The Precious Presence
Many marketing professionals think bigger is better when it comes to printed marketing materials. I actually think the opposite. For several years I've been touting the "precious presence" when it comes to printed pieces. The idea is simple: people like to pick up small ("precious") brochures because they are less intimidating and invite the reader to handle with care.
Of course, I don't have any actual research behind this theory, but I've seen it happen time and time again — people are intimidated to pick up giant brochures, envelopes, and unfamiliar magazines. Yet, people are happy to pick up and handle well-made, beautiful, small printed pieces. They have a bigger presence than their larger counterparts.
The precious presence goes beyond just size, though. If you can include surprises into your small printed pieces like varying textures, page sizes, and page shapes, you will really begin to engage the reader. Add a pop-up feature for maximum results.
Add This To Your To-Do List
Keep the precious presence in mind the next time you are working on a direct mail piece or a brochure for a trade show. Bigger is not always better. Create precious pieces for maximum impact.
There's never a lack of ideas.