Push the Limits on Print

One thing that I encourage clients and agencies to do is to take advantage of all the print techniques that are available. Too many times, whether it be because they are in a rush or it just slips their minds, designers and creative directors opt for more typical printing methods: four-color process on the standard house sheet. Maybe using a spot color if the project warrants it. With the advent of interactive communications such as email, online advertising, blogging, etc., print has taken it on the chin. Fewer clients request print and fewer agencies recommend print. Therefore, when engaging in a print project, you should look at the plethora of techniques available: emboss, spot varnish, custom bindery, metallic inks, laser cutting, synthetic paper, custom diecutting, etc. Don’t just use it because it's there, but look for opportunities where the use of a non-standard printing technique fits the goals for the project and supports the strategy behind the creative. One word of warning: overuse of these techniques could tread into tacky territory. They should be used sparingly and with great care. On your next print project, take a step back to review all the different options that you can employ. If you are an agency, consult with your printer for ideas. If you are a client, ask your agency if additional print techniques could be used to push your strategy further.