Consumables-Paper - Offset

Dimensional direct mail, such as this featured box, receives among the highest response rates. It’s easy to see why with this gift box. The Esse Pearlized stock retains its texture and sparkle even after receiving the flood of red ink. Lift the luscious lid and...SURPRISE! The bottom of the box unfolds like an origami flower to reveal the invitation to a private, after-hours holiday reception.

Since many clients are on tighter budgets these days and feel they have to forgo some of the high-end finishing techniques, it’s good to keep metallic, iridescent and pearlescent papers in mind. Contrary to what the name might suggest, there is no metal used in creating metallic papers.

“Faster, better, stronger” will also describe the supply chain if the overall paper market rationalizes SKUs in a similarly thoughtful, customer-focused way. For many categories of paper, the total days of inventory within the system can be mind-blowing.

The trend of designing super-thick business cards and marketing materials is likely to be around for a while, so mastering the art of duplex laminating is definitely a good idea. With the right glue, opposite grain direction and proper testing, your duplexed projects will have the staying power your clients expect.

I love this quote from Nike’s promotional book: “To get to the next level, you often have to take a step back.” It may be a comment on the company’s fleece brand, but it also describes the awesome production attributes of this case-bound book.

I was asked to share the printer’s perspective in my “Against the Grain” blogs. So here’s my opinion on directed-to-buy paper programs: I hate them. Given the options of directed-to-buy, customer-furnished stock, and supplying stock from your own vendor, would any printer ever choose the directed-to buy option?

Business cards are still important, even in this digital age. The right card grabs the recipients attention, leaves an impression and builds trust. Unfortunately, there are a lot of wrong ones being produced (see “These Business Cards Are Crap” post).

I’m going through a pile of business cards that I “collected” at a recent industry event so I can write my follow-up cards and emails. The quality of many of the cards is, let me put it mildly...crap.

The three astronaut images on the front of this business card already catch your attention, but the even more outstanding element is—the perfing. The seemingly standard business card is perforated in two spots, enabling separation into three unique business cards.

The winning entries to Appleton Coated’s U360 Competition for 2012 have been announced. “U360 celebrates design, content and printing excellence, and all that paper makes possible. The winning selections recognize the all-around, effective, creative role that print communication plays in the marketing mix,” says Ferkó X. Goldinger, advertising and promotion manager.