At Flyleaf, we love to think outside the box to spark new possibilities but we realise that printed packaging can get a little… technical. This week we are turning our eyes to print embellishments because great packaging isn’t just about ink on paper—it’s about those extra flourishes that make people go “Ooh, what’s this?”

A raised logo, a soft-touch finish, a glint of gold foil—these are the things your fingers remember long after your eyes have moved on. Our bodies are designed to respond to touch. While digital tools have transformed the way we design and print, our love for texture, detail, and tactile moments hasn’t changed. In fact, in an increasingly digital world, those physical interactions are more powerful than ever.

Cover image: The Possibilities of Paper by G.F Smith, design by Made Thought, print by Sonderegger.

Coating: The Hero of Protection

Plastique Magazine, designed by Matt Willey

Think of coatings like a clear raincoat for your print—practical, sleek, and just enough to keep everything looking fresh. Machine coating is a varnish-like layer added during the print process (yes, inline, right on the press—no extra trip required). It’s oil-based, protects your ink from scuffs and smudges, and is often a greener choice compared to lamination. You can choose from gloss, satin, or matte finishes, which can be applied to selected page areas. This process is called spot application. Coating is great for everyday print jobs—brochures, flyers, catalogs. Bonus: it’s budget-friendly.

Spot UV Coating: Gloss Where It Counts

The Possibilities of Paper by G.F Smith, design by Made Thought, print by Sonderegger

Spot UV is like a spotlight on your design—only shinier. It’s a clear, glossy varnish applied to specific areas (yep, you pick which ones), cured with UV light to create dramatic contrast. Think sleek highlights on logos, headlines, or patterns. It can be defined as very fine lines but it’s important not to go too fine (below 0.5mm) for critical areas, as the varnish may not be able to hold.

Lamination: Your Print’s Protective Shield

Acne Studios invitation printed by Wind/Åtta45.

Lamination is like giving your print a suit of armor—a very thin, plastic-based one. It’s heat-sealed to the surface to guard against moisture, wear, and minor accidents (coffee spills, we’re looking at you). During a post-print process a printed sheet is run through a laminating machine that applies the film with heat and pressure. If you’re looking for durable packaging that feels elevated in the hand, lamination delivers. Just be mindful: plastic-based lamination isn’t the greenest choice.

Foiling: When You Want to Shine

Kate Spade Things we love, printed by Flyleaf

Foiling is packaging’s equivalent of putting on a little bling—and we’re here for it. Using heat, pressure, and a shiny sheet of magic (aka metallic foil), your design gets stamped with a reflective finish that turns heads. Go gold, silver, holographic, or even bold matte tones—there’s a foil for every vibe.

Embossing and Debossing: Texture You Can Feel

Perdisacca Olive Oil, printed by Etikgraf designed by Azura

Embossing is where your design literally pops. Using a custom metal die, parts of your artwork are raised from the surface to give it dimension and texture. No foil needed—just beautifully tactile detail that invites touch. Flip it, and you’ve got debossing, where the design is pressed inward instead. Either way, it’s all about that depth.

We hope this article helped demystify the world of print embellishments and sparked a few ideas for your next project. From subtle textures to eye-catching finishes, these small details can make a lasting impression—on shelves, in hands, and in memory. If you’re curious to explore more or want to chat about how we can bring your print to life drop us a line through the contact form. You got our full attention. 

Last November we hit the PACK EXPO trade show in Chicago and along with geeking out on the latest packaging and processing technology, we made a stop at the Annual 2025 Outlook conference hosted by Matt Reynolds, Editor of Packaging World Magazine. This event covered the big topics shaping the packaging world: automation, sustainability, skill shortages, contract management, and e-commerce. As a company whose core services focus on print and packaging production, there is one conference topic that stood out: a presentation on the growing demand for so-called “contract management” companies. According to the latest report published by PMMI (The Association for Packaging and Processing Technologies) “three quarters of the contract packaging (CP)/contract manufacturing (CM) companies interviewed predict their business will grow year-over-year for the next three years. This is because 67% of brand owners plan to maintain or increase their current use of CP/CM services.”

