Despite often negative headlines, print is alive and well in an increasingly digital age.
The truth is, print can and is evolving with technology. We are seeing increased demand for personalisation and direct mail because businesses can target their customers better than ever before thanks to technology. But they recognise a personalised piece of print will nearly always engage customers better than yet another email will.
Wide format printing and installation also continues to grow as bricks and mortar retail becomes more experience led, calling for more visual artwork and displays. Digital print is also developing, making print more personalised, with a greater ability to print on- demand, in a more cost-effective, faster way.
3D printing has proved to be more than just hype too. The technology is now developed enough to undertake crucial roles in production. But there are many reasons why more traditional printing methods aren’t going anywhere.
There is something human and substantial about printed documents as well. Sales teams can leave printed materials with clients and prospects, creating a physical connection. Executives can use print collateral as tools at conferences and tradeshows. Print can be used as a reminder to think about that brand again, even weeks after initial contact.
You can’t put a website on a coffee table. If you want to show-off design or personality, print is an important vehicle. But above all, print continues to reach everybody, whether it’s through packaging, menus or brochures and catalogues.
Of course, as printing evolves so does the way in which we print and we must always be aware of its environmental impact. Here at Aspen, we have taken steps to reduce our carbon footprint and have invested time and money to achieve this.
We believe the printing industry is experiencing one of its most exciting times since the printing press was invented – here’s to a successful 2020!
