Is print dead ?
But why print on paper when we live in the digital age? Simply because print has not disappeared, quite the contrary: it reinvents itself, and complements digital media.
It adapts, evolves, as it always did since the invention of printing by Gutenberg in 1436. Print is dead, long live the print !
Let’s find out more about why you need to trust print for your marketing success.
First of all, what is print exactly ?
Print, or paper printing, includes all printed materials used in marketing, such as brochures, leaflets, flyers, posters or business cards. It is an important element – if not essential – of the communication of any given company and we will see why it cannot be overlooked under any circumstances.
First, why use marketing communications ?
- To present services, products or offers and make them known to the target audience.
- To improve its image and gain notoriety.
- In order to differentiate itself from the competition and position itself as the best to meet a need.
Printed media is the key to your company’s identity, and therefore its success in standing out and to be remembered.
What are the advantages of print communication ?
Print is tangible
Print is essential for the public to adequately memorize your message. For the majority of people, the relationship to paper will always be different from the one to digital: it is touched, manipulated, felt, it is an experience in itself, and therefore a chance to capture minds.
Paper is tangible, it can be kept, transported, exchanged, and even collected. Paper allows you to give something concrete to your customers, something they can hold on to, and read and enjoy whenever they like. They can always keep this support under the eyes and refer to it as they please. Paper communication has an invaluable quality: it allows a high visibility and therefore has a strong impact on your customers.
You’re still unsure of the relevance of investing in paper when so many communications are on screens? So trust the numerous studies proving that paper will always have an irreplaceable role to play in communications.
In fact, let us take the example of a study by La Poste – le Hub This study tends to show that the future of paper media is not determined by pure substitution effects. Digital does not replace the paper medium, but rather completes it. Another important conclusion of this study is that the participants remembered information better when it was presented on paper than on a computer. In addition, advertising texts were always better understood and retained (in the short and medium term) when they were presented on paper, and even more so when the participants were older. Some people still rely on print and it is important not to neglect this target.
Diversified and accessible
Paper is an extremely varied and qualitative medium. The possibilities are practically endless: thousands of types of paper, but also original materials such as cardboard, wood, metal, plastic … All these mediums are available, waiting for you to reveal your identity! Let’s not forget the variety of printing methods, from offset to digital, but also laser cutting methods, letterpress, gilding, etc. All these techniques can help you stand out from the crowd, and receive many “WOAHs” when you distribute your business card.
There are affordable solutions for every budget and know that the effort invested to create a quality print will be appreciated by your recipient who will feel valued by this approach.
A means of differentiation
How to make your message shine in a world saturated with information ?
Every business faces this challenge, and of course this goes for digital communication. Print on the other hand will allow you to leave a much more durable mark. Think pen in contrast to a permanent marker. Everyone today inevitably goes through the web, which means that print can be to your advantage allowing you to stand out, and strengthen your brand image.
What mediums for my company ?
Now that you are convinced that paper is a crucial part of your business’ communication, let’s take a look at the main print communication medias.
The essential business card
Rarely has such a small piece of paper had so many functions. The business card is your communication passport, it’s your business summarized in a few words, numbers and colors. Better make sure nothing is left to chance!
It cannot be overloaded: remember that simplicity is mistress of clarity. A clear composition, a neat creative layout, and choices of prints and appropriate finishes are the conditions to an efficient business card.
This card must be able to present your company and/or the person who distributes it, and allow to keep in touch with the person you are targeting. But in addition to these practical aspects, it will also reflect the personality of your company, and will make it stand out.
Flyers and posters
They mainly have a promotional purpose. They are ideal to communicate one-time offers, think of concert posters, promotional flyers, or political pamphlets. These media are designed to easily draw the attention of the target audience but also affect a very wide public. They are easy to spread and will be the messengers of your events, services, products, and activities. Look after them! An engaging design and an effective message are essential to stand out. It’s a powerful marketing tool that will certainly appeal to passersby.
Brochures, booklets, catalogs and leaflets
These mediums are the answer to long-term objectives, they provide a detailed understanding of your company and contribute to developing your notoriety.
Your products and/or services are showcased. These mediums are the identity you leave behind when visiting your client, who can refer to them if desired.
It is essential when using print to pay great attention to its logo and its visual identity..
Your identity is mainly built around your logo, and should be developed in all other media. Your logo remains the first visual element that allows the company to be easily identified by customers and to stand out from the competition: it is in a way the pillar of all the visual communications of your business.
– All other medias that are a little out off the beaten track: printed objects, packaging, printing on vehicles, and large formats: billboards, roll-ups, banners …
They are great ways to attract attention and have an impact on the widest possible audience, as well as to increase your brand awareness.
In conclusion, digital communication cannot be neglected, on the contrary, it is a complementarity to paper.
The choice of medium is strategic and must be considered according to the message to convey, the target to reach and your financial means. And of course, it is essential to pay close attention to the design, whether on digital or paper, otherwise, the choice of medium will not change anything: your message will be lost in translation!