MAKING PRINT PERSONAL
We check our postbox everyday. We love letters, not bills, because their handwritten, personal element make us feel important. So how can you use print in the digital age?
Communication comes in all sorts of formats, and a heavy emphasis of this has always been on written communication.
Meaning is conveyed not just through what we say, but also how we say it, and where we can’t put pitch, tone and volume to these words, typography can.In the digital age, where few can avoid the data deluge, it is important to choose a typeface that will stand out from the crowd.Times New Roman will rarely grab the attention of any reader.
Just as every individual’s handwriting can reveal some aspects of his personality, to create personality to a brand, marketers must instruct their creative team on exactly what message they wish their written communication to portray. A software development company will choose to say something different about themselves than a company selling kids’ toys.
Receiving something that you’re looking forward to reading through the post is unfortunately a rare occasion. Digitally printed letters are often of little personality and are thus associated with uninteresting content.
But how about catching your recipients by surprise by choosing typography very close to that of a personal, handwritten letter? Surely you would be much more inclined to open and read it? Most of us would choose to open something that looks like a greetings card over something that looks like a bill? And once you’ve produced something inviting that lands right on the doormat of someone who could be interested in your products you’re much more likely to have some attention paid to you, and even something that is digitally printed in high volume can look like it has had a lot more effort put into it.
Sending personalised letters is a great way to let your customers know that you care, and digital print allows the volume and speed to deliver to message you want whilst reaching numbers that handwritten post could never hope to match. And tying this into a digital strategy can help you to monitor the success of printed promotions, but we’ll look at this another day.