Can Your Business Benefit from Using a Packaging Company?

If you are in the business of manufacturing, one of the most important aspects of your distribution cycle is packaging your product. In fact, a recent study shows that packaging plays a key role in the purchasing decisions of 72% of American consumers, and other one shows that 61% of consumers say they are much more likely to become repeat purchasers of a product that comes in premium packaging.

Most successful companies don’t look at packaging as a cost, but rather an opportunity. Packaging is likely the first interaction that a consumer has with your product, and you want to ensure that this is a positive experience. In this article we discuss how your business can benefit from using a third-party packaging company, and why it’s so important for many industries.

Cost Considerations 

Whether you’re manufacturing software CDs, homemade cookies or distributing herbs and spices, packaging can be a major concern from a cost and distribution aspect. Not only do you have to decide what the packaging is going to look like, but you have to take into consideration what it takes to package your product. Two main factors will definitely come into play here: cost and control. Let’s look at the former first.

Cost considerations generally go like this: How much will packaging supplies cost, how much does the equipment cost to package your product and how much will the labor cost to package your product?

If you plan to package the product yourself, your company will bear the total cost of all of these aspects. You’ll have to purchase equipment needed to package numerous products, as well as buying the necessary supplies, and supplying all of the needed labor. Depending on the product, equipment alone can be prohibitively expensive. Once you start to factor in the remaining monetary costs and time expended, it may push you well over your budget.

However, a dedicated packaging company will have the necessary equipment on hand, and can get extensive discounts on equipment. (Buying in bulk really does pay off.) Moreover, labor costs will be reduced as dedicated packaging companies can split labor costs across multiple jobs. Considering the mere volume of work done by a packaging company, the cost passed along to you is far less than if you were to do the work in-house.

Control Over the Process 

Secondly, control can be a challenge either way you go. If you do your own packaging, you keep complete control over the packaging design, graphics, etc. However, most packaging companies are more than willing to work with a company to achieve the packaging design they want. This means that, even though you may not have total control over the packaging designs, you will have significant input. The control the packaging company keeps is typically only affected by the packaging process limitations.

Easy Decision

If you own a large company that manufactures millions of products a year, an in-house packaging department likely makes fiscal sense. However, if you run a smaller shop, the benefits a dedicated packaging company can provide are well worth the extra cost. Not only will you end up staying within a budget, but you will also save time, hassles and surprises.

Process vs. Spot Color: What Are They and What Should You Use?

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As a designer, one of the most important decisions you must make is when to use specific types of color. For years, there have been debates about which color printing method is supreme: process (which uses a variety of four main colors), or spot (also known as Pantone Matching System). 

Admittedly, there can be a lot of confusion when determining whether to use spot colors or process colors, and understanding the difference between the two can be the difference between a good and great final product. This article provides a brief look at some main differences between spot and process colors, and some advice as to why and when to go with each type of color process in your design. 

What are Process Colors and When Should They Be Used?

Process color is a way of mixing inks to create colors during the actual printing process itself. A process color is printed using a combination of the four standard process inks: cyan, magenta, yellow and black (CMYK). Typically, process colors are used in offset printing, and are the more common method of printing. Although the amount of process colors through CMYK may seem endless, process colors actually provide a limited color range. That doesn’t mean they shouldn’t be used, however. 

In fact, process colors can be excellent for specific printing jobs, especially when the job is small. For example, a print job that requires multi-colored designs and photographs such as full color books, brochures, flyers and postcards would do well to use process colors. Moreover, your printer at home and even most commercial printers go with CMYK to print texts and images. And as the technology that uses CMYK advances, we’re seeing that most magazines and newspapers are printed using process colors.

How Do Spot Colors Compare?

Spot colors are usually created through the Pantone Matching System, or PMS. A Pantone color is a standard color in the PMS that is used as a color reference system in most printing and printing-related industries. Spot colors can vary widely and by utilizing a system such as PMS, spot colors can be consistently reproduced and ensure accurate production of printed or manufactured goods across the globe. 

