How Print Marketing Captivates Discerning Consumers
For marketers wanting to deliver on the expectations of luxury customers, there’s one medium that stands apart when it comes to embodying quality and craft – and you’re holding it in your hands right now. Used with flair and purpose, print has an unrivalled ability to inspire the most discerning consumers.
Feast your eyes on seven luxury print pointers from a hand-picked cast of seasoned industry insiders…
1 Feed the senses
“As humans, we experience life with five senses – and with paper, a brand can evoke responses through touch, sight, smell and even sound. That means that the paper used for a catalogue, a box, labels or cards can help you generate responses as part of a managed, exclusive brand experience.”
2 Try being an attention seeker
“Atelier Crestani is a small artisan brand that produces art in glass and takes inspiration from Japanese design. The brochure uses Japanese binding and paper that's reminiscent of glass and printed in big sheets that change size. If you change the grammage of the paper inside the brochure, or change paper size, it obliges the reader to stop and concentrate on what you are producing.”
3 Stay true to your brand
“The entire craft of the product is an homage to Patek Philippe values – the format, stitching paper and finishes are all key to carrying that overarching message. The tactile nature of print means we can give a luxury feel.”
4 Do justice to your content
“The text pages are thread-sewn, with the laminated covers glued on, giving a longer-lasting binding for a magazine that is intended to be collected and referred to again and again over time. There’s a silk coating on the inside pages, with a gloss varnish applied to the images so that they really pop off the page with clarity and vibrant colour – so doing justice to the world-class photography we commission for the magazine.”
5 Take your time
“Print gives you a different timescale to work in. We can produce things that will sit on a desk all year, and people will pick it up, flick through it and be charmed by it again. And that’s why you can invest in something like that – if it’s a beautiful thing, people are going to hang on to it. I don’t think that happens in digital.”
6 Get hung up on the details
“All luxury is actually about the detail – it’s taking that quality you see in the whole thing right down to the finest thing. And, if you use your imagination, with print you can show that.”
7 Partner up when you need to
“One of the crazy things that came out of the pandemic is that the QR code came back. And so I love the idea now – and I actually do it in in the Northrop & Johnson book – where you’ve got this thing that communicates a certain quality. But if you want film, or if you need some motion to tell a different story, you can convey the quality of your brand with your printed piece and then use a QR code to access rich media.”
