What is Creative Printing?

In a world inundated with digital media, creative printing stands out as a tangible and tactile form of marketing. Creative printing is a dynamic process that involves resourceful problem solving, innovative ideas, and technological solutions to engage audiences and convey messages in unique, personalized, memorable ways.

Creative printing isn’t all about aesthetics. It’s a strategic process that involves clearly defining the marketing solution to solve a business problem. Whether it’s designing packaging that enhances shelf appeal, creating compelling print materials for trade shows and events, or developing personalized direct mail campaigns that deliver exceptional response rates, print materials leave a lasting impression.

Creative printing creates memorable experiences by engaging multiple senses and providing a break from the constant bombardment of digital content. A well-designed printed piece can evoke emotions and tell a story. Whether it’s a beautifully crafted direct mail piece, a striking poster, or an elegantly designed brochure, creative printing can make a brand stand out in the minds of consumers. When done well, creative printing has the potential to give your business a competitive advantage. Not only will you capture your audience’s attention, but your print program can also support these business goals:

  • Attract and retain customers.
  • Generate and boost sales to increase revenue.
  • Increase brand awareness and build brand identity.
  • Create trust, credibility and a professional reputation.
  • Engage with customers, provide positive customer experiences and build relationships.

Creative printing to communicate your unique selling point

It’s essential to use a variety of printed materials to engage with customers at the various stages of the buying journey. The following are several examples of different printed materials and strategic uses for each of them.

Brochures and Flyers: Brochures and flyers are powerful marketing tools that provide a comprehensive overview of your brand and its services. With eye-catching design and concise copy to communicate key selling points, these versatile tools provide information about your products, services, and promotions.

Direct Mail Campaigns:  Direct mail pieces, such as postcards and letters, are ideal for targeting specific segments of your audience. Clear calls to action and compelling visuals are made even more effective using personalization. Tailor your offers, graphics and messaging based on customers’ past purchases, preferences, and demographics. At the very least, personalize your direct mail with the customer’s name. Personalized direct mail performs up to 300% better than generic mail. 

Catalogs and Lookbooks:  Showcase your products in visually appealing catalog or lookbooks. Printed catalogs remain relevant, with 60% of recipients reporting they visit the website of the company that sent them the catalog. With the overload of digital information, consumers enjoy the ritual of reading, looking at, and holding on to these printed materials.

Business Cards: There is huge value to the custom of exchanging contact information. It ensures that someone has your contact information to take business to the next level. Business cards don’t need to be old school. Include a QR code that links to your website or portfolio. A favorite we’ve seen lately is the “passport” business card holder that Scan Global Logistics uses, a clever combo of business card and small brochure ensuring it won’t get tossed in the garbage.

Packaging: Your product packaging is an opportunity to make a memorable impression with your customers. This final step in the buying process confirms your customers’ experience with your brand. Consider the packaging as gift wrap for clients to open, making the experience exceptional.

Posters and Banners: Use posters and banners to promote special events, sales, product launches, or at trade shows and conferences. When designing these pieces, brief messaging, bold headlines and captivating visuals are key. The posters and banners are the headlines that introduce the information you can highlight in your additional materials.

Newsletters and Magazines: Keep customers informed and engaged with regular newsletters or branded magazines. Sharing updates, industry insights, and exclusive content adds brand value and builds relationships with your customers.

Branded Merchandise: Promotional items provide lasting visibility of your brand as customers interact with them daily. They work because of the Principle of Reciprocity, which is simply the idea that if someone gives you something, you do something in return. Giving a promotional product initiates the relationship of giving and receiving.


Imagine a one-stop shop where your brand comes to life with creative printing and marketing solutions. At Lawton, we offer eye-catching print materials, strategic marketing collateral, and innovative promotional products. From concept to delivery, we are your trusted partner in turning ideas into impactful, tangible results. Connect with us today!