Your guide to Greeting Card trends for 2019

Posted by digitalpress on 23 September 2019
Your guide to Greeting Card trends for 2019

When it comes to trends for Greeting Cards and Stationery, the trends are forever coming and going and it can be a headache and a half trying to keep up with it all. Trends in paper and graphic design change as quickly as fashion on the runway.

It can be a minefield - and if you're a designer or someone who enjoys being on trend - how do you even know where to start?

At Digitalpress, we are the experts on beautiful print. And whilst trends aren't always what we might consider to be beautiful print, beautiful print is always on trend. Let's take a look at our wrap up of this years trends. 

 

Personalisation

There is no better way to stand out than with personalisation. What is more unique than you? Stationery that matches. From customised stationery to monogrammed cards - our variable data capability means that creating something custom doesn't mean you have to start from scratch. But if you are looking to create something brand new and unique to your brand - we can help you out there too with our in house design team. 

Image credit: Tea and Kip

 

Cards That Wont Cost The Earth

People are becoming increasingly more aware of their environmental footprint, considering how you design and print your stationery in this light is just as important as giving up your plastic toothbrush. Relying on a printer to deliver your project in the most low impact way possible is something that is harder and harder to do with the amount of ecowashing that can often occur. Be sure to make sure your printer uses inks that can be recycled - top tip: we do! Recycled paper is another way to reduce impact and making sure your stationery, and the gift you wrap it in - is the most ethical way you can give. 

 

Foiling

Luxe is a must. Imagine the most beautiful brush lettering you've seen, now imagine it covered in gold foil on the front of a card with a meaningful message inside. Incredible right? Foiling takes artwork to the next level. Don't have it in the budget? Try metalic inks for a product that feels just as special without the high end price tag. card Our tip? Keep your stock matte and untextured for a look that is flawless. 

 

 

 

Bold Prints

How bold can you be? The bolder the better when it comes to stationery and greeting card design. Send your message loud and clear with a bright, impactful pattern. Wondering how to make a simple pattern bold? Ask your printer (aka us) to add some embossing or debossing to create a more tangible 3D approach to your pattern that will wow your audience.  

 

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Getting to Know Digitalpress - Kassandra

Posted by digitalpress on 9 September 2019
Getting to Know Digitalpress - Kassandra

Name & How long you've been with DP: 
Hi there, my name is Kassandra. I've been at Digitalpress behind the scenes since inception & working here since 2007.
 
At Digitalpress, I'm responsible for:
I am owner and managing director. My repsonsibilities include overseeing operations, WHS, finances, HR, marketing, business and strategic planning, ensuring our team is safe & happy, and all is functioning well.

 
A typical working day at Digitalpress looks like:
Usually the day begins with checking emails, dealing with Plan B if anyone is away, meeting with the sales team & production to map out the day, focusing on all areas of the business to make sure we are running smoothly and dealing with any issues that arise which need immediate attention.
 
Something people don't know about my role is:
There is a lot of strategy, mathematics and formulas involved in decision making for best outcomes and optimal efficiency.
 
One of my favourite Beautiful Print moments is:
The War Memorial Booklet, I love the design, the stock & the story.

 


 
The thing I like most about working at Digitalpress is:
Definitely the team here they are like family & second to none!!
 
I'm passionate about print because:
Print engages all our senses and is a tangible anchor to our memories.

On the weekend, you'll find me:
Walking along the coast, going to the movies, cooking, catching up with faces I love.

If I wasn't doing this as a career, I'd be...
Running a cooking slash art school in the hills of Tuscany or the Peloponese.

Posted in: Most Popular Articles  

Getting to Know Digitalpress - John

Posted by digitalpress on 2 September 2019
Getting to Know Digitalpress - John

Name & How long you've been with DP:
Hello - my name is John, and I've been with the company for 7 years now

At Digitalpress, I'm responsible for:
Prepress, press operations and production assist.

A typical working day at Digitalpress looks like:
Starting between 6.30-7am with the main focus being prepress. Ideally, having that completed early so I can assist with production. There's usually a lot of teetering between the two.

Something people don't know about my role is:
That I'm always in the right place when the large deliveries arrive.

One of my favourite Beautiful Print moments is: 
Working with our long-time client and friend, Tim Jetis (Cabinet of Wonder) on the Masonic Centre booklets. A great collaboration of design and print perfectly showcasing our metallic print capabilities.

 

 

The thing I like most about working at Digitalpress is:
Working with a great professional team who are just as passionate as me about the work we do

I'm passionate about print because:
It's a great and tangible medium for creative expression.

On the weekend, you'll find me:
Spending quality time with my children in Terrigal, attempting new recipes or cleaning the house.

If I wasn't doing this as a career, I'd be...
A creative director or industrial designer.

Posted in: Most Popular Articles  

Marketing Effectiveness in the Digital Age Part 3

Posted by Print Power on 26 August 2019
Marketing Effectiveness in the Digital Age Part 3

This post is part three of this series - you can read part two here.

Truly integrated marketing

On channel selection, print media is routinely given short shrift. Yet studies show that print, when thrown into the marketing mix, boosts overall marketing effectiveness.

