New developments in paper stocks, substrates, finishing techniques, and inks can be incorporated into mail pieces to create a multi-sensory experience through special visual effects, sound, scent, texture, and even taste. Here are a few ways to captivate the senses with direct mail design.
Use Texture to Inspire Action
We know consumers are driven by desire and emotion. Studies on haptics have proven positive feelings arise from print and packaging that employs a tactile finish, like textured papers. It stands to reason direct mail that incorporates thoughtful use of haptics in its design can capture hearts, influence thoughts and inspire action.
The current USPS Tactile, Sensory & Interactive Promotion is a great reason for marketers to include the use of textured papers in upcoming direct mail projects. Textured papers that are soft to the touch, leathery, crinkly, or feature embossed finishes are a great way to engage the recipient by captivating their senses.
Combine Scents & Visuals for Impact
The more senses a direct mail piece engages, the greater the influence. When designing the direct mail piece, consider the emotions you want the piece to elicit. By incorporating the appropriate scent, the piece triggers the limbic region of the brain which is a powerful motivator in evoking emotions. Think about combining tactile papers with scented inks to create an impactful sensory experience.
To further impact the direct mail piece, consider the value of multi-sensory marketing with the use of visual embellishments like foils and coatings. These enhancements engage the recipient, drawing attention to a special offer and motivating them to trigger a positive action.
Include Interactive Elements to Engage
There’s nothing like a dynamic experience to surprise and delight direct mail recipients. The use of interesting folds, pop-ups, pull outs, zip strips and die-cuts all generate anticipation. Including these interactive elements in direct mail projects, creates fun and increases the excitement of the big the reveal.
The Tactile, Sensory & Interactive (TSI) Promotion encourages mailers to excite their customers’ senses by incorporating innovative techniques into their First-Class Mail® and USPS Marketing Mail®. The promotion runs through July 31, 2022.
