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Thanks to ongoing technological advancements, it has never been quicker or easier to enhance printed communications with embellishments. The term “embellishments” refers to special printing and finishing techniques that go beyond standard cyan, magenta, yellow, and black (CMYK) production. They vary widely and might include fluorescent or neon colors, metallics, pearlescent/iridescent finishes, white ink, foil stamping, or clear varnish. Regardless of what you choose, these enhancements can make your printed communications stand out with unique or custom colors, eye-catching finishes, and appealing textures.
In late 2024, Keypoint Intelligence conducted a survey of printing and mailing professionals to gain a better understanding of how these businesses were using embellishments within their own firms. Although the sample size was small with only 27 total respondents, we believe that the trends uncovered within this survey are reflective of the overall industry. This document highlights some of the findings from our research to explore how print service providers (PSPs) and other businesses can sell and use embellishments to create eye-catching printed materials that serve as a competitive differentiator.
As noted earlier, our color embellishments survey captured data from printing businesses that produced or outsourced jobs with color embellishments. All of them owned digital printers or presses, and this is no surprise. Many of today’s digital printing devices come equipped with specialty inks that make it easier than ever to produce high-value embellishments.
When respondents were asked about the embellishments that they were able to produce with their existing devices, the most common choices included clear varnish, white, spot color, and metallics. Digital technology is well-positioned to handle all these capabilities.
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The most common applications for which embellishments were sold included business cards (59%), postcards (44%), brochures/flyers (41%), and direct mail (37%). It’s easy to see why embellishments are so popular with these types of applications… just imagine the possibilities. A business card with a pleasing or unique texture can make a lasting impression on the recipient, just as postcards or other direct mail pieces can be taken to the next level with foils or metallic inks that suggest value and trust.
There is no question that today’s consumers are bombarded with vast amounts of information daily. Unique printed communications can help ensure that a marketing message is noticed and remembered. This is particularly the case with direct mail, where the recipient will hold each item in their hands if only for a brief moment. Eye-catching designs or unique textures can cut through the clutter and help make a lasting impression in a sea of sameness.
Although printing businesses certainly recognize the benefits of embellishments and the ability of today’s digital devices to produce these enhancements, adoption remains an issue. According to our research, only about 8% of respondents’ total print volumes included some type of embellishments.
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While businesses see the benefits and potential of embellishments, overall use is generally low. This is because embellishments cost more and print providers sometimes find it difficult to sell the value of the service—even with the capabilities of modern digital devices. In fact, this was the primary challenge cited by 67% of our survey participants.
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Decorative embellishments can undoubtedly elevate the visual appeal of printed materials, but it’s important to understand that their value isn't driven by aesthetics alone. For PSPs to sell color enhancements effectively, they must shift their perspective. The true value of color embellishments goes beyond surface-level appearance. Savvy marketers and print buyers are investing in these features not merely to make a product look attractive, but to serve a strategic and functional purpose: to capture recipients’ attention, elevate the perception of trust and value, and increase word of mouth to ultimately drive a stronger return on investment (ROI).
In an era of digital saturation, printed materials that incorporate tactile and visual enhancements like foils, varnishes, a larger color gamut, and dimensional effects can stand out and help marketers/communicators overcome some of their campaigns’ primary challenges. These enhancements are being used as tools to support broader marketing objectives—whether the intention is to capture attention, elevate consumer perceptions, and/or create a buzz in the marketplace.
As a result, PSPs must reframe their thinking when attempting to sell embellishments. Rather than selling based on appearance alone, they should instead link these enhancements to their customers’ marketing objectives. Demonstrating how embellishments can support such objectives and improve ROI is key to justifying their premium price point. Buyers are much more likely to invest when they can visualize how these design elements can improve the effectiveness of their communication campaigns. Color embellishments should not be framed as aesthetic luxuries, but as functional components of a well-rounded, results-driven print strategy.
Ongoing technological advancements have made it easier than ever to produce printed materials that can be linked to brands’ marketing objectives. Although many of today’s digital printing devices are well-equipped to accommodate embellishments, only about 8% of total print volumes currently include them. According to Keypoint’s research, the primary barrier to wider adoption is the difficulty in communicating the value of embellishments to customers. The survey sample size is small, but we still believe that the results are aligned with the entire industry.
To help increase adoption, PSPs must move beyond special embellishments as mere decorative upgrades. Instead, it’s important to highlight how these enhancements can be used to improve the effectiveness of marketing campaigns and, therefore, ROI. The ability to create unique printed communications opens up new opportunities, enables competitive differentiation, and can ultimately deliver higher profits. By educating print buyers about the benefits of color embellishments, PSPs can establish themselves as trusted partners and innovators in the print industry.
Stay ahead in the ever-evolving print industry by browsing our Industry Reports page for the latest insights. Log in to the InfoCenter to view research and other deliverables on print embellishments through our On Demand Publishing & Printing Advisory Service. Not a subscriber? Contact us for more information.
