Fragrant printing

Buttery pastries, coffee, caramel, a little pine needles or citrus fruits - great scents, aren't they? Imagine that you come across a printed product that smells like that... Zero calories, and what a memory. And the memory of marketing materials is great advertising! You probably order greeting cards for the holidays, booklets and brochures. And even such a simple product as business cards with a scent will make a completely unforgettable impression. So, we present another way to stand out from your competitors - scented printing.

What is it

In very simple words, scented printing is a technology that allows you to get a product that smells good. Essentially, it's less about the print and more about the finishing. A transparent varnish with microcapsules of an aromatic substance is applied to the product, which are “released” if the coating layer is rubbed a little.

Why is it needed

The first thing that scented printing evokes associations with are catalogs of cosmetics and perfume manufacturers. For such brands, such coatings are an opportunity to let potential audiences test the smell of their products. However, this is far from the only application.

A study by Motivaction showed that advertising through fragrant printed products can increase sales by 36% and increase the number of repeat sales by 18%.

Thus, a pleasant smell is a fairly powerful means of influencing a potential audience. It evokes a serious emotional response, especially if chosen correctly. For example, the aroma of mown grass or lavender will be pleasant to a gardener, but an avid motorist may well be “hooked” by the smell of rubber. In addition, there are “classics” that improve the mood of almost everyone: for example, coffee, cinnamon or freshly baked bread.

The choice of scented varnishes is quite large, so marketers have many opportunities to truly please the target audience. Here are the benefits that such products can provide to a marketer:

• strengthen the first impression;
• improve brand awareness;
• cause pleasant associations with the brand;
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• increase the time that the user spends interacting with advertising;
• attract new users;
• increase business profitability;
• gain audience loyalty.< /li>

How to use it

Apply scented varnish possible for almost any printed product. This can be handouts like flyers, and representative products (business cards , booklets, etc.), and advertising pages in magazines, and products for direct mail. The varnish not only has a distinct smell, but also looks beautiful, makes the product more presentable, and also increases the strength of the pages.

In addition, fragrant products produce the effect of novelty and involve the reader in the process of studying the advertising material. Everyone is interested in smelling it, and at the same time taking a closer look at what is offered, and, if possible, showing it to friends or colleagues. This makes the impact of advertising longer and more effective

So, scented printing is a very unusual and very memorable way to attract the target audience, highlight printed products and enhance the overall effectiveness of the advertising campaign. For success to be final and irrevocable, it is necessary to make printed products not only smelling, but also bright and beautiful. If you involve vision, smell and tactile sensations, the advertisement will definitely be noticed. Therefore, in addition to varnishing, try using embossed varnish, designer paper, foil stamping or other types of finishing in your order that fit into the overall concept.