Four Facts About Bindings

The Binding: An Overlooked Aspect of Printing and Production or a Success Factor Enhancing the Impact of Print Media? Insights from Neuromarketing Provide Answers

Almost everyone who has ordered multi-page print products from a printing company has encountered various binding options. They have had to consider whether a ring binding is better than a staple binding for their multi-page document, whether softcover is preferable to hardcover, and whether eyelets are useful or rather a hindrance. Often, the decision is driven by cost. Unfortunately, there is much more potential impact and advertising power in the binding than is generally assumed.

“One cannot not communicate.”

The majority of printed materials are intended for communication, whether promotional or non-promotional – they aim to convey something to the viewer and reader. The presentation and manner of delivery determine whether the content is noticed and read with interest. The time in which your printed materials can make a suitable impression averages 1.7 seconds, no longer than the blink of an eye. And first impressions count, as the saying goes. It’s not surprising, then, that besides the design of the title and the format, the binding especially invites browsing (or not). Let’s take a look at the different types of bindings and their message to the viewer:

Staple Binding (or Saddle Stitching) – The Workhorse of Bindings

From a total page count of eight pages, it’s worth considering bindings. The binding for publications with few pages (8-56 pages) is usually staple binding: it neatly compiles multi-page documents into a brochure and offers advantages in filing (a booklet is flat and can be easily stacked or compiled in folders), in filing with eyelets, and in shipping. The only limitation is that the page count must always be divisible by four.

From a neuromarketing perspective, staple binding is the workhorse among bindings. Practical and solid, but not very “sexy”. The brochure with staple binding conveys the message: “Here comes information with a professional claim. But: it costs you (as the recipient) nothing and therefore usually represents the interests of the publisher.” For a page count under 28 pages, there are hardly any binding alternatives – those looking to enhance their print product to suggest more appreciation to the recipient might opt for print finishes like spot varnishing, embossing, or die-cutting. Even choosing a more valuable paper (e.g., natural paper or exclusive papers) can give the brochure a more prestigious look.

Spiral Binding – The Individualist

Spiral bindings are also available from eight pages and can accommodate up to 300 pages, depending on the spiral width. Unlike staple bindings, they are less practical to stack, as the spiral always has a greater diameter than the pages being bound, and therefore bulges out a bit. The advantage is that the page count does not need to be divisible by four, but only even. And if many notes are to be taken during a seminar or a workshop, then the spiral binding can easily be used.

What is the first impression of a recipient of a spiral binding? It is well known that many companies have a binding machine for spiral bindings in the office and often use this type of binding for printouts from the in-house laser printer. Thus, it’s a typical binding style for homemade and internal office communications, generally diminishing the official character. A spiral binding suggests to the viewer that the printed work is something provisional, internal, or tailored to them. In the case of an individual offer, a working paper, a bespoke concept, or a presentation, it is ideal and meets the expectations of the recipient. For an image brochure or an annual report, however, spiral binding is hardly suitable – here it would convey little appreciation (cost-saving?) and trustworthiness (homemade?).

Softcover – The Upper Middle Class and Versatile

We know it as a paperback: the softcover is available from 28 pages and thus covers significantly more pages than most staple bindings. It has a flexible cover. Since the binding is done by gluing, the page count does not need to be divisible by four, but only by two.

Emotionally viewed, a softcover is more upscale than a stapled brochure or even a spiral binding: by its weight and binding, it is perceived as a book and therefore has an official and “more important” character at first glance. However, it is only the “little sister” of the real book, the hardcover. It appears younger, lighter, and more dynamic due to the flexible cover: thus, it is well-suited for larger publications by a younger company. Here too, an enhancement through print finishes or selected paper types might make sense in individual cases.

Hardcover – Demanding and Weighty

The bound book is the pinnacle among bindings. Like the softcover, it is available from 28 pages and is typically glued. The solid cover, that is, the front cover, back cover, and spine, are manufactured separately as one piece and referred to as the book cover. The block of content pages is connected to the book cover through the endpapers. Previously, books were crafted in the bookbinding trade; today they are machine-bound. However, this type of binding is the most cost-intensive.

You might already sense what this means for the first impression. The weight and feel of a hardcover convey importance and value. The stable, durable cover imparts solidity and trustworthy, valuable content. The cultural imprint associated with books in the Western world is “bookbinding craft,” a traditionally artisanal product denoting quality, care, and high value. The recipient of a hardcover feels appreciated and respected and attributes more significance to the content of the book than to the content of a differently bound publication. In short, enduring and substantial content that you want to present to a selected audience is well placed in a hardcover. The downside and risk: the hardcover implies importance and quality. If this is not reflected in the contents, the viewer feels deceived, and the book immediately loses its impact. For example, a thesis might appropriately be presented as a hardcover, but certainly not every term paper that wants to appear more than it is.