“Print Basics” is a series that provides an in-depth look at print, prepress, ink and more.
In our last blog, we provided an overview of flexography printing — a great fit for long-run envelope jobs like statements and other monthly mailings, thanks to its wide range of paper and color choices and economical solutions. But when it’s time to create a direct marketing piece that stands out from the mailbox crowd, offset lithography is the process to reach for.
What is Offset Lithography?
Offset lithography is a popular printing process, responsible for over half of all the printing plates made. While it can be printed using a direct method, the overwhelming majority of printers (around 99%) use the offset method — an indirect inking process that enables the representation of complex images very well.
How Offset Lithography Works
Indirect, offset lithography printing is where ink is transferred, or “offset,” from one roller to another:
- The images and text are put on plates and then onto cylinders on the machine.
- Plates on the cylinders are dampened first with water (which adheres to the non-image area of the plate), and then by ink from the ink fountains (which adheres to the image area on the plate).
- Then the image is transferred to a cylinder with a rubber blanket covering.
- The rubber blanket transfers the images to the substrate or paper.
From the time the image is created on the printing plate to when it is applied to the substrate, the plate itself never touches the paper, thus the term “offset” lithography.
Benefits of Offset Lithography
Offset lithography is the ideal choice for direct mail envelopes featuring lots of photographs, images or text, as it offers the highest quality printing.
- Better Quality Print — The rubber blanket surface used with offset lithography helps the image conform to irregular printing surfaces. This results in better text, images, and halftones (reproductions of an image where various tones of gray or color are produced through different sized dots) even on rough surfaces.
- Longer Plate Life — Because there is no contact between the paper and the printing plate with offset lithography printing, the plate has a longer life.
- Image Quality Control — Plates are right reading versus reverse reading so they are easier to read and quality check.
- Uses Less Ink — Less ink is required for equal coverage with offset lithography. It also dries faster, and smudging tendencies are reduced.
The resulting vivid colors and clean details add eye-catching impact to photographs and fine screens — which is exactly what a direct mail piece needs to earn a second look.
Lithography’s Picture-Perfect Images
If your direct mail envelope includes images with people, food, jewelry or scenery, lithography helps ensure the photographs pop and the details stay clear. It also delivers optimum results when you’re highlighting products, free gifts and other offer elements on the envelope.
Color Works Overtime for Direct Mail Envelopes
Full-color litho printing does more than differentiate your envelope from flexographic mailings. The color created with litho technology draws the eye and evokes emotions, making an instant connection between your envelope and your audience.
A variety of research indicates that “living color” brings new life to marketing materials:
- 69% of consumers, almost 7 out of 10, are more likely to open envelopes with color graphics and text¹
- Color increases retention by 18%²
- Color increases the tendency to act by 26%³
- Consistent use of color increases brand recognition by as much as 80%⁴
In terms of consistent corporate branding and logo reproduction, lithography excels, providing the high-quality color that leads to recognition, awareness and action — all at affordable rates.
After You Read, Research
A/B testing can be a marketer’s best friend when looking to improve responses. Testing paper types is no exception — it can help illustrate the lift a good envelope will give you.
Offset Lithographic Printing with Tension
Offset lithography can help translate your designs into beautiful direct mail imagery. Your Tension representative can help you explore how to put these strategies to work in your next mailing. Contact us today to get started.
References:
- Leflein Associates Mail Openability Study
- Color Marketing Group
- McGraw Hill Publishing
- University of Loyola study
