Bleed and Crop Marks: What Do They Mean For You? 22 Apr 2022, 2:36 pm

If you have worked with a printing firm, you have probably heard the words “bleeds” and “crop marks” come up before. But what does that actually mean to you, the print buyer?

What are Crop Marks?

Crop marks tell the printer where to cut the paper, especially if it’s a finished product, such as a business card or postcard. But there are crop marks on pages for a booklet as well sometimes.

If you look at a proof of your project, you will probably see these tiny lines that go horizontally and vertically, giving the margins for your project to be cut down. All crop marks in the USA should be either one-eighth or one-quarter inch. Since projects are printed on oversized paper with bleeds, these tick marks help guide printers when trimming the print job down to the final size.

What is a Bleed?

A bleed is when the color or text goes off of the page, and the cut will trim excess color off of it.

A bleed makes for a complete look as the artwork typically goes (or “bleeds”) off the page. There are two types of bleeds: full bleed and partial bleed. A full bleed is when all the artwork goes off the page, whereas a partial bleed is when only some of the artwork goes off the edge.

How to Use Crop Marks and Bleed Marks

These two tools ensure that you get a quality printed product containing all the words and artwork you desire. To have your project print-ready, you need to use crop marks so that bleeds can be done correctly.

When you save your project, you will want to use a PDF so that it remains permanent and the crop marks are solidified. This ensures your project will come out as you planned.

A PDF document contains embedded fonts, so the printer won’t have issues with what you laid out. One of the most common issues related to printing is fonts that are contained within the document.

For example, they might be incompatible versions, corrupted fonts, or missing fonts. Font issues tend to occur when using programs such as Illustrator or Adobe InDesign. A PDF eliminates these types of issues because all your design elements are embedded within the file.

No matter what your project is, we are here to help. If you aren’t sure how to create a PDF, let us help you. We want to partner with you to get successful print project results. Visit our website to learn more!

How to Prepare Large-Format Projects for Print 6 Apr 2021, 3:05 pm

When you want to flaunt your finest, large-format printing can make an oversized impact!

Large-format printing includes products printed at a length of 18-100 inches with a minimum width of 60 inches. Some of the most popular items include posters, window graphics, yard signs, vehicle wraps, vinyl banners, media backdrops, and more.

While large-scale graphics are stunning, these projects require special preparation, so these images remain vibrant and sharp when stretched to larger-than-life proportions.

If you plan to go BIG, here are some factors to consider.

Communicate from the Start

When diving in on a large-scale printing, create a detailed brief and use this to speak to your printer as early as possible.

Try to include everything from the size, design, materials, and deadlines. Your printer will work with you to be sure your ideas are achievable, and the timeline is realistic.

Set Appropriate Image Specifications

As you connect with a printer, be sure your images match the required specifications.

Pixels per inch (or PPI) is the standard measurement for image resolution. PPI refers to the density of pixels per square inch of space they occupy. The higher the PPI, the sharper your image will appear as a large-format graphic. As a general rule, most commercially printed materials require at least 300 PPI.

The viewing distance required for your project can be a factor in selecting the appropriate specs.

Select Clear and Legible Fonts

Since most large-format products are meant to be viewed from a distance, fonts are a big deal.

Usually, sans-serif fonts are easier to read than script or serif fonts. Fonts that are too bold or have wide spacing between letters are also very difficult to read when viewed from afar. To check your font’s legibility, take a few steps back from your computer and evaluate from a different perspective.

Limit the number of fonts you use, and don’t crowd the design!

Choose Your File Formats

There are generally two file types in large-format printing: EPS (Encapsulated PostScript) and TIFF (Tagged Image File Format).

EPS – such as .eps or .ai files – can contain both text and graphics and are a better option for vector images, which use algorithms to increase an image size (rather than pixels), which preserve image quality when scaled up.

TIFF files are best for high-quality graphics, with color depths ranging from 1 to 24 bits. They can also support special Adobe features like layering and transparency.

Not sure which format is best? Your printer can help and may even have software presets they can send you in advance. No matter which file type you select, don’t flatten the original file before sending it to print. Keep an editable file to make the design and printing process easier!