The report made it clear that there was a key advantage to working with an outsourcing partner: “accessing machinery/packaging formats not available in-house (59%); testing new products or packaging (48%); developing customized product/packages (especially for short or limited runs (48%)); serving the e-commerce channel (7%)”, and so on. From food to pharmaceuticals, companies are relying on CP/CM partners to handle parts (or all) of their production. While plenty of contract packaging companies (we share the same niche) talk about “driving ROI,” “speed-to-market,” and “supporting growth,” one critical factor often gets overlooked: success isn’t just about planning for the future—it’s also about adapting to unpredictability and navigating the unexpected.

How do we define “driving value” in a world where project demands can skyrocket or stall without warning? Let’s be reminded that “problem-solving” isn’t only reserved for the arena of launching a brand’s product— it extends well beyond selecting the right paper, designing and producing packaging, or managing labels and logistics.

Want proof of just how wild this ride can get? Look no further than our partnership with Casper Sleep.

Come rain or shine: our winding journey with Casper Sleep

Founded in 2014, Casper disrupted the traditional mattress industry with their “mattress-in-a-box” concept, sold exclusively online. Their startup story began humbly, with founders investing $100,000 of their own money. But with savvy marketing (YouTube influencers, celebrity endorsements, and a little help from Kylie Jenner), Casper became a breakout hit. The founders expected to sell $1.8 million worth of mattresses in their first year. It turned out, they hit that number in just two months! Fast-forward a few years, and they were pulling in several hundred million in revenue. Mattresses as we knew them were big, expensive, and hard to transport. But thanks to advances in polymer chemistry, Casper could produce mattresses from cost-effective materials and allow the product to be folded into a box for shipment, and then unfolded at a customer’s home. Consumers could return the mattress for free after a trial period. While Casper’s strategies led to remarkable early success, the startup was about to embark on a whirlwind journey.

So what’s the lesson here? Whether you’re scaling up or navigating a pivot, success requires the right mix of planning, adaptability, and a dash of creative problem-solving. Here’s a timeline chronicling the various stages of Casper’s partnership with Flyleaf.

2016 – 2018: Startup period

Flyleaf produced unique Welcome Kits for Casper across different mattress series: US Mattress, Canada Mattress, the Wave, the Essential, the Foundation, the Core, as well as materials for duvets and sheets. There was even a dog bed which needed its own print materials. Early Welcome Kits  included a ‘handwritten’ note that was printed by robots at a company called Handwrytten. A personal touch goes a long way! Casper initially outsourced their mattress manufacturing primarily to an East Coast facility in Georgia who then added a West Coast operation in California. In response, Flyleaf transitioned from a single print manufacturing facility on the East Coast to a dual-coast operation, aligning with Casper’s footprint. No one at Casper requested this—we took the initiative to ensure we could swiftly meet urgent material needs.

2019: Scale up phase

Casper grew rapidly and realized the need to simplify the various Welcome Kits into a single generic Welcome Kit. Another pressing request involved managing Casper’s SKU label orders. Previously, each of Casper’s manufacturing facilities ordered labels independently so Casper tasked us with organizing their label SKUs to ensure consistent branding and volume pricing, rather than having each facility purchase labels separately. To get an idea, these are just some of the many label categories: UPC labels (barcodes for scanning) and mattress size labels (Twin, Twin XL, Full, Queen, King, Cal King). Casper’s shift from DTC channel to a retail environment significantly increased the demand for packaging labels: retailers like Costco required 5 UPC labels and every mattress series had their own branding for color identification. At one point, Casper managed as many as ten mattress series, each available in six sizes—making SKU management and reordering increasingly complex. The label business grew to include ‘Suffocation Warning’ stickers (mattresses were packed with a plastic cover to protect the product), ‘Tyvek’ labels that get sewn onto the mattress, as well as ‘Law’ labels that were specific to every mattress manufacturing partner. 

Previously, managing this volume of label SKUs across multiple stakeholders was slow and cumbersome. With Flyleaf’s custom-built Interface, tracking and organizing these items became far more efficient. The centralized hub allowed Casper and their manufacturing partners to access up-to-date information, track progress in real-time, and coordinate more effectively. By the end of 2019, our digital catalog grew to over 300 Casper SKUs. Flyleaf was  shipping materials to 22 Casper facilities across Canada, the U.S., and Mexico. Most orders were shipped to their contract manufacturers.

