The printing industry’s death is a myth

Digital. It’s on everyone’s lips as the place to advertise. But the internet is not the only place to market a business. Why? Because we don’t have devices attached to our heads forcing us to use the internet 24/7, other aspects can and will attract our attention. In this blog, we highlight the relevance of the printing industry and why your print media publications will leave a lasting impression on your customers.

Millennials appreciate print

Believe it or not, millennials do unplug from the digital world. The digital space is cluttered, so it’s easy for your message to get lost in it. When consumers retreat from digital, they are seeking to make a connection with the brand, which is hard to accomplish through a screen.

Studies show that direct mail will create a stronger emotional reaction than online ads. Yes, online advertising works, but it does not satisfy emotional needs. Research by Quad/Graphics, a printing services company, states that 82% of millennials read direct mail and 54% look forward to receiving hard-copy catalogues in the mail.

Brand recognition

Printed publications and other branded materials help to establish your brand because it makes excellent use of the aesthetic qualities of font, colours, images and texture all working together to establish brand recognition. Humans are visual creatures and high-quality printing material is popular with consumers because it’s a relaxing alternative to scrolling online. If your business sells a multitude of products, these can be showcased in a catalogue or brochure and on your website. There is no reason why both can't exist, you can add QR codes or PURLs on these prints to drive customers to your website.

Print lasts longer

Printed items such as publications, brochures, posters and other types of printed materials are physical and tangible. These items can remain in offices or homes for months or even years afterwards.Unlike an online ad that’s useful for a single purpose, the benefits of print media extend further.

Neuroscience at work

Our sense of touch helps us to perceive the world around us. It’s a crucial part of the sensory experience that often influences decision-making. Paper has the ability to evoke emotions and reawaken memories for centuries.

Touch possesses the power to shift the brain to a deeper level of engagement, one that’s more conducive to building lasting knowledge. This has significant implications – touch can have a stronger impact than sight or sound alone. A recent study conducted by the Eagleman Lab discovered that paper quality makes a difference. Participants were more likely to recall information printed on heavy, high-quality paper than on low-quality paper.

Whether brands are showcased in a glossy magazine, brochure, catalogue, on extravagant packaging or labels, they can improve their image on paper with impressive techniques such as embossing, foiling and varnishing to create an appealing look and feel. Now you can have a state-of-the-art digital printing machine in your office ready for immediate use.

We have a range of magnificent colour printers that will help your brand’s image leap off every page and leave a lasting impression on your customers. Download our commercial printing guide for more information.


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