Direct Mail Piece of the Week: Heidelberg
January 2, 2017
The stark contrast of black paper and white and clear toner is eye catching. Black paper is not used very frequently for holiday cards so this one we recently received from Heidelberg really stood out. Let’s take a closer look.
Format: This was a foldover holiday card (overall size of 8.5×11” folded in half to 5.5 x 8.5”) mailed in a 5 3/7” x 8 3/5” white envelope.
Design: Heidelberg used a clever holiday design on the front: an ornament with images of a printing press, digital press, wide format digital press and a platesetter (all items they manufacture) inside. The inside included signatures of some of the employees as well as holiday greetings.
Printing & paper: Heidelberg used touche paper and instead of ink, they ran this on one of their digital presses using clear and white toner. The clear toner was snowflakes in the background which was subtle but effective. Normal inks are not visible on black paper so typically foils are used, but with the advent of white and clear toners, a much more cost effective alternative is available and it looks great!
Presentation: The holiday card arrived in good condition. One way for this to be more noticed would be to mail in a clear envelope.
Overall, this was a nice use of digital press capabilities. Using the black paper coupled with the different types of toner upped the creativity level.