Die Cutting – How and When to Use it

Think of a piece of paper and you think of a flat, rectangular plane - look around your desk and you’ll no doubt have a few examples right in front of you. Paper is usually just viewed as a passive, 2D canvas but advanced print and finishing techniques can make the actual paper an integral part of your marketing message, giving it an extra dimension and an interactive element people can engage with.

Die cutting is a way of creating innovative marketing collateral to really make your brand stand out. We can cut and crease materials with precision, from pop-up elements to more detailed punch-out features. Here are some guidelines for where to use it for maximum effect:

Drawing attention to a specific element
The obvious candidate for a bit of VIP treatment is your logo – give it an instant makeover with a clever die cut. If the logo is strong enough to print in a solid colour and still retain its effectiveness, then it should easily translate to a successful die cut design though more complex logos might not work as well.

A well-executed die cut can also showcase a specific image, drawing the viewer’s focus and inviting them to use their sense of touch which leads us nicely to . . .

The fiddle factor
They say that the devil finds work for idle hands so it’s a good job that people love to fiddle. Whether it’s playing with a pen, a ring or a fidget spinner, people like tactile interaction. A clever die cut element engages sight and touch making a more lasting impact on your audience. This technique is often used for business cards which will actually feel different in the customer’s hand and differentiating it from the rest.

Shaping your product or message
Sometimes you can use a strong footprint that immediately identifies and complements your brand or product as an elegant and efficient design feature.

Perceived value
When you introduce a die cut element to a print it can elevate your collateral. People recognise the additional thought and creativity you’ve put into your collateral and associate it with brand quality.

And now for something completely different
It’s a jungle out there with everybody competing for attention and trying to get their collateral noticed. Some of these examples show just how eye-catching an innovative die cut design can be and cool designs can even be shared with colleagues.

A cheeky die cut in the right collateral is definitely a good investment in your brand. With modern techniques and pre-format dies it won’t be as expensive as you might think, so get creative and get noticed.