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New printing technology may benefit advertisers

Advertisers turning to scented print materials to target customers.

Companies are turning to more effective ways of catching the eye of customers with the help of technology and advancements in printing services.

A report in Printing Impressions identified an innovative move by a printing company enlisting the help of New York-based company Scentisphere to create scented printed material.

Pat Gilmartin, Packaging Graphics pressroom manager revealed in the report on the benefits of scented advertising "scents produce emotional responses, often leading people to spend more time considering a brand which can impact buying decisions." 

This allows companies to feature a variety of scents in printed material such as brochures, flyers and even reports.

Scented advertising is also growing in Australia, with a number of magazines including Just Be magazine featuring a scented back cover ad.

The boom in digital advertising could be linked to the growth of advertisers thinking outside the box and developing new technologies in innovative printing.

IbisWorld published an industry report on the Australian newspaper printing and publishing industry and forecast a 0.5 per cent increase in revenue this year - generating the industry a total of $7.1 billion.

The Sydney Morning Herald recently reported that Australia Post will release the first scented postage stamp in the nation - a eucalyptus-scented stamp featuring artwork of the native tree.