Welcome to the World of Texture
Just as colors and sounds evoke certain emotions and responses from people, so do various textures. Texture is the key to creating a piece of advertising that offers a multi-sensory experience for the consumer. These experiences don’t need to be limited to labels and packaging; they can also be applied to all types of advertising, including your direct mail pieces.
You want your consumers to pick up one of your advertising pieces and immediately recognize it as yours, just by touching it. Texture makes this possible. To achieve the best results with textured advertising, it’s crucial to understand which messages you want to convey to your consumers and how to achieve them. For example, a bumpy texture and a smooth texture will each be read very differently by a consumer. As with any type of advertising, it’s important to know your audience.
If you have an idea of who your audience is, your printer can help you choose the right textures for your direct mail pieces. Let them guide you through the process because they’ve seen what works and will have a better understanding of which paper stocks to use. Textures can be created visually as well as physically. Many direct mail advertisers use prints and designs that appear to have texture, while others create it through various paper stocks and finishing processes.
Textures can encourage people to act in ways that a slogan or graphic alone couldn’t. Boost your advertising campaign by incorporating an unforgettable texture that will grab your customers’ attention.
Source: Talient Action Group: Welcome to the World of Texture
To achieve the best results with textured advertising, it’s crucial to understand which messages you want to convey to your consumers and how to achieve them.