Dirty Lies and False Facts About Print

We need to get over some of myths that people assume are true about print!

The following are the ways in which print has been misconstrued, and the actual truth of the matter.


Eco friendly stampPrint Is Not Eco-Friendly

Print marketing has gotten a bad reputation in recent years as being unfriendly to the environment. This is one of the most prevalent but totally untrue about print. This isn’t fair, and when one takes a step back to consider the reality, it isn’t even realistic. Print is safer for the environment than you may think.

Paper is a renewable, recyclable resource. Paper usually comes from managed tree farms where in order to make money these farms have to plant four times as many trees as they cut down. Trees don’t exactly grow like weeds, do they? It only makes sense when you think about it. Nobody’s rounding up a group of specially trained Captain Planet goons to go maraud across picturesque South American jungles. It turns out if there was no paper industry the additional trees required to properly filter our environment wouldn’t be available. When there’s a forest fire, trees burn naturally. Paper farms essentially replace burning with the creation of paper saving the atmosphere. Instead of deforesting, they’re re-foresting.

Stop Believing “Go Green, Go Paperless”!


Print CMYKPrint is Being Outdone in the Digital Age

This one is just downright wrong. Sure, the internet has replaced many areas previously monopolized by newspapers, magazine and other print media but the industry is still thriving.

Websites and the digital ads on them are inexpensive but there is so much content continuously trying for our attention we just ignore them. We treat digital ads the same way an over-excited door to door sales person gets treated. We tune them out, let them continue on their pitch and eventually tell them we are not interested. Like a good friend, print is there when you want or need it. They are less intrusive and more dependable (depending on your friend). When you check your mail next see if you don’t read the physical ads more closely than any pop-up that comes across your screen.


Nobody Reads Books Anymore

bigstock-Image-of-opened-magic-book-wit-56868950On the contrary! An individual is much more likely to encounter a person reading a book than a Kindle. Digital books are very interesting and a fine novelty, but they’re not as easy on the eyes, and they have a fragility about them. You might hesitate to take your Kindle to the beach or leave it laying around unsecured.

Think of it this way: Radio was invented at the turn of the century, somewhere around the switch between 1800s and 1900s. Now there are movies, computer games, and television. Yet radio doesn’t suffer. Why? Because people still need to drive. And what do they do when they drive? Well the young generations tend to listen to their music, but as people age they might change and start listening to talk radio. Radio is still going strong worldwide despite being an “outdated” medium. Paper is the same, books are the same. They’ll continually be read throughout time. The book is something that can’t really be improved on, technologically speaking.


bigstock-Keep-It-Simple-On-A-Virtual-Sc-64179697Print Isn’t As good A Method of Storing Information

This is patently untrue. There are a great variety of printed items which, by their very nature, will be maintained perpetually.

Without print, digital only items on devices like a server or personal computer could be lost due to inadvertent deletion, failure or worse the Zombie Apocalypse. Print is a better means of preserving data over time, because it requires fewer moving parts. KISS: Keep It Simple, Stupid! Print meets those standards. Print, when stored properly, will last longer than anything digital. Look at our Constitution or biblical writings. They have been around for hundreds even thousands of years. When was the last time you saw Rick from the Walking Dead turn on a laptop to look up directions on Google Maps?


bigstock-Business-People-and-Creativity-66058279Print Isn’t As Nice As Digital / It Is Boring, Dull and Bland

Absolutely false. With the right design your print will actually pop more than if it were a digital ad. Something printed reflects light while something digital casts it. Either is required for reading, but reflection is more subtle, and therefore less of a “hard-sell”.

With print you get more color combinations than you would on a computer. Computers skew what you see and most monitors are not calibrated to produce colors accurately. It makes more of a difference than you think. Test for yourself. Look at something colorful on different computers and smartphones and see if the color is the same. It was touched on earlier, but the fact is people are more likely to appreciate a printed advertisement than one which is digital.


Value Reasonable PricePrint Is More Expensive

Print has changed a lot over the years. Before, you needed to order in large quantities which would be expensive and often wasteful. Now thanks to digital print you can order in very small quantities at very competitive prices.

Print being more expensive is only true if you don’t understand how economics work. Printed marketing yields higher returns when done correctly the additional expense is curtailed by additional profit. Study after study have proven you will get a better response from print marketing than digital.


Print Is Thin and Flimsy / It Looks and Feels Cheap

bigstock-Digital-Pictures-613488This is another one where a little education can go a long way. Print is only as good as the paper you choose or quality of the design. There are so many options from paper, to paper substitutes to the way the product is finished that will give print durability.  Also, a little time spent to get a great design is time well spent.

You have so many choices for paper that the possibilities are almost limitless. Keeping it simple, you can choose heavier paper and add options like laminating or UV coating to make the print more durable. There are also options that go beyond normal paper like cotton, coffee bean, bamboo, agricultural waste, and recycled fabrics. There are recyclable plastics, vinyl and even paper made from stone if you are looking for something tear resistant. For the design, a professional designer when given enough time can come up with creative and engaging way that will make your print look amazing. As the saying goes, you get what you pay for. That’s not saying you have to break the bank but you want to avoid the many cheap options that are out there, especially online.


Print Takes Too Long to Do

Print use to take long but not today with digital print. You can now order print and have it shipped the same day, sometimes even within hours. Think of it like the one-hour photo both. If you’re in a time crunch or just like the convenience, there is same day print.bigstock-A-Goal-Without-A-Plan-Is-Just--61832342

It is recommended you still plan ahead as print is not as simple as clicking a few buttons but even in digital marketing you should be planning ahead for best results. A goal without a plan is just a wish!


Print Is Not Hip

Fads come and go but people still use print. Print is actually considered hip today because of its retro feel but honestly being hip doesn’t matter.

bigstock-Stack-of-books-and-globe-on-wo-54007408As stated people still use print, it’s been used for thousands of years and will be around for thousands more. You have people all around the world creating art and they are putting that art on paper. It is being printed so it can last the test of time. You should not avoid print just because everyone is doing marketing online. Following the heard and going with what is/was hip is why you have parachute pants, beanie babies, pogs and fallout shelters. It’s safe to say you can ditch the parachute pants. But as aforementioned keep the fallout shelter because of Zombies and maybe store your pogs there for something to do. I swear I am writing this many days after watching The Walking Dead.


Again, We need to get over some of myths that people assume are true about print. Don’t be fooled, learn the facts behind the lies!

Facts not myths