2020: Dealing with the COVID-19 crisis

Casper faced several supply chain challenges that limited its ability to meet growing consumer demand. Raw material shortages and labor constraints at manufacturing facilities—exacerbated by COVID restrictions—significantly impacted production. These disruptions made it difficult for the company to keep up with increased demand for mattresses and related products.

2021: Ongoing supply chain disruptions

Following its IPO and amid the ongoing pandemic-driven demand surge, Casper faced constant operational challenges. CEO Philip Krim noted that while the company worked closely with partners to “effectively navigate” these issues, the supply chain remained “challenged” due to prolonged material shortages. Labor shortages at manufacturing partners’ facilities further exacerbated supply constraints, making it difficult for Casper to fully capitalize on strong consumer demand. For Flyleaf, this uncertainty presented a significant challenge. We had built up Welcome Kit inventory in anticipation of orders that were ultimately delayed for months. As a result, we were left holding materials that remained unused for over nine months before they were finally depleted.

2022–2023: Transition under private equity ownership

Casper was acquired by Durational Capital Management in 2022, prompting significant shifts in its manufacturing strategy. Over the following year, many of Casper’s 14 manufacturing partners were phased out, a process that accelerated as Carpenter Co.—which already operated four facilities producing Casper products—was onboarded at the end of 2023. During this transition, Flyleaf continued supporting Casper’s manufacturing partners as they navigated these changes.

2024: New acquisition by Carpenter Co.

By the end of 2024, Carpenter Co. acquired Casper, which meant the brand was now operating as its subsidiary. Thanks to our already established partnership, we were able to continue supporting their operations with timely delivery of printed materials. As Casper embarks on its next chapter under Carpenter Co., we can’t help but reflect on the incredible people we’ve met and collaborated with along the way. For many, the scale-up period  will always stand out as a defining chapter in their careers — where putting our heads together turned obstacles into opportunities and new possibilities emerged. We’re grateful to everyone who championed Flyleaf along the way, helping to shape the path forward and lay the groundwork for what’s next.

So, What Exactly Is ECT?

The humble cardboard box is the unsung hero of countless deliveries every day. The Edge Crush Test (ECT) is one way we measure just how much of a beating these boxes can take. By applying pressure to the edges of the cardboard, we can figure out how much weight it can handle before it gives up. This test helps box manufacturers keep their products tough, sturdy, and ready for all sorts of rough handling in transit.

When Should ECT Be on My Radar?

For your first product launch, we’ll start by gathering key details—product specs, box dimensions, design preferences (white or kraft; matte or gloss), and any initial thoughts on materials. From there, we’ll focus on structural design and product protection, introducing the recommended ECT specs to ensure the packaging meets your needs.

If you’re already experienced with packaging runs, we’ll also ask for feedback on how well your product has held up in the supply chain during previous projects. Any insights you share will help us refine and determine our approach. 

 Here are a few questions you’ll likely need to think about:

• Is your product fragile? If yes, you’ll want stronger box edges.
• How heavy is it? Heavier items need sturdier cardboard, and ECT helps us find just the right balance.
• Is there empty space in the box? If items are rattling around, that can put stress on the box and increase the risk of collapse.
• How’s the customer carrying it? Boxes with cut-out handles? You’ll want a tougher box (think double wall) to prevent tears when lifted.
  

How’s the ECT Test Actually Done?

The ECT test measures how much edge pressure a piece of corrugated cardboard can take before it buckles. Picture this: pressure is applied to the cardboard edge until it crushes, and the strength rating is calculated based on that pressure per inch. This rating helps us gauge how tough a board is and how well it’ll survive bumps, bangs, and stacks in transit.

Choosing the right ECT

32 ECT and 44 ECT are two of the commonest ratings when evaluating corrugated fiberboard that indicate different levels of durability.

These numbers represent how tough a board is, pure and simple:

• 32 ECT: This rating means the cardboard can withstand 32 pounds of edge pressure per inch. It’s ideal for lightweight to medium-weight shipments—perfect for standard packages that don’t require heavy-duty protection.
  
• 44 ECT: A sturdier rating, 44 ECT means it can withstand 44 pounds of edge pressure per inch. This is for serious stuff—think heavy, industrial, or bulk items that need extra strength for stacking and transport.
  

There it is — ECT, in all its glory. The next time you see this measure on a box spec, know it’s there to safeguard the contents within it. 

