Unlike one-dimensional digital ads, printed marketing materials connect with more of our senses. You can you see vividly printed pieces, but you can also touch, feel, and even smell them.
A printed piece appeals to us visually and makes us want to touch it. We become engaged at a deeper neurological level. This heightened response makes us more receptive to messages conveyed through print. Printers can intensify this haptic response with embellishments that add tactile appeal.
Printers have historically performed embossing, debossing, foiling, die cutting, spot varnishing, and raised UV in post-press production, often outsourcing the work. Today, printers can embellish documents in-house. Some techniques can even be performed inline on an offset or digital press.
Any marketer or designer knows that success and customer engagement come from standing out and creating memorable experiences. Print is a proven method of creating strong connections, and one method of intensifying engagement with printed pieces even more is by adding embellishments.
Embellishments are finishing decorative applications added after the actual printing, in the post-press phase of production. Broadly, embellishments include multiple types of inks, from metallics to invisible formulations; specialty coatings; die cutting; embossing and debossing; and various foils.