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Print Matters in a Digital Age

March 9, 2018 In Industry News,Marketing Tips

It is hard to go a day in our industry without someone asking about the health of the printing industry.  The explosion of digital is real.  After all, according to a recent report from Forbes, there is nearly 3 trillion gigabytes of data in the world today.

Some are quick to proclaim “print is dead!”  Most would be surprised to learn that print has been going through a resurgence lately.  How can print be gaining ground in today’s high-tech, digital age?  We’ve found some pretty compelling information:

Print is Easy

One of the most prominent benefits of print is the tactile nature.  We can touch, turn, flip and mark on a print piece with ease and speed.  It is easier to find information we wish to reference on a print item, rather than scrolling through the digital abyss.  As a result, a recent survey from TwoSides.org researching how we consume media found that 81% of respondents preferred to read information on paper, rather than a digital screen.

Print is Memorable

The simple purpose of creating content is to deliver information your audience will remember.  Thanks to the overwhelming growth of digital content, our brains are forced to index and understand more data in a single day than ever before.

As a marketer, how do you stand out amongst the chaos?  The same TwoSides.org study found that 88% of respondents understood, retained and were able to apply information better when it was consumed on paper, rather than via a device.

Print is Credible

The ease of digital publishing has led to credible news outlets creating more content, quicker for consumption online.  This same opportunity has been seized by spammers and those who intend to mislead.  As a result, digital content faces credibility issues.

Print, in the eyes of many consumers, continues to be perceived as a more credible method of conveying information.  Readers are less likely to feel the need to fact check a print piece than an article they discovered online.

Print Demands Attention

Our digital devices have taught us to scroll, swipe and hunt for the things we need.  The same actions have also impacted the way we consume digital content.  Instead of reading an article or piece of content from start to finish, we are taught to look for shortcuts to key information.

A study from an American University professor found that students were 90% more likely to multi-task and become distracted when consuming information on a digital screen, instead of print.

While we cannot dispute the growth of digital content, we don’t consider the digital world our enemy.  The massive amounts of digital content have presented an opportunity – to stand out.  When you need to cut through the clutter, sometimes it’s best to avoid the clutter altogether.