As part of a survey sent out by the great people at Graphic Design USA (GDUSA), we were asked for feedback on this question.
Despite the rise of digital media, many designers still find value in print’s unique qualities like its tactile nature, lasting presence, and perceived credibility. Do you see these strengths enduring in your own work or industry? Why or why not?
Here is what Joshua, our Senior Graphic Designer responded with:
I think print design must endure! Even with AI being everywhere, there will still be a need for printed things like: business cards, flyers, physical signage, direct mail, coupons, and packaging. Or even more “boring” things like paper invoices and documentation.
As more and more digital ads bombard users, there could be an opportunity for “old school” direct marketing to make lasting impressions, as some digital interaction may create distrust through false products, businesses, and/or claims.
Here are some facts to support this line of thought:
AI Slop is real.
The tools to create are more accessible than ever, but if several users are using the tool the same way, pulling from the same sources, writing in the same format, and using the same “hooks,” graphics, and basic text, it all becomes just…noise. This has run rampant on many social media platforms, which creates users second-guessing if things are real.
It costs money to print something.
There is an investment. There is more permanence. In a way, print may be an expensive commodity compared to seeing digital advertising. Print is a commitment to something, while some digital items can be changed on a dime.
Print is part of our physical world.
It’s tactile and can be interacted with in a way that doesn’t exist on a screen. You can look at a picture on your screen, and it isn’t the same as being in a physical space to view a mounted photograph, or in a museum looking at a painting.
Special printing techniques can be used to elevate pieces, and there are even some studies that find information retention is better on paper than on screens! Holding something is interaction and engagement. The visuals on the page are static and fixed, so nothing is moving in the area, drawing interest away from the information (like a pop-up advertisement does on many a website).
Print makes for better keepsakes.
Sure, you can keep digital copies of things and refer back to them. It may even be easier to search! But wedding invites and special events that are physically sent to invitees… that have meaning. You may know of several couples who have framed their save-the-dates and invitation announcements. They are like boxes of old photos. Families and friends can huddle around a phone and enjoy some camaraderie that way, but there is something about sitting in a circle and passing Polaroids or packs of photos.
The dreaded question of “is print dead?” is not new. Josh is a bit biased as he did write an article moons ago about this very topic! The narrative changes with technology, but in today’s very screen-based, tech-focused, and AI-riddled world, there has to be a place for print. Otherwise, we are just another subscription away from experiencing something and potentially making more meaningful connections
Feature image photo by Mourizal Zativa on Unsplash