Print marketing remains a key component of the savvy marketer’s toolkit. With the right strategy, print provides an opportunity to stand out and create more focused, high-converting marketing campaigns. Though many have predicted the demise of print in the face of digital’s growth, marketers continue to find success with catalogues, direct mail, publications and other print materials.
In 2024 and beyond, ignoring print means missing out on a vital marketing channel. These are the leading trends we’re going to see more of in the year ahead.
Connected Printing
One of the biggest print marketing trends for 2024 is leveraging connected printing through QR codes, augmented reality and near field communication (NFC). Packaging and print materials are no longer isolated in the physical world – they can now seamlessly bridge to digital experiences.
Connected packaging that utilises QR codes or NFC tags allows brands to continue engaging customers post-purchase. Scanning a code on a product’s package can lead to questionnaires, special offers, games and more immersive brand experiences. Similarly, using QR codes in catalogues, magazines and brochures allows prints pieces to tap into digital’s benefits. Brands can drive traffic to landing pages, videos and other online content. The tangible print medium captures attention, while the digital connection provides metrics and nurtures continued engagement.
Minimalist Design
Another major print marketing trend is the move toward minimalism in packaging and print design. As retail shelves become more crowded and consumers are inundated with visual noise, minimalist design helps cut through the clutter. Brands like Apple have proven the power of minimalism to create standout packaging. Clean, whitespace-driven design directs focus onto the product and brand itself. Extraneous design elements are removed, allowing for better hierarchy and scannability for consumers seeking key info.
Minimalist print design also helps brands stand out when competitors still rely on busy, overworked layouts vying for attention. Savvy brands recognise that less is more in the form of clean design when it comes to direct mail which builds consumer trust and elevates perceptions of the brand’s value.
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Personalised Printing
One of the most powerful print marketing trends is leveraging personalisation through variable data printing. No longer is customisation exclusive to digital – print materials can now be tailored to specific recipients.
Variable data printing allows marketers to pull from CRM and customer databases to customise promotional merchandise, direct mail, brochures and more. Personal details like names, locations, purchase history and preferences can be integrated into print collateral to make content more relevant. As print production technology improves, expect personalisation to create more meaningful print experiences. When paired with digital tracking, personalised print provides a powerful combination in 2024.
Sustainable Packaging
Sustainability and eco printing will be a major priority in print marketing and packaging design in the year ahead. With consumer demand for eco-friendly products surging, brands need to prioritise sustainable practices.
Sustainable packaging uses renewable, recycled and recyclable materials. It cuts down on plastics and aims for carbon neutrality. Packaging also represents an opportunity to communicate sustainability efforts to customers. Design choices like visible recycled content, natural textures and tones further eco-friendly branding.
In 2024, sustainable packaging will be expected from customers rather than simply an added bonus. The brands that lead this charge will gain momentum.
Print On Demand
Print-on-demand services have continued to gain popularity and it shows no signs of slowing down in 2024. Businesses investing in printed marketing materials are making the most of on-demand printing in a bid to reduce waste and streamline their production processes.
But it also ties in with other trends in this list, such as personalised products as companies can respond to market demands swiftly without the need for larger-scale print runs. From branded apparel to office supplies, printed materials can elevate a business’ reputation among customers.
Print marketing is far from obsolete in our digital world. Though some view it as a relic, print provides unique advantages that digital channels struggle to match. Tactile media stands out and drives higher response rates when executed strategically. Most importantly, print still builds meaningful human connections, providing memorable brand experiences and tangible value.
For the latest in printing technology and design expertise, contact Treetop Design & Print today.
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