In a world saturated with digital interactions, printed materials are making a comeback to create a sensory experience that engages consumers and builds brand loyalty. Retailers are going beyond the visual, experimenting with adding scented inks, coatings and varnishes to reach shoppers’ sense of smell, which is closely linked to emotion and memory. This is a great way to make customers feel like they’re getting something special and unique from the brands they love.
Another printing trend gaining traction is the integration of augmented reality (AR) into print. AR technology adds an interactive layer to printed products, transforming them into immersive experiences that enhance brand storytelling and product engagement. For example, imagine a brochure that comes alive with 3D animations and product information when scanned with a smartphone. This is a powerful way to drive more traffic to the website and social media platforms, while increasing customer retention.
As the popularity of augmented reality continues to grow, more retailers will integrate it into their marketing materials. This will include everything from promotional giveaways to in-store signage. The key is to make the experience as seamless as possible. QR codes, NFC technology and interactive elements like foldable sections can help make this happen.
In addition to enhancing the overall user experience, AR can also be used to reduce printing costs and waste. For example, by using the right inks and avoiding color-matched inks, it is possible to produce high-quality prints while saving money and resources. This is especially important for small businesses and startups that can’t afford to invest in large-scale printing runs.
The growing importance of sustainability has become a major focus for many printing company. In 2024, more brands will prioritize eco-friendly printing practices such as recycled paper, energy-efficient production processes and waste reduction initiatives. This will help them stand out from competitors and appeal to environmentally conscious consumers.
One of the top trends in print marketing is inclusivity, with companies incorporating accessibility features into their designs to resonate with everyone regardless of age or ability. This can include things like high-contrast colors, larger font sizes and Braille or raised lettering.
Personalization continues to be a vital trend in print marketing, with direct mail pieces containing personalized information generating 135 percent higher response rates. In 2024, this will continue to be a crucial strategy for businesses looking to build brand loyalty and increase customer retention.
In 2024, more print businesses will adopt on-demand printing services. This allows them to quickly respond to customer demands without the need for large-scale print runs. This is a cost-effective solution for new products or for testing out different content to see what works best. It can also be a great way to conduct market research without the expense of a large-scale survey.