Making the most of print in a digital world

Posted By Joel Stone on July 21, 2016


Are you unsure if print will work for you? Many of our clients approach us concerned that print is “old fashioned” and that in a world of digital all of their budget should be going on their online presence. Whilst we agree a business’s online presence has never been more important, print is definitely not dead!

Choice

Choice is a fantastic tool in helping to build the relationship between you and your customers. It is well established that communication between a business and their customers is a two-way street. Social media, feedback forms and customer loyalty schemes are all forms of two-way dialogue between a business and their base.

Competition in most industries is high. Perhaps other businesses offer a similar service to you? Giving your customers a choice could give you a competitive edge.

As a reactive business, responding to the changing needs of your customers, allowing them to choose between online and print versions of their documents can be empowering to your clients and add value to your service.

Sensory

Digital design has come on leaps and bounds in the last few years. There really is some fantastic graphic design available in digital formats. However, you can’t touch it, you can’t feel it, it isn’t tangible.

A good designer will design your print work with the finish in mind. Consideration for texture, material, ink, finishing and more. All of these add to the experience of the recipient. A sturdy business card, with ultra-straight edges, printed with vibrant inks and a soft-touch lamination finish is always going to make a better impression than a thin piece of card ran off the office printer.

Until virtual reality makes serious progress, you simply can’t create the same tangible sensory experience with digital design as you can with printed materials.

Throwaway culture

An email or digital campaign is easy to close or move away from. Printed materials can often have greater longevity.

Why do you think businesses still send out a calendar each year? Or every other desk you see has a branded mouse mat? Putting long-lasting print in front of your potential customers is a good way to keep your business in view.

The future of print

Print continues to develop and will continue to be an important medium.

The recent Vantablack colour currently holds the world record as the darkest ever man-made colour. Pantone have introduced 112 new colours.

Print and digital has even began to merge with electroluminescent ink and thermo colours seen in various projects and real paper interactive notebooks starting to appear.

TV programmes like Great Britsh Bake Off and The Great British Sewing Bee have seen arts and crafts embraced by the masses. Print proves a great compliment to traditional crafts, something digital will never replicate.

In conclusion print is very much alive and well. Yes the newspapers would have you believe that because they are struggling that print is dead, but this is just not true. Physical and digital go hand in hand and as social media, websites, virtual reality and television develops further, print will develop new techniques, new colours and new formats to exist alongside.

To discuss your next project, be it online or offline (or both) contact Salop Creative.

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