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It’s no secret that we live in a digital-first world. From the time we wake up until we go to bed, we are constantly being interrupted and bombarded with brand messaging that comes to us via screens and digital media. Consider that, though estimates range, some research shows that the average person is exposed to between 6,000 to 10,000 ads every single day! These numbers are nearly double from what they were in 2007 and the numbers are only expected to increase as our access to media expands.

Why is Digital Media the Go-to?

People today are exposed daily to an abundance of stimulation via screens and this is easily the primary way that we now receive brand information. A system or strategy for digital communication is a must-have for any busy looking to position itself or grow in today’s market. Digital media can be inexpensive and easy to create, particularly with the proliferation of devices and content creation tools available today. Digital media is always on. As long as your device is on and can connect to the Internet, your access to digital branded content is available. Digital media has opened doors for brand awareness and exposure that did not exist before, which had formerly been the domain of big brands, with big budgets for marketing and advertising.

All this being said, we believe that this is not the time to forsake or forget about print media. Well-conceived and well-executed print campaigns can have incredible impact and provide some important value-adds to your brand experience that cannot be easily replicated. One important thing to consider is how digital and print media can be combined for heightened impact. (More on that later.) Print can be good for your brand and your bottom line. The moral of the story is this: Don’t forget about Print!

Print is an important (yet undervalued) aspect of your brand/marketing toolkit and will not be completely going away anytime soon. So, here are 3 reasons why you should not forget about print when you are thinking about your next branded campaign. 

Reason #1: Print is Tactile & Tangible

Touch is the first sense an individual develops in life, and is a critical tool for development, human experience and communication. Touch is a vital dimension of engagement with a printed piece, so when you give or send someone a printed document, you are connecting with them on a deeper level. 

Touch helps the human brain connect ideas and words with real things. It makes it easier to remember. It has been demonstrated through research that our brains process printed information differently than digital. We have trained ourselves to scan words written on screens. Research shows that as much as 79 percent of Web users scan rather than read. Print forces your audience to slow down, think about what you are saying, and respond, not just react.

Reason #2: Print is Trustworthy & Thoughtful

Generally speaking, if something is in writing, it seems more authoritative. Print carries the ability to communicate the same message in a different voice than digital. Think about how a staff might receive company-wide communications sent in a typed letter from the CEO versus a mass email. 

Also, writing communicates intentionality. It’s not just that you thought about what you wrote– it’s that you thought about me as you wrote it. This brings up the added trustworthiness of print in combination with personalization. What is interesting is how modern print technology leverages the idea of personalization to create a more authentic brand experience. You can achieve the authority of print with the authenticity of personalization. People like to see their own name in print along with a message that was crafted just for them. Consider how you can leverage both for even greater impact in your next branded communication to a client.

Reason #3: Print is Time-based

Because we are so busy and conditioned to consume information as quickly as possible, this last advantage of print is easy to overlook for that same reason. The idea of time is really important to why print is still viable and valuable for branded communications. When you read something someone printed and sent to you, you realize it took them time to address, package and send the item, and it will also take you, the recipient, time to retrieve, open and read the item. In our fast-paced world, a carefully crafted print piece forces people to slow down and take in the message that you are trying to convey.

Reading a piece of paper creates a moment, and that moment creates a memory. I can’t tell you how many times I’ve not remembered receiving or reading an email or text, but I can clearly recall when I open a piece of mail or read a postcard addressed to me. It’s totally different. Important, time-sensitive things (tax documents, event invitations, etc.) are still often printed and sent by hand for this reason. If you want to be remembered, consider print.

In summary, print is something you want to keep in mind as a branding and marketing avenue for your business because it provides something tangible, trustworthy, and time-based, creating a totally different brand experience that stands out amongst the glut of digital brand communications we all receive on a daily basis. Digital delivery is and will continue to be an important and predominant method of communication. Despite this, don’t forget about print. When used strategically, it can deliver a powerful message in a more profound way than even digital. What you lose in convenience, you may gain in connection. That’s the ultimate goal of all branded communication, is it not?

Enthuse Creative is a strategic branding and design firm based in Tysons, VA that provides valuable brand strategy, design, experience and leadership for growing businesses and organizations. When the time is right, we even help clients design and print their high-value branded marketing collateral. Contact us for a free consultation to learn more about how Enthuse Creative can help your business.