The global print industry saw a boost in 2024 from political marketing. Over 100 countries, home to half the world's population, held key elections, generating increased spending on printed materials. From direct mail to a diverse mix of signage to promote candidates and their viewpoints, print buying was within the budget!
Looking to 2025, off-cycle for most elections, the opportunities still abound. Here is how to engage with your customers!
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Print Trends to Watch in 2025 |
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Luxury is a state of great comfort or elegance. In print, luxurious design choices, including colors, material options, and embellishments, will drive print and packaging differentiation in 2025. Pantone's color of the year, Mocha Mousse, is a great example. Executive Director of The Pantone Color Institute, Leatrice Eiseman, said, "Underpinned by our desire for everyday pleasures, PANTONE 17-1230 Mocha Mousse expresses a level of thoughtful indulgence. Sophisticated and lush, yet at the same time an unpretentious classic."
Make sure to guide your customers in exploiting the luxurious print trends for 2025 through 4over's extensive selection of luxe materials, coatings, and embellishments found across the premium product line.
For 2025, print and packaging will also be impacted by global trends and regulations, especially those related to ethical sourcing of materials and other sustainability initiatives. Market research firm Kantar sees sustainability and marketing merging based on growing legislation in major world economies. While it begins in Europe, the sustainability mandate is accelerating in businesses of all sizes.
Many sustainability programs originating in Europe will reverberate to other geographies as international brands adapt to the changes. One example is the European Union's Eco-Design and Eco-Labeling initiative that aims to reduce products' environmental impact throughout their lifecycle. Eco-design focuses on integrating sustainability into product design, emphasizing energy efficiency, resource conservation, and reduced waste. The EU eco-label is a certification for products and services that meet high environmental standards, helping consumers make more sustainable purchasing choices.
These initiatives will inform how non-European countries develop requirements. In the US, the need to accelerate corporate ESG (environmental, social, and governance) agendas is growing locally and nationally because consumers want to be better stewards of our planet's resources. Research by Kantar found that 93% of consumers globally want to live a more sustainable lifestyle.
Digital fatigue is real. Digital and social advertising, coupled with overflowing email inboxes, makes it harder for a business to make an impact. It is one of the reasons companies, from small businesses to the largest enterprise marketing departments, focus on sending direct mail, gifts, and promotional items — they cut through the noise and generate positive responses. According to The State of Sending report from Sendoso, 27% of companies experienced increased close rates from sending physical mail and items.
One option you have is to offer your customers the easy button to reach their local audience through Every Door Direct Mail (EDDM) powered by 4over. It does not require exposing your customer mailing lists because it targets all mailboxes in specific ZIP codes, avoiding issues arising from the growing array of state-based privacy legislation.
Packaging pushes the boundaries beyond branding into an opportunity for storytelling and interactivity. Create smart packaging by adding interactive elements like QR codes so recipients can jump to online videos and experiences. Creatively designed packaging can double as a reusable secondary product or a keepsake. With digital printing and finishing technologies, custom packaging is available in small quantities, making it accessible to all your customers. Think about welcome packages, new employee packages, new customer gifts, and event swag boxes! 4over offers many standard box shapes with the possibility to customize the design fully.
As the new year begins, share these print trends with your clients who are fully immersed in budget and calendar planning. Remember that these trends can be more effective and impactful when combined. Start the new year by sending your customers a luxe postcard with a suede finish and a QR code as a proof point they can repeat in their own businesses.