As noted above, process colors can be fairly limited in their color range as the final colors are merely a combination of CMYK colors. Because spot colors layer an infinite amount of colors, they can provide a much more vibrant and detailed color. In addition to the variety of options, spot colors provide much better consistency from page to page. When printing a solid color with process inks, there may be slight variations in the color balance that can affect the color’s consistency. While spot colors may cost a bit more, they can add a lot to your project making the extra cost well worth it in the end. 

When To Use Spot Color 

Spot colors are best used when colors are outside of the CMYK range or when accuracy is crucial, such as in company logos or color-specific brand elements (think Starbucks green or McDonalds red and yellow). Spot colors should also be used in printing jobs that require printing over a large area because spot color inks can provide more even coverage. Additionally, projects that require special effects such as metallic or florescent colors should use spot colors. Spot colors can add a little something extra to your project. 

There are a variety of things to consider when deciding to use spot or process colors. It’s important to look at each project individually and assess what the correct option is for that specific project. 

8 Ways Print is Essential

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#1 Pharmaceuticals
– Medication labeling & packaging
– Guidance for medication for medical staff and for patients
-Legally mandated notices for proper treatment and side effects
 
#2 Healthcare
– Support documents for hospitals
– Key information for dental practices
– CDC guidance for COVID-19 treatment
– Inter-practice communication
– Patient discharge paperwork for post-care
 
#3 Communications
– Local newspapers & magazines
– Community bulletins on COVID-19
 
#4 Public Health
– Health & Safety information from government
– Mass public information campaign about COVID-19
– Key Information distributed to sanitation workers
 
#5 Food Industry
– Food & nutrition packaging components
– Grocery store signage for sales & ads
– Restaurant signage & menu cards
– Directional signage
 
#6 Legal
– Court documents & proceedings
– Important signage
– Time-sensitive Information
 
#7 Governmental Support
– Election ballots & mailings
– Time & classified-sensitive materials
– Information to Medicaid & Medicare recipients
– SNAP benefit information distribution
– Important ID renewal & expiration notices
– 2020 Census forms & supporting documents
 
#8 Financial Institutions
– Onboarding documents for online banking
– Mailed statements for current customers
– Support documentation for financial professionals to continue work

5 Reasons Why Brochure Printing is an Essential Marketing Tool

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In today’s digital-driven marketing world, printed materials often sound like a superfluous burden on both companies and consumers. However, despite the increasing popularity of online marketing techniques, the brochure plays an important role in a company’s successful marketing structure. 

Brochures are one of the pillars of traditional printed marketing, and a well-designed brochure is one of the most cost-effective mediums to establish your brand, network your firm, and be show off some creativity that is often lost in digital marketing. Below are five reasons why brochures are an essential part of any effective marketing strategy. 

 

 

  • High Value 

 

At the outset, it’s important to recognize that a printed brochure offers the most bang for your buck when it comes to tangible marketing materials. Brochure printing is one of the oldest and established forms of marketing, and a large part of this is due to the simplicity of both construction and production. With the advent of digital printing, companies can quickly develop a simple brochure and have them printed with minimal cost and a quick turnaround time. 

For larger organizations that need to print them in mass, say for a large tradeshow or conference, brochure printing prices decrease if you buy in bulk. Moreover, because brochures have stood the test of time, changes are rarely required once they are printed. This means that you can print numerous copies to save money, and they will hold value for potential customers, loyal clients or business contacts down the road. 

 

 

  • Establish Authority 

 

We all know that digital marketing is on the rise and most organizations can easily and quickly produce ads online. The downside to these digital marketing forms is just that: new enterprises often start with digital and stay there. Companies that use printed sales literature such as a brochure sends the message to consumers that you operate an established business. It shows you are willing to invest in your companies marketing beyond digital, and you are willing to do the same with your clients.   

