Is print really dead? In an age of media and digital communication, print seems like it’s losing relevance. I mean, everyone says it is, and it sure seems like it is.
But is it really?
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Two Reasons Print is Trusted over Web
If print isn’t losing relevance, why isn’t it? Everyone loves technology. Everyone has technology. It’s portable. It’s accessible and easy. Why would I go with the more difficult, often more expensive, option?
Print is Permanent
Because of its tangibility, print is more permanent. When a mistake is made on a website, it’s pretty easy to fix (if you know what you’re doing). If a mistake is made in a printed magazine, that’s a different story.
The World Association of Publishers says it this way, “With so much digital content being published across online outlets, blogs, social channels and more, legitimate and fact-checked journalism was drowned out.”
The implications of this are many. We can assume that because it seems that “fact-checked journalism was drowned out,” digital journalism is not fact-checked. This fact-checking takes much more time and involves many more people. Because of the greater up-front costs, not just anything will be printed. This makes print - especially in the realm of printed news - more trustworthy.
That promotional email? Gone. In two seconds without even being opened. That business card from an established business? You don’t think you’ll ever use that company, but somehow it sticks around on your desk for two months. And you re-find it and think to yourself hey...I didn't need that then, but now it looks like I do.
The permanence of printed documents builds credibility and trust. That is why one reason why print is important.
Printed documents build credibility and trust
Print Stimulates the Senses
Another reason that print is trusted over web is because of its multi-sensory impact.
Humans have five senses: sight, feeling, hearing, smell, and taste. When going online, your sense of sight, and maybe hearing, is engaged. With print, the opportunities are almost endless.
Think about it. A simple, printed page definitely involves both your sense of sight and your sense of touch. Simply picking up the rustling or crinkling page involves your sense of hearing.
Taking it further, think of scratch and sniff cards we used as kids. First you pick it up and look at it (using the senses of touch and sight), then you further connect with the card by scratching it. Then your commitment with the card enhances when the card emits a scent
Talk about engagement.
That is just one example of how print can engage more senses. Adding textures to paper engages even more feeling and makes it more memorable. Some paper is even edible and has taste thus including even more senses.
All senses can be stimulated using print, but those are just a few ways examples. The possibilities though, are virtually endless. Think holograms or UV coating. Because of this stimulation, a printed product becomes much more memorable.
Spot UV Coating (it makes part of your card shiny)
Franklin-Dodd Communications says that using special effects in print increases response rate by a minimum of 18%, and the ROI is extraordinarily good. According to them, product loyalty doubles if experienced with several senses.
Using special effects in print increases response rate by a minimum of 18%
If you haven’t considered using print before, consider it now. Print is an option worth looking into. Learn why I love print. And next time, we’ll look at signs indicating when you need to invest in print marketing.
Please comment with reasons why or why not you think print is an effective form of marketing, and share if you agree.
