Print vs. Digital—In 2018, over 60% of people still preferred print
Print vs. digital—no, there is no conflict between these two methods of presenting content, but communication strategies must treat both with the utmost care. Here’s why.
According to Neurosciencemarketing.com, a study was conducted in the United States in 2015 to test the brain’s different reactions to digital and print media. The study’s results show that print still has a very strong influence on consumer perception. This does not mean that people prefer print over digital media, but rather that they tend to consult printed materials first and only then turn to digital media.
The print is multisensory
The digital environment offers numerous benefits, but printed material evokes different sensations depending on its characteristics. Print has the advantage of being a tactile stimulus for the user, unlike the digital environment, which focuses on the visual component. The density and texture of the paper, as well as the sensations the reader experiences when holding a printed piece in their hands, stimulate the senses in a different way than digital media.
Media Update quotes Mark Beare, director of The Publishing Partnership, who says that when you read a printed article or a book, it’s much easier to remember exactly where you left off, how much you’ve read, and, most importantly, exactly where on the page the information you saw is located.
Is print more effective at driving engagement?
Access to compelling content has a greater impact. Readers will retain the information more quickly and for a longer period of time, leading to greater engagement with the brand. Printed material, however, has the disadvantage that engagement cannot occur in real time, as it does in the online environment. Printed material is a good tool for reach and awareness, allowing potential customers to interact with the brand through it. However, when it comes to reach, digital content is superior. Through digital content promotion strategies, you can reach a much larger audience with minimal effort and in a short amount of time.
Digital—targeting is easier
If we’re talking about a company that creates promotional materials for its products, services, or simply to showcase the organization, we can say that targeting will be done correctly, but it will require a great deal of effort and a significant amount of time. Employees will distribute the materials to partners at other companies. In the case of digital materials, using social media channels or a website allows for very precise targeting in a very short time and with relatively little effort.
Print/Digital Costs
The major advantage of the digital environment is the low costs it entails. Print involves high production and distribution costs. In the digital environment, there are no costs associated with printing or transporting materials to the consumer. Furthermore, any corrections to printed materials require additional effort (creating errata, which are published in print or posted where the material is distributed).
Publishing Design: Print/Digital
If we look at design, we can say that things are similar. In fact, we can say that they were similar until a few years ago. Today, it’s possible to create “animated brochures” that, through their dynamic elements, manage to create a much greater level of interaction with the reader. These digital brochures allow an infographic to fill in as you explore it, or a map to highlight certain points with a flashing light effect.
Digital and print materials are not mutually exclusive. The ideal scenario is one in which the organization succeeds in using them as part of a blended strategy, maximizing the benefits of each and working to eliminate their drawbacks.
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