is used in your designs, you can ensure your printed materials look their best.
If you have questions about setting up your design files for print, contact Phillips Printing’s prepress department. We’re here to help ensure your designs are optimized before they hit the press!
When you think about printing, the options seem endless. Whether you’re creating business cards, brochures, or custom apparel, selecting the right printing method is critical for achieving high-quality results. In this guide, we’ll explore the most popular printing methods and help you choose the one that’s best for your project.
1. Letterpress Printing: A Timeless Classic
Letterpressprinting stands as one of the oldest methods still in use today. The process involves inking a raised image or text on a metal or wooden plate and pressing it onto paper. Though it’s less common now, many designers still choose letterpressprinting for custom invitations, business cards, and fine art prints due to its unique tactile quality and vintage charm.
2. Digital Printing: Fast, Efficient, and Customizable
If you need quick, high-quality prints, digitalprinting is your best bet. By directly transferring an image from a digital file, this method is perfect for small runs and customized prints. Digitalprinting allows you to quickly produce materials like brochures, business cards, and postcards. Additionally, it’s an ideal solution for variable dataprinting, giving each piece a personalized touch.
3. Inkjet Printing: Precision and Flexibility
Inkjetprinting uses tiny droplets of ink sprayed directly onto the substrate. This method excels at printingfull-color images, making it perfect for proofing and wide-format projects such as banners or billboards. With both home and commercial options available, inkjet printers offer the flexibility needed to handle different print runs while maintaining excellent image quality.
4. Laser Printing: Clean, Crisp, and Fast
Laserprinting uses a laser beam to create an image on a metal drum, transferring toner to paper. This method produces sharp, crisp text and images, making it ideal for printingdocuments, flyers, and personalized prints. With its high speed and precision, laserprinting is perfect for small to medium print runs and is widely used in businesses and commercial settings.
5. Dot Matrix Printing: Still Useful in Certain Industries
Though less common today, dot matrixprinting is still used in specific industrial applications. This method creates images by striking an ink ribbon against paper, forming patterns of dots. Dot matrixprinters are often used for receipt printing and multi-part forms, especially in warehouse and logistics environments, thanks to their durability and low operating costs.
6. Thermal Printing: Efficient and Reliable
Thermalprinting relies on heat to transfer an image onto materials like paper or vinyl. This method is particularly effective for printing labels, barcodes, and shipping labels. Thanks to its minimal maintenance and speed, thermal printers are widely used in retail and logistics, offering a reliable and efficient solution for high-volume printing needs.
7. Dye-Sublimation Printing: Vibrant, Long-Lasting Prints
Dye-sublimationprinting is ideal for creating vibrant, long-lasting images. The process turns dye into gas and bonds it with polyester-coated materials, resulting in highly durable prints. This method is popular for printing on custom apparel, textiles, and photo prints, offering both high-quality and fade-resistant results.
8. Screen Printing: Ideal for Textiles and Large-Scale Projects
Screenprinting involves pushing ink through a mesh screen to create a design. It’s a popular choice for printing custom t-shirts, large-scale signs, and posters. Best suited for larger print runs, screenprinting delivers high-quality results, making it the go-to method for fashion brands and advertisers looking to create promotional materials.
9. Offset Lithography: High-Quality Prints for Large Runs
Offset lithography remains one of the most widely used commercial printing methods. This process transfers ink from a metal plate to a rubber blanket and then onto the printing surface. It’s ideal for high-volume projects like books, magazines, and catalogs. With its efficiency and cost-effectiveness, offset lithography is perfect for delivering high-quality results on large print runs.
10. Flexography: Perfect for Packaging and Labels
Flexography uses a flexible plate to transfer ink to various substrates, including cardboard, plastics, and films. It’s most commonly used for packaging and label printing, offering great versatility. Thanks to its ability to print on a variety of materials, flexography is ideal for long production runs, producing consistent, high-quality results every time.
11. Rotogravure Printing: Best for High-Volume, Consistent Printing
Rotogravureprinting uses an engraved cylinder to transfer ink directly to the substrate, making it perfect for high-volume projects. This method is highly efficient for printing newspapers, magazines, and catalogs. Despite its high initial setup costs, rotogravure printing delivers consistent, high-quality prints for large-scale runs.
12. UV Printing: Fast, Eco-Friendly, and Versatile
UV printing uses ultraviolet light to cure ink instantly, making it one of the fastest and most eco-friendly printing methods. This technique is commonly used for business cards, custom items, and decorative prints. The fast-dryingnature of UV printing makes it ideal for quick turnaround times, while its eco-friendly benefits ensure a minimal environmental impact.
13. Sheetfed and Web Presses: Understanding the Differences
Sheetfed presses are used for printing on individual sheets, while web presses utilize continuous rolls of paper. Both are often used in offsetprinting, but each serves different purposes. Web presses are better suited for large-volume runssuch as newspapers and magazines, while sheetfed presses work best for smaller, more precise print jobs, delivering excellent quality on a range of print products.
