The goal of the piece was to demonstrate how a handful of strategic approaches and print capabilities can create more meaningful mailers, so it just made sense to design a mailer around these best practices to let the end product speak for itself.
The design concept for this editorial riff, Currents: Movements in Direct Mail, used arresting imagery in the form of macrophotography — a photo style that is more common in magazines, but given this technique’s attention-grabbing potential, one that is ideal for increasing the staying power of direct mail. The cover of the mailer incorporated a vibrant, full-color spread with a die-cut river, which helped support the theme and title of the mailer.
The variable data printing (VDP) capability of Canon’s production inkjet presses allowed us to create personalized content and messaging in order to provide a more individualized experience for the reader.
Finally, in order to shine a light on how incorporating digital components in print can create a more interactive, immersive experience, we integrated QR code technology to demonstrate how digital content like web pages, videos, music, augmented reality (AR), or e-commerce sites can extend the user experience.
This editorial approach to direct mail not only demonstrated the power and versatility of Canon’s production inkjet presses, but it also helped rewrite the book for designers and marketers on what you can achieve with print.
Folder printed on the Canon imagePRESS C10010VP using Neenah Astrobright 80 lb. Booklet printed on the Canon ProStream 1800 using Sappi Flo Gloss 70# Text.
Designing direct mail for digital inkjet is what we’re all about. Tell us about designing direct mail print for inkjet and we’ll feature it on Dots & Pixels.
