In my LinkedIn email feed today was a tiny little heading that read, “Why do YOU love print?” If you are like me, you get a ton of emails and every once in a while a heading captures your interest. The article was written by Renee O’Donnell and placed in the group I belong to called Print Production Professionals.
In the article she discusses her passion for print, her love of paper, fonts and how they are tangible. At the point that I read the article, there were a handful of comments about how others agree and some even gave their reason for loving print.
After reading the article, I determined that I do love print. Not only for the obvious reason, that I work in the industry, but so many other reasons. The industry has found ways to capture almost all your senses. Being able to bring dazzlingly color in combination with a tactile element of feeling texture in the pages, highlight sight and touch. Did you know that paper can even be infused with scents so you can actually smell the forest in a forestry advertisement?
Using digital enhancements along with an app allows you to share video, so a message can be seen and heard in a whole different context. I guess you could taste it if you want, not really something I’d advise, but I have seen people cook things in newsprint.
My colleagues and I were talking yesterday about how the digital age and millennials (boy, they get blamed for everything!) have affected print, yet it still holds such a strong power. Some aspects of print just can’t seem to be replaced by digital. Studies show physical print carries a higher level of trust. Being able to hold a printed piece and read it when you have time is high on my reasons to love print.
So I will throw the question out to you…. Do YOU love print?