How to Choose the Best Printing Method for Your Project
Choosing the right printing process for your project involves understanding key factors like size, material, and budget. Whether you need high-quality prints for business cards or large-scale prints for banners, knowing your specific needs helps you make the right decision. If you need precise color matching, quick turnarounds, or eco-friendly options, these factors will guide you toward the best printing solution.
Conclusion: Discover the Right Printing Method for Your Needs
There are countless ways to print, each with its own unique benefits. Whether you’re exploring letterpressprinting for a vintage look or UVprinting for quick, eco-friendly results, understanding the strengths of each method will help you choose the one that suits your project best. If you’re unsure which method to select, consider consulting a professional printing service. They can provide guidance on the best options for your specific needs.
Essential Tips for Effective Direct Mail Campaigns
The holiday season is here, and with it comes the hustle and bustle of marketers striving to capture their share of holiday spending and charitable giving. While shoppers fill their carts and Santa’s elves fulfill last-minute requests, marketers are gearing up for their best direct mail appeals. But how can you ensure your direct mail campaign succeeds?
Just like Santa double-checking his list for accurate addresses, direct mail marketers must ensure their lists are accurate and well-targeted. There are three key factors that make a direct mail piece effective—and one is more important than the others.
1. The Importance of Design:
While many believe a bold or eye-catching design is the most important element, it’s actually the least important. A full-color image or impactful graphic might grab attention, but it’s not the deciding factor for success. For instance, a picture of a joyful man performing a handstand on a new lawn mower is more likely to engage the audience than a plain postcard reading, “New lawn mowers now available.” Visual appeal is crucial, but the real driver of success lies elsewhere.
2. The Power of the Message:
A strong message is key to motivating action. However, it’s not enough to simply craft an interesting message—it must also be relevant to the recipient. For example, a 20-year-old woman is unlikely to engage with an offer for hearing aids, and similarly, an offer for a 5-year cell phone contract may not appeal to her. Relevance is critical.
3. The Crucial Role of Data:
Above all, the most important factor in direct mail success is data quality. Even the best design or most compelling offer won’t make a difference if it doesn’t reach the right person. For instance, the 20-year-old receiving hearing aid offers is a data issue. She should never have been on the list in the first place unless there’s a clear reason, like influencing an elderly family member. Here are several common issues that can compromise your data and ultimately hurt your marketing efforts.
Common Data Issues in Direct Mail Campaigns
Unregulated Data Entry:
If your team is entering data manually, proper training and restrictions are essential to avoid errors. Whether data is entered through sales transactions or managed by a support team, it’s important to maintain consistent, quality entries. Common errors include misentered addresses or awkward names like “John (deceased) Smith” or “Jane (rude on the phone) Johnson.” These mistakes can significantly affect your direct mail outcomes.
To improve data quality, implement automated controls. These can include required address fields or ensuring phone numbers contain ten digits with proper formatting. Regular data reviews are also crucial—catching errors in a 2,000-entry list is far easier than in a 20,000-entry one.
Lack of List Qualification:
When purchasing a mailing list, it’s important to filter it using specific qualifiers such as age, income, or home value. With the right criteria, you can target the most relevant prospects. For example, a newly married woman might soon be in the market for health insurance, while a woman who changed her last name may be planning for a child.
Thinking creatively about how to qualify prospects can make all the difference. For instance, targeting a 20-year-old for hearing aids could be avoided by applying basic filters, like age. List qualification can also reduce wasted spending on irrelevant recipients and increase your response rate.
Lack of Processing or Maintenance:
Once your list is purchased, it’s crucial to process it correctly to avoid costly mistakes. A mail service provider can run your list through CASS (Coding Accuracy Support System) and NCOA (National Change of Address) checks. These processes ensure addresses are correct and up-to-date with current postal records.
CASS verifies that addresses are valid and deliverable.
NCOA updates addresses based on recent address changes submitted by residents.
Without CASS and NCOA checks, your mail is more likely to be undeliverable, wasting both time and money. Providers will often return results that include updated addresses or undeliverable records. It’s essential to update your database with this new information to prevent recurring issues.
Regular maintenance of your database is key. The more automated functions you can incorporate into your system, the less time it will take to keep the data clean, reducing the chance of mistakes in future campaigns.
Conclusion
For your direct mail campaign to succeed, quality data is crucial. It doesn’t matter how great your design is or how compelling your offer might be if the right people aren’t receiving it. By ensuring data entry is accurate, lists are properly qualified, and addresses are up-to-date, you can maximize your chances of reaching the right audience and increasing your response rate.
Make sure to double-check your list—just like Santa does—before sending out your next direct mail campaign.
