popular transpromo flavours
For 30-40 years invoices and statements have retained thier general appearance; black print, columns of numbers and a bill at the bottom. Besides having minor changes in layout, transactional documents have never undergone any dramatic changes.
Typically, documents of any kind have a lot of unused white space, and in recent times businesses are seeing the potential of using this space to include promotional advertising. Marketing departments nationwide are now encouraging the use of 'Whitespace' as a valuable tool for self promotion. When a business decides to make use of this whitespace it is still a form of Transpromo, albeit in black print only.
For many companies, experimenting with thier documents in black only is an ideal way to test the water. They are able to see if Transpromo will work for them without going to the expense of full colour. Some smaller companies may find that black print suits thier needs just fine.
Another option that is currently popular is to use black print, but also throw in a single splash of colour. Base stock is produced on a traditional printing press, using one or possibly even two spot colours. This stock is put into storage and then overprinted, on demand, on high speed black and white digital printers. The black overprinting can contain all the variable data and also any current marketing promotions, often in the form of an eye catching graphic with bold print
Although this is not a full Transpromo solution, it does contain the key ingredients of Transpromo; transactional print and proactive marketing. For companies not prepared to take the giant leap, this type of solution is still the most viable option. However as the cost of digital colour printing comes down, the future of transactional documents is firmly set in unison with full colour, variable marketing messages.
