In my last post I covered a few of the more common ways to easily add drama and interest to your marketing pieces.  In part two, I will touch on a few more printing techniques you may want to consider when designing your next marketing materials.  Again, these are simple ways to add that extra something that can help to grab your customer’s attention and give you a visual edge over your competitors.

• Pantone Inks- Pantone inks are commonly used to match specific colors and they can be used to create a dramatic look. Using a metallic Pantone can give you a more subtle option than metallic foils and comes in a large variety of colors.  You can also use Pantone colors to achieve results that cannot be reproduced in the CMYK color space, such as bright blues and oranges.  The cost of using Pantone ink varies depending on the number of Pantone colors used.
• Spot Varnish- This technique allows you to add contrast by applying a gloss varnish to a specific design element.  This is an appealing way to add a touch of shine to a specific component of the design and is particularly effective when combined with an uncoated or matte paper stock.
• Custom Folds- Changing the placement of a standard fold is an easy way to increase the overall effectiveness of your piece.  For example, creating a shorter front panel on a tri-fold brochure can create a sophisticated and unique look that will be more eye-catching to your customers.  The good news about custom folds is that in most cases the cost will be the same as a traditional fold.  They only challenge can be properly setting up your design to accurately represent the fold panels.  Your printer can assist you on where to place the fold lines to achieve the desired result.

I hope that some of these options have given you ideas for your next marketing piece.  Remember, your printed marketing materials may be the first way you represent your product or business, so don’t be afraid to experiment with these and other design elements.  By incorporating new and distinct features into your piece, you can grab that extra bit of attention that sets you apart from your competitors.