Select Comments: Areas of Particular Relevance for Print

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We asked designers whether there are particular clients, industries, projects or demographics where print remains especially relevant. The consensus is that print lends itself to certain audiences and offerings where communication needs to be retained, contemplated, touched, personalized or trusted: luxury goods and premium services are a classic example. So, too, are places that offer an experience such as museums, theaters, restaurants, fundraisers. Invitations and direct mail are also favored as printed projects. And many people remain zealous, almost defiant, about reading books, newspapers and magazines on paper rather than screen. Of course, age is seen as a factor: the older the audience, the greater the need for a print component.

I work on high-end packaging, so our daily lives revolve around premium quality paper and the perception of the consumer. It’s very prominent and important, especially in this age of digital, that the premium package experience is still there – and greater than ever.

When upscale clients are considering a law firm or a medical practice or a financial advisor, it is essential for those services to present themselves as trustworthy and substantial. Quality print and beautiful papers give them gravitas.

We do a lot of magazine design and people love printed magazines; they have a much longer life span than digital pubs.

Working for a theatre, print is still very important to us. It is a visual, physical medium. People would be shocked not to have a program when they enter and they expect to see posters and banners, as well.

As a corporate history company, we’re hired specifically to preserve the past and leverage it for the future. Print is still best for that, because it conveys permanence and quality.

Specialized invitations lose so much when sent via email – especially when sending for a black tie affair or a fundraiser, and when needing a reply card for more elderly prospects.

Some of our clients are admittedly “old school.” They have members or customers who prefer a printed letter or printed publication versus an email. Then we have clients who are the complete opposite. Depends on demographic, industry and how far you want to push people out of comfort zones. Many of our clients are museums and galleries and these clients still like printed material – catalogues, brochures, etc. A tactile approach is still relative and can’t be replaced through a web experience.

Print remains meaningful in areas that lend themselves to more personalization and less mass market.

It is extremely important to be creative with print instore. People love to read, see, touch. And now, people don’t want to work with a sales person, they want to walk a floor and educate themselves. Print is so necessary for this.

There are clients, where it makes more sense to use print, like direct mail and promotional collateral. Again, it depends upon the target market and who you want to reach and what part of the campaign needs emphasis.

Print has a very huge impact on my life and my clients. We print menus and promotional ads. Personally, I prefer handling advertising I can hang on my fridge versus something I bypass on the web.

Print makes the most sense for branding/identity and premium products.

Not everyone is wired that way [for digital media]. Maybe its older folks, over 50, but I personally still print and mail invoices, love getting the mail each day, and consistently hang event info on fridge!

In most cases the older populations, 40 and over, want print.

Print makes the most sense when you can create a relationship with the recipient. Do you know who they are; do you have something special to tell them?

Educational institutions need to use printed products as tools. Magazines are best in print. Surveys should always be digital.

Print invites and collateral are especially valuable for fundraisers, galas and events.

Certain products demand pieces that one can hold to help consumers absorb information that may influence and better promote purchase or usage. Some projects geared toward older audiences work better in print; at same time, targeting the younger crowd sometimes works better digitally. Not always, but sometimes.

In the veterinary specialty industry, we rely a lot on printed materials for doctors and pet owners. On a personal level, I still purchase books over e-books.

Print remains a vital part of graphic design. There is still a large population that prefers paper publications to digital. There are things you can’t do in digital. Certain techniques really add class to a piece such as letterpress or embossing.

Almost everyone will need print design at some point. Not just stationery but reports, sales sheets, brochures, posters, and so much more. Even with the world being so digital today, digital materials need to be designed so that they print as flawlessly as possible.

As a theater company, our survey of new patrons revealed our print advertising was the second most seen medium. Clients also seem to still want printed invitations for their formal events. We also need printed programs for our plays.

As a manufacturer, not all employees have access to email and digital distribution. We heavily rely on the printed piece to communicate events and opportunities within our organization.

Museum quality books will always remain archival records of our culture and civilization. To me there is no replacement in the electronic world for them.

Particularly in a small state, like where we are, print is necessary. Not all places have access to broadband and they still see value in the printed page.

Printed publications will never go out of fashion. Touch and permanence are very attractive factors for me.

Social media is good for millennials and for immediate contact, but if you want the text to be referred to numerous times, print is better suited.

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