Get Color Samples

Did you know there are two primary ways of displaying colors?

Anything designed for a screen – such as digital banners or a website – uses an RGB (red, green, blue) color model, while printed materials use CMYK (cyan, magenta, yellow, black). RGB looks great on a screen but can look dull when printed, so you can save yourself extra hassle by converting your design file color to CMYK before you begin. If you haven’t, double-check with your printer about how to proceed from where you’re at.

Amplify Your Voice

Large-format printing offers huge promotional potential for your business.

But it can be a big investment, which is why it’s important to get things right the first time. Whatever your large-format printing needs, our experienced team can help! Whether you’re looking to build brand identity or bring curb appeal to your business, upgrade your customer experience with magnificent large-scale visuals.

4 Intelligent Ways to Combine Print and Digital Marketing 30 Mar 2021, 1:08 pm

Imagine a college campus on a warm fall day, as freshmen are moving into the dorms for the first time.

There are loads of students buzzing around and getting settled. As they unpack and get their bearings in a new community, many realize they’ve forgotten a lamp or shelf to make their dorm room a bit cozier. No problem! A strategic, targeted digital ad whisks across their screen on move-in day.

Two days later, a mailed piece is sent featuring lamps, rugs, and closet accessories. This venue’s campaign (a combination of digital and print marketing) snags interest in a fleeting moment then follows this digital hook with a more robust mailed piece.

The Successful Marriage of Digital and Print

Print marketing is powerful. Digital marketing is powerful. When you combine them… well, the result is dynamic.  

Want to create a more strategic relationship between your print and digital marketing efforts? Here are four strategies to build momentum:

1. Create Distinct Online Landing Pages

Online landing pages can be created specifically for promotion through your print ad (for example, see Uber’s landing page targeting new riders here).

While your website homepage typically offers an introduction to your business, a promotional landing page is slightly different. A landing page:

–Is designed to receive traffic from specific sources

–Prompts visitors to take one well-defined action

–Stays focused on a single topic or offer

–Omits or downplays site navigation options

Beyond using narrow landing pages to evaluate your print marketing, you can also record general web traffic during a campaign to note whether a spike in visits may indicate a particular ad’s effectiveness.

2. Use Digital Opt-ins for Direct Mail

Instead of asking someone to sign up for your email campaign the next time they visit your website, why not ask them to sign up for a direct mail newsletter?

Unlike email (which can easily go straight to a junk folder), a direct mail campaign engages people through tactile, memorable, physical marketing pieces. There’s something special about receiving a thoughtful newsletter or meandering through a well-designed catalog.

Instead of opting toward email, build stronger connections with your customers outside the screen.

3. Combine In-Store and Social Displays

Live events provide great opportunities to build strong relationships with customers – particularly in our experience-driven culture.

At your next event, distribute valuable coupons or great giveaway items after advertising through social media ahead of time. Post fun selfie displays (like clever photobooths or imaginative backgrounds) that people can post using event-specific hashtags. Or give gift cards and freebies to those who check in at your kiosk and follow you on social media.

4. Add QR Codes to Your Direct Mail, Brochures, and Displays

Today QR Codes (those funny-looking square boxes that look like over-sized bar codes) have many uses, including marketing, product labeling, ticketing, and more.

QR codes can be used as a compact way to deliver loads of information, and you can use one in any situation where you want to send people to a specific website. Add QR codes to your brochures, direct mail, business cards, in-store displays, or even to customized client birthday cards.

This lead generator can be used to push a new promotion, link to an instructional video, solicit reviews, incentivize subscription renewals, or prompt people to download your app. 

Customers on the Move

As people hop between on- and offline worlds, businesses must provide an increasingly cohesive, personalized experience.

Combining your print and digital marketing can build momentum while providing users a streamlined customer experience. Employ this customer-oriented strategy to ensure your brand receives a multi-fold return on your marketing investment.

Unbeatable Packaging Ideas for 2021 26 Feb 2021, 2:33 pm

Want to sharpen your appearance in 2021?

Great packaging gets buyers pumped about your product before they even open it. It’s one of the first touchpoints of a prospect and helps you stand out from the competition.

Ready to go? Here are just a few creative (yet functional!) designs to consider this year.

