We don't want to let go of printing. It is still perceived as more convincing, tangible and still real - more real than a digital message. We still find printing reassuring despite our lives so enmeshed with net-banking, online shopping and living online with our friends and family.
We still want to courier or personally hand out the special invite to our recipients. We want our returns on investment on that matt feel of the special paper we sourced with much effort, and the attention we gave to details on the envelope and finishing. The magnetic catch on the cover has to close with a classic soft click. When the client opens our brochure, the silk varnish must shine in the light with our branded message.
What really happened? The courier never reached the recipient and the material is returned to sender... poof! There goes all that effort and bubble around the reaction and response we dreamt of. We end up with a stack of returned invites and brochures. Why did the prized printed message not reach the recipient? Was he traveling? Maybe they shifted office. Or they received it, but just dropped it in a drawer to be handled later.
What is that recipient doing right now? He is looking into a smartphone- toying around with either an app, an email or a responsive website which is interactive, intuitive and simply, instant.
So why does it take so long for us to accept the fact that creating apps and responsive websites is not worth the money? Why do we rather print so much; knowing well that there will be significant wastage and lost response? The app lasts longer on our phones and memories than the printed material does in our offices. On the app we can run a search, go directly to sections by clicking on tabs instead of flipping around pages, respond quickly and select options, fill in fields where comments are required, and forward to others. Printed material does not facilitate easy responding. Filling in forms need paper and pen to be carried around. Filling a form in an app or website is easier.
We know these things. So come on. Let’s change the way we look at printing- anything. Let’s create interactive material. We can print though, if really necessary. Apps can be created for events to clients, potential entrepreneurs can nominate themselves at ease on their brand new phones. Awards nights can be relayed live, interview telecast timings can be sent as notifications. Users can respond to event management teams. Twitter handles can be connected. Partners and directors can flash latest company or government policies, notify on latest thought leaderships posted on the website. 2-minute YouTube videos of leadership can reach out better than emails.
Way more awaits. Let's do this.
We still want to courier or personally hand out the special invite to our recipients. We want our returns on investment on that matt feel of the special paper we sourced with much effort, and the attention we gave to details on the envelope and finishing. The magnetic catch on the cover has to close with a classic soft click. When the client opens our brochure, the silk varnish must shine in the light with our branded message.
What really happened? The courier never reached the recipient and the material is returned to sender... poof! There goes all that effort and bubble around the reaction and response we dreamt of. We end up with a stack of returned invites and brochures. Why did the prized printed message not reach the recipient? Was he traveling? Maybe they shifted office. Or they received it, but just dropped it in a drawer to be handled later.
What is that recipient doing right now? He is looking into a smartphone- toying around with either an app, an email or a responsive website which is interactive, intuitive and simply, instant.
So why does it take so long for us to accept the fact that creating apps and responsive websites is not worth the money? Why do we rather print so much; knowing well that there will be significant wastage and lost response? The app lasts longer on our phones and memories than the printed material does in our offices. On the app we can run a search, go directly to sections by clicking on tabs instead of flipping around pages, respond quickly and select options, fill in fields where comments are required, and forward to others. Printed material does not facilitate easy responding. Filling in forms need paper and pen to be carried around. Filling a form in an app or website is easier.
We know these things. So come on. Let’s change the way we look at printing- anything. Let’s create interactive material. We can print though, if really necessary. Apps can be created for events to clients, potential entrepreneurs can nominate themselves at ease on their brand new phones. Awards nights can be relayed live, interview telecast timings can be sent as notifications. Users can respond to event management teams. Twitter handles can be connected. Partners and directors can flash latest company or government policies, notify on latest thought leaderships posted on the website. 2-minute YouTube videos of leadership can reach out better than emails.
Way more awaits. Let's do this.
