Maximizing Results With Commercial Printing in Marketing

Printing marketing materials like business cards, posters and direct mail may seem old-fashioned in a world where social media, digital ads and video communications are prevalent. But a well-designed printed brochure, flyer or letter can still make an impact on potential customers and donors that digital content just cannot. And commercial printing companies are answering the call from customers for environmentally friendly papers, natural fiber inks and efforts to reduce, recycle or eliminate waste.

A paper’s surface is crucial to the ink absorption and overprint accuracy of printed patterns, but it also depends on the basis weight, the beating process and other processing conditions. This study investigated the influence of these factors on the ink absorption capacity of the paper. It found that the beating process significantly affected the surface structure of the paper and the binding capability of cellulose, thereby impairing the osmosis of ink to the paper. The beating effect was reversed by the use of high Sulphur content in the water and the addition of polyethylene glycol to the deinking solution.

Another important factor that influences the ink absorption capacity of the paper is its water content. The higher the water content, the more the paper will absorb the ink. It is therefore essential that the printing industry pays close attention to the water content of its paper products.

The chemistry of ink has been the subject of intense research for many years. A major concern is the environmental burden of solvents and other chemicals in the ink manufacturing and printing processes. A life cycle assessment (LCA) was conducted to evaluate the environmental performance of an ink based on soybean oil, starting with the raw material cultivation and manufacturing of the ink to the printing process. The LCA results showed that the ink consumed a substantial amount of petroleum oil and electric power derived from fossil fuels. It also generated a considerable amount of volatile organic compounds (VOCs) in the printing process.

Many marketing campaigns will combine both print and digital, with printed marketing collateral serving to generate awareness and interest, and digital marketing taking over for the consideration and purchase phase of the customer journey. With the help of a custom printing company in Orlando, who can deliver color consistency and accuracy (with cost-effective extended gamut printing), you can ensure that your printed marketing collateral aligns seamlessly with your digital strategies to create a seamless and consistent brand experience for your potential students or clients.