Takeaways From Our Print Survey Sponsored By Billerud

1. Print continues to play a critical role in how professional graphic designers make a living. Fully 91% of respondents say they work in print as part of their professional mix, 63% of projects involve a print component, and for the majoriy of respondents print represents 50% or more of their deliverables. Moreover, the vast majority say they expect the same level of print design, more or less, in the coming year. In short, our readers reaffirm the importance of print in their workplace and to their livelihoods.

2. Designers believe that print endures because of its classic strengths. Foremost among these is tangibility: it is sensual, touchable, physical, real, permanent, all of which encourages a human connection and an intimacy missing in other media. 

3. The classic strengths are amplified by digital clutter and digital fatique. Because print is relatively rare, it has the potential to stand out and breakthrough — fresh, welcome, surprising, disruptive, personal, engaging, meaningful, impactful, a statement that a brand values itself and respects its customers. 

4. Conceptually related is the issue of trust: quality printed pieces are seen to possess authenticity and credibility because they feel real and present, spring from an identifiable source, and are the result of a deliberate act of craftsmanship. The ephemeral and fleeting nature of digital communications does not inspire similar confidence.

5. Print, once the default media, is now a role player that shares the stage. Belabored metaphors aside, everyone recognizes that print and digital aren’t competing forces – they’re complementary tools that work best when strategically aligned. Creatives who understand both mediums are engaging  customers in more multi-sensory ways using sophisticated techniques that link print to digital campaigns — among them AR, QR, PURLS, hashtags, social handles, print-to-mobile app integration, and gamified print elements.

6. Designers and marketers are becoming more savvy about where print is most effectively deployed. Some examples: package design, perhaps the most vibrant area of growth; tangible brand assets for credibility and presentation; promotion and documentation of large consumer purchases; graphic materials for events, celebrations and experiences; and all of the above for select industries and markets like luxury, fashion and high-end retail as well as real estate, legal, financial, healthcare, art, engineering, education and fundraising where quality, permanence, craftsmanship and depth of information matter.

7. If print is more selective and stragetic, superior print design and well-crafted execution matter more than ever. Thus, designers continue to insist on retaining responsibility and control for critical creative and production elements of the print process. For example, 81% buy or specify paper and 83% buy or specify printing. 

8. Designers work on a wide range of print deliverables. As has been true for decades, Brochures and Collateral remain the most frequently executed projects. Sales Promotion, Invitations, Direct Mail, Poster, Packaging, and Annual Reports are well represented. Letterheads, Business Cards and Print Ads, once left for dead, score surprisingly strong.

9. In today’s transient culture and uncertain economy, digital media solutions tend to be the default position. They appear at first blush to be cheaper, faster, more immediate and generally sexier to clients — especially true for each younger generation. This places the onus on designers to educate and persuade clients about the value of print. 

10. Respondents have divided opinions on whether print or digital design is the more sustainable option. The views depend on how they interpret sustainability — direct environmental impact, energy use, or long-term consumption. Most designers now believe print can be optimized for sustainability through mindful material choices, production techniques and strategic design decisions.