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How to use interior printing to bring great ROI
Elevate brands and influence purchase decisions with creative interior print
The evolution of interior design
As a creative space, interior design undergoes constant evolution. New techniques, trends and technologies all influence how we conceptualize and create our personal and public spaces. At its core, interior design has always been about creating a beautiful, inviting space. It’s been about putting our personal mark on our environment. About how our space looks and feels, and how it makes us feel.
But with marketing undergoing a similar evolution, the two industries are redefining what it means to communicate a brand and its personality. With consumers having access to more information than ever before, marketing had to change. In order to remain relevant, the concept had to morph to do more than communicate to consumers – it had to engage with them.
This has been most commonly done via content marketing and social media. However there is a significant strategy that many industries have started executing with incredible success to subtly influence the buying and behavioral decisions of consumers. With data from packaging specialists Westrock confirming that 65% of consumers try something new because of packaging, it’s clear that look, touch and feel are all critical.
Enter digital printing.
Using interior printing to drive your marketing and elevate your brand
Interior printing has the potential to bring a great return on investment. Across a diverse range of sectors, we’re seeing the concept of ‘brand personalities’ emerge. This is where a brand moves beyond aesthetics and language, and really dives deep into how it makes consumers feel.
With creative printing, organizations can create a space that sends a specific message to consumers. Textures, imagery, lighting – they’re all key to defining the ambience and functionality of a space.
The real estate sector provides a perfect example of this. Via property staging, consumers can walk into a house and immediately imagine it as their home. Agents sell properties faster, and bidding often moves beyond vendor expectations.
Similarly, high-end hotels position their brands as luxurious. While their advertising and marketing can say this, the ambience of their physical premises needs to make consumers feel like they’re in extravagant, opulent surroundings. This is where interior printing comes to the fore; from custom wallpapers and textiles through to bespoke tiles, glass and even wood, the design options are endless.
Interior designers know the impact that the ambience and functionality of a space has on consumers. They use creative printing to transform doctor’s offices from sterile into nurturing. To transform hairdressing salons from uninspiring to relaxing. And to support corporate offices in redefining the traditional work environment to motivate and inspire staff.
Mood Media’s 2017 global study of consumer insights confirmed this, with 25% of 18 to 24 year-olds considering “atmosphere and experience” as the top reason they prefer shopping in-store versus online.
Are you influencing purchase decisions?
Take a minute to explore your environment. Does it reflect your brand? Does it motivate, encourage, cheer, nurture or inspire your customers to make a purchase?
If you’re in an older space, interior printing can help put a modern twist on a dated look. You can use wall-sized graphics to update colors and provide inspirational quotes. You can print on glass to enhance design, or on fabrics to create custom pieces. How you apply creative print is dependent on your business goals and brand, but data obtained at industrial print show InPrint indicated that 74% of print professionals believe that walls, wallpaper and pictures offer the most potential.
The most critical element to creating an inviting interior is return on investment (ROI) via a tangible change in consumer behavior. Canon’s print solutions, offering complete end-to-end solutions, mean that consumer intelligence can be measured across both print and digital channels. vitally, you can develop and measure touchpoints at every stage of the consumer journey, from brand awareness to purchase and ongoing brand loyalty.
From direct mail, product packaging and outdoor displays through to instore promotions, interior decor and beyond, you can benchmark and measure a range of responses across these touchpoints. Because while individually each one of these elements may boost a brand, when they work seamlessly with all other channels the overall brand campaign is significantly amplified for a greater ROI.
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