Inform vs Perform - The later will guarantee both.

There has been so much talk over the last decade that print is dead that sometimes it is hard to argue with it. It is curiously odd that for something that should have been extinct, according to the masses, there is somewhat of a resurgence going on. It would be naive to think that print has not changed or that the value of basic print services has not been degraded. These are facts, both true and sad to many in the industry. For others, who have embraced change and more importantly technology, print is alive and well.  

Print has many categories but for the purpose of this article we can break it down into two. Print that Informs and Print that Performs. At GraphExpo 14, Jon Budington, President and CEO of Global Printing introduced the notion that print is “insanely expensive” especially if all it does is inform. Ink on paper by its very nature is not exciting or memorable. In today’s saturated information overload world, if print does not “PERFORM” it has little or no chance of being effective. This is the very reason SO MANY people insist that print is dead. I would argue this fact because print is still one of the most engaging forms of media and one of the only forms that can literally go anywhere. The challenge is to make certain your print performs. 

The verb Perform by definition means - 1. carry out, accomplish, or fulfill (an action, task, or function). Or 2. present (a form of entertainment) to an audience.  Sometimes it is best when you combine definitions and in the case of print, I believe performance is not achieved unless the following is accomplished. Print must carry out, accomplish and fulfill a task or function by means of engaging and audience in a complete and entertaining fashion. If this is done, print is one of the most valuable tools marketers have. If this falls short, print is an expensive mistake. So what are some of the tools available that can turn basic commodity print into a marketing superhero? 

There are literally endless possibilities that determine the performance level of print and they start with creative design and end with the finishing process. Engaging print needs to build on one of its best traits. Print is tactile by nature and enhancing this innate feature can be achieved in many ways. Print can be enhanced through the use of foil, diecutting, embossing and other finishing techniques. Print can include special-effect visual coatings, specialty stocks, scented coatings, and enhanced color gamut. Print can engage through multiple senses that draw the customer into an engagement. There is a great source available to the design community that is published by NewPage. The Ed Series is an educational series that uses practical examples to explore the enhancement of print. You can learn more about this series at: Ed Series.  More importantly, engage with your print providers about how to enhance your print through the use of finishing techniques. Quality providers will be happy to collaborate with you and suggest techniques and processes that will help your print perform. 

Beyond physical techniques used to help print perform, one of the most exciting changes for print has been created because of mobile technology. While some viewed mobile technology as another nail in the print coffin, others have embraced the technology and supercharged print through the use of Augmented Reality. This technology has literally made print even more powerful than ever before. Linking the printed piece to additional content through the use of AR browsers will fast become an expectation of consumers. Some believe that until AR becomes part of mobile operating system it will lack adoption rates. I personally think that is a bit short sited. Whether or not AR browsing capabilities are a default function or an Application launched within an OS is less relevant than the quality of content. We all saw the rise of the QR code in marketing and the plethora of QR code fails that infiltrated the Internet. The fails were all based on the poor execution of an experience and under developed interactive toolboxes. Today’s AR tools include robust toolsets that give developers the ability to present content in new and exciting ways. More importantly when linked with a content management system, relevant information can be shared in real time with real purpose. But lets not forget that the printed piece is often times going to be the launch pad for augmented mobile experience. We are still in the early stages of AR on the mobile platform but all indications are that this is going to be a reality with continued growth for marketing applications.

Most importantly, I would contend that people still like to hold print in their hands. There is a great calm in print that enables interaction and prevents distraction. Print that performs builds on this engagement in a way that engages a customer or prospect. Print that performs delivers on a promise that includes the only other benefit of the other print category. If your print PERFORMS it will also INFORM! Ultimately print still does get you noticed and isn’t that what is really all about?