Research shows that adding print to the media mix increases campaign ROI and engenders greater trust than would otherwise be the case. Just look at the results from the IPA's Marketing Effectiveness in the Digital Era report, which concludes that adding press or DM to the marketing mix boosts effectiveness by 15% and 10% respectively.

Another study, conducted by Binet and Field for the IPA, says the opportunities afforded to marketers by the new media landscape actually make 'traditional' media more effective. A campaign that includes TV, for example, boosts effectiveness by 40%. But a campaign that includes both TV and online video will see an effectiveness boost of 54%. Online video on its own is just 25%.

 

Crucially for advertisers, antipathy towards certain channels is actively stifling profitability. Planning for Profit, by Benchmarketing and Newsworks, shows that brands are grossly under-utilising newsbrands, for example, and in doing so they're losing out on an estimated £3bn in potential campaign profit.

If marketers are to ever understand the effectiveness of advertising mediums and see the bigger picture they would do well to consider what traditional channels like press bring to the mix. Print media, after all, has a proven ability to create awareness, hold attention, drive commercial actions, engender trust and even build long-term brand loyalty. All issues that have been pushed to the fore in the wake of a digital revolution sweeping the media landscape.

Despite the ubiquity of online platforms, print remains the most trusted environment for advertisers. One that's relevant, reliable and authoritative. Meanwhile, digital's copybook has been blotted by fake news scandals and created a contextual headache for brands.

Edelman's 2018 Trust Barometer clearly states that consumer trust in advertising has reached an all-time low. And as consumers grow increasingly mistrustful of marketing messages, not least those on social media, exponents would do well to explore alternative, more trustworthy channels traditional or otherwise.

Prime print examples

In this new media landscape, saturated with content and tainted by unwelcome interruptions, we're beginning to see the pendulum swing back towards those channels that command the most trust and attention.

Take, for example, the resurgence of customer magazines: digital giants Airbnb, Facebook, Kodak and Net-a-Porter have all released their own printed offerings to complement their online products and services.

Then there's this new breed of niche, independent magazine publishers, many of whom have plugged into their audience's passion points in a way brands rarely succeed in doing.

In the last year alone, we've seen many a print campaign pick up at award dos. Perhaps none more so than KFC's sweary chicken shortage apology, which scooped a silver and three Gold Lions at Cannes, not to mention a Magnetic Spotlight Award for best topical campaign, and proving all along that print, particularly news media, has gravitas and authority.

Surely, we can't talk about 2018 without mentioning the D&AD Yellow Pencil award-winning Ikea pee ad. An ad that revealed a special cot discount to those who peed on it and were pregnant. Sticking with the same brand, Ikea SÖMNIG stole the show with a print advertisement that emitted a subtle lavender aroma and white noise amplifier to help sleep deprived Emiratis get 40 winks.

Both captured the imagination and shattered the perception that print is dead. But crucially, both proved that it's not necessarily new technology but a brilliant conceit that benefits the consumer and gets people talking.

"Just like secrets, word of mouth spreads when the information source is perceived as credible and when the information itself is seen as new and exclusive," says communication psychologist, lecturer at the London College of Fashion, and author of Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Dr Paul Marsden.

Well-crafted, beautiful print advertising can also catalyse discussions online, sometimes leading to millions of Twitter impressions.

Take Stabilo's 'Highlight the remarkable campaign', another campaign which picked up a Cannes Lion, not to mention a win at LIA and EPICA, plus Grand Prix victories at Eurobest, and turned a plug for a highlighter pen into something that empowered and inspired women everywhere.

The campaign's success is easily explained, reckons Vera Ickert, senior art director at DDB Dusseldorf, the agency that created the work. "The simplicity of this campaign was key. If you try to tell six different messages in a single print ad, you'll lose the audience's attention. And sadly, all too often, marketers and advertisers forget this."

Likewise, Japanese health company ANGFA tapped into the cut through of print media with the Washable Book, a picture book designed to teach children in Cambodia the importance of having clean hands.

The finished article was gifted to hundreds of children, together with a bar of soap, and that used deceptively simple printing techniques to promote hand-washing through hand-washing. Scrubbing the pages within revealed a series of colourful illustrations that helped to bring the tale (and the issue) to life. 

Similar to the Ikea pee test, the medium was very much the message, and effected change simply by showing rather than telling.

Shunsuke Kakinami, McCann Health Japan's group creative director, says of the ANGFA execution, "It absolutely is innovative, but high-tech, low-tech it doesn't matter to us. What does matter is that we're interacting in a way that challenges our demographic. And print, more than any other format, is a simple, powerful and experiential medium Innovation isn't about technology, it's more a way of doing."

Clearly there is no shortage of campaigns to make the case for a healthy mix of new and old media, nor is there evidence to say print is dead. All is needed now is for advertisers and agencies to take a more evidence-based approach to media planning. And while digital is still very much the first point of call for marketers, there's research and plenty of it to show that print media cuts through the noise, and in doing so deserves a rightful place in the mix.

 

This article first appeared here.

 
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