More than Just a Shoe

In 1984, a rising star in basketball named Michael Jordan signed a deal with Nike, a struggling underdog in the world of sports shoes at the time. Together, they designed the Air Jordan 1 basketball shoe, which sold for $64.99 a pair in 1985.

Fast forward to today, and a pair of Classic Air Jordans can now resell for up to $2,000! People don’t shell out thousands of dollars for a pair of basketball shoes simply for good arch support. These shoes have a story that makes them worth their weight in gold:

“Jordans” were born out of the collaboration between Nike and Michael Jordan, one of the greatest players in basketball history. During the 1984-85 season, Nike changed the Air Jordan 1 standard white upper for black, which violated the NBA’s uniform policy. Rather than comply, Nike paid the $5,000 fine per game, and Jordan continued to play wearing the shoes that defied NBA policy.

Suddenly, a pair of shoes became a representation of rebellion and cultural significance. Air Jordans aren’t just shoes; they’re a symbol of personal identity.

When Your Customer Becomes a Part of Your Brand’s Story

Of course, not every brand has the opportunity (or the budget) to hire one of the greatest basketball players of all time to represent their product. But they can learn from Nike’s example.

You don’t have to be Michael Jordan, or even an athlete for that matter, to feel a strong bond to his footwear. Consumers see the product as more than just an object. They feel a strong emotional connection to the brand’s values of self-expression, authenticity, and excellence. People are willing to pay more to make a statement, and Jordans offer that identity.

When a brand personality resonates with you, you feel an emotional bond with that product. You become a part of that brand’s story. Even a brief interaction with a branded item can influence how people see themselves. In one experiment, women given a Victoria’s Secret shopping bag felt more glamorous than those with a plain bag after just one hour.

Brands that connect with customers beyond functionality have an edge over those that don’t. In fact, 46% of consumers in the US are willing to pay more for products from brands they relate to on a personal level.

Personalization through Custom Product Packaging and Print

Brands can look for all sorts of ways to include customers in their story, be it through the competitive drive of an inspiring athlete or the glam-evoking effect of a stylish shopping bag. Research shows that brand-related stimuli like design, packaging, and communications also extend that personal connection between consumers and their preferred brands—leading to a significant increase in consumer satisfaction and loyalty.

According to Joe Miller, president of Flyleaf Print, a full-service print management company, “Your product design, print, and packaging tells a story. It’s about communicating your brand’s narrative and values. This storytelling creates an emotional connection, making customers feel a part of something bigger.”

He adds, “I’ve seen print and packaging have a really positive impact on a brand’s relationship with its customers. One of the companies we admire innovating with personalization is The Farmer’s Dog. They follow a customer-centric business model that prioritizes personalization at every level, print and packaging included.”

Even during its humble start with a couple of guys cooking in a Brooklyn kitchen, The Farmer’s Dog strived for personalization. Every package of human-grade food arrives with the dog’s name, precisely portioned based on their activity level, age, weight, and breed.

Their efforts have paid off, too: Today, The Farmer’s Dog boasts one of the highest customer lifetime values, exceeding rates of most other industries. Their attention to personalization has built a loyal customer base, making it one of the largest manufacturers in the fresh dog food market worldwide.

Prose took their own spin on personalization with their customized hair and skincare packages. Similar to The Farmer’s Dog, each kit comes with custom, made-to-order products. Boxes feature an embossed collateral sleeve and thumb tab to show the individual customer’s name. Bottles also display the customer’s name. Plus, each package includes collateral with personalized instructions and a run-through of how to best use their products.

Coca-Cola made its own personalization efforts. Their “Share a Coke” campaign encouraged customers to create custom bottles with a friend or co-workers’ name and then share the experience on social media using the hashtag #ShareACoke.

And it worked! Coke sold more than 250 million named bottles that summer alone. Reflecting on this success, Miller notes, “This campaign is a great example of how packaging can also serve as a digital marketing tool, especially when customers are encouraged to share their personalized experiences online.”

Tips for Successful Personalization in Packaging and Print

Packaging personalization presents a powerful opportunity for brands to connect with customers on a deeper level and foster brand loyalty. When you personalize, it forges a relationship that goes beyond purchasing a product. Your customer becomes a part of the story.

