Tackling the Challenge
3. Aligning Form with Function.
“Aligning digital print and finishing capabilities with amazing aesthetic design and strategic business strategy for the brand. It’s not about selling the cool factor, it’s creating campaigns that align with the brand’s needs and values,” says Doris Brown-McNally, Worldwide Brands Innovation Manager, and Jacob Shamis, Americas Brands Innovation Manager, HP. Inc. (Booth 613).
It doesn’t matter how “cool” you think the interactive components are, at the end of the day, a print campaign is all about selling a brand, product, or service. Adding an interactive element just to say the campaign has one, but that doesn’t fit in with the look and feel of the rest of the campaign, will be jarring, and will ultimately detract, rather than add, to the campaigns effectiveness.
Interactive print is here to stay. Brands are only going to increase their desire to find new and innovative ways to reach their audience, and printers can be the source of inspiration for how to get that done. By thinking about and planning for the challenges you might face, you will ensure that your interactive campaigns are as effective as they are interesting.