An important aspect of establishing your authority through brochures to keep in mind is that you shouldn’t skimp on design or printing. Because brochures have the ability to do so much to display your authority in a particular market, it’s crucial to show that you take every part of your enterprise seriously, including brochure printing. 

 

 

  • Brand Identity & Personalization 

 

Similar to establishing authority, printed brochures provide an opportunity to establish your brand identity and personalize your business. While many people view brochures as a lethargic or too-simplistic communication method, it’s likely the case that they are looking at lethargic or boring brochures. A creative and descriptive brochure allows you to showcase your brand to a large audience, and engrain your identity to consumers that are flooded with unimaginative brochures. 

Additionally, printed brochures provide a one-on-one communication with your client that just isn’t possible with digital marketing mediums. Make your brochure eye-catching and thought-provoking, while at the same time approachable. The written material adds a personal touch that we all miss from online marketing, whether we want to admit it or not.  

 

 

  • Networking 

 

Printed brochures are arguably one of the best ways to not only establish your authority, showcase your identity and connect with your audience, they’re also extremely important as a networking tool. Unlike documents, posters or banners, brochures can be printed in bulk and handed out at tradeshows, conferences or even your competitors’ establishments. 

Think of a printed brochure almost like a business card on steroids. A brochure provides information on your business and contact information for potential clients, but it also allows you to provide details on your services and show creativity in the process. They’re larger and stronger, but can still be thrown in a briefcase or backpack for networking events. 

 

 

  • Versatile & Tangible

 

Going back to a comparison with digital mediums, there is only one way to see an online ad – go online. Conversely, printed brochures are very versatile and can be distributed through multiple channels, including direct mail, newspapers, malls, exhibitions, etc. Even if your shop is entirely online, the versatility of a brochure lends itself to effective marketing. Throw one inside your next packaged order or send one to your direct mailing list. 

As we touched on above, brochures also offer the personal touch and convenience of tangibility. According to recent research, 98% of marketers believe that personalization helps advance customer relationships, and 76% of consumers say they trust tangible marketing over digital channels when making a purchase. Additionally, a tangible brochure means that consumers can reference your material at a later time, and the small size and portability mean they can be distributed anywhere. 

Although many companies have jumped on the digital marketing bandwagon and dropped traditional brochure printing altogether, these companies are missing significant opportunities. Leverage the value and versatility of brochure printing to establish authority in your market, develop your brand recognition, and connect with your audience.

Offset vs. Digital Printing: Do You Know the Difference?

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You’re an organization that needs brochures and postcards, or you’re a firm that needs logos and marketing materials. When it comes to having prototypes created and the final product produced, printing is printing, right? Well, not exactly. Knowing the difference between offset and digital printing can save you time, money, and for the environmentally conscious, even reduce your carbon footprint.

Although there are myriad differences in printing techniques and options that professional printing companies should be aware of, companies that use printing (which is virtually all of them) should also be aware of their options in this area. This article discusses the major differences offset and digital printing, as well as advantages of each to help you make the right choice. 

 

Core Technology Used

The core difference between offset and digital printing lays in the technology used in each respective method: plates and drums. 

The core technology used in offset printing is called a “plate”. A plate is an etched metal surface, and one plate for each color being used needs to be created. Once the specific plate is created, it’s then used to transfer a specific image onto a rubber sheet. This rubber sheet is then rolled onto paper, vinyl or some similar surface. The term “offset” is used because the ink is not transferred to the surface directly. 

Once the initial plate is constructed and set up, the press must be run for a few minutes until the plates are properly inked and the press is running correctly. However, once this warmup is complete and the press running correctly, this method can be very efficient and provides accurate color reproduction with crisp, clean end-products.

In contrast, digital printing utilizes the more modern electrostatic roller – called a “drum”. Similar to offset printing, one drum is used per color printed, and the drum is used to apply toner (or liquid ink for larger digital printers) onto the paper using an electrostatic charge. The toner is then applied to a sheet and fused onto the paper to produce the end-product. This process allows for easy printing of small jobs, and unlike offset presses, require minimal setup. 

