The enduring power of print

For hundreds of years, print has had the power to change lives. The invention of Johannes Gutenberg’s modern printing press brought with it enlightenment, the ability to disseminate and share knowledge and ideas which in turn helped to shape the social, intellectual and political fabric of our lives.

And its story is far from over.

In the modern age, digital at first glance appears to have the upper hand: its reach, swiftness of delivery and responsiveness are powerful tools to help brands and businesses approach their target audience and in doing so plays an integral part in any marketing strategy. And yet, print still plays a pivotal role which cannot be replicated or replaced by any form of digital communication.

Think about how it feels to receive a thank-you note, a carefully chosen greeting card, a pair of concerts tickets, a much-anticipated new album or a new work from a favourite author.

It is the physicality of these things that gives them more meaning, a tangibility that only print can deliver. In short, print offers an emotional connection that digital media cannot.

A number of studies have shown this to be true. One such study by Temple University measured subjects heart rates, sweat, movement and breathing while reading to determine their emotional responses. Not only did paper documents elicit a more substantial emotional response, but readers also remembered more clearly what they read.

A further study asked participants to remember the brand of an advert shown to them and the results revealed that individuals shown the advert in print had a 70% higher recall than those shown a digital advert. Compelling stuff.

At Alex Graham we believe passionately in the power of print and its ability to convey a brand or businesses commitment to its clients. The cost of a digital communication could be just a few pennies whilst the perceived and actual value of print is exponentially higher.

We’re willing to bet that you have quite a few unopened emails languishing in your inbox but when did you last leave a parcel or package unopened? Print suggests a sincerity and commitment which truly resonates with the receiver.

If you want to make a lasting impact, printed media can help you to do that. And so can we.