The power of print: Why traditional media still matters in a digital age
Peter Stephens, Production Director, COUSIN
Print is enjoying something of a renaissance in UK / EU, particularly amongst lifestyle brands. With its enhanced feeling of trust and value, print stays in-hand and in-home in a way that other media simply cannot. Its ability to set a brand apart and be respectful of an individual’s time has increasing value in a world that’s over-loaded with messaging.
The UK consumer is increasingly better informed about sustainability and values the circular nature of printed products. 74% of paper is recycled in Europe, which includes items that are kept (books), archived or destroyed (tissue and hygiene papers).
Almost all Printers have environmental accreditations of varying kinds, with more and more achieving carbon neutral status and working towards the Science Based Targets initiatives.
Print plays an important part in the unboxing experience too, as consumers expect the level of sophistication and engagement to match their expectations of the brand. Using In-box products such as wallets and cards for Welcome programmes and promotions are commonplace, and product sampling into parcels of appropriate non-competitive brands is increasingly popular.
UK / EU press formats differ to US and so postal categories are also different. Mailing volumes for UK / EU tend to be lower than pan American campaigns and with less far to travel. So there is less pressure on paper weight and mailing weight, resulting in heavier weight and more premium feeling printed products. In the same way artisan finishes such as foil blocking and embossing are more commonplace in UK / EU than US.
Personalisation and mailings triggered by online activity are becoming more common as the simplicity of delivery and entry cost to market for these tools falls rapidly.
The colour management standard in UK / EU is ISO FOGRA which differs to the US standards of SWOP and GRACol. Adapting imagery, artwork and proofing standards between these is crucial but an inexpensive process with accurate advice.