Author: Cathy Howell

How tangible experiences create seamless customer journeys and boost ROI.

In an increasingly digital world, it is tempting to view print as a relic of the past. But here’s the reality: print is not just surviving; all indications suggest that it is thriving, especially when integrated strategically into omnichannel marketing campaigns. In fact, businesses across industries are rediscovering the unique value print brings to the table, including trust, tangibility, and engagement that cut through the digital noise that we all experience.

So, how does print fit into an omnichannel strategy, and why should your business care? Let’s explore how this time-tested medium enhances modern marketing and drives actual results.

What Is Omnichannel Marketing?

Omnichannel marketing is more than just being present on multiple platforms. It is about creating a cohesive and consistent brand experience across all customer touchpoints—both online and offline. Whether someone interacts with your brand via social media, email, your website, in-store signage, or direct mail, the experience should feel seamless and connected.

The goal? To meet customers where they are, provide them with consistent messaging, and guide them naturally along the buyer’s journey, no matter the medium.

Where Print Comes In: Building Trust Through Tangibility

While digital platforms allow for quick communication and wide reach, they are also saturated. Think about your own experiences, and you can conclude that consumers are bombarded with emails, pop-ups, and ads daily. That is where print shines.

Print pieces like postcards, brochures, catalogs, and signage cut through the clutter and offer a hands-on experience that engages the senses. Studies show that physical media is more memorable and elicits stronger emotional responses than digital alone. It is also more likely to be kept, shared, and revisited.

When paired with digital tools, print helps reinforce your message in a way that feels more personal, credible, and lasting.

How Print and Digital Work Together

1. Direct Mail with Personalized URLs or QR Codes

Gone are the days of not having the ability to “measure” the effectiveness of your print marketing efforts. By combining direct mail with digital elements like personalized URLs (PURLs) or QR codes, you create a bridge between offline and online experiences. A customer receives a high-quality printed mailer with a call to action: scan the code or visit a personalized landing page. This not only increases response rates but also allows you to track engagement and conversion, critical for measuring ROI.

2. Print Collateral that Reinforces Digital Campaigns

Consider this tactic: say you are launching a new product online. Email campaigns and social media build awareness, but a beautifully designed product catalog mailed to your top customers adds a layer of prestige and permanence. It’s something they can hold, flip through, and use as a reference. This reinforces your message across channels and makes your campaign more memorable.

3. In-Store Print That Supports E-commerce

For brick-and-mortar businesses, signage, packaging, and printed displays can feature QR codes directing customers to product reviews, instructional videos, or online ordering. It extends the in-person experience into the digital realm and helps build continuity between physical and online spaces.

4. Event Materials That Drive Online Engagement

Planning a trade show or promotional event? Printed booth graphics, promotional products, and brochures can drive attendees to your website or social channels with incentive-driven CTAs, such as entering a giveaway or downloading a whitepaper. It keeps the conversation going long after the event ends.

The ROI of Integrated Print

When print is thoughtfully woven into an omnichannel strategy, it delivers measurable ROI. Consider these compelling reasons:

• Higher engagement: Studies show that direct mail has a higher open rate than email, often by a wide margin.
• Greater recall: Consumers are 70% more likely to remember your brand when exposed to print and digital together versus digital alone.
• Better targeting: Variable data printing (VDP) allows for hyper-personalized messages, leading to better response rates.
• Increased conversions: Campaigns that combine print and digital can experience up to a 118% lift in response rate compared to digital-only efforts.

At Tru Art Color Graphics, we have seen firsthand how businesses across industries—from healthcare to finance to retail—boost results when they integrate print with their digital strategy. And because print can now be tracked and measured using modern tools, it is easier than ever to prove its value to your bottom line.

Creating a Seamless Customer Experience

The power of omnichannel marketing lies in connection. Customers today expect brands to understand their journey, anticipate their needs, and deliver consistent messaging, regardless of how or where they engage. Print helps create those connections, not as a stand-alone tactic, but as a powerful piece of a larger puzzle.

When your direct mail echoes your email tone, your in-store signage mirrors your website visuals, and your packaging invites customers to engage online, you are not just marketing. You are building relationships.

