HOW TO USE PRINT EFFFECTIVELY
WHY USE PRINT? ISN’T PRINT OBSOLETE IN THE DIGITAL WORLD?
In the business world communication occurs through multiple channels. We all receive loads of information via email and the internet, and studies show that surprisingly over half of the information we get each day still comes through the real-time interpersonal communication that occurs in conversations! A third and very important channel of communication is the printed word. When combined with digital and interpersonal communication, our messages are reinforced in a powerful way. Of all the communication we receive, printed materials are rated as having the highest level of CREDIBILITY; we trust what we read on paper more than what we read on the internet or hear from other folks. Communication conducted through multiple channels simultaneously reaches the largest audience and is most effective.
ISN’T PRINT WASTEFUL?
Contrary to popular belief, messages on paper are a sustainable form of communication. Paper is renewable and recyclable. As a matter of fact, the more paper you use, the more trees are planted in managed forests! And trees (and paper) are a superior way to sequester carbon to remove it from the atmosphere.
ISN’T PRINT EXPENSIVE?
Messages printed on paper have a DURABILITY not characteristic of other forms of communication. One printed piece will have multiple readers and a message on paper can be archived and made available in the future without any fear of technological obsolescence. When analyzed from a “Return On Investment” perspective, a message on paper will have the greatest number of readers per piece over the longest period of time.
WHAT IS THE DIFFERENCE BETWEEN COPYING AND PRINTING?
Copying depends on an existing hard document as the basis for creating multiples. A printed document, on the other hand, has no existing version other than the digital file it is being created from and the proof that is used to verify accuracy.
DON’T I HAVE TO PRINT A LARGE QUANTITY?
No! The invention of digital printing has completely changed the publishing paradigm. We can now print one piece as easily as printing a thousand. And digital printing allows push button turn around. It no longer takes two weeks to receive a printed piece. Your piece can be ready the same day. When you print only what you need, storage and distribution costs are significantly reduced.
WHAT ABOUT COLOR PRINTING? I HEARD IT IS REALLY EXPENSIVE.