In a world where information is constant and almost always digital, print has the opportunity to create an emotional response in the people who see it. This is what many print service providers (PSPs) strive for, with the hope that the recipient of the printed piece wants to touch it or hold on to it for an extended period of time. Lisa Cross, principal analyst of Alliance Insights, notes that embellishments in particular are especially potent when it comes to eliciting emotions in
a recipient.
“Embellishments transform print from functional to unforgettable — creating tactile and visual experiences that engage emotion, heighten creativity, and command attention,” she says.
In fact, for Slate Group in Lubbock, Texas, emotion is a driving force behind its embellishment strategy. Trey Laverty, director of sales development, explains that the company is focused on creating an “experience” and a “sense of emotion” when it comes to the embellishments Slate Group employs for its customers. There is one caveat: The embellishments need to fit the message of the printed piece.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
