In a world that revolves so heavily around digital media, print, the seemingly archaic method of marketing has made a swift comeback– or did it really ever take a break, to begin with? Print stands out from all the pixels, and both baby boomers and millennials alike can appreciate the craft. There are many reasons to fuse print into your company’s marketing and here’s why:
Print Is Simple:
Adding a different experience to its necessary counterpart, print takes an abstract thought, product or message and simplifies the experience. Print is incredibly specific and extremely easy to navigate. Alshaali and Varshney conducted a study in 2005 that showed people read digital screen text 20%-30% slower than that on printed paper. Multiple other studies agreed that print also proved to be more memorable and retained people’s attention longer. Print allows the viewer to focus only on the message of the piece, creating no room for interruptions from ads and other tabs where people can often spin off into another dimension of the web.
Print Is Intimate:
Arguably most important is how evoking the use of print can be. Print can give the viewer an experience that digital cannot – the power to trigger our senses. People are designed to react to the physical and emotional connection. When someone sends a handwritten letter thanking you for taking the time to meet with them, you encounter a much different experience than if you were told the same words via email. Life is breathed into those words, because you know that someone took the time, however brief, to craft that message specific to you. Unfolding a physical map to try and fathom the vastness of the Pacific Ocean is much different than tapping around on Google Maps through your mobile device. It creates a sense of reality and trustworthiness through sheer tangibility. Take your passport for instance; it’s YOUR passport, made with your photo and identity stitched within the seams.
Print Is Intentional:
You can reach two people, or you can reach two million. With direct mail, you can purposefully advertise to targeted demographics to get information into the hands you want. Local printers can pull lists based on location, family status, gender and other important variables. Since print is so specific and personal, it eliminates any complexity or confusion in its purpose. There is a clear call to action with print, and often motivates people to then investigate the digital platforms like the company’s social media pages and website, creating a harmonious, symbiotic relationship where both benefit.
Print is Diverse:
Print offers so many ways for customization. There isn’t an SEO strategy or elaborate Google Formula that tells you the direction to go. The flexibility of print techniques is unreal and with new technology and experimentation, is still growing. From the stock itself, special finishes like gloss, smooth, UV coating, and embossing, to the experimental shape of the layout itself such as unique foldable and die-cuts – your presentation can be set apart from the competition. With print, the goal is to create something of such value and merit that is too important to toss.
Print is alive and a great way to diversify your campaigns. Print is the presidential names that are waving around on signs at the rallies. Print is the special ultra-white embossed wedding invitations for your sister’s wedding. It’s the tri-fold brochure printed on recycled 80lb cardstock that is being read by thousands of people, waiting in line at Starbucks every day. It’s even the new band poster that adorns your wall so that you can reminisce that crazy night in D.C. for years to come. Before you eliminate print or question its worth, next time you’re out, take a look around to see how much print is circulating in and out the hands of the public and how many times it touches your fingertips. Print is here for the long haul, and it’s hard to imagine a furlough anytime soon.