As a creative designer, I am always thinking of different ways to produce marketing collateral. Depending on the end use of the piece, additional techniques may be implemented to create a “wow factor.” Printing on gloss paper as opposed to paper with a matte finish has traditionally been the standard way to make colors pop more. To take visual techniques a step further, think of printing on a matte finish paper then adding a spot gloss varnish or spot UV coating to make a specific graphic element stand out. Maybe a foil stamp or an emboss treatment is just what the doctor ordered. Additionally, a custom die-cut can be applied to really make a statement.

Utilizing enhanced visual printing techniques may add to the cost of the project, but keep in mind the end result from the consumers point of view: the more attractive the visual is, the more likely the response will be higher. That being said, not all projects need “wow factor” elements. Simplicity can, at times, be the perfect statement.

Listen to the designer. Often times they can visualize the end product during the concept phase and can explain their ideas as to why they think certain techniques should or should not be used. The goal of a designer is to deliver a great end result.