Pen To Paper - Summer 2018

Personalisation Blake's Personalisation Service is often tasked with creating unique, made-to- order envelopes and packaging solutions. Java Republic, a coffee and tea manufacturer based in Ireland, used it to produce a high quality, eye-catching, bespoke envelope for the mailing of its brand journal, which was being sent to customers as part of a rebranding exercise. Blake produced 600 bespoke, oversized bright purple envelopes that were designed to evoke excitement and intrigue as they dropped through the recipient’s letter box. Blake doesn’t just create envelopes for mail. British furniture brand Higgs & Crick asked them to produce a small envelope with foil print to go with its £2,950 Kingsman Three-Piece Decanter Set. The 90mm x 60mm envelope held a small set of keys that opened a padlock on the solid walnut and maple box housing the handmade glassware.While only a small detail, Blake's creation added an extra touch of finesse that helped elevate the overall branding. Use labels Once you've picked your envelopes or packaging, you may want to give some thought to labels. In 2017, Avery UK conducted research that highlighted the importance of label design and the role labels play in encouraging recipients to open items quickly and tell others about what they have received. Its research shows that using multiple labels on parcels and packaging can increase brand love by 129% and improve the perception of quality by 116%. Recipients are 135% more likely to tell someone else about the brand and have a 113% higher purchasing intent. Handwriting-style fonts, colour and emotive text and imagery were all proven to be effective in getting labels noticed.* Fiona Mills, marketing director at Avery, said: “All your labels should have a clear purpose or it can be confusing for the recipient. Don’t cover parcels with lots of different labels just for the sake of it. Instead, make each one as effective as possible.” Based on the results of its research, Avery has the following recommendations for small business owners who want to power up their packages: 1 Address labels – These are essential to ensure your parcel ends up in the right location, but you also need them to look professional and make a positive impression. Take time to think about the look of your label and don’t just scribble an address in a hurry. 2 Company branding – Adding labels that include your company logo or branding is a simple but effective way to build trust and confidence with customers. This shows the item is from a known source and prevents it from being viewed as junk mail. 3 Return address – This is a simple way to prevent mail from getting lost in the post. Should something go astray, it allows the item to be returned to you, saving the cost of lost mail. 4 Special messaging – Adding labels with a special message for the recipient will help attract attention and can influence future purchasing behaviour. Consider labels that say things like ‘Open me’, ‘See what’s inside’, ‘Handmade with love’ or ‘Just for you’. * https://www.avery.co.uk/ every-label-tells-a-story/ ENVELOPES 10 | P2P Magazine 01732 759725 ...continued Efficient labelling Brother has launched two new label printers designed to help busy workers cut time and improve organisation when producing shipping labels. As well as offering quick print speeds of 110mm per second, the QL-1100 and QL-1110NWB can produce shipping labels that meet the print and label size requirements of Royal Mail, FedEx and other online retailers (using 4-inch print on DK11247 and DK22246 rolls). The QL-1110NWB offers expanded connectivity options includingWi-Fi,Wired Network and Bluetooth with MiFi (Made for iPhone, iPad and iPod), which enables labels to be created on a smartphone or tablet, as well as PC or Mac. Both models feature USB and USB host connectivity. www.brother.co.uk Blake Envelopes has created bespoke envelopes for Java Republic (above) and Higgs & Crick (below)