An ‘Eye Catching’ Direct Mail Piece (Includes Video)

This week, PaperSpecsGallery.com calls attention to an “Eye Catching” direct mail piece created by printing firm Vision Graphics of Loveland, CO.

The piece immediately grabs the reader’s attention with a spot clear foil printed in register over a piercing blue eye on the front cover. The self-promotional piece highlights the different techniques and capabilities that are available by the printer.

This “Eye Catching” piece was designed by Michele McCreath and Tyson Polzkill. The paper used was Oji Paper TopKote, Neenah Digital UV Ultra II, Mesh Banner and SuperSmooth Pet Blockout banner.

Click on the YouTube video below to view this “Eye Catching” direct mail piece:

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Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.

Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.

Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge. 

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  • Shelley Sweeney

    When marketing your product, it’s always smart to put your best foot forward – or in this case, your best eye. Indeed, this direct mail piece does a fantastic job of relaying an important message – a tangible portfolio showcasing the print service provider’s offerings. Yes – a majority of marketing messages are delivered through email these days, but that doesn’t make sense for print service providers. Instead, they need to use direct mail – it has physicality to it and longevity to it. Studies have confirmed that people view printed marketing to be the “most trustworthy” of media channels. Since the invention of paper and printing, there has always been a connection a consumer feels to a printed piece, whether it be a book, direct mail piece or magazine. This connection is achieved by leveraging human senses such as vision and touch, which encourage trust. So, if seeing is believing and touch creates emotional connections, then it’s key for print service providers to leverage the power of print to promote their offerings through direct mail. – Shelley Sweeney, VP/GM Service Bureau/Direct Mail Sectors, Xerox