Ready to Elevate Your Marketing Strategy?

At Tru Art Color Graphics, we help businesses like yours reach your customers through high-impact marketing campaigns that combine the best of print and digital. From direct mail and promotional products to signage and packaging, we create solutions that support your brand and amplify your reach.

Looking to strengthen your omnichannel approach? Let’s talk about how print can help you stand out, connect with your audience, and boost your ROI.

Contact us today to explore our full range of physical media services.

Staying ahead of the competition requires innovation, efficiency, and the ability to adapt quickly. One of the most significant advancements in commercial printing over the past few decades has been the rise of digital printing. Once seen as a compromise in quality compared to offset printing, digital printing has evolved into a high-resolution, precision-driven solution that delivers unmatched flexibility, customization, and efficiency. This transformation has revolutionized short-run printing, providing businesses with a cost-effective way to achieve premium-quality results, tailored personalization, and sustainable printing options.

As digital printing technology has evolved, Tru Art Color Graphics has continuously adapted, investing in cutting-edge digital presses while maintaining the strength of our traditional offset printing technology. Why? Because we understand the shifting demands of the industry and our customers—each method brings unique advantages, and the best printing solution is the one that aligns with your specific needs.

So, how has digital printing evolved, and how does it complement offset printing to give your business the best possible results? Let’s dive in.

The Rise of Digital Printing Technology

When digital printing first emerged in the 1990s, it provided an alternative to offset printing for businesses that needed quick, small-batch print jobs. However, early digital technology had limitations—color accuracy, resolution, and material compatibility weren’t up to offset standards. Many businesses hesitated to adopt it due to concerns over quality.

Fast forward to today, and digital printing has undergone a revolution. Innovations in inkjet and toner technology, high-resolution digital presses, and advanced color calibration have elevated digital printing to a level nearly indistinguishable from offset in many applications. Additionally, the adoption of UV inks—an eco-friendly alternative that reduces emissions and eliminates the need for solvent-based chemicals—has further enhanced the sustainability and quality of digital printing.

The Strengths of Digital Printing Today

1. Short-Run Cost Efficiency – Businesses no longer need to order thousands of prints just to make a project cost-effective. Digital printing allows for short-run printing, meaning you can print exactly what you need when you need it, reducing waste and storage costs.
2. Unmatched Personalization with Variable Data Printing (VDP) – Personalization is a game-changer in marketing, and VDP makes it effortless. This technology allows businesses to customize each printed piece—from names and images to tailored messages—without disrupting production. Whether for personalized direct mail, targeted marketing campaigns, or unique packaging, VDP ensures every piece speaks directly to its recipient, enhancing engagement and impact.
3. Improved Print Quality – Early digital printing couldn’t match the sharpness of offset printing, but today’s advancements in high-resolution digital presses produce rich, vibrant colors and crisp details, meeting the demands of even the most brand-conscious businesses.
4. Sustainable & Flexible Printing Solutions – Digital printing is transforming the industry with eco-friendly practices that reduce waste and eliminate harmful chemicals. By removing the need for traditional plates and solvents, digital printing significantly lowers material waste and chemical emissions, making it a more sustainable choice. Additionally, UV inks cure instantly without releasing volatile organic compounds (VOCs), further minimizing environmental impact. With the ability to adapt to frequent design updates, seasonal variations, and smaller print runs, digital printing offers both flexibility and a greener approach to high-quality printing.

Why Offset Printing Still Matters

While digital printing has evolved, offset printing remains the gold standard for large-volume production and specific high-quality applications. Businesses that require precise color matching, specialty inks, or large print runs continue to rely on offset printing for its unmatched consistency and cost-effectiveness at scale.

The Strengths of Offset Printing

1. Cost-Effective for High-Volume Jobs – When it comes to large-scale printing, offset remains the gold standard. Since offset printing uses custom metal plates to transfer ink onto paper, the initial setup requires more time and resources. However, once the plates are created, the cost per unit drops significantly with higher quantities, making offset the most economical choice for large print runs. If your business needs thousands of brochures, catalogs, or packaging materials, offset printing delivers premium quality at a lower cost per piece—perfect for mass distribution.

