While we’ve seen some truly amazing business card, flyer, and poster designs from our customers over the years, one can’t help but wonder why so many small businesses don’t bother to have any printed marketing materials at all. And they’re missing out.
The idea of a “paperless” office is still far from being a reality. We’re a printing company, so it’s not like we’d like that dream to come true any sooner. But why is it so hard to let go of print? The answer might be different depending on your industry. But most of the time it comes back to these three things:
1.) It’s (Practically) PERMANENT
Let’s get this out of the way –we’ve ALL suffered data loss on our computers and networks. If you say you haven’t, you’re either lying or don’t know what data loss means. Whether through hardware failure or simply forgetting or not knowing where your files are – or how to get to them.
2.) Paper offers a tangible (and olfactory!) experience no other technology can reasonably match
Yet. Tablet computers and phones with touchscreen capability aren’t nearly as pleasant for most people to touch as paper or cardstock. Computer shops aren’t as well known for their scents as libraries or book stores.
The additional stimuli paper and cardstock provide us speak to us in a way that no commercially available alternate technology can. Print just plain feels better.
3) Our brains process information on print far better than they do on screen
Especially when you handle the printed material. Studies have been made that strongly suggest we retain information better when we get it from traditional print. The implications for businesses are obvious.
Print is not dead. We’ll need much less of it- and that’s a good thing. But for many applications –it’s still the technology to beat.