There has been a lot of talk in design circles in recent years about the slow demise of the print industry and how this will impact on creative agencies. With the explosion of social media and digital design is printed publications on the verge of extinction? Will drinking your morning coffee with your paper be completed superseded by trolling google for your news feed?
Absolutely digital design has changed and transformed the print industry, no one can deny this, with major magazines and publications having to close their doors after years of successful trade, but I firmly believe print design is here to stay. Recently I read a great article by Lindsey Greenwald on the reasons why print will always have its place in the world of media and design, Id like to share her article with you below. To quote Lindsey “The web is where we go to get answers but print is where we go to ask questions.”
“We’ve been hearing for years that print is on its way out of the creative world. It may be down, but it’s certainly not out. Print is no longer the only game in town, but it’s refocused and alive and well in many relevant areas. Consider the following reasons print still packs a punch.
1. It’s tangible
Print offers an experience for the senses that the web can’t match. You can smell ink and feel paper. A consumer takes a brochure with them and it is transformed into a traveling salesperson. And they don’t need Wi-Fi to access the information.
2. It’s effective
Consumers increasingly overlook, delete, or mark email marketing as spam before reading it. Not to mention everything that gets caught in spam filters and never even makes it to the inbox. With printed mail consumers scan one side at the very least.
3. It’s relatable
Believe it or not, not everyone uses the Internet as their top information source. And not every target audience came of age in the digital era. Generations X and Y and baby boomers exhibit more brand loyalty and spend more money than millennials.
4. It’s self-sufficient
Print design stands without technology. There’s always something you really need to do on your phone when you don’t have a signal. And we all have those times when we want to unplug, turn off the computer, tablet and phone, preferring to engage with print material – or even (gasp!) other people.
5. It’s useful
Direct mail campaigns can include a magnet, a wallet card, or even a pocket calendar. This leaves the consumer with something useful and a point of reference to lead them back to you.
6. It’s creative
Print design has more opportunities for innovation than we often give it credit for. Many limitations are within our own minds when we fail to conceive and design outside the box. Just like digital, print is an opportunity to create an experience for audiences. Creative use of folds, inks and die cuts are just a few ways to stand out from the crowd.
Digital’s negative environmental impacts, such as those from producing and disposing of electronic devices, are often overlooked. Print has a one-time carbon footprint, while digital media requires energy each time it’s viewed. Printed material is also more easily recycled and less toxic than electronic devices. Both print and digital need to become more sustainable.
8. It’s complementary
Combine the power of print and digital marketing to get in front of your consumer multiple times. No single marketing channel ensures success, so use the best of both worlds to reach your target audience.”
Here at Fresco, we love the way print connects with audiences. Talk to us, if you’d like to see what print can do for you.
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