Is print dying? We’ve been hearing this question for over a decade now.
As a branding expert and graphic designer, I’m here to tell you, print is not dying—but it is
changing.
Since digital marketing has become a big part of the mix for businesses of all sizes, print
design has shifted. Are there some smaller businesses that stick solely to digital marketing?
Yes. But most brands realize the value of incorporating strategic print materials into their
strategy.
Is Print Advertising Still Effective?
Whether you are sharing info about a new service or storytelling about your nonprofit's work, printed materials help readers slow down and pay attention.
The importance of print advertising is real. Direct mail is tangible, so it requires interaction. In fact, 48% of people retain direct mail for future reference, according to Digital Marketing
Ramblings. In the best-case scenario, a reader might put your postcard on the fridge as a
reminder to check out your site or call you. Even if that card will eventually get tossed, it gets at least two touch-points, the first encounter, and the decision to throw it away.
Beyond your own mailers, investing in print ads in broader publications can be a smart move.
People engage with print ads differently than online ads. Many of us have ad blockers on our
web browsers to prevent pop-up ads from interrupting our experiences online. Research by
Temple University found that readers spent more time looking at print ads—and that their
recall and emotional connection was higher than when looking at digital ads. Magazines are
really niching down. Strategic print ads can get your brand in front of people who are receptive and excited to learn about what you offer.
Print ads can drive understanding and awareness and help make your audience more receptive to taking action when they encounter your digital marketing.
Print Advertising Examples:
Binkeez Annual Report
2 Sisters Realty Post Card
The Benefits of Promotional Products
Promotional products are important for brand recognition. Business cards still matter (and the options have only gotten more luxe, square, and colorful in recent years), but promo items are only gaining popularity. Many brands use apparel, mugs, grocery totes, and even small household items to build relationships and brand awareness.
Printed items can be used as giveaways at events or trade shows, or gifts at various milestones in the customer journey. I love collaborating with local print shops to design and produce high-quality items for my clients.
Packaging design is important too. Attractive, functional packaging can make your brand and product memorable in all the right ways. You can use the design to highlight your brand's personality, whether sleek, feminine, homey, or minimalist. Intentional packaging design can also make the entire experience of your product better by making info and instructions easy to find, suggesting complementary products, and keeping the product damage-free.
Promotional Products & Packaging Design Examples:
Parker River Tutoring
How Print Materials Elevate Your Brand
Many businesses need tangible materials to accomplish their day-to-day work. Designed, branded materials look more professional and give customers a chance to connect more with your visual brand, so they remember it later. Simple rack cards and pamphlets can summarize pricing, services, or other information that customers may want to keep handy at home. Branded stationery can elevate a simple memo. Restaurants need clear, attractive menus to communicate their offerings clearly and reinforce their branding throughout the dining experience. Consider the items that your customers encounter in your office or throughout your process—many have an untapped brand-building potential!
Print Materials Examples:
City Line Diner Menu
Worcester Family Chiropractic Stationary
Looking for more inspiration? Please take a look at some of my favorite print design projects
here, then schedule a call to discuss how print design can play a role in your business’s
marketing efforts.