In museums, the rule is typically “look, but don’t touch.” In marketing, however, its look AND touch. Attractiveness is key, but how your materials feel can also go a long way toward getting you noticed.
Two of the most common finishing techniques designed to attract attention are “debossing” and “embossing.” Debossing pushes the surface of materials inward, drawing attention to the treated portion by providing three-dimensional depth to an otherwise ordinary surface. Embossing is the opposite and somewhat more assertive process, as it raises the surface of the materials and therefore makes the selected portion - often a logo or a title - stand out all the more.
One step beyond debossing is “foil stamping,” whereby a thin layer of metallic leaf is pressed onto a given surface. Foil is so effective because it debosses the area to provide even more eye-catching appeal. Foils come in a wide range of colors as well as different finishes including glossy, matte, and even holographic. And because foil can be applied to a wide variety of surfaces, stamping often provides even greater flexibility than simple printing.
One of the most extreme methods for introducing an unusual feel to your printed materials is by cutting out a design in the paper itself - a process known as “die-cutting.” Not unlike applying a cookie-cutter to a piece of paper, die-cutting provides endless possibilities as it can be executed in a myriad of shapes and designs and the area surrounding or behind the die-cut, or even the edges of the cut itself, can be treated with a variety of special effects.
So while it may indeed be “better to look good, than to feel good,” using one of the above techniques accomplishes both and ensures that your materials are less likely to end up as “museum pieces” and more likely to get you noticed.
For more information or questions, call 718-820-0688 or visit www.advantages.net.
Fran Biderman-Gross is president of Advantages.
