We often read and hear doom scenarios such as: “Digital is flourishing, print is dying” or “Print has had its day”. Do we at Buroform agree with this? Of course not! Digital communication is a great addition to print and vice versa. Are you also curious about why we love print so much? Then read on.
It was the Egyptians who developed something fantastic thousands of years ago. Something we use every day: paper. You see it everywhere around you: from birth announcements to magazines to toilet paper. There are so many products that contain paper that we cannot do without it. Paper is in our DNA.
Are you always curious about the contents of your letterbox? You’re not alone! We previously wrote about a study conducted by Bpost. It showed that no less than 80% of respondents are curious about their post. Twenty-seven percent of the mail read leads to action: requesting information, making purchases, etc. The conclusion is clear: our letterboxes offer enormous opportunities to reach people.
Need inspiration? Take a look at our tips for addressing your target group personally.
Okay, maybe we’re exaggerating a little with this title, but still… When we read on a screen, we scan: we read diagonally and skip sentences or paragraphs. This means we lose parts of the message.
Because we read more slowly on paper than on a screen, readability is increased and the message sinks deeper into our memory. As a result, we remember messages on paper better and for longer. Do you want to communicate an important message or a long text? Then definitely opt for a printed version.
Imagine: while reading an email on your smartphone, you receive a message from your best friend. What do you do? Did you also answer, ‘I open that message’? Many of us will agree with you.
Digital communication may be convenient in this digital age, but you still have to deal with pop-ups, online advertising and notifications. Messages on paper do not distract you and offer a pleasant offline respite.
When we read on a screen, we use only one sense: our sight. We can look at the screen, but we are not stimulated in any other way.
Printed matter, on the other hand, offers many more stimuli. Let us take you through it: you open the letterbox and find a box. You open the box and take out a beautiful invitation to a winter wedding. You look at the invitation very carefully (sight) and feel an impression in the card (touch). Your attention returns to the box, which also contains a booklet. As you open the booklet, the aroma of pine trees is released (smell) and you hear the rustling of the paper (hearing). Quite a difference, isn’t it?
Digital advertisements that may be of interest to you are selected via cookies. For example, an advertisement for those trousers you saw online – but didn’t buy – can follow you around for weeks on various websites and in your mailbox.
Printed material does not do this. With printed material, you choose where and when you want to receive certain information. If you read an article about gardening in a magazine, it means that you are interested in this topic at that moment. If you see an advertisement for flower pots in the same magazine, you choose to view that advertisement on your own initiative – and with more interest.
High-quality printed matter leaves a greater impression than digital communication. Because your message becomes tangible, you connect more quickly with the person holding the printed matter. The fact that printed matter is kept longer than an email offers even more advantages.
Not convinced? Then consider this: how long does a text message saying “Thank you” stay with you? And how long do you enjoy a card with the same message?
No. Although there have been many shifts in our sector in recent years, print media will continue to exist. Because it leaves an impression, stimulates our senses and occasionally brings a tear to our eyes.
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