Here, at Structural Graphics, we spend a lot of time talking about “dimensional print”.
But what, exactly, is it?
On the surface, dimensional print is exactly as it sounds: packaging, displays, sales aids and direct mail pieces with a three dimensional component. However, upon further inspection, dimensional print can also be a potent and highly effective way to get yourself, your brand or your company noticed in all the right ways – if you know how to use it.
Imagine for a moment that you open an envelope and a 3D cube jumps to life right in front of you. Or how about an elaborate jukebox that rises from a flat piece of paper and plays actual music. Have I gotten your attention?
Three-dimensional mail (not to be confused with 3D printing) is not a new concept, and, in fact, goes back some 40 years. But, in this day and age of digital communication, stale advertisements and uninteresting direct mail, dimensional print has the unique ability to breathe life into marketing that can often fall flat.
We’ve already spelled out some of the ways direct mail can impact your marketing efforts, but cutting through the noise remains one of the primary obstacles for marketers in businesses of all sizes. According to a study by Millward Brown, printed pieces drive more brain activity than virtual messages, perhaps leading to a stronger connection and increased memorability.
And adding a dimensional or interactive component to your piece can actually make it even more memorable. Researchers say that dimensional direct mail pieces enjoy much higher response rates on average than flat envelope mailers, especially for B2B campaigns. Feedback from our customers has also proven this fact.