I feel we are at a point where digital and print are synchronizing. There is rarely a project we create that doesn’t involve both digital and print on some level.
In marketing/advertising, all channels and mediums are additive; they do not replace each other.
Print is an experience, if done properly. Think about an unboxing of an iPhone, and the care that goes into that design and the response from the user. Rubbing your fingers across a blind embossed print run, or simply reusing a Michael Beirut Mohawk Mills ream wrapper because, well, why not?
Higher end industries request and need more print. They have the resources to print and quality print enhances the brand.
The packaging design and luxury markets relies heavily on quality design and printing.
“HIGHER END INDUSTRIES WANT AND NEED MORE PRINT.”
Any shopping avenue sees results when using a combination of print and digital. Bath and Body Works and Victoria’s Secret still have an edge with direct mail and coupons. Print is always better for in-depth observational and technical matters. With print, you have the choice on when to ‘digest’ the information.
Packaging is where it is necessary and matters most for my client’s brands and products. Working in higher education, parents of college bound students, prospective students, and current students all respond incredibly well to print products. While young people are digital natives, they are more starved than other generations for physical media. They are looking for those touches, for mail, for physical media to experience since digital has become their entire lives.
Where an audience needs detailed information, there is a need for print.
Print relevance exists when launching/introducing a brand or service to a captivated audience. The message and brand position hold value as a good first impression if executed properly.
We love the opportunity to use premium printing for business cards and branding projects. Print is less used now and, as such, I think it has become more impactful.
One time pieces like a proposal can be digital. We reserve printing for when we can go the extra mile and do something really special or precious.
Print seems to work well with advertising as many clients who buy into digital ads also sometimes elect to buy glossy inserts which are placed within our print publication but are also used as handouts for the clients. The area where print is least effective is day-to-day news items. The online site is much more timely and provides up-to-date information.
Print is important for a product to be well reviewed, such as a piece quietly used for raising donations. That may be an alumni magazine, development gift, museum publication, etc. Print is tactile and creates a human response. Digital simply can’t do that as well.
Print relevance exists when launching/introducing a brand or service to a captivated audience. The message and brand position hold value as a good first impression if executed properly.
Late 30s is the start for the search/appreciation for quality materials as a delta, and the want for lasting information and experiences with printed materials. Younger don’t seem to care much unless the subject matter is very relevant.
This depends on the communication media and the market. I suppose you could generalize and say that young audiences resonate with online communications and the older set by printed materials, but that is an oversimplification.
Many companies have print needs and their budget dictates what that will be year to year. We are the graphic design support for a number of companies and a few print brokers. We always look forward to seeing the projects we work on, in print.
We deal with a lot of groups that have a lot of info coming at them so often something printed may be easier to locate than a digital file. Older audiences also appreciate having items printed more over our younger audiences that prefer mobile.
Print products create a competitive advantage in a local market. Not everyone can publish, and not everyone can bundle digital with print.
Print is very effective for annual reports, newsletters, direct mail, and event programs. Especially effective and welcome: books, magazines, invitations; announcements, etc.
Food packaging, menus, posters and signage are important print deliverables.
Print is crucial in higher education, books projects, food labels/packaging, trade show graphics.
The use of print is serious in the legal world. It’s in your hands testifies to that fact. Besides it’s colorful and informative.
I feel as though packaging continues to get more and more interesting, as new brands find sustainability and eco-friendliness more important than ever. I also continue to a resurgence of things like unique business cards, brand kits, and promotional materials being used again as part of the overall brand experience.
I work as a designer for “distinguished events” such as galas and other big fundraising parties. There will always be a need for physical signs, banners, invitations, floor-clings, back-drops, namebadges, etc.
Print is effective for audiences over 45 due to many factors including exposure since childhoods and, I hate to admit, physical factors that make digital communications a bit more problematic such as screen overload and eye strain. In the long term, I wonder if audiences 40 and younger will feel the over use of all things digital and yearn for more physical experiences. Print communication seems preferred in the nonprofit world, especially when an organization is soliciting donations. Donors seem to feel more comfortable/willing to give if they receive a printed ask vs. digital.
Yes, print is very important. My main clients are restaurants which still depend on print. An attractive menu in a patron’s hand has no electronic rival. Direct mailers and packaging will always need printing so I don’t see that going anywhere. But programs and agendas are switching over quickly to online only.
“ALL CHANNELS AND MEDIUMS ARE ADDITIVE; THEY DO NOT REPLACE EACH OTHER.”
Print is still highly welcomed. Older Generations relate and are more comfortable with print than digital.
PRINT is best for selling things that are real and have substance. It may not be as effective as Digital in selling experiences.
Services of creating the packaging and promotional materials for a brand seem very effective in supporting any digital imagery that is created to sell a product.
“WE ARE AT A POINT WHERE DIGITAL AND PRINT ARE SYNCHRONIZING.”
Our organization also produces multiple publications and the feedback we’ve received from our members/customers is that our readers still prefer print.
Print design remains EXTREMELY effective in local news, arts, and media publications. As long as these organizations can receive enough advertising dollars to run in this ever more competitive digital landscape, they’re MUCH needed. Important local news and events NEED print media to get the word out.
We print for colleges and many local businesses and print is going strong!
For creative solutions and the design mind, the way of thinking is always AND rather than OR.
Know your age demographic and end user. Boomers prefer print. Environmental advocates prefer digital.
It depends on the client. Doing a lot of government/city work where they still will send out direct mailers to targeted audiences about upcoming changes to say for example, their bus route.
Invitations and certain marketing materials should be printed.
Working in nonprofit, we are trying to appeal for support and sending physical tangible things is an important way to show the direct tie from support to transformed lives.
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