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The Value of Print In Today’s Digital World

Seems like everything related to communication these days begins with digital communications. Digital is moving fast and certainly making news. Just two days ago, ESPN news ran a lower screen ticker that LaBron James is now on Twitter (really?!). Through all of the digital growth and hype, we can’t lose sight of the role of effective print communications in the marketplace. Following is an interesting study of the value of print to the average person. Undeniable proof that print AND digital will continue to coexist as relevant communication solutions…

The New ROI by Megan Patrick

Interesting study about print design from Appleton Coated:

How does effective print impact consumer purchases? To answer this question, Appleton Coated commissioned a proprietary research study of more than 1,000 high-end, high-minded consumers. The company shares its findings in a new publication, appropriately-titled, “ROI.” Beyond a positive Return On Investment, “ROI” reveals five new I’s in ROI: Inspiration, Impact, Interaction, Involvement and Integration.

Appleton Coated’s “ROI” research was conducted by Yankelovich, a part of The Futures Company. Among those surveyed:

* 88% of all ages report that they enjoy receiving catalogs and brochures from the company and brands with which they do business.

* 83% say, “What I like about print is that I can keep it for future reference.”

* 79% feel, “It’s important that the catalogs I receive be printed in an environmentally responsible way.”

* 75% of consumers visited a website to purchase a product or service after reading about it in a catalog.

Some of the most surprising revelations in the findings were the responses from “the Internet Generation” – those 18- to 34-year-olds, often perceived as having abandoned print for online. 71% share that “I like to read or look through high-end catalogs.”

When asked, “What makes good print materials stand out from the rest?” the top, unaided responses included:

1. They are attractive. They look beautiful.

2. They have beautiful photography.

3. They use high-quality paper.

4. They have vivid colors.

5. Their messages are simple and to the point.


One Response

  1. Great insight about digital printing industry. Digital printing allows documents to be produced from electronic data so that in principle every product can be different. Today, color copying and printing is developing quickly and the resolution and speed of desktop and network printers is increasing. With the quick advancement of technology, a variety of digital papers will be required if users are to utilize the full potential of their equipment.

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