Understand your customer: Gather data on their preferences, behaviors, and demographics. Use surveys, social media insights, and purchase history to build detailed customer profiles. Allow this information to guide your packaging design choices and messaging, ensuring they resonate with your audience.

Use Variable Data Printing: Variable Data Printing (VDP) is a game-changer in personalized printing. It allows you to change elements such as text, graphics, and images from one printed piece to the next without slowing down the printing process. This means you can tailor each piece to individual customers, enhancing their experience and making them feel valued.

Design with Flexibility: When creating your packaging or print designs, leave room for customization. Use templates that you can easily adjust to include different names, messages, or images. This flexibility ensures that you can tailor each piece without requiring a complete redesign.

Incorporate Personal Touches: Personalization goes beyond just adding a name. Think about what will make your customers feel special. This could mean a personalized thank-you note, a unique packaging element that reflects their interests, or customized product recommendations based on their past purchases.

Ensure Quality Control: Regularly check for consistency in color, alignment, and overall print quality. Any errors can detract from the personalized experience you’re trying to create.

Embrace Sustainability: Today’s consumers are increasingly eco-conscious and more likely to return to a brand that considers the planet. Use eco-friendly materials and printing methods in your personalized packaging to show that you care about the environment.

Work with a Print and Packaging Company

Personalization in print and packaging works… that is, when it’s done right. Personalization at scale certainly comes with its challenges. As Miller explains, “The process involves more complexity with variable fields and the need for production equipment that can handle personalization.”

Miller also shares, “I’ve observed brands trying to manage all their printing and packaging through a single print provider, but these solutions are often constrained by the provider’s equipment and factory locations. This can force brands to juggle multiple printers to get the right materials, quantities, and manufacturing sites, which can introduce risks in shipping, timing, and quality. When errors occur, they don’t just cost money—they can also harm a brand’s reputation if the packaging arrives at a customer’s door damaged or incorrect.”

Working with a print and packaging management company can help avoid those mishaps. A dedicated print management service collaborates with your brand at every step to create custom solutions based on your needs. They coordinate all activities, from the production of marketing collateral, packaging, promotional items, and labels, to managing logistics. With a deep understanding of the diverse challenges involved in custom print services, they ensure a smooth and consistent process – whether delivering to your customers’ mailbox, doorstep, or a wholesale retailer. Their focus on maintaining your brand’s integrity and addressing challenges as they arise delivers the quality and satisfaction your business demands. 

Personalization in packaging and print is more than a trend—it’s a powerful tool to connect with customers on a deeper level. By making thoughtful, strategic choices in these areas, you can create an emotional connection with your customers, enhance their experience, and keep them coming back. Remember, it’s not just about selling a product; it’s about telling your brand’s story and making your customers feel a part of that story every step of the way.

For brands looking to enhance customer loyalty through personalization, partnering with a print and packaging expert can make a significant difference. As Miller from Flyleaf mentioned earlier, leveraging a global network of manufacturing resources can help ensure that personalized products meet your brand’s unique needs. Companies like Flyleaf have supported businesses of all sizes, from large brands to small-scale start-ups, by delivering tailored solutions that align with their specific requirements. With the right partner, your print journey can be supported every step of the way, ensuring your brand’s vision is realized from concept to delivery.

More from Flyleaf Print:
Print Management With AI: A Fork in the Road
Peachy Keen: What the Color of the Year Means for Print Management

Early in my career, a pivotal moment underscored the importance of transparency. In financial print, it was common for ‘working groups’ to reserve a conference room at the printer to ensure expedited service. During one high-stakes project that extended late into the night, a significant oversight occurred. After midnight, a senior lawyer, who had been working tirelessly with his team, approached me for an update. It was then that I had to inform him of an unexpected delay—an update I regretfully had not communicated earlier. Frustrated, his response clearly conveyed the consequences: “Had I known the timing earlier, I would have sent my team home for a few hours of sleep, but now they’ll have to sit around waiting on your team for the documents to review.” This situation highlighted the importance of timely and proactive communication—not just in financial printing but as a standard practice in all professional services. Such clarity is essential for effective decision-making and maintaining client trust.