• Unmatched Color Precision & Specialty Finishes – Consistency and brand integrity are crucial when printing high-end marketing materials. Offset printing offers Pantone (PMS) color matching, ensuring that every printed piece precisely aligns with your brand’s colors. Additionally, offset printing supports a wider range of specialty inks and finishes—including metallics, fluorescents, and spot UV coatings—that digital printing may not always replicate. Embossing, debossing, and foil stamping can also be seamlessly integrated, giving your materials a premium, tactile feel that enhances engagement.

What This Means for Your Business

The evolution of digital printing is an opportunity for businesses to streamline their print marketing, reduce costs, and deliver more personalized customer experiences. Whether you need custom brochures, direct mail campaigns, branded packaging, or promotional materials, digital printing allows you to be more agile, creative, and efficient than ever before. However, offset printing remains a valuable and essential tool for large-scale, high-quality projects.

At Tru Art Color Graphics, we help businesses leverage both digital and offset printing to get the best results for their unique needs. Whether you need custom short-run prints or large-scale branding materials, we have the expertise, technology, and craftsmanship to bring your vision to life.

Let’s Get Started!

Not sure which printing method is right for your next project? Contact us today to discuss your needs and discover how our full-service printing solutions can help your business stand out.

Tru Art Color Graphics Elevates Commercial Printing with Cutting-Edge Production Inkjet Technology

Iowa City, IA – March 25, 2025 – Tru Art Color Graphics is redefining commercial printing with the installation of a new production inkjet digital press, bringing unmatched speed, quality, and versatility to its customers. This strategic investment reinforces Tru Art’s commitment to innovation and excellence, ensuring businesses have access to premium print solutions that drive impact.

“Integrating the production inkjet digital press into our operations marks a transformative milestone for Tru Art Color Graphics – it’s a revolutionary shift in the way we support and engage with our customers,” said David Bywater, President & Chairman of the Board at Tru Art Color Graphics. “The production inkjet digital press allows us to deliver superior quality, increased material options, and expanded creative possibilities, all while maintaining the craftsmanship our clients trust us for.”

Our Customers Will Benefit With:

• Exceptional Image Quality – 1200 x 1200 dpi resolution ensures razor-sharp details, deep color saturation, and consistent results.
• Expanded Material Options – Prints on coated, uncoated, textured, and synthetic stocks, opening expanding creative opportunities.
• Reduced Waste & Cost Savings – Eliminates excess inventory, offset plates, and press set-ups reducing costs.
• Eco-Friendly Printing – LED UV ink technology uses less energy, and produces no ozone emissions, making it a more sustainable choice.
• Instant-Dry UV Ink Technology – Eliminates drying time, enabling faster production and improved efficiency.
• Larger Print Format – Accommodates larger sheets, ideal for high-impact marketing materials, direct mail, and specialty packaging.
• Personalized Print at Scale – Supports variable data printing for customized campaigns, increasing engagement and response rates.

A Competitive Edge for Businesses

Tru Art’s investment in the production inkjet press means faster, smarter, more personal, and more impactful printing for its customers. Whether businesses need customized marketing materials, eye-catching promotional prints, or innovative packaging, this technology enables greater speed, precision, and flexibility.

“We understand that in today’s fast-paced world, businesses need printing that keeps up with their brand’s agility,” added Bywater. “With the production inkjet press, we can offer stunning print quality at industry-leading speeds, lower minimums, and more targeted versions helping businesses make a lasting impact.”

The Tru Art Difference

As a leader in commercial printing, Tru Art continues to invest in cutting-edge solutions to help businesses elevate their marketing and branding. The addition of the production inkjet digital press further strengthens the company’s position as a trusted print partner, offering premium solutions that make brands stand out. This press complements our full range of offerings, including offset, digital, wide format, and traditional screen printing, as well as numerous finishing options such as foil.

