Yet another review of a printed piece from my mailbox. A very substantial postcard, its physical presence is difficult to ignore: heavyweight stock made heavier still by high-gloss film lamination on both sides. It's also die cut with friendly rounded corners and a perforated mini-card. It's not weighed down with lots of text but the call-to-action is hard to find, rendering it a mere "availability" message for movies on demand. Strangely, it barely mentions alpha-competitor Netflix!
What's missing here is appropriate interactive content to exploit this rugged mailer's unique format. Like what? In this case, maybe there's a date- and time-sensitive redemption code that you'd call in on your phone while watching a certain movie. With a personalized code and instructions printed on the mini card, it will be kept in pocket, wallet or near the TV. If the mini card had a code to physically share with friends, it would travel and travel well.
THIS is how to mail a membership or rewards card!
Each time this PDF opens it amuses me 😄 and I always say "I need to capture that!"
It's a label design I built in Adobe Illustrator. It uses brushes and clipping masks to make the one background donut. That art was converted to a symbol and was "sprayed" across the backdrop. Those instances were then rotated and shifted about. Audio effects are my own oral percussion, are gratuitous, and only for this video which was assembled in Photoshop(!).
As a graphic designer, I contract with various printers and other fabricators to deliver quality projects to my clients. SinaLite is a new (to me) wholesale trade printer that just sent me a sample kit of display substrates to ease the resale of their printing. Compared to other recently received kits, theirs is impressive in its simplicity, directness, quality and messaging. I appreciated their focus on me and what I can do to succeed. I look forward to working with them as soon as I have an appropriate print project.
If the box looks a bit ragged in spots, that's on me. I went through a number of takes filming this review, each time slightly damaging SinaLite's pristine presentation. With that in mind I added a counter calling out my "Uhs" and "Ums" throughout the video to humble myself into future improvement but also to entertain and indulge certain design tendencies. Video was edited in Photoshop.
One way to achieve customer satisfaction and open the door to product loyalty is to force the buyer to make a choice, even if it remains private. The choice is: "would you rate this purchase/product/experiment positively or negatively?" If the customer decides on positive, then it's reasonable to expect they'll consider a social media share as an immediate outlet for their satisfaction. If the customer decides they've had a negative experience, then you need to immediately channel that away from public sharing and toward your problem-solving system.
Print can do that! Your customer won't be looking at a screen as they open your package. But a little piece of print can be right there, with all the immediacy needed.
Here's my value proposition. I want this blog to show and promote discussion of print and professional graphic design's role in this world of overly digital marketing.
No, I'm not bad mouthing digital – it's essential for small business. But to ignore another medium that can reach audiences like no other shouldn't be ignored. Don't you owe it to yourself to learn additional ways to grow your business?