Is print design really dying?
My short answer is no, but the landscape has changed!
Print design, by Wikipedia’s definition, is “a subset of graphic design, a form of visual communication used to convey information to an audience through intentional aesthetic design printed on a tangible surface, designed to be printed on paper, as opposed to presented on a digital platform. A design can be considered print design if its final form was created through an imprint made by the impact of a stamp, seal, or dye on the surface of the paper.”
Like anything in our society, print design has evolved quite a bit. We can trace print design all the way back to China, circa 1045CE, with movable type, a more archaic form of the European letterpress that used clay letterforms to imprint. Then came Gutenberg’s press, which remained the most popular form of print design until the mid 1900’s, when lithography came along, allowing more customization. Eventually this led to the creation of modern day printers, and the rest is history.
Before the internet, it was easy to imagine that print design was the easiest way to communicate with your audience. Newspapers, magazines, and catalogs were popular methods of advertisement. While all 3 of these formats still exist, it’d be a lie for me to say that all are as prolific as they once were. While I personally still enjoy reading magazines, most of the advertisements and information I view comes from a digital source.
Does that mean that print is dead, or dying? I personally don’t think so, and my business begs to differ. A lot of the projects that I work on fall into the print design category, and I want to talk about a few of them in this blog in the hopes that you’re inspired to integrate different types of marketing materials into your strategy!
#1: “Leave-Behinds”
Think of a leave-behind as any marketing piece that you can leave on someone’s desk, give away at a tradeshow, or hand out at an event booth. Some examples: a brochure, rack card, postcard, or flyer. These can all incorporate your mission statement, list of services or products, case studies, and of course, website, social media, and contact information. You can use QR codes to make it simpler for potential clients to learn more. I love taking printed leave-behinds at conferences and events because when I get home, I’m reminded to take a closer look at the business, and even follow them on social media.
If you don’t find yourself attending events, a leave-behind may not be right for your business - however, you can adapt any of the above to a digital format and use it as a “leave-behind” on emails, as a download on your website, and more.
#2: Business Cards
Similarly to the above, if you find yourself at lots of networking events and connecting with potential clients or referral partners in person, having a business card to hand out is a great idea. Of course, you’ll want to include your contact information, but you can also be a little more creative and add in images, a quote, or a discount offer. It’s a great way to show legitimacy and professionalism, and if you’re like me, you can invest in a better quality cardstock or a soft touch material. I always get tons of compliments on my business cards that I order from moo.com!
#3: Advertisements
While many people see ads digitally on websites, via email, and on TVs, there are some audiences where it does make sense to invest in print advertisements. For example, one of my clients, a premier senior living facility, has an audience that is an older demographic. While many individuals over 50 years old are technologically savvy and can work a phone or an iPad easily, many also still enjoy getting mail and reading newspapers. So, we design lots of print ads in addition to the digital ads we send out.
Another great option is local advertisements, such as coupon books, quarterly newsletters, and advertisements at local events. For businesses who are big into community, getting involved in the local happenings can be a great investment.
#4: Billboards and Large-scale Posters
Similarly to the above, there are lots of people who still commute to work, go out to eat, and get out of the house for their usual shopping and socializing. If you live in or near a city, you’ll know that print advertising in large-scale formats is certainly not dead. Whether it’s a billboard along the highway, a large poster at a bus stop, or ads on a train, there are print opportunities everywhere!
#5: Packaging
Arguably a totally different type of design, but I think it’s worth mentioning here. If you sell products, your packaging design can make a huge difference in how customers interact with your brand. It’s yet another format to share your mission statement, your “why,” your social media pages, contact information, website, etc. You can even print postcards or other small print pieces to put into the packages to upsell other relevant products, or a business card with a 50% off coupon on their next purchase! Print design inception!
#6: Reports, Catalogs, and Mailers
Though many businesses send out annual reports digitally, there are still many industries that I work within that are printing reports, catalogs, brochures, and other items that they send to customers and supporters via the mail. Even if it’s a limited run, there can still a need to reach potential clients and supporters through the postal service. I can’t tell you the number of times I have received a piece of mail, put it in a pile, and then found it months later reminding me that I wanted to visit a website, make a donation, purchase a product, or support a cause. In a digital world, a mailed print piece can be a great way to break up the inundation of emails, ads, and social media posts we get served on a daily basis.
#7: Stationary
Lastly, lots of businesses still use stationary and letterhead in their business, and including not only some pertinent information but also some visual branding to these can add personality to otherwise boring pieces.
There are tons of print design marketing ideas out there, and lots of opportunities to reach your audience. Ultimately, I’d say print design isn’t dying - but it’s best to pair it with the use of digital design as well. QR codes are a great way to get potential clients and customers onto your website, so you can build trust, build a community, and of course, sell your services and products.
Want to discuss a print design project? Let’s chat. No pressure at all! Book a free consult via the form on my contact page.