 

Time, Money and Size 

Aside from the core technology behind offset and digital printing, the main differences between the two methods center around the type of print job required. Because of the long setup time that comes with etching and changing plates, offset printing can take longer and cost more. However, for those needing large quantities or larger size prints, offset printing offers superior color representation and sharper prints. 

For example, printing Pantone colors on an offset printer is more precise because they actually use Pantone ink (as opposed to toner). And once the plate is developed for this color scheme, the press can run large quantities without sacrificing quality. Moreover, as offset presses typically run 29” and 40” sheets, larger organizations that can afford print jobs requiring color consistency on large materials, such as banners, will find offset printing worth the extra cost. 

On the other hand, although digital printing may not offer the precise color quality (and the difference in quality can often be undiscernible to the untrained eye), the significantly shorter setup time means a faster turnaround time, at a lower cost. This is especially helpful for those requiring several different printing jobs. Digital printers can also be quickly modified and tailored to fit specific requirements. This just isn’t possible with offset printing which would require multiple plates and time to properly set the ink plates. 

In the end, the difference between offset and digital printing comes down to the size of print job you require, the need for color precision, the desired turnaround time, and budget. At the core of these choices is the technology used in each method. If you need a set of 500 posters using Pantone color that will be the face of your organization at a large trade show, and its in your budget, offset plates are the way to go. However, if you need 100 brochures that still produce high-quality color with a short turnaround time, look to digital.

Are business cards still relevant?

It’s 2020. We all know that technology and social media has advanced beyond what we ever expected at the turn of the century. We’re also aware that most people’s business networks are established and maintained through LinkedIn, or similar social media outlets. So, then, with these digital mediums an obvious networking question arises: are business cards still relevant?

The quick answer is yes. The somewhat longer answer is that when designed appropriately and used properly, business cards can be an effective tool to set you or your brand apart from others that refuse to use them. This article discusses why business cards are still relevant and you can transform how they are used to obtain the maximum benefits.     

 

Professionalism 

A recent article in Forbes asked business experts to share their thoughts on the use of business cards. Unsurprisingly, most of them noted the how the advent of LinkedIn, smartphones and even basic email transformed how we collect and share networking information. Of course, it’s easier to find someone online and add them to your “connections” list rather than carry around their business card. 

However, many of these business leaders also noted the professional benefits of the old-school business card. 

“Business cards can still make a powerful impression on prospective clients. I don’t believe email is too informal, but business cards are far more professional to bring to a face-to-face meeting. An email can be lost in a sea of spam and contact folders; a business card will remain in a client’s wallet for years,” says Kristopher Jones, founder of top 5 SEO company, LSEO.com.

A sharp and sleek business card shows that you’re a professional in your industry and you recognize the importance of establishing meaningful connections. Sure, you can add them on LinkedIn later. But why not keep a few micro thin, credit card size cards with you to events? Show you’re a professional. 

 

Personalization 

As we’ve noted, it’s extraordinarily simple to take out your phone and connect with someone through social media. Seemingly everyone has a LinkedIn account, for example, and we can view their contact information, their business background and even where they went to school at the touch of a button. But what’s wrong with this picture?

It’s just that: (virtually) everyone has the same account. A business card adds a personal touch to you or your brand, and offers a tangible reminder of you that many others miss out on. And in today’s digital environment, this tangibility can be extremely powerful.  

Jeff Tan, Dentsu Aegis Network says, “Perhaps I’m an old-school, new-generation millennial, but I still love exchanging business cards. Are they absolutely necessary? No (hello, LinkedIn). Do they still provide value? Yes. Like a physical paperback compared to an e-reader, there is something still meaningful and personal in giving and receiving cards when meeting people.”

 

Establish Your Brand 

If we haven’t convinced you of the relevancy of business cards through their professional benefits or the personal aesthetic they bring, and you’re still on the LinkedIn wagon, OK. Maybe you’re right. Business cards may not be used to share contact information or build a network – we have social media and smart phones for that. However, try looking at business cards as having a different purpose altogether. 