Direct mail is a marketing strategy that involves sending physical promotional materials directly to a recipient’s mailbox. It includes postcards, brochures, catalogs, advertising calendars, and branded promotional products like magnets, pens, stickers/decals, cleaning cloths, and can coolies to name a few. Direct mail kits filled with promotional items like drinkware, caps, and even golf balls and tees are popular among those who receive them. All these items and more are designed to engage potential or existing customers. Unlike digital marketing, direct mail provides a physical experience, often featuring personalized content, special offers, or call-to-action incentives. Businesses and organizations use direct mail for advertising, customer outreach, fundraising, and brand awareness, leveraging its ability to create a lasting impression and higher response rates compared to some digital methods.

In past years digital marketing has taken center stage, however, direct mail remains a powerful and effective way to reach customers. Why? Because it is tangible, memorable, and offers an individualized touch that emails, and online ads can’t always achieve. Studies show that direct mail boasts an impressive response rate—often significantly higher than digital marketing efforts. That means if you are not leveraging direct mail as part of your marketing strategy, you are missing a major opportunity to engage your audience and drive sales.

However, not all direct mail campaigns are created equal. A poorly executed mailer can end up in the recycling bin, while a well-crafted campaign can boost brand awareness, generate leads, and even create loyal customers. So, how can you ensure your direct mail campaign gets noticed and delivers results? Let us explore the best practices that will help you maximize the impact of your next mailing.

1. Build a High-Quality Mailing List

The success of your direct mail campaign starts with the right audience. A healthy, well-maintained mailing list is critical to reaching the right people and minimizing wasted efforts. Sending mail to outdated addresses or uninterested recipients not only wastes money but also reduces your campaign’s effectiveness.

How to Strengthen Your Mailing List:

• Keep It Clean and Updated: Remove duplicate entries, fix incorrect addresses, and update records regularly.
• Segment Your List: Group your audience based on demographics, purchase behavior, or location to send more relevant offers.
• Leverage Every Door Direct Mail (EDDM): If you are targeting a broad local audience, USPS’s EDDM service allows you to blanket an entire neighborhood without needing a personalized mailing list. This is particularly useful for businesses like restaurants, real estate agencies, and service providers looking to reach local customers.

By ensuring your mailing list is accurate and targeted, you increase the chances that your mail will be received by the right people—those most likely to engage with your message.

2. Personalization: The Key to Engagement

People are more likely to open and respond to mail that feels personal. Personalization goes beyond simply using the recipient’s name, it is about making the message relevant to their needs and interests.

Ways to Personalize Your Direct Mail:

• Use Variable Data Printing (VDP): This technology allows you to change text, images, and offers based on individual recipients, making each piece feel tailored.
• Reference Past Interactions: A customer who recently made a purchase might appreciate a discount on their next order.
• Include a Handwritten Element: Even a printed handwritten style note, or signature can add an individualized touch that feels more genuine.

Personalized mail stands out. It tells your recipient that you understand them, increasing the likelihood of engagement.

3. Design for Maximum Impact

Even the most compelling offer can fall flat if the design is not visually appealing. Your direct mail piece needs to be eye-catching, easy to read, and designed to drive action.

Essential Design Tips:

• Keep It Clean and Simple: Do not overcrowd your mailer with too much text—get your message across clearly and concisely.
• Use High-Quality Images: Professional, high-resolution images create a polished look and reinforce your brand.
• Make Your Call to Action (CTA) Stand Out: Whether you want recipients to visit your website, call your business, or use a promo code, make your CTA bold and easy to find.
• Incorporate QR Codes: QR codes provide a seamless way to drive recipients to your website, an exclusive offer, or a sign-up page with just a scan.

Brilliant design isn’t just about aesthetics—it’s about guiding the recipient’s eye toward the most important information and making it effortless for them to take action.

4. Timing: Send It at the Right Moment

Even the best-designed, most personalized mailer will not be effective if it arrives at the wrong time. The key to a successful direct mail campaign is strategic timing.