Packaging with a Story

Consumers want more than a product.

They want to be part of a story. Studies have revealed that people are impacted by emotions rather than information when making brand decisions, so sharpen your narrative and weave compelling stories into your designs.

Consider the example of Paper Boat, a brand of traditional Indian beverages headquartered in Bengaluru. This brand seeks to evoke tradition and memory with a product that’s more than a beverage – but something with “nostalgia in every sip.”

In a sea of similar tetra pack cartons, Paper Boat packaging leaps off the shelf with its pear-shaped flexible pouch. The design evokes a bright, unconventional theme with bold, playful fonts. This heart-warming vibe is paired with a creative one-liner on the bottom of the pack, bringing a quirky personalization builds a strong connection with customers and keeps them coming back.

Name-Centric Labels

When you want your brand to stick, why not put the name front and center?

Instead of making an illustration or logo the packaging’s focal point, many designers choose to make a product’s name the star of their designs. These concepts have lots of fun with lettering, allowing the featured name to leave a confident, edgy impression.

Each name feels like an artwork, bringing a stand-alone sophistication that speaks for itself.

Beautiful Boxes

Today’s customers are starved for new experiences, and a clever unboxing experience can provide the fun factor people want.

‘Unboxing’ is just what it sounds like: the action of taking something out of a box. But it’s also much more than that. If it wasn’t, there wouldn’t be 1.6 million videos on YouTube devoted to it, with popular channels drawing in as many as 2.4 billion views. It might be odd-sounding, but it’s a fantastic niche that’s growing by 57% per year!

A stellar unboxing experience will boost your content marketing efforts, drive engagement, increase sales, and enhance customers’ opinions of your product. Need ideas? Check out companies like Birchbox or Thrive Market to inspire your next masterpiece.

Limited Edition or Collectible Series

If you want products to fly off the shelves, try packaging them as a gorgeous collection.

Good Flower Farm, which specializes in organic, plant-based skincare products, does this masterfully. Richly-colored earthy labels adorn each item, and combinations (in a design series) make a beautiful decoration for the bathroom, yoga studio, or vanity of your favorite tree-hugger. The deodorant set features jewel-toned packaging for lavender tea tree, pine cedarwood, or charcoal citrus. Why choose just one when you could have all three?

To stimulate impulse buying, change up your labels series each year. These quirky and attractive limited editions trigger spontaneous collectors and an urgency to buy.

They WILL Judge a Book by its Cover

As tempting as it is to think ourselves rational, logical individuals, the truth is that human beings make snap judgments when it comes to packaging.

If you want to increase the emotional attachments customers have with your business, start with pristine packaging. From a dash of color on your envelope to a gorgeous label on your containers, exterior branding can be part of any business budget.

Need some fresh ideas? Contact us today to get started!

What if “the way we’ve always done it” isn’t the most effective way to do it? 23 Mar 2020, 1:21 pm

It’s a fact of life. We tend to get comfortable with the way we do things and sometimes don’t consider alternatives, even when we know those alternatives are more effective. This is true for marketers, as well. In the last 15 years, marketing has migrated to digital channels, making email and social media marketing the norm. Marketers have become comfortable with digital forms of marketing and continue to use them, despite data indicating that personalized direct mail is more effective than either email or social media advertising.

Research conducted in 2019 by Demand Metric, a marketing software company, indicates that 91% of marketers use email advertising and 81% use social media advertising. Indeed, these two channels are the top choices for marketers. It’s something of a mystery, then, that these same marketers place email and social media at the bottom in terms of effectiveness. For example, while 81% of marketers use social media advertising, only 55% consider it to be effective.

Even more perplexing, 89% of marketers believe dimensional direct mail (a mail piece that is not flat, such as a box or padded envelope) is effective for reaching their target audience, yet only 42% use it, and 75% believe that an oversized letter is effective, but only 9% use it.

Direct mail has been used for at least the last couple of centuries. Beginning about 30 years ago, digital marketing became the shiny new marketing toy, and there was much discussion about whether print was dead. However, in recent years, marketers have discovered that when direct mail is used as part of a multichannel campaign, both response rates and ROI improve significantly.