Business cards are really an extension of you and your brand. They provide a way to distinguish you from your competitors, and offer an invaluable method of making a first impression on potential customers or employers. 

The visual and tactical representations combined with physical engagement creates a connection that just isn’t possible through the online world. Moreover, business cards provide an opportunity for you to be creative and establish your brand. Aside from a different image or banner photo, every LinkedIn profile looks the same. Leverage the opportunity to get creative, but remember that the best business cards are easy to read and provide useful information. 

4 Advantages of Digital Printing

Like virtually every other aspect of our lives, printing has not only gone digital, it’s thriving there. With more manufacturers and full-scale production of digital tabletop printers than ever, it’s no wonder that older technology such as flexographic presses that use polymer plates are becoming outdated. And there is a reason why digital printing continues to be the most popular printing method for a myriad of projects.

From a general standpoint, digital presses function very similar to a desktop printer. Digital presses use dots of ink to recreate an image from a digital file. However, as this technology is perfected, digital printing produces high-quality projects at a lower cost. This article discusses four of the largest advantages to digital printing.   

 

 

  • Low Cost with High Value

 

Believe it or not, there was a time in our recent history when offset printing ruled the world, and only large companies could afford it. Offset printing requires customized plates to be made, and of course, the cost of these plates (along with associated setup fees) were passed along to the consumer. With the arrival of digital printing, those days are fading. 

Digital printing doesn’t require the same outdated hardware and setup fees are becoming a thing of the past. This allows printers to print as few materials as needed without sacrificing a large initial fee, and reap the benefits of avoiding obsolete inventory, faster turnaround times, and eliminating several steps between concepts and prototypes. 

 

 

  • Quick Turnaround

 

Although offset printing is still around and continues to offer the highest quality, advances in the world of digital printing continue to gain ground in this area. And truth be told, it takes a trained eye to notice any differences between a product from an offset printer and that of a digital printer. With this minimal disparity, the speed at which you can print using digital over offset makes the former a much better option for a quick turnaround. 

Also, as digital printers don’t require plates (or the added time and cost of having those plates produced and changed), a print job with digital printers goes much quicker. They allow for quick, short print runs that aren’t possible with offset printers. 

 

 

  • Added Versatility & More Options 

 

One of the greatest benefits of digital printing is that it allows creators to be very versatile with their projects. Digital printers have large media ranges and can support printing on over 3,000 certified substrates, including metallics, darks and synthetics. 

Digital printers also offer advanced printing techniques, such as foil stamps, die cuts, and UV and aqueous finishes. Additionally, materials such as thin paper, fabric or even ceramics can be used as a printing backdrop. This notion was nonexistent with offset printing. 

With so many options, digital printers allow designers to be versatile in their designs and adapt to consumer desires without sacrificing quality or time. 

 

 

  • Go Digital, Go Green 

 

While digital printing offers designers more options, quick turnaround times and lower costs, it also eliminates the pre-press time and materials that come with offset printing. There are no screens, emulsion or extra solvents used in the printing process. Moreover, as digital printing only ejects ink to the parts to be printed, it reduces ink waste as well as the cleaning process once the job is complete. 

For many printing jobs, offset printing is still a beneficial option for those that can afford it. However, as technology in digital printing advances, consumers to continue to expect the quality of digital printing to increase and the price to decrease. For those that seek a printing option that is quick, offer a high value, provide more design options and are environmentally conscious, digital printing is the way to go.

 

Contact Pel Hughes if you’d like to discuss your printing needs.

5 Design Ideas for Distinctive Business Cards

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A business card is important in virtually any industry. A simple business card is your brand. It shows potential clients not only what you do, but also gives them a glimpse into the type of person you are, and what they can expect from your work. 

