At this year’s 4th Annual Creative Freelancer Conference (CFC) & How Design Live Convention, held simultaneously in Chicago this year. Naturally, I found myself talking to everyone and anyone: attendees, speakers and vendors alike. After all, networking is key!
I made my way to the booth occupied by professional printer Navitor and had a lovely chat with Beth Backstrom and Richard Nelson on the topic of (what else?) printing. I love the challenge and excitement involved in designing for printed materials, so it was easy to strike up a conversation.
The Future of Print – Here to Stay (at least for now)
Eventually we landed on the topic of the future of the printed medium. Personally, I don’t think print is going away anytime soon. Why? I think there’s something people really enjoy about picking up a printed book (magazine, brochure, folder, etc).
To me, it’s all part of being a bibliophile:
- Running your hands over the cover.
- Getting a sense for a book’s weight.
- Flipping through the pages – the words in rich, black print contrast the off-white paper, creating just a hint of visible texture.
- And who can forget the smells? Sometimes new, fresh and clean. Sometimes old and musty, bringing to life the memories of others who’ve previously perused the same material.
Neither the iPad nor the Nook can touch all of the senses like a real, physical printed book. Unsurprisingly, both Backstrom and Nelson were in tune with my perspective.
Printed Books Go Wild
When it comes to books, print has nearly limitless possibilities and a few incredible authors are pairing up with creative print and design companies to challenge the appearance and function of the traditional book.
Check out this video from Visual Editions, featuring public reactions to Jonathan Safran Foer’s incredible new book (or shall I call it a printed art piece?), entitled Tree of Codes. I don’t know about you, but I find this type of innovation very exciting. I can’t wait to get my hands on a copy!
So, What’s Next for Printed Marketing Materials?
The nice folks at Navitor noted the current trend of direct mail pieces in the form of postcards. Have you been to your mailbox recently? Amidst the bills, you may notice that direct mail postcards truly seem to be the “in” thing to do at the moment. But, with so many floating around on there (and perhaps likely to end up in the trash bin), it’s important to ask: are postcards working anymore? Blase Ciabaton, The Direct Mailman, would say yes, just your method of marketing is wrong. Me, I think, a good marketing plan focusing on your ideal client along with your unique message delivered in a creative way using the printing vehicle is a perfect way to stand out from all the online marketing mania. (There are other ways of using direct mail other than postcards.)
Each business is different, including yours. So, it’s time to ask yourself: how can I differentiate my business from the competition when it comes to print marketing and advertising? Printing allows for a sense of tangible creativity often absent from other forms of media – and I think it’s time we creatives take advantage of this (much like Safran Foer). The next new trend in print is just on the horizon. So, what do YOU think is the next new trend in printing? Leave a comment below!