Not surprisingly, we never really grow out of our love for shiny things. Think about how a child operates, they are in deep concentration working on their building blocks…and then something shiny in the room reflects, immediately grabbing their attention. While most adults no longer play with blocks and chase shiny things across the room, (we know you wish you still could) other shiny objects still grab our attention.

A similar effect that marketers use on printed pieces is called a spot varnish. This special effect highlights specific areas of the printed piece (post card, brochure, business card) with a shiny, clear coating that adds texture and directs your reader without being overwhelming. For example, you want to draw attention to the fact you’re having a big sale next weekend, a spot varnish can get your readers to look at the detail. Or if your brochure is next to your competitor’s, a spot varnish on the title can give that extra push and be more noticeable.

Also, spot varnishes come in a few different finishes, including a gloss, matte and satin. A gloss finish is best used on photographs, offering them protection, giving off a reflection and enhancing the color. A matte finish does not have a gloss or shine, giving a softening effect. And a satin finish is a combination of gloss and matte, giving you elements of both effects.

While making your printed piece more attractive and effective, be sure to communicate with your printer when planning a spot varnish. They will be able to specify how to mark your spot varnish on the proof and give you direction to make the most effective printed piece. And remember, using a spot varnish will require using an extra plate when printing, adding to the cost of your overall print run. But small details like a spot varnish can take your printed piece to the next level. If you have any questions about how a spot varnish can bring out the child in your audience, give us a call at (314) 432-2700.