Visual and tangible items are still important. Look, feel and touch is still relevant. Package design is important for consumer attention to products. Newsletters, magazines and the like are in both realms both print and digital. Those depend upon the customer preference. What fits best in their lives. Some like the printed, to get away from digital screen, some like the digital as for them it’s more efficient and available.
Baby boomers still rely on printed materials for many things, but are actually open to digital for others. I still think they are the biggest print clients when it comes to information that is more involved. Print is more and more irrelevant for first touches in the younger generations, however, I think any communications plan would be completely ineffective without print materials at some phase of customer contact. This is all coming from a higher education design/marketing background.
Consumer-end (packaging). Industry is demanding more sustainability but there is still a need for packages, shipping boxes, PDQ and endcap displays, etc.
It appears that the older population has not fully adopted digital media compared to the younger generation.
Print is important in both my personal and professional life. Print materials are more effective in creating marketing materials, presentations, and reports that require a strong impression or offline accessibility. Reading books and magazines in print enhances engagement and offers the benefit of permanence. The traditional strengths of print still matter: touch, permanence, and credibility. Printed materials feel special and are stored easily, making them more credible than digital materials. In conclusion, print remains an essential part of life and has strengths that digital media cannot match, making it a valuable tool in both personal and professional use.
In my experience print and digital media go hand in hand. Each serves a purpose and each reaches the target audience in different ways. They work best together to drive the clients market share.
My nonprofit clients have found that people still respond to mailed fundraising appeals, so they have kept printing their fundraising letters but reduced the quantity of each mailing.
Print can be helpful when you’re explaining a new product. I just received some Moringa powder from a DTC order and got a mini brochure in the package explaining the benefits of Moringa and how to use it in recipes. That will be handy to keep around. Anytime you order something physical, like a pair of shoes, it’s possible to extend the sale by included something printed.
Print is important to consumers of books — not everyone likes to read off a digital screen. Books are portable in a way that Kindles or electronic devices are not. They don’t need to be recharged, and it’s fun to flip pages with your fingers. Also, the packaging industry will always have use for print. I suppose people don’t write actual letters sent through the post that much anymore. That skill is becoming or has become a lost art form.
The fine art world requires a lot of attention to paper and detail.
The book projects I work on are typically with photography or art based clients. They want their work to be on display in a physical setting and prefer the beauty of a physical object over a quick scroll or click.
Print is especially effective for projects or clients that are trying to project a sense of strength, stability and security, such as in banking, real estate, medicine. It is less relevant for information that is constantly changing, such as the news, the stock market, etc.
Print is effective for my healthcare and CPG clients. There are lots of trade shows and packaging that requires paper good to communicate or house items. It’s almost irrelevant for my smaller clients who don’t have large budgets and only want to push digital.
Print is still big with my nonprofits, as they are still mailing their annual appeals. However, they do not usually want to spec unusual or fancy paper as they need to keep costs down.
Effective in situations in which client is trying to enhance a sense of value (wineries, boutique financial firms, etc). Also, when information is dense.
In things like consumer packaged goods or informational folder kits or stationery design, nothing can replace print, and when it’s done right using carefully chosen papers and finishes, it is gratifying and well appreciated and received by the customer or consumer.