On the Record
Electronic content comes and goes, and all of your hopes and dreams disappear when the pixels go dark. Print is in there for the long run. It wants to be seen and is willing to stick around until you are ready. Unlike those email blasts that'll be deleted as quick as a keystroke, printed materials are all about commitment. Print wants to be there for you. Print keeps it real (and green) as it originates from trees, and not some sort of weird dark matter. Print is also recyclable - an old iPad is not - unless you use it as a trivet.
If it’s on the page it’s on the stage. Print is portable and playful. It wants to be picked up. There are no compatibility issues. There’s no need for a Nook or Kindle. And it’s tangible, you can fold print, stuff it, clip it, even scratch-and-sniff it. Print can be carried and consumed anywhere, at anytime. There’s no need to boot it up or power it down, which ironically makes printed materials more instantaneous. Print is always there ready to instruct, inform and entertain.
You'll Believe Your Eyes
Photos seem to jump off the page. Special effects draw the eye to the printed content, and a new generation of papers make readers want to touch and feel your message. There’s something intimate about real mail as opposed to e-mail. The beauty of print establishes deeper meaning to your product or service with an extra tangible dimension that no electronic media can impart. A finely-printed promotion has the ability to visually dazzle with the weight of physical reality behind it.
Print Has the Feels
Print wants to be picked up. Print is friendly, warm and inviting when held in your hands. Anyone can pick up a magazine at a newsstand, buy a book on the fly or grab a brochure from a trade show exhibit. Print doesn’t need to be charged up - it’s always 100% ready, and doesn’t need upgrades. The finish of a printed piece conveys sophistication - silk, UV, dull, gloss, vellum, linen, smooth, matte - all bring a different flavor to the piece being read.
Print is Spot-On
Anything delivered with electronics has a May-fly life span. Remember when your email account wasn’t choked with spam? When your Facebook wall wasn’t crammed with tacky buzz-driven feeds? Print makes an impact. It makes perfect sense, as a postcard only has to compete with a handful of today’s mail, and a door hanger has no competition. Anything on the web has to cut through the 200 Terabytes (TB) of data index by Google which is just 0.004 percent of the total Internet content. Aren’t you already bored and confused? Well-designed printed materials don’t need a search engine and don’t care about page rank - their pages are right in front of you.
Get Paper View
We’re used to being surrounded by print. We’re comfortable with it. It goes together with our natural environment like peanut butter and chocolate. How many of us save ticket stubs, event programs or personalized greetings? How about business cards that mean business? Want to show someone your website? Give them a business card. On those two-sides of seven and a half square inches of information appetizers, you can present more about who you are and what you do to as many people as you want without the need of any sort of techno blah-ble optimization. Here’s my card. Boom. Done. Oh, you want one, too? How about you? There’s plenty to go around.
Printing is truly at the intersection of craft and technology, allowing you to create pieces that a decade ago would have been out of budget or seemingly impossible. It’s never been easier or more cost-effective to look good or communicate your message. With a little creativity and vision, paper can be extremely palpable. A well-designed, visually stimulating and carefully articulated piece can perform wonders by simply showing up at the right time.
If It's Fit It's Worth the Print. Don't You Know It?
We take printing for granted. Perhaps it’s because print has been the world’s number one communications medium for so long we tend to overlook its impact and power. That oversight could be fatal to a marketing campaign, a product launch, or a branding initiative that is trying to connect with people. People trust print. Print doesn’t have to be the only medium you use. But you most definitely should consider print whenever you want to persuade, inform or entertain.