This experience is at the core of why transparency is fundamental to Flyleaf. Recognizing the critical need for openness, Flyleaf was founded with a commitment to ensure transparency is central to our client relationships from the very beginning. To our clients, transparency means having full visibility and control over their print projects from inception to delivery. It’s about offering a window into the entire process, enabling them to see the status of their work in real-time. This level of insight is crucial for planning, decision-making, and ensuring that the final product aligns with their vision. Moreover, transparency fosters a collaborative environment where feedback is quickly acted upon, ensuring timely adjustments. This interaction enhances the quality of the final output and client satisfaction, as they feel truly involved and informed throughout the entire project lifecycle.

The marketplace has evolved, but the expectation for rapid, transparent communication has only intensified. Professionals today, whether young tech-savvy individuals or experienced legal and banking experts accustomed to high-stakes environments, expect the same level of clarity and accessibility in their professional dealings as they experience in their personal technology interactions. By providing a transparent system, Flyleaf meets these expectations, enhancing trust and building stronger relationships.

Transparency in Action

At Flyleaf, transparency is not just a principle—it’s a critical component of how we operate daily, especially when responding to changing client needs. A common scenario we encounter involves work in progress that suddenly needs to be redirected to a different fulfillment center due to unforeseen circumstances or urgent client requirements.

In these situations, our commitment to transparency shines. The moment we receive a client’s request to reroute a project, our team quickly updates the necessary systems. Clients are immediately notified of the change, and can see the updated status in real-time through our platform. This level of responsiveness provides clients with peace of mind, knowing that their request has been seamlessly handled and that the project is still on track.

This transparency extends beyond just updating systems—it’s about ensuring our clients feel supported and informed every step of the way. Whether it’s a minor adjustment or a significant logistical change, Flyleaf’s transparent approach allows clients to remain confident that their projects are being managed with the utmost care and efficiency.

The Future of Transparency

As we look to the future, Flyleaf is committed to pushing the boundaries of transparency even further. We are exploring new technologies and integrations that will enhance the transparency of our processes, providing clients with even greater insights and control over their projects. For example, we are developing predictive analytics tools that will offer clients foresight into potential challenges, allowing for preemptive action and minimizing disruptions.

We are also working on expanding our platform’s capabilities to integrate more seamlessly with the tools and systems our clients already use. By doing so, we aim to provide a unified experience where clients can manage all aspects of their print projects without needing to leave their preferred environments. Whether it’s receiving updates via their project management software or getting notifications directly in their communication tools like Slack or Microsoft Teams, Flyleaf is dedicated to making transparency as accessible and integrated as possible.

Ultimately, Flyleaf’s vision for transparency goes beyond just sharing information—it’s about creating a collaborative ecosystem where clients feel fully supported and confident in the outcomes of their projects. As we continue to innovate, our commitment to transparency will remain at the heart of everything we do, ensuring that our clients always have the information they need to succeed.

The show follows two delusional theater composers, pitching a highly inaccurate musical about the life of Johannes Gutenberg, the 15th-century father of the printing press. A Broadway show about what has become an ever-shifting, precarious industry still recovering from the fallout of the coronavirus pandemic, was unlikely to succeed. 

But, it did. And, boy did it.  

In the weeks following its premiere, Gutenberg! already stood out as a top-earning newcomer. By the end of its 20-week Broadway run, the musical broke box office records, recouping its initial $6.75 million investment, with weekly gross earnings of $1,463,226. The success comes as a surprise given the shaky state of Broadway. The pandemic dealt a heavy blow to Broadway, causing theaters to go dark and remain closed for what would become its longest shutdown in history—18 months.  Like many industries, Broadway adapted by going digital with virtual performances and show streaming. With the click of a button, audiences could watch high quality musicals comfortably from their living room couches. 

And so, perhaps at that moment, it made perfect sense to predict the death of Broadway. After all, why spend hundreds of dollars to see a show live when you could watch a recording for a fraction of the cost? Tickets, alone, cost an arm and a leg, and that excludes the cost of getting to New York, let alone food, accommodations, and transportation in the city.  But, what many failed to understand: There is no way to replace the live experience. You simply cannot replicate the feeling of seeing a musical performance, in-person on Broadway in New York City; the romance of Manhattan, the anticipation before the curtain rises, the shared excitement of the audience, the captivating narratives, the unforgettable scores. 

