As the creative lead for Southwest’s internal marketing, Trent said it’s important to know what your company stands for so that first you can communicate it to the rest of your team, and then your team will communicate it to people outside of the company.

Marketing is sometimes thought of as manipulation. But what if you weren’t just saying something to say something? What if you defined your brand and then focused on defining that brand internally? What if your employees verbally marketed your company as a great place to work? What if people who came into your company remarked on what a fun place it seemed to be to work for?

That’s when you aren’t just saying something to say something. That’s when you are marketing.

Trent dedicated a whole slide to just this phrase. But, I can see you saying “I’m not an artist. I don’t create art.”

Okay, maybe not by the world’s common definition of art. It’s easier to think of graphic design as art. However, there is an art to every aspect of marketing, from writing copy for a brochure, captioning a photo for an Instagram post, trying to think of a folding format to mail out, and even deciding to host an event.

When all the pieces come together, you are making art. You want people to look at what you did and feel something. That’s art.

After that explanation, there’s not much else to say. I mean, I’m just going to go to the overused phrase of “You get out of it what you put into it.”

Communicate your thoughts to others, have big ideas, and expect not everyone will like it.

I found this quote once that has stuck in the back of my head, and now it seems like a good time to pull it out…

Oh yeah, you better believe QR codes are making a comeback.

ALSO, augmented reality is finding its way into print. For example, have you seen the living wine labels for 19 Crimes? When you scan the picture on the label with your phone, the person begins talking and telling you the story of their crime. Just think of the possibilities with that.

QR codes are making a comeback because they can now be scanned with iPhones’ camera without having to download a separate app, increasing their ease of accessibility. Augmented reality still requires a separate app, but, with its cool factor, there’s no doubt that it won’t be far behind the QR code. Plus, AR is integrated through pictures, rather than a bar code, so it can be tactfully integrated into your overall design, regardless of whether people actually interact with the technology or not.

Graphic Design Manager for the Texas Rangers, Alex Yocum-Beeman, said that they have started integrating AR through pictures on their marketing materials to season ticket holders. For example, if the recipient chooses to download the app and scan the picture, they will see a video flyover view of the new Texas Rangers’ stadium. But, if they choose not to download the app, then the picture is still informative and adds to the complete design.

In her presentation “10 Big Ideas,” Trish Witkowski, with FoldFactory, mentioned also using the technology of variable data to personalize your marketing and add a more human touch. Trish said something as simple as including the person’s name can improve response rates, but it can even go as far as making maps to show them how to get to your company (since you already have their address).

You know what happens when you pick up your mail. You flip through all the white envelopes and overcrowded grocery coupons, looking for something interesting, before throwing everything in the trash. Well, except the bills, but we don’t need to talk about those.

Soooo make your print marketing interesting. Make the envelope blue. Yellow. Neon. Just not white.

Trish, Alex, Trent, and Judy all agreed that you need to think about your communication goals before beginning a design. What are you trying to communicate? (Hey, hey. Remember Point 1 and 2?) Do you need to reveal something? Have something pop? No? Then maybe consider a texture. Or adding that extra touch through spot UV.

Remember, there is more than one way to skin a cat? There is more than one way to achieve the look of a specific embellishment. Your sales rep knows the alternatives.

Talk to us about your project before starting it. Use us as a resource. We want to help make your print inspiring.