I recently stumbled across this print ad:
It’s unique in that the creator, Ogilvy Brasil, embedded salt particles into the ad’s paper. This change in thought – the alteration in creativity – produced an interactive print advertisement. The final product is one to file under “useful print advertising” – readers are instructed to soak the ad in water, wrap it around a beer and stick it in the freezer. The beer will be chilled in half the time it normally takes thanks to the second largest advertising agency in Brazil’s ingenious thinking.
And just like that, I want a Glacial Beer…
Not only did this get me thinking about a good brew, this small two-page magazine spread also sparked thought about innovation in large format printing. It’s no secret that the research and development process is an important step in the printing world. However, many designers and development teams disregard the process as too costly or time consuming.
Perhaps it’s your 2017 business resolution: you’ll capture the attention of your audience with your print media. Maybe you’re experiencing competition from the business next door. Whatever the case may be, if you’re serious about drawing customers into your goods or services, it is a must to have a conversation with a research and development team about interactive print media.
When you’re not immersed in the world of print, you might think that a banner or sign will do. I can attest from experience that when companies want to draw attention to their brand, they will use interactive print media or signs with substance (think large format printing.)
At Custom Color, we combine both interactive print media and substance to create cost-effective solutions to print problems. As a researcher and developer, I have created products that not only attract the eyes, but also appeal to the senses.
Tower of Power:
These branding cubes capture attention with height and messaging. Each side of the tower features its own message and focuses on different products; this encourages consumers to walk around the display to see the different offerings. Adding baskets of products directly onto the display can transform the blocks from an informative piece into a point-of-purchase display.
Wheel of Choices:
Upselling has never been so easy. With cost-effective construction and interaction in mind, the wheel of choices was born. This spinning interactive wheel suggests drinks based on sandwich offerings, and vise versa. This b-flute print product focuses on the consumer’s buying journey. Pancakes and chocolate milk, anyone?
Combining print with other sensory-engaging methods is another way to guarantee a memorable experience. Recently we worked with Graphic Image Flooring to produce G-Floor for the Miami Children’s Museum – after install, the G-Floor has transformed into a surface for interaction. Weight-activated technology triggers sound and light to play music and illuminate the surface of the flooring. Brainstorming the combination of medias is one thing that we do best.
When making your print plans for the upcoming year, remember that interactive large format printing is a trend that is here to stay. Whether you’re looking to make your prints interactive or combine printing with other technologies, an initial research and development meeting is your best bet.
Want to talk about your research and development strategy for interactive print? Drop us a line!
Brett Saunders is the Vice President of Finance and Development at Custom Color Corp. Brett spends part of his days wondering how to combine his loves of product research and development, Haribo gummy bears, large format printing, and all things Disney. The rest of his time he oversees the company finances and productivity. Connect with him on LinkedIn.