Consider These Timing Factors:

• Seasonal Relevance: If you are a retail business, schedule mailings before major shopping seasons. If you are a tax professional, mailers in early spring make sense.
• Follow-Up Strategy: One mailer is rarely enough. Plan follow-up mailings or combine direct mail with digital efforts like email reminders.
• Day of the Week Matters: Studies suggest that mid-week mailings (Tuesday- Thursday) tend to get better responses than those sent on weekends.

Carefully planning when your direct mail arrives can increase open rates and conversions, ensuring your message reaches people when they are most receptive.

5. Track Results and Optimize for Future Success

Once your campaign is out the door, your work is not done. Tracking performance helps you measure success and refine future campaigns for even better results.

How to Track Your Campaign Effectively:

• Use Unique Promo Codes or URLs: Assigning a unique discount code or a dedicated landing page URL allows you to track responses.
• A/B Testing: Experiment with different headlines, offers, or designs to see what resonates best with your audience.
• Monitor ROI: Look at how many responses or conversions your campaign generates versus the cost of production and mailing.

By analyzing what works and what does not, you can continuously improve your direct mail strategy for maximum impact.

Elevate Your Direct Mail Campaigns with Tru Art Color Graphics

Direct mail remains one of the most effective and engaging marketing channels when executed correctly. By building a strong mailing list, personalizing your message, designing with purpose, choosing the right timing, and tracking performance, you can create campaigns that stand out and drive actual results.

A Better Mailing List = A More Successful Direct Mail Campaign

At Tru Art Color Graphics, we’re more than just a printer—we’re mailing experts who help businesses maximize the impact of their direct mail campaigns. Whether you have a list you need to refine or need help acquiring a targeted list, we ensure your mail reaches the right audience, at the right time, with the highest deliverability possible.

Building the Best Mailing List for Your Campaign

• Acquiring the Right List – We guide you through the process of sourcing high-quality, targeted mailing lists that match your ideal audience. Instead of wasting money on broad or outdated lists, we help identify recipients most likely to engage with your message—ensuring a stronger ROI on your campaign.
• Refining & Cleaning Your Existing List – If you already have a list, we help optimize it for accuracy and efficiency. We use deduplication processes to remove duplicate contacts, verify addresses against the USPS National Change of Address (NCOA) database, and ensure compliance with postal regulations.
• Navigating USPS Requirements – The USPS doesn’t want to deliver undeliverable mail, and neither do you. We work closely with the postal service to ensure your list meets mailing requirements, minimizes returned mail, and qualifies for optimal postage rates.
• Eliminating Waste & Reducing Costs – A poor-quality mailing list means wasted postage, printing, and effort. We help identify incorrect, outdated, or undeliverable addresses, so you aren’t throwing money away on mail that never reaches your audience.

Tru Art: Your Direct Mail Expert

When you work with Tru Art, you’re not just getting a printer—you’re getting a trusted partner who understands the complexities of mailing. We act as the conduit between your business and the USPS, working to maximize that every mail piece is:

• Sent to your preferred audience
• Delivered at your desired postage rate
• Compliant with USPS mailing regulations
• Optimized for reach and response

By partnering with Tru Art Color Graphics, we minimize your worry about the headaches of mailing logistics—we handle the details so you can focus on your message and results.

Ready to launch a high-impact direct mail campaign? Contact us today to explore how our printing and mailing services can elevate your marketing strategy. Let us bring your vision to life and get your message into the right hands!

A brand’s identity is more than just its logo or tagline—it’s a promise to customers. One of the most vital components of that promise? Consistent, recognizable colors. Color is often the first thing people notice, and maintaining color accuracy across all printed materials is crucial for establishing and reinforcing trust. But why is this so important, and how can businesses ensure flawless color consistency?

Why Does Color Consistency Matter?

Imagine receiving a beautifully printed brochure with your brand’s signature blue, only to find the accompanying business card in a slightly different shade. Does that small discrepancy matter? Absolutely.

Here’s why:

• Brand Recognition: Consistent colors create familiarity. Think of brands like Coca-Cola or Starbucks—their signature red and green are instantly recognizable, reinforcing their identity wherever they appear.
• Customer Trust: Inconsistent colors can signal inconsistency in quality, even if the product or service remains the same. Customers might subconsciously associate off-brand colors with a lack of professionalism.
• Unified Message: Every printed piece, whether a direct mail flyer or a tradeshow banner, is a piece of the larger puzzle of your brand. Consistent colors ensure that all materials work together to convey a cohesive message.

