48th Annual Print Survey SPONSORED BY ADOBE
Print and paper advocates in business and industry are analyzing the data, marshalling the facts, building their case, providing their proofs. In the face of the online wave, they are making highly cerebral arguments to promote print as a logical and strategic part of today's communications marketplace. Among them: print provides a high ROI, print drives online traffic, print periodical readership is actually growing, print readers spend more time per advertisement or per page, print reaches demographics not on the grid, print is sustainable and tree-friendly.
All well and good, and accurate as far as it goes. But GDUSA readers, in our 48th annual print design survey, have a different perspective on why print works. They see well-executed print as powerful, yes, and relevant, yes, and effective, yes. But their argument is less about logic and more about emotion.
They tell us, in large numbers and with stunning unanimity, that print is special because it offers the attribute of "touch" - the promise of tangible, sensual, authentic human connection. In so doing, these designers are tapping the essence of why print lives against the odds.