When White Space Is Good On Products
We were discussing a major roll-out programme with a client the other day. Their campaign involved using a number of promotional products including: pens, bags, conference folders, flashdrives and ice scrapers. Now as you can imagine with such a wide range of gifts the imprint areas vary enormously and so we turned to the question of logos and just what we could apply as a imprint standard across the product range. Their client was already a well known brand and so what we were actually doing with the gifts was brand promotion i.e. just the logo and perhaps a concept tagline. Any more detail and we would have had to print it too small if we wanted consistency across the product merchandise. So we opted for just the logo as an imprint. Then we turned to the way this would be applied. Where materials were used such as the bags we went for an embroidered imprint using all three colours in the logo. On the ice scrapers we opted for 3 a colour screen print as the products were white and so offered a white background. Now the pens were in a corporate blue and so we opted for a single 1 colour to off-set the logo – the choice here was white or silver and we opted for silver. We used the same on the flashdrives but this time as a laser engraved and on the folders we embossed. So when all the products sat together we could envisage a range of gifts with obvious connection between the branding, with each offering an imprint that suited the background and materials. We also made sure that we made use of the ‘white space’ on each of the promotional products to be show the logo. Simple but needed some thinking as most of these more complex projects do.
