In a mailbox full of standard postcards and plain envelopes, texture wins. Weight wins. Shine wins. If you want your printed piece to get noticed, opened, and remembered, embellishments aren’t just nice to have. They’re your competitive advantage.

The Touch Factor

Human beings are tactile creatures. When someone runs their finger over raised foil, feels the texture of embossing, or notices the satisfying weight of premium stock, something happens in their brain. Neuroscience research shows that sensory experiences create stronger emotional connections and better memory retention than visual input alone. A spot UV coating that creates contrast between matte and glossy, or a die-cut that reveals a surprise underneath, transforms your mail piece from information into an experience.

Standing Out Starts in the Mailbox

Your direct mail piece has about three seconds to prove it’s worth opening. Embellishments buy you those critical seconds. A metallic envelope, a textured cover, or dimensional elements signal quality and importance before a single word is read. Recipients instinctively know that embellished pieces cost more to produce, which subconsciously communicates that your message matters. That perceived value translates directly into higher open rates and engagement.

The Right Embellishment for Your Message

Not every piece needs the complete treatment, but strategic embellishments amplify your message. Foil stamping adds elegance and prestige, perfect for luxury brands, awards, or upscale event invitations. Embossing and debossing create sophistication and permanence, ideal for corporate communications or high-end product launches. Spot UV creates visual pop and draws the eye to key elements like logos, headlines, or calls to action. Specialty coatings like soft-touch or scratch-and-sniff engage recipients in unexpected ways that digital simply cannot replicate.

Investment, Not Expense

Yes, embellishments add cost. But consider the math. If a foil-stamped mailer costs 50 cents more per piece but doubles your response rate, you’ve just dramatically improved your cost per acquisition. Premium finishing techniques signal that your brand values quality, which attracts quality customers who appreciate and are willing to pay for superior products and services.

In a digital-first world, physical marketing that feels extraordinary doesn’t just stand out; it becomes extraordinary. It gets results. When you’re ready to elevate your next campaign, talk to your printer about embellishments that align with your brand and budget. Your ROI will thank you.

When you create marketing communications, whether print or digital, you want your audience to read and remember them, right? That’s why it matters what channel you use. After decades of research, studies continue to point to the same conclusion: Print is simply better when processing and retaining complex information is required.

Most print versus digital studies come from the education world. In these studies, researchers ask students to read passages in print and digital formats and then follow up with tests to measure their comprehension and recall. Decade after decade, these studies reveal that print outperforms digital in several key areas:

• Handling of longer texts: Print is more effective for longer texts, typically those exceeding 500 words. This suggests that the physical nature of print aids in processing and retaining information over extended periods.
• Abstract and inferential thinking: Tasks that require abstract or inferential thinking are better performed with print materials. The tactile experience of reading in print enhances the brain’s ability to engage with and interpret complex ideas.
• Detail-oriented responses: When study respondents were asked to provide more detailed responses, print was again the preferred medium. This indicates that the physicality of print facilitates a deeper level of engagement with the content.
• Interpreting material from multiple sources: Tasks that involve interpreting material from various documents are also better accomplished with print. Studies consistently find that the tangible nature of print materials allows for easier cross-referencing and comparison of information.

So, what makes reading in print so different? The physical engagement with print materials seems to play a significant role. With print, individuals engage multiple senses, including touch, which enhances information encoding in the brain. Additionally, physically turning pages and visually scanning each page creates unique cognitive markers that aid recall.

These findings have profound implications for marketing communications. Print is the way to go if the product you sell requires potential buyers to handle longer texts and facilitate abstract thinking.

Communicating with customers using formats they love makes them more likely to pay attention. When it comes to marketing materials, that means sending more print.

Over the years, there have been dozens of studies on the impact of print on human comprehension and learning. Information read in print is embedded more deeply in the brain, is more easily recalled, and is recalled more accurately. But buyers don’t love print simply because they remember things better. They love it because it makes them feel good.

For example:

• Consumers find hard-copy versions of books, magazines, and newspapers more enjoyable than electronic alternatives.
• Consumers see print as more relaxing to read than computer screens, e-readers, and (yes, even) smartphones.
• Consumers are becoming increasingly aware of (and concerned about) the health effects of spending too much time on electronic devices. 

Health concerns about the over-use of digital media are growing, and that concern is increasing the “feel good” factor of traditional printed materials, whether books, magazines, or direct mail.

One study from Two Sides/Toluna found that, even several years ago, consumers were already starting to show signs of concern. The study found that consumers…

• believed they spend too much time on electronic devices,
• were concerned that the overuse of electronic devices could be damaging to their health, and
• believed in the importance of “switching off” and reading more in print.

These feelings have only been amplified since the COVID-19 pandemic, with the time children spend staring at their screens up 52%. As the number of news reports on the impact of over-digitalization on our culture rises, more and more consumers ask themselves, “Am I spending too much time on my screen, too?”

The takeaway? If you love your customers, then love what they love. Digital communications have their place in the multichannel mix, but when it comes to “feeling the love,” it’s still very much about print.

In marketing, a well-designed logo or website can differentiate between a successful campaign and one that falls flat. But what makes for good design? Often, it’s simplicity. The most straightforward designs can be the most effective. Here’s a look at how simplicity can generate trust and credibility.

The Role of Color

Color is one of the most critical elements of any design, and it can be used to great effect in simple designs. When choosing colors, it’s essential to remember both the psychological effects of color and the brand identity you’re trying to create. For example, blue is often used in designs intended to convey trustworthiness and reliability, while green is associated with growth and harmony. By carefully selecting your colors, you can create a subliminal message that resonates with your audience.

Less Is More

In general, simpler designs are more effective than complex ones. This is because they’re easier for viewers to understand at a glance. When someone sees a busy or cluttered design, their first instinct is often to look away. On the other hand, a clean and simple design is more likely to hold their attention. Simplicity also conveys confidence. A complex design can make it seem like you’re trying too hard to impress viewers. At the same time, a simple one signifies that you’re confident communicating your message without needing bells and whistles.

Repetition Works Wonders

Another way to create a simple yet effective design is to use repetition. This could mean repeating some aspects throughout the piece or reinforcing points made in the text using visuals. Repetition helps create visual stability, which in turn, makes your design more credible. Additionally, by repeating elements such as color or shape, you can create an instant sense of cohesiveness, something that viewers will subconsciously respond positively to.

When it comes to graphic design, simplicity should be your watchword. From choosing the right colors to removing clutter to tapping into the power of repetition, there are many ways to create a design that says “trustworthy” and “credible” and resonates with your audience. Keep these tips in mind the next time you sit down to brainstorm the design of your postcard, brochure, or web page!