Thursday, January 17, 2013

How Does Your Brand Deliver Texture?

People are yearning for texture.

When we deliver things that are tactile and usable in the everyday world, they’re satisfying in a way that pure pixels are not. And in the battle of bits versus atoms, in our hyper accelerated culture where we all hunger for life beyond the screen, anything we can do to promise people a moment of slowing down is worthwhile.

Firecracker is the master of texture. They’re a letterpress printer and design studio that makes cards, posters, tags, books, pamphlets, brandtags and a ton of other works of utmost artistry.

What’s astounding is, it’s all done by hand. They combine antique printing technology with new thinking to design and produce objects that people enjoy seeing and feeling. Even though they used computer design software to conceive ideas, they still carve the woodblocks and do the printing by hand.

And when customers walk in their store, not only is it hard not to slow down and touch everything they see, it’s even harder not to take out their wallets and buy everything they touch.

That’s texture.

Physical is starting to earn as much traction as digital, because it breaks through the screen and comes through the door.