It’s important to note that the best results occur in multichannel campaigns (in general, the more channels, the better the results) when combined with personalized direct mail. 80% of participants in the Demand Metric study reported seeing improvement in their multichannel campaigns when direct mail was added to the channel mix.

Stepping out of our comfort zone is not always easy, but the evidence is clear that direct mail, particularly personalized direct mail, when added to a multichannel campaign, can produce powerful results.

Why Print Should Be Part of Your Digital Marketing Strategy 10 Feb 2020, 4:57 pm

Sometimes the effects of new technologies are different from what was predicted. For example, when mobile phones first came on the market, it was probably not expected that they would so thoroughly take over our lives. Indeed, as late as 1992, the CEO of Intel is quoted as saying, “The idea of a personal communicator in every pocket is a pipe dream driven by greed.” Similarly, the predictions that digital marketing would result in the death of print have not proven to be accurate.

The fact is that print remains a dynamic industry that is changing with the times. It is something of a paradox, then, that the assumption by some that direct mail was no longer relevant in a digital world has been partially responsible for a resurgence in the direct mail space. As marketers seek to differentiate themselves with an audience inundated with emails and digital ads, they have “rediscovered” the effectiveness of print marketing. Direct mail and other print collateral bring a tangible and tactile element to marketing that can neither be replicated nor replaced by digital ads.

This is not to suggest that the other extreme is true, however. Digital marketing is not going away anytime soon. Marketing professionals are recognizing that one of the best ways to optimize their campaigns is to combine both print and digital advertising.

With the personalization available through variable data and digital printing, direct mail is likely to continue trending. Used in conjunction with digital campaigns, direct mail reinforces your marketing message based on your customers’ preferences. Digital printing enables smaller runs and allows for greater target market segmentation. In addition, there’s a variety of ways to use direct mail to drive online customer interaction, such as QR and coupon codes.

There are many examples of predictions about the future of technology that did not prove to be accurate. So, while we can never be 100% certain of the direction new marketing methods may take us, we know that print is still very much alive and well. Combining print and digital as part of an overall marketing strategy has become an effective way for businesses to stay competitive.

8 Reasons Why Brochures Should Be a Part of Your Marketing Strategy 20 Nov 2019, 2:06 pm

A beautifully designed and professionally printed brochure can make a connection with customers in a unique and effective way. In this post, we’ve put together 8 reasons why brochures should be a part of your marketing strategy.

1. A brochure is a great way to sell without being pushy. Customers can obtain the information they need at their own pace.
2. Brochures are more convenient than a website. There’s no need for your customers to do an internet search.
3. It can be easier to organize information in a brochure. Even the best website designs can sometimes be difficult to navigate.
4. Some of your customers prefer to receive information in print. Many people spend their days staring at a computer screen and they appreciate receiving information in a physical form.
5. A printed brochure can create trust among potential customers by demonstrating that your company is established and legitimate. Customers tend to have more trust in companies that make the investment in printed marketing materials rather than relying only on a website and email.
6. Brochures can be used in a variety of ways and they’re easy to distribute — at networking events and trade shows, via direct mail, and in media kits. You can place them in swag bags, in card display racks at relevant locations, and make them available in your lobby or waiting room.
7. Brochures can be an important part of your branding process. It’s a great way to get your name, logo, and tagline out there, as well as your company’s mission, goals, and objectives.
8. You can fit a lot of information into a brochure. Depending on the fold you choose, you can have up to eight panels, or more, or use a French fold for a large printable area that is perfect for a map or longer sections of text.

An important aspect of using a brochure as part of your marketing plan is to ensure you have an effective design and your brochures are professionally printed. Low quality printing or poor writing and design can undermine your marketing goals.

How to Use Print Marketing to Promote Your Small Business 21 Oct 2019, 1:33 pm

Small business owners understand the importance of ensuring that every dollar is well spent. When it comes to your marketing dollars, that’s especially true. No one wants to spend money on a marketing campaign that doesn’t produce a good ROI. That’s why it’s critical to plan your advertising campaign wisely and ensure that your marketing budget is allocated so that you can effectively promote your small business.

