Many times artwork is beautifully laid out and very pleasing to the eye. But while the design looks great, one important aspect has been over looked… do the folds work?
There are three things to think through; orientation, position and avoid cracking.
- Orientation: While modern folding machines are very efficient and make clean crisp folds, don’t assume that they can make every type of fold you can envision. When you have complex folds that will go in more than one direction, it’s best to check the folding machine can handle the folds you want.
- Position: The position of a fold can cause problems in several ways. For example, you sent your beautifully designed flyer to be printed and when you get the flyers back you are horrified to find out that one of the folds goes right through the head of your company’s CEO. Always printout and fold a mock-up before it goes to print. The mock-up is also a good way to check the fold sequence and make sure that each panel is positioned properly. If your address panel is not positioned properly, your postage costs can go up dramatically. Lastly, when doing multiple roll folds you need to make each consecutive panel slightly smaller to allow for the fold.
- Cracking: A fold can cause cracking across it for a number of reasons, including the thickness of the stock, grain of the paper, and ink coverage on the fold. If you are printing on cover weight stock, you most likely will need the paper to be scored before it is folded. If the quantity you are printing lends itself to digital printing, cracking can be an even bigger problem. Since toner is applied by heat, it’s best to not have any toner on the lines of the folds. Sometimes you have no choice but to have toner run across the folds. When this occurs, options such as paper brand, finish and the position of the grain can be used to help cut down on cracking.
As always, your FNBR representative will be happy to help guide you to avoid the problems discussed above. Call us at 888-988-8148 or email firstname.lastname@example.org
The printing industry has come a long way since Benjamin Franklin was cranking out copies of his “Pennsylvania Gazette” by hand. Back then, your ink color choices were black, black or black to be printed on a shade of white paper. Today, your choices while not limitless are quite extensive.
Often businesses call ready to start a printing project. The two questions we start with is how many ink colors do you want to print and what type of paper. With regards to the ink colors, most of the clients envision using four color printing since most advertising is done in multiple colors. However, besides using color to make a printed piece more attractive, colors can be used to convey psychological messages and drive sales (see “Communicating with Colors” from Feb. 2011).
When it comes to paper, there are many different choices.
Paper thickness ranges from thin text weight stock up to triple thick cover weight. There are numerous paper finishes to choose from that create a plethora of tactile sensations. The most commonly used finishes are offset, matte, dull, silk and glossy. In addition to being able to choose many different thicknesses and finishes, paper comes in a wide variety of colors. In fact, studies have shown that color has been proven to increase readership, enhance retention and improve comprehension.
Careful consideration should always be given when deciding what paper to use for your printing. Choosing the right paper can dramatically enhance the look-and-feel of your printed piece.
Let’s say that you’re inviting people to attend a formal fund raiser. By using a linen stock or perhaps a stock with a pearl finish, you will not only make your invitation stand out, but it will make the recipient feel special by receiving such a quality invitation. You can further add to the elegance of the invitation by printing on a translucent sheet of paper and incorporating it into the invitation design.
Besides the paper, other techniques can be used to enhance your printing. Foil can be used to add an elegant look, or the printed piece can be embossed to add the sensation of touch to the visual appeal of the mailer. Aqueous and UV coatings can be used to protect the printing or they can be used to make specific areas of the printing jump out.
Shapes can also be used to identify your printing. By using custom dies, printed material can be cut to any shape you desire. Imagine sending out a postcard for a shoe store in the shape of a shoe, or a jewelry store mailer in the shape of a diamond.
Investing the time to design and print a piece that uniquely represents your product or service can greatly increase your desired results. Your FNBR representative will gladly take the time to help guide you through all of your printing options. Call FNBR toll free at 888-988-8148 or via email at email@example.com.
The outgoing mailing envelope serves two main purposes: the first is to safely carry its contents to the recipient, and the second is to get opened.
The six aspects of the envelope that make a strong impression are:
- The mailing address is the first place people look. Since it’s their name, be sure it looks good! Which looks better… John Q. Public or JOHN Q PUBLIC? Avoid all caps and add punctuation if possible.
- On a commercial or official style envelope, the teaser text should be to the left of the recipient address and on a window envelope, the teaser text should be either to the right or left of the window depending on the window position. Teaser copy is useful, but not absolutely necessary. If you don’t have a good teaser, don’t force it.
- The return address is an important part of your envelope. Use a script type for a more personal look. When mailing repeatedly to your customers, be sure to use your company name and logo. If you are trying to disguise your mailing, you can use a return address without the company name or no return address at all (not allowed on non-profit mail).
- When choosing how to apply your postage, make sure it matches the look of the envelope. If your envelopes are designed to be official looking, a preprinted indicia is a better fit for that image. For a more personal touch, stamps are the best choice. For B2B envelopes, metered mail works well.
- Before the recipient even opens your envelope, the envelope style can be used to convey an idea of what is enclosed. For example, if you are inviting the recipient to a seminar, an announcement style envelope conveys the image that you are formally inviting them to your event.
- You can use both stock and color to convey the overall image of your package. A brown kraft stock conveys the image of an official package. The contrast between yellow envelopes with black type can be used to promote a “Free Offer”. Please note that certain colored stocks are not allowed for automation mail and will increase your postage. Your FNBR rep will help you avoid this pitfall.
Be sure that the look of your envelope matches the look and feel of its contents. The envelope and all of its components must work together as an entire package.
Lastly, remember to always test when using a new envelope design.