Print doesn’t have to be flat. It doesn’t have to be predictable. And it definitely doesn’t have to be forgettable.

When you integrate physical, unexpected elements into print, like strings, textures, movement, or light, you stop delivering a message and start creating an experience. At that point, your piece isn’t just read… it’s explored.

That’s the difference between print that gets noticed and print that gets remembered.

Why “Strings and Things” Work

Human brains are wired for interaction. When someone has to pull, slide, peel, open, or feel something, their engagement spikes. Their attention lasts longer. And their memory of the piece becomes stronger.

That’s why adding a simple physical action like pulling a string to reveal a message can dramatically change how a printed piece performs.

You’re not just showing information. You’re inviting participation.

Most print follows predictable rules: flat paper, standard folds, ink on a surface.

But when you introduce physical elements that break those expectations, you trigger curiosity and attention — two things modern marketing desperately needs.

Think about what happens when someone encounters a piece with:

  • A string they’re invited to pull
  • A die-cut window revealing what’s underneath
  • A patch of fake grass they can actually feel
  • A strip of sandpaper that adds friction and contrast
  • A sheet of mylar that reflects light and movement
  • A hidden LED light that turns on when the piece is opened

Suddenly, your print is no longer passive. It demands participation.

That participation creates:

  • Longer engagement time
  • Higher recall
  • Stronger emotional connection
  • More social sharing (“You have to see this thing I just got.”)

Take a look at some examples:

Interactive Elements

BASF used this eye-catching direct mailer to promote its preventative pest control program and a free corn scouting kit offer. The cover featured string wrapped around circular pop-ups, creating an interactive unboxing experience. Once the string was unwound, the mailer unfolded to reveal helpful information about BASF’s pest control solutions along with a QR code linking to a dedicated landing page where recipients could learn more and sign up for the offer.

Texture That Reinforces the Message

Working with Pixel Dreams on behalf of their client, Salesforce Inc., we produced this multi-page sensory DM sales kit. The growth-themed “storybook” was contained inside an outer sleeve with the cover of the book featuring die-cut letters with grass-like material which tied into the theme perfectly. The inside of the book incorporated tactile pages on how to find, win and keep customers with the Salesforce CRM platform while showcasing 4 customer success stories.

Embecta created this informational guide to inform physicians about the risks of improper site rotation and needle reuse, which can lead to the development of lipohypertrophy. The guide also highlights how their Lipohypertrophy Identification Tool can assist in managing this condition. The cover of the guide featured an image of an abdomen covered by stretchy fabric, with bumps felt upon pressing, symbolizing the effects of lipohypertrophy. Inside, the guide provided step-by-step instructions for proper site rotation and included a QR code for recipients to scan, offering more information on the importance of correct site selection.

Lights and Mylar

Ontario One Call is a not-for-profit organization in the province of Ontario, Canada, that provides a service for homeowners, contractors, and excavators to request the location of underground utility lines before digging or excavating. adHome Creative engaged Information Packaging for the Magic X-Ray Viewer direct mail design to demonstrate the effectiveness of their clients services while engaging the recipient. The inside of the mailer featured a paper X-Ray affixed to a mylar window with an image of grass. As you slide the viewer around the mylar window the benefits of Ontario One Call’s services magically appear below the surface of the mylar window.

Chubb used our X-Ray Viewer to let prospective customers know that its Chubb Small Commercial Insurance services will be available in the fall. The cover of this direct mail piece featured a mylar window and our X-Ray Viewer mechanism which revealed the different benefits of small commercial insurance as you moved the magnifying glass around.

Liebherr chose this festive mailer with lights to wish customers and partners a Happy Holiday season. The inside of the mailer featured colorful imagery of Liebherr trucks and machinery with lights that automatically light up as you open up the mailer.

The Bottom Line

In a digital-first world, physical engagement is a competitive advantage.

“Strings and things” aren’t just decorative — they’re strategic. They slow people down. They invite curiosity. They create memory.

And memory is what drives response.

If you want your next printed piece to be more than something that gets glanced at and recycled, consider adding something that has to be pulled, felt, opened, or discovered.

Sometimes, the smallest “thing” makes the biggest difference.

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