Imagine that you have been printing a restaurant menu every few months for the past year, and your customer wants to change the look of the menu. They want people walking by the restaurant to see something that is so different, the look of the menu catches their eye and entices them to go in.
The restaurant wants the table menu to match that same theme, attractive and pleasing to look at—and while you’re at it, how about creating an advertising campaign with that same “look?”
Try White or Metallic Toner on Specialty Paper
“Back in the day,” printers would make text stand out by reverse printing, taking what is normally a white background with black print and print it as a black background with white print.
Today, print service providers are using new print engines that can lay down white toner, adding a “fifth station” to what has always been four-color printing. Additionally, there are printers that can print “metallic” toner as well (silver and gold).
These toners adds a new dimension to a printed piece, making the images stand out. The obvious problem with that has been since white toner on a white page won’t work, or a metallic toner on a white background can appear dull, a colored background is needed. Flood coating an entire sheet on a digital engine, however, uses a lot of toner, and drives the “per piece” cost up.
So how do you use that new printer and its unique toner capabilities to create a printed piece with extra “pop?”
Synthetic or Waterproof Menus Stand Up to Spills, Food, & Cleaning Products
Let’s use the menu as an example, and explore some options. Many restaurants, hotels, marinas, country clubs and the like have switched from paper menus to one that is printed on synthetics. Durable, tear proof, waterproof, it can be wiped down, used over and over, and holds up to spills, food particles and the occasional dip in the pool. White synthetic, black toner, the only thing that changes are the menu items.
Suppose, however, since the menu is going to change frequently anyway, that in addition to changing the meals, the menu changed to a colored media with white toner, or a red menu with white or silver toner for Valentine ’s Day, a green menu with white or gold toner for St Patrick’s Day?
Consider Spot Color Decals for Consistent Branding
While flood coating can be expensive, doing spot colors in combination with white toner is a great way to make your message stand out. Your red Valentine’s Day menu can be complimented by printing a decal using spot color and white toner for your “take away” bags, making the traditional “doggy bag” or Styrofoam container look much more upscale.
Take it one step further and print packaging for samples, like a box, or an invitation to a special event. Silver or gold for an anniversary party allows your printed piece to continue on a theme.
These are a few ideas around a common theme, but don’t stop there.
Using specialty media in conjunction with white or metallic toner allows you to customize your seasonal promotions, such as holidays for hospitality venues, seasonal buying trends for retail stores, just to name a few.
With specialty media printed with unique toner combinations, your printed pieces take on a new dimension, bringing you new opportunities for revenue within your existing customers, and new prospects.