Stand Out With Texture
How can you get your direct mail to stand out in the mailbox? Have you considered using texture? Coatings do more than just protect the print from scratching damage in the mail. They can capture interest for your direct mail piece. With all the different types of coating available, you can now choose one that really emphasizes touch. By creating a unique textured feel, your response rate will increase. Think of all the different ways you can add texture to your piece to grab attention to it.
Some fun coatings for you to consider:
- MiraFoil: Create metallic effects in a precise fashion.
- Raised: Gives the embossed look without actual embossing.
- Pearlescent: Gives an elegant shimmer look.
- Sandpaper: Gives a rough sand paper like feel.
- Soft touch: Creates a velvet texture for a nice soft feel.
- Glitter: A large glitter flake that is available in a variety of colors.
- Metal Flake: Fine metal flakes similar to car paint.
- Thermochronic: Temperature activated, changes color when heated.
- Photochromic: This coating is activated by sunlight to change color.
- Glow in the dark: This is a high gloss coating that will glow in the dark.
- Scratch off: Available in gold or silver provides a non-see thru coat
Now that you have selected your coating, imagine how creative you can get with your design. You want to have the feel of bricks? No problem. 3D raised steps? No problem. It's like the old "Pat the Bunny" books: You can have so many textures at your fingertips to choose from. It is not advised to go crazy and put several on one mailer, but you can mix a couple to really get a pop. Show your recipients how your product or service feels; grab that sensory emotion to increase response.
The standard coatings are:
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.