Many people say that print won’t hold value in 2020. While the Internet and digital platforms do indeed account for the biggest slice of the marketing pie now, and offer benefits around analytics and interaction that print can’t, there’s still going to be an important and ongoing role for print into the foreseeable future.
In fact, some technological innovations will give print an all-new level of relevance again. One of the hottest technologies rapidly gaining steam is Augmented Reality (AR), in which digital content interacts seamlessly with real-world objects. There’s very real potential that AR paired with printed products could make print the hot new marketing trick in 2020, but there are plenty of other trends you should take note of that will help you make the most from print marketing.
1. “Physical” can mean “luxury”
It’s no coincidence that in the book publishing industry you see higher and higher quality productions with more books printed in hardcover and high grade paper than ever before. People know they can get “cheap” online, but when they hold something physical and tangible, they want it to be “premium”. Using glossy paper, high quality artwork with deep use of colours, and highly creative designs give people something they can’t experience online, and this will help your printed cards, brochures and pamphlets to really stand out.
Consumers are so overloaded with information and content everywhere they look that unconsciously their eyes are being drawn to minimalist elegance as a relief from the clutter. It’s for this reason that minimalistic approaches to design in print marketing are increasing in popularity.
Minimalism is hard to pull off from a design point of view because you need to make the most of very little. But if you can design your print marketing around minimalist elegance, you’re going to be in for a very positive response in 2020.
3. A return to the hand-drawn aesthetic
Consumers are also increasingly aware that computers are doing more and more of the creative grunt work. So where digital imagery once could wow with its intricate designs and level of detail, people are now appreciating the hand-drawn aesthetic all over again. Just as consumers enjoy the tactility and lack of technology within a “premium” printed advertisement, so too do they appreciate a clearly human touch when they see it on the page.
4. More honest stock photos
If you use stock photos in your designs, be aware that the overly-produced, professional-looking designs are falling right out of vogue. Thanks to the likes of phone cameras and social media platforms like Instagram, people are more aware than ever that it’s possible for “amateurs” to take great looking photos.
For stock photos in your printed marketing collateral, use the kinds of images that people are “liking” on social media – the types of shots that look like they were taken with someone’s phone or personal camera. Even better, follow some great “amateur” photographers on Instagram and approach them directly to use their photos in your designs. But do make sure you ask permission first!
5. Print is expected to link to digital interactions
While print remains very relevant, you should also consider linking your print campaigns to digital efforts, too. For example, mimic the design of your digital ads so that when people see your printed brochure or booklet, they immediately recognise it from their time online. To flip it around the other way, make use of QR codes and web links to take people directly from the page in the catalogue they’re looking at to the relevant page on your website.
6. The design of print marketing will be focused on specific events
One significant change to the print marketing industry in 2020 is that it will become more focused. You’ll only print a brochure or catalogue if you’ve got a specific reason for it, and that specific reason will most likely be because you’re attending an event or similar, where there’ll be people you can directly interact with.
So design your print marketing to tie in with the specific event you’re at. Not only will that be an opportunity to have a more focused conversation with the people you meet at the event, but, caught up in the atmosphere and theme of the event, the people walking by will be more receptive to the content in the printed material.
Print is power
Through print marketing, you’ll have a powerful opportunity to interact with your customers in 2020. With fewer brands investing in printed collateral, it’s a great opportunity to stand out from the pack and position your brand as premium. In a year where brands will be working hard to prove their quality and value, being associated with high standard printed material is the best investment you can make into your brand. For all your print marketing design and printing needs, contact the experts at MVP Print.