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Why Customers Love Personalized Prints

Posted: 3/14/2018

Why do people love customized products so much? And what are the technology factors that are driving the customization revolution? Delve into the human mind and discover what’s driving people’s passion for personalized products, and how you can capitalize on this growing market.

Left Brain, Right Brain

Before we begin an exploration of why people prefer personalized products and the benefit of including your customers in the creation process, we need to examine how the human brain works during the purchasing process. In psychology, we often divide the brain in two as a useful metaphor for understanding behavior.

The left side of our brain is often referred to as our analytical brain—the area responsible for numbers, analysis, logic and rationale. The right side of our brain is often referred to as the creative brain—here you’ll find passion, imagination and everything that we associate with our senses and feelings.

When you consider how this divide relates to basic human needs, such as belonging and self-actualization, it’s no surprise that people buy emotionally, then justify logically. As a retailer, it therefore makes sense to take a right-brain approach to building your customer journey, including involving them in the creation process or even handing some of that process over to them.

A Unique Fusion of Time and Technology

Today, anyone with a DTG printer, dye sublimation solution or heat transfer vinyl setup can provide a mass customization service to their customers, all onshore and on-demand. It is those businesses that can also extend the experience to their online presence that are best placed to take advantage of the customization revolution.

But beyond the timing and technology fusion, what’s continuing to drive this revolution? The lies in how people interact with items that they are customizing online.

For example, the process of choosing an item’s color, style and embellishment triggers an imaginary path in the purchaser’s brain and feelings of how it would feel to own that object.

Further to this, studies into consumer behavior have shown that the representation of the final design in-situ can also greatly increase the final decision to click buy.

This is one reason why online garment printing behemoth SunFrog has been so successful. With the input of five simple pieces of personal information, website visitors are presented with no less than 24 customized garment designs—immediately sparking that imaginary path in the purchaser’s brain about how it would feel to own those items.

Improving the Print Workflow

As more digital decorators are discovering that customization can help drive customer engagement and sales, a secondary benefit comes in the form of print workflow management. With customers creating their own garments and designs online, and a print-ready file landing in your inbox, often the only steps left on the production floor is to print and send. And that means a more productive print environment and higher output.

Although getting the customer to do all the work sounds like a great idea, it also means investing time researching the right online solution for your business.

A good customization engine will only allow customers to upload files of a correct size and resolution, alert the customer when a design exceeds the substrate’s print area and allow the inclusion and manipulation of other elements, such as text before the design is submitted.

It’s also worth keeping top-of-mind that handing over a portion of the creation process or print workflow to customers should not affect the overall customer experience. Each touch-point that a customer has with your business should hold up to level of expectation, regardless of if it is over the phone, instore or online.

Understanding the psychological motivators that influence your customer’s purchasing decisions can be a great tool in approaching your sales strategy. In the case of personalization, the ultimate realization is that it is the customers themselves are driving demand for unique products they can claim ownership of because thy have been involved in their creations.

This article is from GJS , Australia’s premier provider of products and services to the textile, heat transfer, dye sublimation, direct to garment, digital solvent and screen printing industries. With over 40+ years’ experience, GJS provides everything needed to start and operate a successful printing business including equipment, consumables, training and support. Headquartered in Sydney, NSW, with a curious and passionate team of print professionals, GJS serves customers throughout Australia, New Zealand and the Pacific Islands.