Viva Print

The Value of Using Print Media in the Digital Age

How many promotional emailers have you opened, read, and clicked through on recently? Probably the same as me. None. And why is that? Brands put an enormous effort into the design, copywriting, and development of these digital communications. Yet, even with sophisticated imagery, bold colour, and big glaring buttons inviting us to ‘Learn More’ or ‘Sign up now’ they simply end up in our trash. Maybe, it’s a case of content overload. Maybe, we see this kind of digital media as a nuisance and fundamentally disposable. 

I recently watched a Youtube video of Rory Sutherland delivering his anecdote about the expat couple relocating back to the UK after years living in abroad. In a nutshell they’d had no luck with estate agents in finding a new home (something I’m currently experiencing) and so decided to hand write a letter to all the residents on a street that they loved explaining their situation and asking if they’d be interested in selling their property to them. Astonishingly, a significant number of residents replied and the couple eventually bought a house from one of them. The content of the letter would no doubt have been sincere and persuasive but the fact that it was a hand written, physical item would certainly have made it more meaningful and impactful. 

Now I wouldn’t suggest for a moment that digital communications lack meaning and impact. Brands that invest in captivating video, animation, and various interactive experiences are certainly to be commended. But, there has over the past 20 years in my experience been a dismissive snubbing of any suggestion of using printed media. Partially I feel that this can be attributed to the perpetual excitement around digital innovations in our time. As soon as the new toy is released (in recent times AI) there’s a feverish hysteria unleashed that seems to dominate the agenda in meetings. Often, without much idea of its relevance in a campaign or value to the customer experience.

Communicating with purpose should be the primary driver of any campaign activity. It’s about connecting with audiences in a way that speaks to them more meaningfully. And, sometimes a physical, printed thing is the best way to get directly into the hands of the individuals that you want to reach. 

There are, as we all know, common pushbacks to embracing print: it’s too expensive, it’s unsustainable, it’s inefficient. In some cases, these pushbacks can be quite valid. But ultimately, it’s all about identifying when using print is appropriate. We can all agree that the heyday of printing hundreds of thousands of booklets, brochures, flyers, leaflets, posters, etc., is no longer feasible, but targeted print executions with limited runs and higher production values can be highly effective in capturing audiences’ imaginations and elevating their perceptions of brands. 

The experience of receiving a beautifully designed invitation or flipping through a high-quality magazine is completely different from anything digital. You can feel the texture, appreciate the weight, and maybe even smell the paper stock. Our perceptions shift to a place where the physical and aesthetic intertwine to become more desirable and ultimately more valuable. We see this all the time when people use high-end brand packaging as storage solutions for their fine and treasured things. Maybe on one hand it’s the brand they value, but on the other hand, it’s the beauty of the physical item that speaks to their inner collector.

Of course many think of a printed brochure or booklet as the standard A4, 16 page, saddle stitched, gloss art disposable pamphlet but the possibilities of what can be achieved through more conceptual print are huge. Formats don’t need to be confined to the standard A sizes. Provided the design fits within an SRA1 sheet. 

So, what are the advantages?

The Power of Permanence

Print has  staying power. A digital ad might vanish in the blink of an eye, but a printed piece can stick around for months or even years. Adorning coffee tables, desks, and bookshelves, reaching targeted and incidental audiences. Printed items can also become collectibles. Limited edition magazines and brochures, embracing unique print techniques like die cutting, embossing, spot varnishing, gatefolds, and french folds, go beyond just being marketing materials; they become keepsakes that people hold onto, creating a lasting connection with the brand.

Being present in the moment

The perpetual flicker of digital media is clearly having an effect on society’s sense of focus. When we’re scrolling on our preferred social media platforms we can view hundreds of videos and images in the space of time that we’d previously have watched a single episode of our favourite sitcom. The printed article offers a break from the noise. Maybe not when flicking through the Racing Post. But, when we’re holding a beautifully designed brochure, with the physical heft and visual allure to intrigue, then we are focused on the detail, immersed in the content, and for a brief period of time, present. 

Meaningful media

Quality print collateral can show that a brand is serious about a particular message it’s wanting to convey. The simple fact that the communication is directed to land in the hands of the recipient increases its perceptual value. It suggests a level of commitment and effort. It’s not just about throwing something together quickly; it’s about creating something lasting that connects with individuals in ways that are meaningful to them.

A thing of beauty

Print media can be incredibly beautiful. And, there’s also a lot of room for creativity with print. Just think of that moment when you open the box of your new iPhone. We seem to connect more deeply with physical design. Colours are often more vibrant, the paper quality can be luxurious, and design elements like embossing or foiling add a touch of elegance and sophistication. Brands can experiment with all kinds of textures, finishes, and formats to create unique and memorable pieces. Print also enables customisation and personalisation so that printed materials feel tailor-made for the recipient turning them into something special..

Staying on target

Print media is a great solution for targeted marketing. Brands can choose exactly where their materials go, ensuring they reach the right audience. This is especially effective for niche markets, where high-quality, targeted print pieces need to hit the right note. Direct mail campaigns are a perfect example. Personalised pieces can have better response rates than digital campaigns, while creating a greater sense of importance and connection.

Complementing Digital Strategies

Embracing print media doesn’t mean discarding or competing with digital—it can complement it. By combining print and digital strategies, brands can create more cohesive and effective campaigns. Print can drive online engagement with QR codes, augmented reality, personalised URLs, and social media prompts, bridging the gap between physical and digital worlds. This cross-promotion enhances the overall marketing strategy meaning brands can reach a wider audience and create a more engaging presence.

Sustainability in Print Media

Advances in technology and industry practices have significantly reduced the environmental impact of printing. Many printers now use recycled paper and vegetable-based inks which are less harmful to the environment and often come from renewable resources. Additionally, modern printing processes have become more efficient, using less energy and water. Strict environmental standards and certifications, such as FSC (Forest Stewardship Council) and PEFC (Programme for the Endorsement of Forest Certification) have resulted in the print industry making huge strides in waste reduction with many printers implementing waste reduction practices in their operations. These advancements ensure that print media remains a viable and responsible choice for brands looking to make an impact while still minimising their ecological footprint.

While digital media is everywhere, print media offers something unique and valuable. The tactile, lasting, and focused nature of print makes it a powerful tool for brands looking to stand out. By embracing print intelligently, brands can create lasting impressions and build deeper connections with their audience. In a digital world, the charm of print is not just relevant—it’s essential. And with its increasing focus on sustainability, print media can be not only a smart choice but also a responsible one.