The Impact of Print Finishes on Brand Perception

Not all information in a print product comes from its graphics or text. The quality of the colors, visual interest of the layout, and even how it feels in a person’s hands all add to the story. That’s why print finishes are so fundamental to a print product’s success. Applied appropriately, they change not only how your brand, products, or messages are perceived, but also how long that impression lasts in the minds of your audience.

Visual Appeal and First Impressions

First, we’ll start with the obvious - finishes make prints look (and feel) good. And the better your prints look, the better your first impression is. Of course, each finish is different in how it impacts visual appeal, so knowing what first impression you want to make is crucial.

Take, for example, gloss vs. matte finishes. If your goal is to make the brightest, boldest, most saturated first impression possible, then gloss is a no brainer. However, if you want to make sure every detail is perfectly clear and legible, even down to very small text, then matte is a safer bet.

As for the textural effects of finishes, these can help foster immediate emotional connections. For example, a furniture catalog with soft touch on its cover can evoke the soft, desirable refinement of velvet upholstery, even before a customer has flipped to the first page.

Consistency in Branding

Finishes are also a great way to draw attention to critical brand details, building brand identity and awareness in the process. You can look for a printer with advanced foil printing capabilities, like Wallace Carlson, to get brand elements such as your name and logo printed in foil that matches your specific brand colors. Or  you can use a finish like spot gloss to subtly emphasize logos and brand names on minimalist or monochromatic designs. 

For more on how different finishes impact different commercial and branded print products, check out our blog here .

Long-Term Impact on Customer Perception

Finally, you can’t forget that one of the biggest advantages of print materials is their longevity. In the right conditions, they can persist for months or even years, a constant reminder of your brand on the desks and shelves of clients, investors, and more. Finishes help this longevity in a few different ways.

First, as already mentioned, they make your print materials more appealing. People are more likely to hang onto something they think looks good or that they perceive as valuable. Second, certain finishes can make your materials stronger and more resistant to damage. Gloss and matte laminations are particularly useful for this, protecting your print from scuffs, water damage, even creases and tears.

Make a Stronger Impression with Wallace Carlson

At Wallace Carlson, we’re proud to be known as an innovator in the world of commercial print finishes. We love breaking new ground, testing novel materials and combinations, and finding unique solutions for your print needs. Discover what print finishes can do for your business, when you get in touch with Wallace Carlson Printing today!