The importance of a distinctive and creative business card is even more vital for graphic designers, however. Indeed, the very card that you are showing is in essence a small sample of your actual work product. As opposed to, say, a lawyer or businessperson, whose cards are essentially all the same, a graphic designer’s card must stand out from a crowd. 

Now that we’ve established the importance of a unique card for graphic designers, let’s take a look at some of the most effective design ideas to ensure your card stands out from the pack. 

 

  • Images 

 

When people think of a business card they think of text. Typically, a card states your name, title, address, the company you work for, and some contact information (email, cell phone, etc.). If you want your card to be distinctive among a dozen others, give your audience exactly what they don’t expect. 

Especially in the graphic design world, which is mostly digital, all you really need is a website for your clients to check out your work. Spice up your card by incorporating an awesome image or collage of images that showcase your talent. Move away from text-heavy cards and make your card more of a work of art rather than a technical piece. 

 

  • Textures 

 

Have you ever gone to a networking event or reunion and walked away with a stack of business cards? Usually there are two problems: 1. they’re all the same size and generally use the same material, or 2. someone tried to get too fancy and made their card into a Swiss army knife or unicorn that jabs you in the chest after you slip it into your sports coat. 

Solution? Textures. By using different textures, such as foil stamping or a 3D texture, people can immediately spot your card from others and grab yours first. Even textured letterpresses can be quite effective.

 

  • White Space 

 

Another mistake designers make with their cards is trying too hard to be too creative. They’ll lambast their card with intricate fonts or stuff it with graphics so that any information is virtually impossible to read or understand.

Go with a different approach and use simplicity to your advantage. Cards that use white space (and no, it doesn’t literally have to be white) are eloquent and give a sense of simplicity that viewers will appreciate. 

 

  • Transparency 

 

In an industry that tries so hard to be prominent, transparent business cards allow you to be simple yet keep that modern touch. In addition to just being cool to look at (or look through), the transparent look deviates from the traditional paper card that everyone is all too accustomed to. 

To take this idea one step further, you make use plastics to make your card waterproof. While your competitors cards are ruined once a client accidentally spills water or their card, or drops it in the rain, yours will still be looking shiny and new. Moreover, plastic provides a nice medium weight in between flimsy paper and heavy metal. 

 

  • Smart Card

 

Our last recommendation for a distinctive business card is one that gained traction in 2019, and is sure to flourish in 2020: make it smart. Including your name, address, phone number, etc. is so 2000. It forces people to either keep your card forever, or go through the painstaking effort of writing your contact information down and praying they never lose it. Don’t make your client work! 

By putting a QR code on your card your client can easily scan the card, and all of your information will automatically populate in their phone. Today, most business card makers allow for this option. Take advantage and make it easier for people that want your information, but don’t want to have to carry around a business card for the next few years. 

Step into the next decade with a modern card that not only shows your technologically-savvy, but also willing to take the leg work out of tasks for your client. Get smart. 

Is Print Dead?

“Is print dead?” seems to be one of those almost existential questions that has been asked over the past couple decades, with people expecting the answer to—at least at some point—be “yes”. We’re all aware of the digital age we live in and the importance of social media in our everyday lives. And naturally, as this age progresses and technology outpaces our realization of what’s actually happening, it should be expected that everything is will digital and print will die. 

But look around. Take a minute to think about where we are, what surrounds us, and what influences our lives. Print isn’t dead. It’s all around us, and has a very large impact on the decisions we make and our day-to-day interactions. 

Like most successful tools, print has managed to evolve and we are learning how to use it in tandem with digital communication mediums. Those who believe print is dead are really doing a disservice to themselves and their business. 

 

Growth and Progress 

The power of print in marketing and brand recognition has been undebatable for literally hundreds of years. However, in today’s digital landscape more and more consumers are getting their information online. According to a recent Pew Research Center study, 93% of Americans say they get at least some of their news online. This is forcing print to grow and progress in a way it has never had to in the past. 

