What's New in Embellishments
by Sarah Izzo
Design meeting function is the lifeblood of creative marketing. The digital age has only seemed to increase the need to up the ante on getting attention and leaving a lasting impression. To what lengths do you need to go to do that? What really has value?
Researchers are learning more every day that the tactile experience creates a greater engagement, increased attention and memorability. Studies are showing that even those heavy textbooks might be better than the laptops and some are already suggesting a reversion back to the backbreaking bookbags.
Thus, we find that a digital message gets the least amount of focus. A video engaging the sense of hearing gets a bit more attention and recall. However, the science is proving that the sense of touch triggers something in our brains and bodies that leaves a more lasting impression. The only thing more impactful is the human connection when all five senses are firing.
Back in 2012, the teams at Polestar and Colloglas produced a textured finish on the front cover of ShortList magazine promoting the new Spider-Man film. It was unlike anything that anyone in the masses had ever experienced to date. It gave readers a tactile adventure of what it might be like to touch a superhero. This was a successful use of pop and WOW! It got the audience excited to experience more and provided hype for the movie.
Another example, and equally impressive, was done by a wine company using some of the latest interactive augmented reality (AR) technology - 19 Crimes. Each bottle is printed with an actual criminal’s photo embedded with AR technology. By downloading and using an app you can see the photo come to life to tell their story. The failure came in the function of the design - at launch they didn’t tell people the bottles did that or how to download the app.
Even with a limitless budget to add layers of embellishments, a piece is only as successful as the design. Mom would say, “You can put pearls on a sow, but it’s still a pig.” Invest in your design - it should be worth more than the paper it’s printed on. Even the simplest of print productions will look amazing if the design is good. Likewise, the design is only as successful as it is functional and cost effective for the ROI. Dad would say, “Don’t build a fifty-dollar house on a two-cent lot.” If you are so caught up in the embellishments and the design, but the piece isn’t functional for the recipient to act on then it doesn’t matter how pretty it looks. If you expect people to reply, creating an easy action that is delivered back to you quickly is the key to success. Sometimes simple and easy is the best solution - no pop and awe required.
