Anatomy of the promotional object

Advertising giveaways have always been fundamental in reinforcing the image of brands, products and services. Today, thanks to technological innovation, increasingly accurate research on the design front and greater attention to sustainability, the decoration of promotional material is also evolving, becoming a crucial element in companies' marketing strategies.

By Caterina Pucci | On PRINTlovers 104

It is one of the oldest forms of marketing and one of the most dynamic. We are discussing decorating promotional items, which have always been used to reinforce the image of brands, products and services. Moleskine diaries, Starbucks mugs, IKEA pencils: over the years, various companies have demonstrated how it is possible to create promotional objects that can become memorable. To make an impact, this segment will also evolve. Today, a good promotional giveaway must be desirable, practical, functional and capable of creating an emotional connection with the end user. Displaying the logo in block letters is no longer enough: designing an effective promotional item requires creativity, knowledge of printing techniques and careful selection of materials.

A short history of promotional object decoration
The first branded objects for commercial purposes appeared around the turn of the 20th century when companies began distributing small giveaways at trade fairs, conventions and advertising campaigns to build customer loyalty and increase their visibility. Pins, walking sticks, key rings, and calculators were customised with brand names and engravings depicting company logos or the name of a specific advertising campaign. Starting in the 1950s, at the height of the economic boom, promotional items began to be produced in large quantities at low costs, thanks to the introduction of increasingly advanced printing and decoration technologies. The more traditional ones, such as screen printing, pad printing and engraving (which remain predominant in specific product sectors), were joined by sublimation printing, which allows printing on less usual materials, such as polyester and ceramics, while guaranteeing high print quality. The introduction of laser engraving has also opened up new possibilities in customising harder and more refined materials, such as glass, metal and wood, making more precise and detailed decorations possible; these are used to produce luxury items such as pens, diaries and high-end giveaways. The start of the new millennium marked the arrival of digital printing in the promotional gifts industry. This evolution has allowed companies to customise promotional items with more complex designs, photographs and exceptionally detailed graphics, enabling small and medium-sized businesses to produce high-quality promotional items, even in small quantities.

Not just mugs or diaries
The most popular promotional items today are those that combine functionality, aesthetics and sustainability, responding to practical consumer needs and market trends. The growing commitment to reducing single-use plastic has popularised the use of flasks and thermos flasks: stainless steel is particularly appreciated for its resistance and ability to maintain the temperature of drinks, while aluminium guarantees lightness and recyclability. Some eco-friendly models are made of BPA-free plastic or glass, ideal for a health-conscious public. Technological items such as power banks, Bluetooth headsets, and USB sticks are also popular because they suit consumers of all ages. Lightweight and durable materials, such as plastic or aluminium, are favoured for these items, while smartphone holders and cases are often silicone, providing greater protection and adaptability. Personalised mugs, used both in the office and at home, remain a great classic in the line-up of promotional items. The preferred material is ceramic, but stainless steel is also increasingly popular. Personalised diaries, notebooks, and calendars remain a traditional but still popular choice, especially if they are made of recycled paper or vegan materials such as synthetic leather. With the increased focus on a healthy lifestyle, wellness accessories such as yoga mats and fitness accessories have become popular. They are generally made of silicone, plastic, and natural materials such as bamboo, which are durable and easy to clean.

Each object has its own printing technique
Printing techniques have evolved with promotional items to meet the market's customisation, durability, and quality requirements. One of the main challenges facing those producing promotional objects is ensuring colour consistency between the different objects and respecting the institution's or brand's coordinated image, even when using other materials. The choice of the most functional technology depends on the type of item, the material, the print run and the budget. Screen printing is the optimal choice if large-scale production is desired while maintaining high quality and colour rendering on different materials. Digital printing is a more economical and flexible option, allowing for each piece's customisation and small production runs. All rigid materials - from plastic to glass, from aluminium to wood - are currently benefiting from advances in decoration technologies. Ceramics is one of the segments that has seen an almost complete conversion of production to digital, with inkjet printing, but a similar process is underway in metal and wood printing, where digital printing is often used in combination with other printing methods. Advances in direct printing on objects with more complex shapes, such as curves or spheres, and in chemistry, with the development of new water-based ink formulations, as well as experiments on the colour front, to achieve a perfect colour match even on complex-to-manage substrates, such as transparent plastic or bottle glass, now make it possible to produce objects decorated not only with brand logos or product names but with images, photos and even small works of art. As in other market segments, also in the promotional sector, digital printing is not destined to replace traditional printing in its entirety but will tend to complement it to an increasing extent. 

Design: minimal, functional, augmented
While printing technologies are constantly evolving, equally important are the trends that define the sector from a design perspective. One trend that has undoubtedly contaminated the promotional items market in recent years is minimalism. Clean lines, neutral colours, discreet logos and fonts, especially for high-end items such as bags, flasks, and diaries. Using simple shapes helps transform a gadget into an object with high added value. Although the logo is essential for brand identification, it must fit in discreetly and harmoniously with the object's aesthetics. The challenge is to make it visible by placing it strategically, as long as it does not detract from the functionality or beauty of the product. 
At the same time, promotional items are increasingly seen as a vehicle for creating unique experiences. Accessories and technological gadgets can become interactive tools, thanks to the addition of QR codes, NFC (Near Field Communication) and augmented reality. A key ring or a pen can contain chips or codes that, when scanned, allow access to a landing page with exclusive content, discounts, and games. The aim is always to ensure that the promotional object can evoke an emotion in the user, provide additional or supplementary information or become a tool to convey messages or values that the consumer wishes to embrace. 

Beautiful, durable, sustainable
Compared to the past, another trend is to conceive promotional items as objects intended to last and not as something that will be thrown away a few days (or hours) after the end of the event for which they were made. An item that breaks easily or loses its appearance after only a few uses is a faux pas because it undermines the brand's credibility and risks being quickly forgotten. On the other hand, a well-made object will be used frequently and keep the brand in the consumer's mind.
For this reason, a crucial aspect is the choice of high-quality, durable materials, preferably with reduced environmental impact. Designing promotional items with sustainability in mind means selecting environmentally friendly materials and thinking about the entire product life cycle, from design to end of use, with preferred suppliers able to guarantee greater control and traceability. More and more companies are focusing on using plastic, paper, recycled aluminium, wood from certified forests, organic cotton, linen, jute, and bamboo.

Who do I give this item to?
A key aspect to consider when designing compelling merchandising concerns understanding your target audience. For example, a company targeting creative professionals will need different items than one targeting art enthusiasts, medical personnel or, more generally, sustainability-conscious people. Identifying the type of objects that reflect the interests of a specific audience - such as an innovatively designed mug for freelance designers or a stylish diary for professionals - increases the likelihood that that object will be appreciated and used. If a giveaway is intended for a specific event (trade fairs, conferences, site-specific exhibitions), it is vital to reflect the event's concept and atmosphere. Technological innovation enabled by digital printing has cleared the way for the creation of limited edition items, which, precisely by playing on the scarcity principle (which appeals to consumers' fear of missing out on something unrepeatable), makes a giveaway more desirable and coveted. 

Multidisciplinary work
The design of a promotional item always results from careful teamwork involving numerous professionals. To succeed, a promotional object must represent the brand and be functional, desirable, and well-designed. By focusing on quality, sustainability, and functionality and considering the correct positioning of the logo and design, it is possible to create objects that attract attention, strengthen the bond with the audience, and improve the brand's visibility in the long run.