The Internet Isn’t Dying, But It’s Changing 

Flash-forward to 2024, and what do we see? The pandemic tested Broadway, but it didn’t break it. Even with Broadway’s many struggles, the 2022-2023 season saw nearly pre-pandemic attendance, grossing $1.58 billion. The show must go on!  And it’s not just happening on Broadway:  

• World concert tours generated $9.2 billion in ticket sales in 2023—record-breaking numbers soaring 65% from 2019. 
  
• All four major American sports leagues (the National Football League, the National Basketball Association, Major League Baseball, and the National Hockey League) had higher attendance from sports fans in their regular 2023/2024 seasons than they did in 2019. 
  
• 90% of companies plan to restore in-office requirements by the end of 2024. (Even Zoom, the video conferencing company that helped millions of people work from home, is requiring many of its employees to return to the office.) 

The pandemic may have accelerated the transition to digital. But the pendulum seems to be swinging backward. The lockdowns and social distancing that forced us to isolate, also made us acutely aware of our need to reconnect.  So, as much as social media and other digital tools enhance the way we share and communicate, they simply cannot replace in-person interactions. Broadway On Demand doesn’t match the bustle and bright lights of the Big Apple. Watching the Foo Fighters in the Metaverse doesn’t compare to seeing them live. Boozy Zoom calls on a Saturday night will never replace dinner and drinks out with friends. After spending months on months forced to lockdown and social distance, digital fatigue has set in. In-person interactions have become more important now than ever as people try to make up for lost time due to COVID. People still prefer face-to-face interaction. Even Millennials and Gen Z would rather spend time in-person, over texting, phone calls, or video chat.  

Add to that: people have become increasingly more skeptical of the content they see online. Just like the printing press before it, the internet promised the democratization of information to improve public knowledge. This works to an extent, but the landscape has steadily devolved into a digital theater of misinformation and ad-driven content devoid of originality, generated by bots. And so, we’re seeing a backlash of sorts against digital life. Millennials and Gen Z are changing the way they engage with the internet. Although they still spend more than two hours online daily, many report feeling the strain of constant online engagement.  Younger generations are making conscious efforts to limit the amount of time they spend online. Around 27% cap their screen time, while 23% use apps or settings to track their usage.  

Those under 40 say they pay much closer attention to the way brands try to target them online, too. Feeling bombarded and irritated by ads, they have a particularly keen eye to the paid relationships between big brands and influencers. A report reveals that paid ads fail to engage Gen Z, who prefer authenticity over sales pitches. Nearly all (99%) skip ads if possible, and 63% use ad blockers.  

The internet isn’t dead, but its users are more conscious—especially those who grew up with it. So, how can brands remain relevant and reach these discerning, young consumers?  

…With a little help from our old pal, Gutenberg, of course.  

Be Above the Fold with Print

Broadway live performances aren’t the only thing making a comeback these days. So is print.  A 2023 Market Research Report found that three-quarters of marketers reported increasing their marketing budget for print, such as direct mail. And for good reason: 

• 61% of those between the ages of 18-26 are the most interested in direct mail. 
  
• Consumers prefer direct mail because they like having a physical copy of information, find it easier to remember than email, and think it’s fun to open. 
  
• Direct mail has a 90% open rate compared to email, which has an average open rate of 21.33%. 
  
• Print advertisements receive an average response rate of 9%, while email, paid search, and social media receive about 1%. 
  
• Consumers are 70-80% more likely to remember a brand or product when they see it in print versus when they see it online.  

It may come as a surprise to see the popularity and effectiveness of print, especially among younger generations.  According to Joe Miller, president of Flyleaf Print, a full-service print management company, “I’ve heard that a lot of businesses feel left in the dust when it comes to building an organic following on digital channels, like social or email. Even if they do have a strong following, they see much higher engagement through print, even among younger customers.” So, if you’re having trouble reaching Millennials and Gen Z, print could provide that missing link.

Print makes it easier to focus

Ever pick up your phone for one thing, and five minutes later find yourself mindlessly scrolling, completely blank about why you needed your phone in the first place? It happens to the best of us. Between message alerts, app notifications, and calendar reminders, smartphones make it extremely difficult to focus. Perhaps that’s what makes print so effective, because of its distance from distraction.  “When your customers receive printed materials, whether promotional postcards, brochures, or standout packaging, they can’t just swipe away. Once it’s in their hands, it holds their attention,” adds Miller. 