It may be tempting to focus on digital marketing, but doing so could cause you to miss out on a big piece of the pie, particularly among millennials. In a 2018 study conducted by the U.S. Postal Service, 62% of millennials indicated they had visited a store in the past month after receiving information in the mail.

The fact is, in the oversaturated and noisy digital world, many of us – and millennials, in particular – need a break from the screen and appreciate the tactile quality of printed materials. In addition, it has become easier to gain the attention of your audience with print than digital marketing. Consumers have learned to tune out (or actively block) digital ads and many of us never open promotional emails.

That means, when you’re considering how to allocate limited marketing resources, you shouldn’t overlook the power of print.

Branding

One of the most important aspects of small business marketing is establishing a consistent branding strategy, and print is one of the most effective ways to do that. When you hand out a business card, send a direct mail postcard, or hang a poster in your store window, you help to reinforce your brand. That can be particularly important for people who may not be engaging with you online. Remember that, in addition to your business name, logo, and colors, consistent messaging is essential for building a recognizable brand and building a loyal customer following.

Put Your Digital Data to Work

If you’ve been mainly focused on a digital marketing strategy, it’s likely you’ve collected some valuable data that you can leverage for personalizing a direct mail campaign. Variable data printing makes it possible to include your customer’s name and other personalized information, which can significantly improve the success of your campaign, and it may be more affordable than you think.

The Power of a Card

For centuries, business cards have been a staple of doing business. They are no less important today, and in an age when so much is done online, some might say business cards are more valuable than ever. When you hand someone a business card, you make a personal connection that can’t be replicated in an email or online chat. To ensure that your business card makes a good first impression, choose a design that reflects the image you want to convey, and remember that quality counts. If your card is not professionally designed and printed, it may not reflect well on your business.

Brochures

Almost as valuable as business cards are brochures where you can include more details on the products and services your business offers, as well as customer testimonials, store hours, and a bit of your company’s story. A good way to think about brochures is to consider them a mini version of your website. Include a QR code to make it easy for customers to visit your website to find more information.

One of the biggest challenges for a small business is to capture the customer’s attention. People can’t do business with you if they don’t know you exist, and in the increasingly crowded digital space, it’s becoming difficult to get noticed. Put print to work for your business to stand out from the crowd and get the attention your business needs.

How to Maximize Your Print ROI 15 Oct 2019, 1:25 pm

No matter what type of marketing medium you choose for your campaign – digital, print, radio, etc. – you and your team invest a significant amount of time and resources in planning and execution, and you’re looking for the biggest bang for your buck. There are a number of steps you can take to maximize your print ROI. In this post, we’ll outline a strategy to help you get the most out of your direct mail or other print marketing campaign.

Identify Your Target Customer

It makes no sense to market to people who aren’t buying what you’re selling. The first step in any marketing campaign is to decide who your target audience is. At its most basic level, your target customer is the person who has a problem for which your business has a solution. By applying your value proposition – how your business solves the problem – you can drill down more specifically on the type of customer that will benefit from the solution you offer. This is where customer personas can be helpful. The solution your business offers may solve a problem for different types of customers and it’s possible – even likely – that you will want to market that solution differently, depending on the category of customer. A one-size-fits-all marketing campaign may not provide the best return on investment. By developing additional information – analyzing current customers, your competition, and social media analytics, for example – you can clarify who your target customer is and the type of messaging that will appeal to them.

Take “Yes” For An Answer

You may offer the perfect solution to the perfect customer at the perfect time, but if you don’t make it easy for them to respond — to say yes – you may miss out on a sale. Ensure that your visuals and your messaging make it clear how to take action – how to find your store, your store hours, and exactly how they can take advantage of any special offers. Include a QR code customers can scan with their smartphone to quickly and easily visit your website.

Get Personal

Use variable data printing to personalize your promotions. Not only can you include each recipient’s name on your print pieces, you can also customize your mailings according to demographics, location, and buying history. According to a report by Infosys, retailers who have used personalization in their marketing campaigns report a 74% increase in sales.

Launching a direct mail or other print marketing campaign is no small task. Ensure that you focus on the things that will give you the greatest opportunity for success.

Print Marketing Stats That May Surprise You (Infographic) 8 Oct 2019, 4:36 pm