The most effective marketing is simple, personal and trustworthy. In 2021, this will be more important than ever as new print marketing trends will emerge. With so much going on digitally, if you’re not careful, your marketing will get lost in the noise.
Print marketing can be compelling, memorable and engaging – the simplicity being that you can reach out and touch it. In all the confusion of the information age, being able to hold something tangible helps create deep connections among consumers and build credibility with your target audience.
Studies suggest that consumers trust print more than any other medium when making a purchase decision. Clearly, print has an authenticity that digital often cannot achieve.
In recent years, print marketing has seen a revival. In 2021, the power of print is set to escalate, merging craftsmanship, intelligent design and compelling storytelling. Effective print marketing has the power to engage and inspire audiences. So how are you going to stay ahead of the curve, and ensure that your print marketing is the best of the best?
Definitive print marketing trends of 2020
Simplicity
Less is more – this general rule of design applies to print marketing, creating minimalist approach to artistic or aesthetic matters.
The world is filled with digital chaos, complexity and instability. What many audiences are seeking is a return to honesty and simplicity. Minimalism is the way forward: an image with a clear and elegant purpose will prevail. Keep text short and to the point. Maximise white space and find a layout that’s simple, clean and authentic. Remember, less is more.
Personalisation
Print is already a highly personal medium, but why not go one step further? With personalised printing you can reach the consumer on an individual level, and build a meaningful relationship. Personalised flyers and direct mail will give your print marketing the edge. If you really want to impress, try gathering online data about your customer’s preferences, and include that in print. Is the product they’ve been researching now available online? Why not let them know with a beautiful flyer?
Combining Print with Digital
Print should not be seen as the enemy of digital marketing, but rather as a strategy that can work alongside digital engagement to increase sales.
QR codes can be made easily online
This one leads you to our website
In other words, think of your print marketing as a way to guide your customers towards your website or social media platforms, thereby building a system of brand engagement that runs across online and offline. Remember to include Facebook and Twitter links on your posters and flyers, and if you want to take it one step further, you could use QR codes too. That way your print media can link to all kinds of exclusive content: personalised videos, free downloads, free WiFi, games, maps, surveys and websites. One minute you’re holding a simple, tactile flyer, the next you’re exploring a virtual world of endless possibilities. It’s the ultimate marketing experience.
Unique Coupon Codes
Printing coupon codes is a tried and tested marketing strategy to attract new customers and considerably boost sales. But 2021 will see the rise of unique coupon codes, which can be used for so much more. For starters, they generate higher ROI than generic coupon codes. Why? Because they can’t be shared with other customers, and they provide comprehensive personalised details, making customers feel valued on an individual level. Moreover, you can use unique coupon codes to track customers to gain more information about your audience. Code information can thus be used to develop more meaningful B2B relationships, whilst enhancing ROI and customer profiling. Now that is unique!
Colour
Colours can make or break a good print design
Colour is everything. Your choice of colour can make or break a good print design. But did you know that colours have the power to change our mood? Colour experts Pantone have released their Colour Trend Highlights for 2021, and they’re very intriguing. According to Pantone Executive Director Leatrice Eiseman, 'A range of floral hues reflective of gardens in springtime awakens our spirit, reinvigorating our interest in colour that inspires feelings of much needed optimism. Colours that are flexible and can work year-round, colours that amalgamate our desire for comfort and relaxation with energy and determination'.
Pantone also predicts continued print marketing trends in iridescent colour palettes and a move away from pastels towards bright and bold colours. They say, “Intense colours seem to be a natural application of our intense lifestyles and thought processes these days.” Colour is a key element to use to your advantage when planning your print marketing for 2021. Choose your colour, change your mood.
Texture
When we hold something, it resonates with audiences on a deeper level. As we move into 2021, this is set to become one of print marketing’s most important USPs. By tapping into our haptic memory, print media creates lasting brand awareness. So make sure your flyers, business cards and postcards feel amazing as well as looking attractive. If your print piece looks and feels collectable, customers are more likely to hold onto it longer, thereby cultivating brand loyalty. Add details such as embossing, debossing, raised ink or intricate folds to give it a truly unique texture.
Foil Stamping
People are like magpies; they love shiny things. If you want your print marketing to be eye-catching and attention-grabbing, make it shiny. Foil stamping is a very stylish and under-used printing technique, whereby the paper is wrapped in a thin layer of foil film to create a striking metallic effect. You can go fluorescent, keep it clear, translucent, wrap it in dull gloss, or even create a holographic look. Foil stamping looks best over simple designs with thicker lines – especially if you want a reflective effect – and the big advantage of foil stamping is its durability. It makes everything last longer; meaning the message of your poster or flyer will too.
Spot UV Varnish
Want to add emphasis to a specific part of your design? Spot varnishing is the print-coating trend for you. It will add depth and shine to an image you want highlighted. Why not use it to make your logos and brand images look extra vibrant? It creates an image clarity so intense, it’s close to 3-D. So your logo will literally jump off the page. Spot UV varnishing can be done in several styles, including matte. So why not combine varnish emphasis with strong texture?
Storytelling
Print is best viewed as an art form. When done properly, a poster can be a work of art, and so can your campaign. A basic call to action is not enough. You don’t simply want to give consumers information. You want to tell a story. Your story.
In 2021, storytelling will be a crucial aspect of print marketing. Think about using strong and compelling visual images to convey some aspect of your brand narrative. Perhaps the image represents your ethos, your history, your future, where you’ve come from, or where you’re headed. Perhaps it simply captures your latest product, or some aspect of your brand character. Now combine this with written copy. Not the kind of informational stuff that everyone’s bombarded with, but the story that makes your brand special. Because everyone loves a good story right?
Conclusion
Print marketing is a unique way to reach a consumer, develop brand narratives and brand loyalty. If you’re looking for a marketing medium that’s personal, has excellent ROI, and creates a sense of trust, then look no further. The print industry has been growing in 2020, and looks to continue in 2021, so stay ahead of the curve.
Make sure your print marketing is simple, personal and tactile. Combine compelling images with matte textures and contemporary colors to make eye-catching literature that reinforce your digital marketing campaigns. By following these print marketing trends, your campaigns will be captivating and unmissable, reaching your customers in new and exciting ways. You’ve caught their attention; now tell your story.
Contact us - If you would like to work with BKT on your next printing project, our client services team are here to help with your enquiry.