So, how does Tru Art help businesses maintain color consistency, even across different materials and printing methods?

Understanding Printing Methods: Pantone, CMYK, and the Path to Consistency

To achieve consistent color in commercial printing, it’s essential to understand the technologies and techniques behind it.

1. Pantone Colors: The Gold Standard

The Pantone Matching System (PMS) is an industry-standard guide to color precision. Unlike CMYK, which relies on a blend of four colors, Pantone provides a pre-mixed ink formula for exact matches. This makes it the go-to choice for brands that need precise, repeatable colors—like a unique shade of red for a logo.

At Tru Art, we utilize Pantone inks to ensure unparalleled color accuracy, particularly in offset printing. This is especially beneficial for spot-color projects where a single, defined color needs to stand out across different materials.

2. CMYK Printing: The Art of Blending

CMYK—short for Cyan, Magenta, Yellow, and Key (Black)—is the standard color model for most commercial printing. By mixing these four colors in varying percentages, we can achieve a vast range of hues. However, CMYK printing is inherently more variable than Pantone, as slight differences in ink, paper, or press settings can impact the result.

To combat this variability, Tru Art employs state-of-the-art color calibration techniques. Whether we’re using an offset press or a digital printer, our systems are finely tuned to deliver consistent results.

3. Offset vs. Digital Printing: Bridging the Gap

One question customers often ask is: Can digital printing match the quality of offset?

Traditionally, offset printing has been considered the gold standard for color accuracy and consistency, especially for large print runs. Digital printing, on the other hand, excels in flexibility and cost-effectiveness for smaller runs or variable data projects.

Thanks to advancements in technology, the gap between digital and offset quality is closing rapidly. Tru Art leverages high-end digital presses with precise color management systems that rival the consistency of offset printing. Whether you’re printing 500 brochures digitally or 50,000 on an offset press, you can expect seamless color matching.

How Tru Art Color Graphics Ensures Color Consistency

Maintaining color accuracy requires more than just the right technology—it demands expertise and meticulous attention to detail. Here’s how Tru Art achieves this:

1. Color Proofing: Before production begins, we provide clients with proofs that replicate the final colors. This ensures that there are no surprises when the finished product arrives.
2. Calibrated Equipment: Both our digital and offset presses are calibrated to maintain precise color reproduction. This includes regular inspections of ink density, paper alignment, and press conditions.
3. Pantone and CMYK Expertise: Our team understands the intricacies of both color systems, allowing us to recommend the best approach based on your project’s needs. For example, a logo-heavy piece might benefit from Pantone inks, while a full-color brochure might lean on CMYK.
4. Paper and Finishes: Colors can appear different depending on the paper stock or finish (e.g., matte vs. glossy). We work closely with clients to select materials that complement their brand colors.
5. Cross-Press Consistency: When a project requires a mix of digital and offset printing, we use advanced software and visual checks to ensure that the colors align perfectly across all pieces.

Questions to Ask Yourself About Color Consistency

When planning your next print project, consider these questions:

• Is my brand color accurately defined in Pantone or CMYK values?
• Am I working with a printer that understands the importance of calibration and quality control?
• How will my materials look across different printing methods?
• What steps can I take to proof my colors before going to print?

At Tru Art Color Graphics, we’re here to help you navigate these decisions and ensure that your brand’s identity shines through every piece of printed material.

Conclusion: Invest in Consistency for Long-Term Success

Color consistency isn’t just a technical detail—it’s a cornerstone of effective branding. By ensuring that your colors remain true across every project, you reinforce your brand’s identity and build trust with your audience. Whether you’re looking to create a stunning direct mail campaign, branded stationery, or promotional materials, Tru Art combines cutting-edge technology with decades of expertise to deliver results that align perfectly with your vision. Ready to elevate your brand? Let’s talk about how we can bring your colors to life.