Digital embellishments allow brands to create visually stunning packaging and labels, with intricate designs otherwise difficult or impossible to achieve affordably with traditional printing methods. Joanne Gore looks at the current lay of the land.
By Joanne Gore

Print has always been an important part of the marketing mix. It’s a tangible, tactile medium that engages the senses and creates a lasting impression. However, with the rise of digital marketing, print marketing has faced some tough competition. In order to stay relevant, printers, manufacturers and brands need to find new ways to innovate and add value to their offerings.
Labels and packaging play a crucial role in the success of a product. They are the first point of contact between a brand and a consumer, and they can make or break a purchase decision.
Digital embellishments allow brands to create visually stunning packaging and labels, with intricate designs otherwise difficult or impossible to achieve affordably with traditional printing methods.
As a B2B marketer who’s passionate about print, I have seen the evolution of print technology over the decades, from basic ink on paper to the latest digital printing techniques. One of the most exciting developments is the use of digital embellishments to increase brand recall, promote universal design and create interactive print.
Traditionally, finishes like foil stamping and embossing required the creation of expensive custom dies and plates, which added significant costs to the production process. By eliminating the need for these tools, digital embellishments can be produced more efficiently and cost-effectively. This not only saves time and money, but allows greater design flexibility and customization.
Digital embellishments can be applied to a wide range of print materials, including paper, cardstock and even packaging, making them a versatile and cost-effective way to add value – and profitability – to print projects.
Let’s explore how digital embellishments are revolutionizing ink on paper.
With a range of options including metallic finishes, raised textures, and holographic effects, digital embellishments can create a premium look and feel that helps products stand out and motivates consumers to buy – often at a higher price.
Foils add a premium touch to any label or package, making it look – and feel – more expensive and luxurious. Highly popular, they’re used to highlight specific elements of a design, such as a logo or product name, making them even more memorable and easier to recall.
Using textured embellishments creates a similarly tactile experience that engages consumers and makes them more likely to remember a product or brand.
For example, a label with a raised texture that mimics the feel of a fruit or vegetable creates a more powerful sensory experience than its 2D ink-on-paper counterpart – while simultaneously enhancing the perceived quality of the product.
Brand Recall
In today’s crowded marketplace, it can take 10 or more interactions before brand recall sets in. Capturing – and keeping – attention has become a business game-changer, making it more important than ever to create a brand experience that sticks.
Holographic effects create a sense of depth and movement that draws attention to the brand logo or product name. This effect can be particularly effective in industries where differentiation and loyalty is key. They can also be used to create scratch-off elements that reveal hidden information or codes for promotional purposes.
By incorporating digital embellishments such as embossing, debossing or foil stamping, brands can create a unique and eye-catching look that sets them apart from their competitors – and provokes the sense of touch. This is important because haptic memory is the type of memory that has the strongest impact on the human brain.
Another way to enhance brand recall is by producing a unique texture or pattern across all your printed materials - from packaging to brochures. This establishes a one-of-a-kind look and feel that makes your brand recognizable and remembered.
For example, a luxury brand may choose to use gold foil stamping to create a sense of elegance and sophistication, while a playful brand may opt for bright colors and glossy finishes to create a sense of whimsy and fun.
Digitally-embellished print creates an immersive experience that engages all the senses. By adding tactile finishes, designers can create a sensory experience that draws the viewer in and encourages them to explore the printed product further. This increased engagement can lead to a deeper emotional connection with the brand and ultimately lead to increased sales and customer loyalty.
Universal Design
The global annual costs of productivity losses associated with vision impairment is estimated to be $411 billion USD. Globally, at least 2.2 billion people have a near or distance vision impairment.
Digitally-embellished print can be customized to meet the specific needs of different groups of people, particularly those with visual impairments or learning disabilities, by incorporating features like high contrast, raised fonts and braille. By creating designs that are accessible to everyone, regardless of their abilities, brands can create inclusive materials that are easy to understand universally.
Tactile feedback makes it easier for people with limited or no vision to interact with product.
Where there is greater value, there is greater willingness to pay more.
By creating designs that are visually striking, and engaging the consumer in a two-way conversation, the connection you create lasts long after the printed material has been discarded.
Here are three ways to boost interactive experiences with digital embellishments.
For example, raised textures added to packaging helps people with mobility impairments grip and open the packaging more easily, while raised universal symbols developed by CyR.U.S, act as warning symbols for people with visual impairments.
By adding raised universal symbols and embossed QR codes to everyday packaging, digital embellishments deliver an accessible and inclusive experience that helps consumers not only distinguish between products, but also learn about ingredients, product usage and importantly, any life-saving warnings or hazards.
Interactive Print
Interactive print blends the physical with the digital, creating a “phygital” experience that is hard to forget.
When you add embellished treatments to these interactive elements, you can capture and hold consumer attention – while fostering an even deeper level of brand engagement and recall.
This transforms print from a commodity, into a high-value communications tool capable of linking to an online world of videos, landing pages, podcasts and special offers.
Where there is greater value, there is greater willingness to pay more.
By creating designs that are visually striking, and engaging the consumer in a two-way conversation, the connection you create lasts long after the printed material has been discarded.
Here are three ways to boost interactive experiences with digital embellishments.
QR Codes
The widespread adoption of the QR code spotlights the benefit (and power) they provide as a simple and effective way to create measurable, interactive print. Embedding a QR code within printed material directs the consumer to a brand’s website, video, or other digital content. By using digital embellishments to highlight the QR code, you can boost the likelihood that the consumer will actively engage with the content.
Augmented Reality
Augmented reality (AR) allows digital content to be overlaid on to the real world. Using digital embellishments to create markers or triggers on otherwise boring printed collateral, brochures, catalogues, etc., creates immersive experiences that come to life when viewed through an AR app.
Near-Field Communication (NFC)
NFC allows two devices to communicate when they are in close proximity. Embedding an NFC chip that can be activated by the consumer’s smartphone is one more way to deliver a one-of-a-kind experience. Creating RFID and NFC tags not only helps brands connect easier and faster with their consumers, but also allows for more efficient supply chain, recyclability and sustainability initiatives.
Whether through the use of QR codes, AR, or NFC, digital embellishments are a powerful tool that’s revolutionizing ink on paper.
About Joanne Gore
Joanne Gore is founder of Joanne Gore Communications. She has spent the last three decades helping companies maximize their marketing and communications efforts. Contact Joanne at joanne@joannegorecommunications.com.
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