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The internet has unquestionably changed how we shop but it hasn’t changed the importance of a great retail experience…

Good quality and memorable retail experiences are excellent for building a repeat customer base and fueling recommendations, either face to face or on social media.

So what’s that got to do with printed tissue paper?

Your retail gift packaging is an important part of the customer experience, and one item that can add real value without a huge investment is printed tissue paper.

Top four reasons to use quality printed tissue paper

1) It’s Your Brand

All your communications, at any customer touchpoint, say something about your brand. If you want to continue your appeal and promote your brand long after the shopping experience, the tissue paper you use is an opportunity to subtly create more brand awareness. Make the most of your brand, but be sure that all your retail packaging items work in sympathy with each other.

2) Subtle association

When you receive a gift, or when the shop assistant wraps your purchases, it’s an experience that you want to share. Often a gift is opened in front of family or friends; it’s a moment you haven’t experienced before; it’s something new, a talking point. This is where printed tissue paper becomes especially important because it promotes your brand without saying a word. It answers the silent question of “where did they get that from?” but it is never considered advertising because that’s what all the luxury brands do.

3) It’s all in the rustle!

If you already use plain tissue paper, be sure you’re using the best quality you can get so that it gives the crisp rustle associated with luxury brands. It’s not necessarily expensive to get a luxury feel tissue paper so check out what you are using and make some changes for the better if your current material is flimsy and lifeless. If you look at the likes of Burberry and Chanel, for example, you will experience quality tissue paper.

KUDOS TIP  Due to the printing process for printed tissue paper the material is almost always better quality than plain – it has to be to get through the process. This superior quality offers a much more rewarding rustle. We have found that luxury retailers place importance on the feel and crispness of their tissue paper to provide an even more rewarding customer experience.

4) Cost effective

When you buy printed tissue you can order it to be supplied in sizes to suit your operation which will reduce wastage. Due to the minimum order quantities for printed tissue paper the unit cost is very low, often similar to plain paper, although there is a first order investment in origination. Keep in mind that printed tissue is about brand promotion, not merely cheap protection. The benefits of printed tissue versus plain are difficult to measure in financial terms, but the improved experience is invaluable.

Tips for designing and ordering your printed tissue

1) Take care with the size, layout and pitch of your logo on the printed tissue. It should be related to the products that you will be regularly packing and your overall brand image.

2) Printing in 1 colour such as gold, white, or black on a high quality acid free tissue paper will give the best, most luxury and most cost effective result. You don’t need to print 2 colours which tends to look like advertising rather than subtle brand association.

3) Finally ensure that you have seen a sample of the material; you want a quality acid free tissue paper in 17-19gsm range.

4) Speak to your chosen giftwrapping or packaging partner and ensure that your tissue paper is being produced in the most cost effective way. The design can be the deciding factor between two printing methods, either Flexography or Rotary Gravure.

In summary, good quality printed tissue paper is a cost effective and easy way to promote your brand and create memorable and rewarding customer experiences which will help build your brand and stimulate repeat business.