Today’s print industry is going beyond the traditional standards and using many aspects of the digital world in their material. Incorporating custom branded apparel, or functional and highly influential promotional products are just a couple of the ways print is keeping its stronghold as an effective marketing tool. 

And while successful print campaigns are evolving and tailoring their messages, businesses are also capitalizing on the popularity and trust that kept print popular for so long. 

 

“The New ‘New Media’”

In a recent publication by the Columbia Journalism Review, the resurgence of print is hailed as “The New ‘New Media’”. Part of this claim is founded upon the notion that print has always held a key spot among the premier marketing tools, but even more so it’s based on the notion that print was only recently on the decline. It’s the resurgence that made it come back with even more force. 

As the digital age entered our lives, it was the new “cool” thing. However, consumers quickly realized that just because it may be easy to access, doesn’t mean it’s the best way to consume information or make informed decisions. In fact, in today’s culture, 90% of adults still read print magazines, and some of the most popular internet-based companies are actually making a shift to print media. 

For example, companies such as Bumble, Dollar Shave Club, Casper and even Airbnb have gotten on board with this new “new” media. These companies now publish Bumble Mag, Mel, Wolly Magazine and Airbnb Magazine, respectively. According to Samir Husni, director of the Magazine Innovation Center at the University of Mississippi’s School of Journalism, “It’s sort of like print is becoming the validation of your brand.”

And this popularity is increasing when you consider many of the pitfalls of online and digital media that consumers face, such as privacy concerns. “It’s now cool to bring (print) back around . . .  When you think about data and privacy, and things happening online, think how simple and straightforward it is,” said Monique Lemus O’Brien, group director at The Media Kitchen. 

So, although the question “Is print dead?” continues to be posed in social media posts and news articles, it’s safe to say the answer is “no”. In fact, the nature of digital platforms and the trust that print media has built with consumers over time is making it even more significant than ever.

How to Select the Best Envelopes Direct Mail Campaigns

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There is no sense going to great lengths to create an elaborate direct mail campaign when you do not have the right envelopes.  The envelopes you select should present your message in an artful manner. Fail to select the best envelopes and you won’t get the most out of the time, money and effort you invest in direct mailings.

Why Envelopes Matter

Think back to the last book you bought.  If you are honest about the purchase, you will likely admit the book’s cover played a part in convincing you to buy it.  The same is true of direct mailers. If the envelope is ugly or plain, people will ignore the mailing or quickly open it, decide it is junk mail, tear it in half and toss it in the trash.  The optimal envelope for your direct mailing campaign will ultimately be determined by your unique offerings along with the target market.

Envelope Styles

Consider the style of envelope from the viewpoint of a target customer.  The pocket or wallet style will prove optimal for those involved in B2B (business to business) marketing.  If you opt for the pocket style, the envelope will be comparably short. Opt for a banker envelope that is opened through a flap shaped liked a V along the side and recipients will feel as though they are opening a birthday card.  

Wallet envelopes are also available.  This style of envelope is accessed through a square flap.  Take some time to debate the merits of each envelope style before making a commitment.  

Envelope Size

Studies show the typical household resident is inclined to open envelopes that are large as opposed to small.  Recipients are also inclined to open envelopes rife with color as opposed to those with a plain hue.

It is important that your direct mailing stick out from the rest of the mail.  However, if you are intent on keeping the tone 100 percent professional, it doesn’t make sense to send a massive envelope laden with bright colors.   

Even the Envelope Seal Matters

Opening a direct mailing envelope should be easy, quick and satisfying.  If you decide to transmit several documents or end up going with a single item of considerable thickness, a peel-and-seal might prove optimal as it supports additional weight.  If cost is a concern, opt for gummed flaps.

You can also use self-seal flaps with dual latex layers that create quite the powerful seal.  There is no need to apply any moisture or remove strips. Self-seal flaps are perfect for direct mailings in which thousands of letters are sent.  If you are intent on sticking out, consider enlisting the help of a stationary expert who can fully customize your envelopes exactly as you desire.