When electronic media and social marketing hit their stride, some said print was finished.
But the reality is print messaging offers a way to really connect with consumers in a world full of distractions. Brochures, magazines, books, and direct-mail communications stand out from the crowd, when done the right way with great graphic design and craftsmanship.
Here are some of the top reasons why we continue to love print.
It Commands Eyeballs
Print media allows us to get the reader's undivided attention. When a postcard or a catalog is in someone's hands, we have their focus. With the web or other methods of electronic communication, there are always competing distractions, including ads and other elements of "noise." To make print stand out even more, we really place emphasis on the details of production — the look, feel, color, tone, and finishing details.
The amount of materials that we all see coming through the mail has been dwindling and the quality of the pieces even more so. As a result, there's a big opportunity to produce communications that really engage the user and create a lasting connection. If a postcard ends up on someone's refrigerator or cubicle wall, we've multiplied its impressions many times over.
It Allows Good Design to Really Shine
When you value good design, it is reflected in every choice you make with printed materials — from the quality of the images you include right down to the typography choices you make. And print offers craftsmanship and execution options that aren't applicable to digital media — such as the inclusion of solid color or metallic inks, 3-D effects such as embossing and letterpress printing, and a wide array of paper stock and formatting options. All of these elements work together to deliver a powerful message that consumers will associate with your product or service, and you'll never be criticized for promoting quality.
It Packs a Powerful Results Punch
We see a significantly higher response rate on print media than is expected and a much higher percentage of actions when compared to other methods of delivery. And, while we've won awards for some projects and have heard great things from our clients about our work, the proof is really in the pudding.
There Are Ways to Keep It “Environmentally Correct"
Almost all of the materials that we create use post-consumer content from certified sustainable forests, which now come at very competitive price points. We also rely on non-toxic, soy-based inks and reduce the use of coating on the paper to further limit environmental impact. We work with many brands and organizations that promote green messages but still rely on a healthy mix of print media, so we place notices about content and suggestions to recycle front and center.
"We also rely on non-toxic, soy-based inks and reduce the use of coating on the paper to further limit economic impact."
It's Not Going Anywhere
Even though marketing continues to become more multi-channel, print will continue to be one of those channels in any good, holistic package. The print collateral we create is often used in electronic formats, as well. All of the booklets we design can be immediately translated into online formats — even before the ink is dry on the printed piece.