We’ve been letting stats and numbers do a lot of the talking lately about print’s true value in the marketplace. Today let’s just soak in what some of the veterans of the ink-on-paper industry are saying about print’s cachet in this increasingly digital landscape.
Jonathan Mitchell of Arjowiggins Creative Papers quotes Louis Armstrong, saying “There’s two kinds of music; the good and the bad. I play the good kind.” He stresses the need for creativity and good art, regardless of the medium, and makes a case for print’s ability to connect. “Print brings a physical and emotional connection to a brand and can make a recipient feel special and valued.”
Evolutionprint’s Graham Congreve serves up this sentiment: “Paper and print offers a physicality that can be experienced and felt – it lives and breathes. It’s tactile, sensory and offers good added value. Audiences appreciate good print even more in a digitised world.”
Pari Blackbeard of Fedrigoni points to the richness of the qualities of print, saying “Printed paper will always carry a sense of prestige; it has qualities you just can’t replicate on screen. The way a printed sheet smells and its tactile nature will always make digital mediums less appealing.”
The smell, touch and creativity of paper – yes, we understand, and so do the millions of print readers who consume our creations.
Read more from thought leaders like these in The Drum’s Paper & Print Supplement August 2013.