Consumables-Paper - Offset

“Nobody needs business cards anymore.” At least that’s what I’ve heard from several printers lately. But there it was…in one of the least expected places! With that instantly recognizable little blue bird, “it” was a Twitter business card.

“Dancessence” embodies not only the emotional and physical essence of the dancers photographed, but of the very reason coffee table art books are treasured possessions. The cover wrap that surrounds this Smyth-sewn book is a custom color match, handmade Nepalese paper (from Legion Paper). A debossed frame holds a small tipped-in image that suggests the delights within.

It didn’t seem like such an unusual request when a printer friend of mine asked, “Can you help me find a matching color? I checked with my paper merchants, but they couldn’t help.” This was a big client with a huge order, and I didn’t want to let my friend down. It was a make-or-break situation.

Sharing printed samples with your clients is vital for companies selling all types of printed materials, including wedding invitations. Seeing and touching invitation samples is as important as the cake tastings—probably more important when you consider how long that invite will be around.

I get a lot of extra-large postcards in the mail these days. Of the nine cards I collected in one week to test for this post, most had at least a 10-pt. caliper. But because of their larger size, the postcards still felt rather floppy.

Dimensional direct mail, such as this featured box, receives among the highest response rates. It’s easy to see why with this gift box. The Esse Pearlized stock retains its texture and sparkle even after receiving the flood of red ink. Lift the luscious lid and...SURPRISE! The bottom of the box unfolds like an origami flower to reveal the invitation to a private, after-hours holiday reception.

Since many clients are on tighter budgets these days and feel they have to forgo some of the high-end finishing techniques, it’s good to keep metallic, iridescent and pearlescent papers in mind. Contrary to what the name might suggest, there is no metal used in creating metallic papers.

“Faster, better, stronger” will also describe the supply chain if the overall paper market rationalizes SKUs in a similarly thoughtful, customer-focused way. For many categories of paper, the total days of inventory within the system can be mind-blowing.

The trend of designing super-thick business cards and marketing materials is likely to be around for a while, so mastering the art of duplex laminating is definitely a good idea. With the right glue, opposite grain direction and proper testing, your duplexed projects will have the staying power your clients expect.

I love this quote from Nike’s promotional book: “To get to the next level, you often have to take a step back.” It may be a comment on the company’s fleece brand, but it also describes the awesome production attributes of this case-bound book.