During the PRINT 13 Conference this week, I will be gathering information about the future of printing. Creative professionals and entrepreneurs who write books, shoot photos, or design publications or marketing collateral need to understand what role printed products will continue to play as the world rushes to convert books, magazines, newspapers, signs, exhibits, and art into digital form.
In preparation for the conference, I have been reading some interesting reports by the JWT marketing intelligence group. Some of these reports are undoubtedly guiding some of the decisions of the companies who will be exhibiting at PRINT 13 this week.
For example, in a report entitled “Embracing Analog: Why Physical Is Hot” authors Frank Rose and Paul Woolmington contend that people are getting nostalgic about what’s getting lost in our rush to progress. They believe we’re still in the process of figuring out where “slow communications” (such as hand-written letters or glossy printed catalogs) and the tactile (books, albums, prints)fit into our new lifestyles.
They suggest that brand marketers (and creative entrepreneurs!) can use physical objects to increase the perceived value of their digital offerings. Without sounding anti-technology, it is possible to market products and services that are counterpoints to the proliferation of digital goods.
As an example, they cite a website through which friends and families and post thoughtful letters about a person being honored at a birthday or other special event. Users of the website can have the letters printed and bound in a book commemorating the occasion.
Frank Rose notes that people aren’t going to abandon digital. It’s just that people are realizing that digital isn’t everything. “If you keep in mind that digital is for efficiency and convenience, and physical is for feelings of permanence, substance, and roundedness — for feelings generally — you can’t go too far wrong.”
JWT trend reports examine macro-trends of interest to consumers and businesses alike. Other trend reports that might be of particular interest to print-service providers and creative pros include: The Future of Correspondence and Retail Rebooted.
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