What Makes a Print Job Custom?

On the surface, the question may not seem complicated. Custom means…custom, right? A design that’s uniquely made to suit your project. But with print, so many more elements are at play than just the visual design. Materials, finish combinations, die cut shapes, personalization and packaging - all of this and more is customizable.

In this blog, we’ll discuss how top-quality print and packaging operations like Wallace Carlson can tailor design, data, and distribution to create 100% customized solutions. Read on to learn how your prints and packaging can make a bigger impact, build a stronger brand, and achieve exceptional results.

Custom Printing vs. Standard Printing 

The difference between custom and standard printing largely comes down to two things - flexibility and approach. The more flexible a printer can be with your project, and the less strictly transactional they are in their approach, the more customized your final results will be. 

• Custom printing:
  
  • is tailored to your brand, audience, and use case.
  • readily accommodates non-standard sizes and formats.
  • achieves one-of-a-kind results with novel material, shape, and finish combinations.
• Standard printing:
  
  • relies heavily on standardized templates.
  • has limited options regarding sizes, shapes, and finishes.
  • is highly transactional, with minimal to no collaborative communication between client and printer.

Key Elements That Make a Print Job Custom

Next, let’s break down each of the customization opportunities for prints and packaging in order. 

Format & Size

For a commercial printer with robust format and size customization capabilities, the possibilities are endless. A booklet three times as long as it is tall? No problem. A postcard cut in the shape of a rubber ducky? All it takes is a custom die cut job and you’re good to go! A box that folds up into a treasure chest with a sneak-a-peek window in the lid? What an iconic idea. Also, completely doable when you work with a packaging printer that specializes in custom jobs.

Prints and packaging with unique shapes and dimensions are ideal for catching attention, building brand reputation, and conveying a higher sense of perceived value to the recipient. Perfect for standing out in a crowded field, or winning the loyalty of a hard-to-please audience.

Paper & Materials 

A lot of standard print services will offer three, maybe five paper options for you to choose from. So, if you’ve only worked with those kinds of operators before, it may surprise you to learn that there are exponentially more options available. Paper and packaging substrates are available in near-infinite colors, thicknesses, textures, finishes, and recycled material compositions. There are also a variety of ink options, such as the ultar color-accurate PMS inks, and more eco-friendly vegetable-based inks. 

A custom commercial printer will work with you to first identify your top priorities for your print (Sustainability? Durability? Aesthetics?). Then, they’ll help you refine your project’s materials to match those priorities.

Print Finishes

The variety of commercial print finishes that exist today is mind boggling. There’s simply no need to limit yourself to choosing between all over matte, gloss, or basic foil (though these are all great options). Custom printing lets you think bigger, with finishes like:

• Holographic foil
• Emboss and deboss
• Spot gloss
• Raised UV
• Soft touch coating

Better still, these print finishes can all be mixed, matched, and often stacked on top of each other to produce an endless variety of effects.

Packaging & Assembly

Custom print and packaging services don’t just stop when the printed materials roll off the press. The bespoke treatment continues with assembly and kitting services. This is where your one-of-a-kind boxes and envelopes are fully constructed and even filled with more one-of-a-kind prints and products. 

Distribution & Mailing Strategy

Finally, your custom print and packaging partner can work with you to implement whatever type of distribution strategy you have in mind. Thanks to variable data printing, every single print can be customized to better target its individual recipient. And with secure workflows, even sensitive information can be handled safely by the printer in line with the strictest regulatory standards.

When Should You Choose Custom Printing?

The exceptional flexibility afforded by custom printing makes it easy to create unique, high-value print materials. Pieces no one’s seen before, with effects and finishes that make folks excited to experience more. But custom printing is about more than just creating a beautiful finished product. Think of it more as a powerful tool that can help you be more impactful in your print marketing investment.

• Target high-value audiences like donors, investors, and sales prospects with materials that actually stand out and feel valuable in-hand.
• Make an impact in brand-driven industries like retail, healthcare, and finance with prints and packages that are exciting to receive and open.
• Get superior ROI on campaigns where response rate matters with pieces that are customized not just to your brand, but to each individual recipient.

‍Get in touch today to learn more about custom printing with Wallace Calrson.