The more things change, the more they stay the same.

Take advertising, for example. According to Samuel Johnson, "Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic."

This statement could have been made in 2008. However, it dates back to 1759.

If consumers in Johnson's time had it bad, think of what today's consumers and marketers are faced with. When I was a kid, we had three TV networks and one major newspaper in my hometown. Thanks to advances in technology and media fragmentation, the good old days are gone. Today's consumers have an overwhelming number of choices. They receive, on average, more than 100 TV channels in their home. Add new vehicles like Internet and text messaging, and it is estimated that they are bombarded by as many as 5,000 advertising messages every day.

I miss the good old days when cereal was unsweetened and you could wiggle your toes in the sand at public beaches without disturbing an advertising message. But times have changed. Savvy marketers need to keep up and stay ahead of the latest trends.

Which brings me back to why I want my HDTV.

HDTV provides an image superior to that of standard TV, offering better reception, more realistic image colors and a visual sharpness up to five times greater than standard TV. It is all the rage because of the visual impact on the viewer - one can catch a Monday Night Football game or watch Tiger sink a putt at the Masters and feel as if they are in stands or part of the gallery - the imagery is that real.

HDTV is the most exciting part of America's transition from the 65-year-old analog TV broadcasting system to an all-digital system. Millions of people are already enjoying its vivid color, crystal-clear picture and realistic surround sound.

According to research by Hitachi, the deep desire for HDTV continues to skyrocket as consumers select the HDTV that best fits their viewing, design and lifestyle needs.

Hi-Def is just what we need as integrated direct marketers to cut through what David Shenk refers to as the data smog experienced by today's consumers.

Two extremely important components must be considered when creating an effective integrated direct marketing campaign - a relevant message and successfully delivering that message across all channels including web, text, email and print and mail.

Enter the Hi-Def envelope. Full-color offset printed envelopes are considered the "gold standard" of direct mail envelopes, providing evocative imagery, rich, brilliant colors, papers of varied texture and finish and innovative design features that encourage the recipient to open and read the message inside.

In addition to having a functional impact on readability, eye-strain, ability to attract attention and ability to be seen at night, colors are extremely persuasive. They impact physiological, psychological and sociological well-being as well as concentration and learning. They also have a variety of specific mental associations. 

For example, forest green and burgundy appeals to the wealthiest three percent of Americans and often raises the perceived price of an item.

Orange is often used to make an expensive item seem less expensive. Reds and oranges encourage diners to eat quickly and leave. Red also makes food more appealing and influences people to eat more. 

Why Hi-Def Envelopes?

It's all about standing out in the mail and connecting with your audience. The USPS's shift to a shape- and size-based rate structure has changed the game. Shape and size-based rates make mailing undersized, oversized and odd-shaped carrier envelopes less cost-effective. The alternative is the full-color Hi-Def carrier envelope made in standard, rate-favored sizes. Combined with the right message, evocative images and vivid colors, the Hi-Def envelopes will stand out and get your package noticed and opened. Color and bold graphics compensate for size and shape without busting your postage budget.

Making a Hi-Def Envelope

When carrier envelope artwork features photos, halftones and fine screens, sheet-fed offset printing provides the best color and image reproduction. Sheets are printed first, then die-cut and folded. Flood coverage, full bleeds, tight traps and close registration are a snap with offset.

Modern color management and sheet-fed offset printing technology match color to a precision beyond the ability of the human eye to detect differences. Always specify Hi-Def full-color envelopes for critical brand/logo colors and when envelopes, inserts and other collateral must match perfectly.

Knowing exactly what color to match is important to your envelope maker. A precise color specification will pay big dividends saving time, money and frustration.

For spot color, use the Pantone Matching System (PMS). The PMS color chips come in two versions - one for coated paper; the other for uncoated - depending on the type of paper you intend to use for the finished piece be sure to spec the right chip. If you need to match pre-existing collateral and mailpiece inserts or a live sample from a previous run, it's smart to send the sample for the pressmen to proof against on press.

Pushing the Hi-Def Envelope

Want to create a carrier envelope with full-blown HD color effect? Specify a coated paper. The gloss, matte or satin coatings will make the inks sit up more on the paper surface resulting in sharper images and more dramatic color, especially when printing photographic images. Coated papers come in a variety of finishes, each offering a distinct printed look.

Water-based varnishes can be flood applied to entire sheets or spot applied to a specific area to highlight copy or draw attention to a design element. Varnish acts like wax on a car; it not only brings out the color, it will protect the printed surface against scratches and scuffs in the mail. Here's a tip: fast-dry varnish can seal-in underlying slower-drying inks, enabling the printed sheets to be die cut and folded sooner - reducing turnaround time on a rush job.

Templates Make It Easy

Graphic designers are mindful of how their design will fit onto the envelope blank. Envelope size, construction, fold location, gum lines, flap shape, window positions and bleeds all come into play.

To assure success, start with an envelope design template. You will know precisely how much bleed to add and how close your copy can come to a window, gum lines or perimeter edge. Templates mean less pre-production re-work, getting your proofs faster and avoiding folding and mailing problems. Because each envelope die is unique and vary among converters, you must start with a template from the envelope maker who will produce your job.

So, as more and more Americans are reporting that larger TV screens are more important than ever, that three-in-four are interested in purchasing HDTV, we as direct marketers can take a lesson page of the HDTV handbook - color, clarity, large images - images that look real speak to the consumer, no matter what age or income level, will inspire a consumer to open that direct mail envelope and read the message inside.

Ed Glaser is Director of Marketing at ColorTree of Virginia, a Richmond-based manufacturer and printer of envelopes. For more information, visit www.colortree.com. Reach Ed at 804-545-2566 or eglaser@colortreeva.com.