Younger generations prefer reading actual books

A DirectTextbook survey found 62% of college students prefer print textbooks over digital ones. The younger demographic finds them easier to read, annotate, and study. While digital text invites skimming and distractions, physical text promotes deep, connected reading. Using print to convey your brand’s message can offer that same level of engagement.  

Print works well in combination with digital marketing

Gen Z has become accustomed to digital everything, so they view print as a fresh, non-traditional approach. Using print in combination with digital can help your brand stand up with a unique presentation of your message. Miller notes, “Digital and print are a power combination. Adding that print element to your branding and marketing campaigns reinforces your digital efforts. For example, impressive packaging enhances the unboxing experience, which helps gain traction online with eye-catching, shareable UGC videos on social channels.” 

Print gives a sense of authenticity

Gen Z consumers hunger for authentic marketing. Raised in a digital world, they value genuine interactions and can spot inauthenticity quickly. In an age of ubiquitous web publishing and misleading content, print feels more authoritative and real, enhancing its appeal to younger audiences. 

Print offers a sensory experience digital can’t match

Touch, sight, and even the smell of materials that you can hold in your hands create a unique connection. Gen Z prefers tangible media for assessing a product’s quality, which explains their preference for brick-and-mortar stores over online shopping.  “I’m amazed at the capabilities of print these days. We’ve seen incredible advancements in the textures, shapes, and colors in print management. It’s a sure-fire way to make a lasting impression on customers,” says Miller. 

Print has a longer shelf life

Print media lasts longer than digital ads, which vanish in seconds. Flyers, postcards, letters, and magazine ads stick around until discarded, giving Gen Z more time to consider your brand.  Print is highly customizable

Print marketing allows for precise targeting and personalization, perfect for tailored messages that resonate with Gen Z. With advanced printing technologies, you can create customized materials tailored to specific audiences. Personalized print materials make consumers feel valued and understood, fostering stronger lasting relationships with a discerning audience. 

So if you’re still a business going all in on digital, think again. Just like people yearn for physical experiences, like seeing a musical live on Broadway, they also want engaging physical content. And while print shouldn’t replace your digital marketing efforts, it can certainly help add value to your customers. Whether direct mail, branded boxes, brochures, business cards, flyers, or posters—print offers a lasting, impactful connection. And so, 500 years later, Gutenberg’s groundbreaking invention remains firmly imprinted on our hearts, Times New Roman. 

At Flyleaf, efficiency is about meeting our clients’ needs at every step. Clients today expect more than just high-quality print; they want a seamless service that manages all their print needs—marketing materials, packaging, promotional items, and labels—from one source. Our system brings together all these aspects, improving communication and execution. This means we can quickly adapt to changes and keep every project on track, providing peace of mind and high-quality results that our clients value.

Addressing Client Needs Beyond Traditional Printing

As the marketplace evolves with expectations for rapid delivery and the need to adapt quickly to changes in demand, efficiency becomes not just beneficial, but essential for our clients. It plays a pivotal role in reducing production times, cutting unnecessary costs, and ensuring timely product deliveries. This level of efficiency enables our clients to navigate rapid growth, respond to sudden spikes in demand, and launch new products seamlessly, all without getting lost in the complexities of print project management. 

At Flyleaf, we push the boundaries of traditional print services by incorporating streamlined workflows, optimized logistics, and well-coordinated project management. This holistic approach minimizes the potential for errors and inefficiencies that can arise when managing multiple vendors and disjointed systems. Additionally, our system is built to be highly responsive, ensuring that we are always ready to meet changing client needs swiftly. Our commitment to comprehensive efficiency ensures that our clients receive their products more quickly and cost-effectively. 

Efficiency in Action: Real-World Examples
Brutus Bone Broth launching as a National Retailer

An emerging brand was gearing up for a major launch in a national retailer but faced the challenge of kitting and fulfilling care packages to over 500 stores. They needed a reliable partner to handle complex logistics and ensure top-notch quality across all materials. Flyleaf coordinated production across multiple facilities and managed the assembly in our own fulfillment center. We ensured that each package was perfectly assembled and delivered on time, showcasing our ability to handle big, complex projects smoothly and efficiently.

Elite Comfort Solutions and Layla Sleep’s Welcome Kits