Print helps communicate and clarify complex information.
WHY DESIGNERS CHOOSE PRINT REASON #6: PRINT HAS IMPACT
When Nielsen surveyed consumers to find out which media influences shoppers' purchases, they found that print is not just alive and well – it's helping to drive a tremendous amount of sales.
According to this research, more than half of all U.S. shoppers use print at least once a week to seek product and sales information, including the 56% of consumers who refer to the circulars that are mailed or delivered to their homes. In comparison, emails from stores – the next closest digital touch point – only influences the purchases of 37% of consumers.1
In other words, print has impact. Designers recognize this, and often choose print for this reason.
For example, designer and illustrator Barbara Kozoff recalls the long-lasting impact of a direct mail piece she designed for Microsoft that opened up to become a poster. "People were saving them and hanging them up in their cubicles!" she states. This is a result that obviously would not have been possible with digital media.
Another designer, Amber Podratz, now Senior Creative Strategist at Kaiser Permanente, first discovered the power of print during her first post-college job search. Amber mailed a self-promo print packet to a variety of potential employers, and got an astounding a 100% response rate.
In fact, Amber not only received responses from all of her target firms, she also got interviews and job offers at all of them as well. "These packets made me realize that print opens doors in a way that is more powerful than an email," Amber explains. "You open a PDF and what's special about it? Print has that little extra personal touch that pushes response over the edge."
It's no surprise that Nielsen's survey also found that retailers rely heavily on print—68% said that print is critical in their strategy. "Shopper engagement with product and sales circulars (mailed, in-store, newspaper) is significantly higher across all generations than digital," states the Nielsen report. "Clear evidence that print is not going away."
Nielsen Touchpoints Shopper Survey, April 2014