Combining traditional print marketing with digital elements turns words on paper into an immersive and interactive experience. Additions like QR codes, pop-outs, and even augmented reality activate more of the reader’s senses and make your brand memorable.
Let’s dive into some definitions, examples, and best practices.
What Do We Mean By Interactive Elements?
Interactive digital elements turn a passive reading experience into a dynamic one. It’s all about offering more than meets the eye. QR codes, augmented reality, pop-outs, and scratch-offs invite your audience to participate with the material in a more meaningful and tangible way, differentiating your brand in a crowded online world.
How Effective Is Interactive Print Marketing?
QR Codes
According to coolest-gadgets.com:
- 84.62% of people have scanned a QR code at least once in their lifetime.
- The QR code coupon market will reach $5.3 billion globally by 2025.
- QR code scanning in marketing and advertising increased by 323% in 2023.
Businesses are using these codes to boost customer engagement, make purchases smoother, and offer quick access to information. QR codes are becoming a key part of today’s marketing strategies because they’re an efficient way to connect with tech-savvy consumers.
Augmented Reality
- Print marketing with an AR experience achieves an engagement rate of over 40% on average (aircards.co).
- AR-based direct mail campaigns increase response rates from 2–3% to 35% (USPS).
AR makes the user experience more fun and encourages readers to interact more with the brand. This leads to higher response rates and more successful marketing campaigns.
Interactive Elements to Consider
Now that we’ve defined interactive print marketing and demonstrated how effective it is, let’s take a look at types you can use and best practices for implementing them:
QR Codes
A QR code can be scanned with a smartphone to direct the reader to a website, landing page, social media profile, or order form depending on your marketing goals. Including this in your printed materials carries the interaction beyond the page. The reader has a sleek printed piece to reference plus an easy way to further explore your offerings—the best of both worlds!
Best Practices for QR Code Placement & Usage
- Visibility – Put the QR code where it’s easy for people to see. Don’t crowd it with other design elements, and only use one code per material to keep things simple. Make it big enough so people can scan it easily—a small code might be frustrating to use.
- Instructions – Not every reader will be familiar with QR codes. Include step-by-step instructions for how to scan the code. Here’s an example:
- Open your phone’s camera app
- Point the camera at the QR code, centering it in the view
- Wait for your phone to recognize the code and display a notification
- Tap the notification to go to the associated link
- The Destination – Your QR code should take the reader to a place where they can learn more info, not just rehash the same things covered in the printed material. This could be exclusive content, a discount, or a product guide, to name a few possibilities.
Augmented Reality (AR)
AR layers digital content over tangible materials to create a more captivating experience. It also includes detailed analytics to help marketers gather insights about customer preferences, behaviors, and communications.
So, what does that really look like? AR marketing could be a business card that displays more content when you hold it up to your phone’s camera, showing more than what’s seen with the naked eye. It could be a flyer with an empty space filled by a promotional video when viewed with your phone, or a tradeshow banner that lets booth visitors see a product in action.
AR in print marketing takes many forms. Here are some reasons to invest in it:
- Brand Awareness – AR helps you build an instantly recognizable and memorable brand. It demonstrates innovation and creativity, drawing more attention to your services.
- Customer Experience – AR creates a more engaging environment for customers to learn about a product or service, boosting response and conversion rates.
- Connecting Channels – With augmented reality, you can connect several marketing channels from a single printed piece for a smoother customer journey.
Best Practices for AR
- Keep It Simple – Make sure the AR component is easy to activate and interact with. It should be about as easy as holding up your phone or clicking a link.
- Educate the Audience – It’s likely that few people in your target audience have worked with augmented reality before. Provide clear instructions on how to use it, or even better, give a quick demonstration if you’re at a tradeshow or conference.
- Test Repeatedly – Make sure the AR element is compatible across devices and platforms for a simple user experience.
Scratch-Offs & Heat-Sensitive Inks
These give your audience a nice surprise, shaking up the reading experience with a hidden element to discover. This is a more sensory interaction with your brand that sticks in the reader’s memory longer than just combing through text.
Watching a color change due to heat or scratching off a panel adds some playfulness and connectivity that make you stand out amongst competitors who are relying on the usual.
Here are a few examples:
- A scratch-off on the back of a brochure revealing a promo code or exclusive offer
- Asking the reader a question, then including a heat-sensitive panel beneath it that reveals the answer when touched
- A map that reveals your service area or locations when exposed to heat
Pop-Ups & Fold-Outs
Pop-ups and fold-outs transform a flat piece of paper into a three-dimensional work of art. These are both visually and spatially appealing. Plus, the reader gets the enjoyment of making it happen themselves by folding and arranging the paper. Pop-up elements can showcase different locations or products, while a square fold-out brochure can transform into a box or paper pen holder. Hidden tabs can be pulled out to reveal a promotional offer, a playful before and after, and more.
Best Practices for Pop-Ups & Fold-Outs
- Simplicity – Be careful with the amount of folding, pulling, or popping out the reader has to do. Interactive elements should be fun and simple, not overwhelming.
- Durability – The standard sheet of office paper won’t work here. Choose durable materials that withstand frequent folding and interaction.
- Content Integration – Make sure the pop-ups and fold-outs include content that contributes to the overall narrative of your material. If it’s a brochure talking about your services, the added effects should relate to those in some way.
Design Best Practices for Interactive Elements
When it comes to marketing materials, sticking to best practices can boost your message. Here are a few things to keep in mind:
- Balance – Maintain a balance between text, graphics, and interactive elements. One shouldn’t overshadow the others.
- Accessibility – Choose color combinations, fonts, text sizes, and interactive features that are simple to use for everyone, including those with disabilities.
- Flow – Every design element should guide the reader from one section to the next. Your piece shouldn’t read like a random jumble of facts, but a rich and cohesive brand narrative.
- Visual Hierarchy – Prioritize information with different text colors, sizes, and placements. If the reader is skimming (as many do), this allows them to quickly pull the most important takeaways.
- Color Psychology – Certain colors evoke certain emotions. Pink conveys compassion and sincerity, while blue conveys competence and trust, for example. Paying attention to this color psychology is a subtle touch that contributes to the overall experience.
- Consistent Branding – Use consistent logos, color schemes, and messaging throughout your interactive materials.
Experience the Power of Print With Abstrakt Marketing Group
Abstrakt Marketing Group turns the average print marketing campaign into a fun journey for your customers and prospects. We deliver brochures, sell sheets, infographics, and more, all based on your company’s unique voice. Elevate your brand and deepen the connection with your audience by partnering with us. Give us a call, and let’s start creating something amazing together!
