Stand out with print in order to be counted

According to a report published last week, the good standing and perception of a business is at least partly determined by print. It seems consumers are impressed by good quality printing, unfortunately associating that with the business ordering the print rather than the print company, and associate poor quality print with a level of poor quality service that they might receive. In short, attention to detail matters and quality is noticed. A consumer may not be able to explain what good quality or poor quality is, but they will know it when they see it.

It is the equivalent of the rock band that asked on its rider for all the M&Ms of a certain colour to be removed from the green room. It was not because there was anything against that colour, but to show that the organisation hosting the band cared enough. If the M&M bowl passed muster, then the electrics, the stage lighting and sound would too. If the printed piece looks good, is finished well and impresses, then there is a greater than even chance that this care and attention will be directed at the customer purchasing the goods or services that the print promotes.

Here is a line of attack that is better than an offer of We can print it cheaper. Here is a way to engage with a customer and help secure their longer term goals rather than the instant hit of a price led sales increase. It might lead to discussions about making the print stand out even more. In a saturated market, for new box-like houses for instance, there is a growing need to get your projects noticed. This will not happen if every competing project looks similar. Stand out comes in a number of ways, adding a neon fifth colour, inline coating or foil for example. The choice of stock and choice of format can have the same effect. Print can help a customer stand out in a crowded market; stand out print can help even more.