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How Print Finishing Techniques Inspire Brand Loyalty

5 min read

Joe Hillmann

In today’s highly competitive business environment, companies are constantly seeking innovative ways to stand out, attract customers, and build brand loyalty. Much thought is often given to design and color schemes regarding consumer behavior, but one area that is often overlooked is the finishing touches. With advanced print finishing solutions, businesses can create unique, high-quality products that not only catch the eye but also stimulate an emotional connection with consumers.


The power of print and finishing solutions to impact buying decisions


Print finishing solutions refer to various processes applied to printed materials after they have been printed. These include cutting, folding, binding, laminating, embossing, and more. The primary purpose of these techniques is to enhance the aesthetic appeal of the product and improve its durability. However, they also serve a more profound purpose - influencing consumer behavior.

Research shows that tactile sensations significantly influence our perceptions and judgments about products. Various studies have been done regarding haptics, or sensory experiences related to touch. In marketing, this means that the feel of your printed materials can directly impact buying decisions and brand identity.

We take a closer look at the ways print finishing techniques can impact buying decisions and customer loyalty.


Creating a sensory experience


One way to leverage the power of print finishing techniques is by creating a sensory experience for your customers. Different textures evoke different emotions and associations in people's minds. For example, a glossy finish can convey a sense of luxury while a textured finish can create a feeling of uniqueness.

By choosing the right finish for your brand's printed materials – whether it's business cards, brochures, packaging, or direct mail – you can evoke specific emotions in your customers that align with your brand identity.


Enhancing brand recognition and loyalty


Another benefit of using advanced print finishing techniques is to enhance brand recognition. Unique finishes can make your printed materials stand out from the competition, making them more memorable to consumers. For example, a business card with an embossed logo is likely to be more memorable than a standard one.

Consistent use of specific materials and finishes across all your printed materials can reinforce your brand identity. This consistency helps consumers recognize and remember your brand, which is crucial for building brand loyalty.

Luxury brands often use premium materials and finishes for their packaging to convey a sense of exclusivity and high value. This not only attracts high-end consumers but also makes them feel special every time they unbox a product, reinforcing their emotional connection with the brand.

Similarly, eco-friendly brands might opt for sustainable print materials and finishes to align with their values. This can attract like-minded consumers and inspire loyalty by showing that the brand practices what it preaches.


Providing personalization and customization


Personalization and customization have become key strategies for businesses to engage with their target audience. Print finishing techniques offer endless possibilities for adding personalized touches to printed materials, allowing businesses to create unique and tailored experiences for their customers.

By leveraging print finishing techniques for personalization and customization, businesses can create a more personalized and memorable experience. This not only helps in building brand loyalty but also increases the chances of repeat business and word-of-mouth referrals.


Enhancing durability and longevity


Printed materials are often subjected to wear and tear, especially if they are handled frequently or exposed to various environmental factors. Print finishing techniques play a vital role in enhancing the durability and longevity of printed products, ensuring that they can withstand the test of time.  This is particularly important for marketing collateral, such as brochures and flyers, which may be distributed at events or handed out to potential customers. The enhanced durability and longevity of printed materials contribute to a more professional and reliable image for the brand.


Six print finishing techniques to elevate your brand


Print finishing techniques continue to evolve to meet the demands of a rapidly changing industry. With advancements in technology, new techniques are constantly being developed to push the boundaries of what is possible in print finishing. We highlight six that, when used in conjunction with a marketing, design, and packaging strategy, can really elevate your brand.


1. Embossing and debossing

Embossing and debossing are classic techniques that add texture to printed materials. Embossing raises the design elements, creating a three-dimensional effect that invites touch and leaves a lasting impression. Conversely, debossing depresses the design into the paper, resulting in a subtle yet sophisticated look. These techniques are ideal for logos, letterheads, and packaging, enhancing brand perception and conveying a sense of quality and craftsmanship.


2. Foil stamping

Foil stamping applies a thin layer of metallic or colored foil to specific areas of the design, allowing you to create visual contrasts and reflective effects that command attention. Whether it's gold foil for a regal aesthetic or holographic foil for a modern twist, foil stamping adds a premium feel to business cards, invitations, and product packaging, elevating your brand image and instilling a sense of exclusivity.


3. Spot UV coating

Spot UV coating is a versatile technique that adds both visual and tactile interest to printed surfaces. By applying a glossy, transparent layer to select areas of the design, you can create striking contrasts between matte and shiny finishes, drawing the eye to key elements of your branding. This technique is particularly effective for highlighting logos, text, or graphic details, enhancing readability and visual impact. Whether used subtly or boldly, spot UV coating adds a touch of sophistication to brochures, postcards, and presentation folders, reinforcing brand identity and prestige.


4. Die cutting

Die cutting allows you to create custom shapes and intricate designs in your printed material. Printed materials can be cut and trimmed into unique shapes and patterns, transforming them into creative and unique pieces. Whether it's a die-cut window revealing a glimpse of your product or an intricately shaped business card that stands out in a sea of rectangles, die cutting adds a playful element to your brand collateral, sparking curiosity and delighting recipients.


5. Lamination

Lamination is a print finishing technique that involves applying a thin layer of plastic film to the surface of a printed material. This technique provides protection against wear and tear, making the printed piece more durable and long-lasting. Lamination can also change the feel of a product. A thick, glossy film will have a slick feeling and give it weight. A soft touch film, on the other hand, will feel more like velvet and be soothing to the touch. Lamination is commonly used on business cards, menus, and posters to add a unique finish and protect the printed material from moisture and damage.


6. Binding

Binding techniques are an essential part of print finishing, especially for books, magazines, and catalogs. Different binding methods, such as saddle stitching, perfect binding, or spiral binding, can affect the overall look and feel of the printed piece. The choice of binding technique depends on factors such as the number of pages, the desired lay-flat ability, and the durability required. Each binding method has its own advantages and can contribute to the professional appearance of the finished product.


Incorporating print and finishing solutions into your brand strategy


Print finishing techniques are a powerful tool for elevating your brand and nurturing lasting relationships with your audience. By leveraging these techniques to create visually stunning and memorable materials, you can differentiate your brand, reinforce its identity, and ultimately drive greater loyalty within your customer base. In a world inundated with digital noise, print continues to be memorable, making it an invaluable asset for any brand striving to make a lasting impression.

However, it's important to remember that these techniques should be used strategically and should align with your overall brand identity and target audience. Therefore, it's worth investing time in understanding different print finishing options available and how they can best serve your unique business goals.


As a commercial printer, your customers are looking for ways to make their brand stand out, and EO Johnson carries a full line of production print and finishing equipment to enhance your commercial print offering. We are also the exclusive dealer in the Midwest of Horizon print finishing solutions. We’re ready to help you and your customers unlock the full potential of your printed materials.



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