Capturing the Look
Mark Hartnett, president and owner of One Right Business Printing, Lewiston, Maine, admits demand for multi-parts might not increase in years to come, but he’s confident it won’t disappear. For starters, there are more than enough businesses that prefer tried-and-true, tangible multiple-part forms over the alternatives. More importantly, companies large and small don’t want to jeopardize the brand they worked so hard to establish—something the high-quality and color correctness of multi-part forms helps them maintain.
Image is Everything
Brand reinforcement greatly influences the success of multi-part forms. It’s a matter of using high-quality Heidelberg and Canon presses versus unsophisticated office laser printers and boring e-mail text files. Because multi-part forms are often used for documents such as invoices and job tickets, some companies began printing multiple copies of this information on their own laser printers, or to reduce cost they turned to e-mail to disseminate the information.
While this may be no secret to distributors, the unforeseen backlash of these alternatives might be surprising.
“Companies started looking alike, especially via generic e-mails lacking colorful logos and creative fonts,” said Hartnett. “One of the beauties of print is that you can do nice things to create and maintain brand recognition—something that helps clients separate themselves from the competition.”
Greg Lovensheimer, business manager for carbonless security products for York, Pennsylvania-based Glatfelter, agreed. He said many companies that moved away from multi-part forms began to realize the creativity, color accuracy and company-specific details that distinguished them from others were diminishing. However, he believes this has more to do with reliance on unsophisticated laser printers.
“The laser just won’t produce the right color, whereas high-quality Heidelberg, Canon Express and rotary forms presses can match PMS colors to make sure images are right. What’s more, manufacturers employ pressmen who ensure all print elements have registered,” Lovensheimer noted. “As a result, many companies have fallen back to multiple-part forms to save the integrity of their brand. Otherwise, they miss out on a level of professionalism that is necessary in maintaining and cultivating more business.”