We are all aware that this is the digital age – and sharp businesses must have a solid on-line presence, however print marketing design can also be essential to your business’ success. We’ve all heard the saying “print is dead,” but this is simply not true. For certain business sectors print is still an effective form of marketing – creating a far more emotional connection with your customers.

Over the last decade there has been noticeable change in the way the web has evolved. Once perceived as the one stop shop for your business – sites became over complex and content heavy – ultimately losing appeal and customer retention. They are now seen as a valuable tool for presenting up-to-date information – interacting with your customers and potential customers through social media.

Print is often perceived as a luxury – "Why do I need a brochure, when I can say everything on my website and change it whenever I like". In principal that's true – however, with a strong brand image, your marketing materials are the face of your business and print has real advantages over web. But firstly we must address the capabilities and differentiate the print techniques that are still applied.

Litho printing is also known as lithography or lithographic printing or planography or planographic printing. Litho printing works on the basic principle that oil and water do not mix. Unlike relief printing and intaglio where the image and non-image areas are at different levels, in lithography

there is only one surface. Litho printing is one of the few printing processes that are used as an art form and commercially as well. Commercially, litho printing or litho is often used synonymously with offset printing. Litho is widely used on quality publications, for larger formats and larger print runs.

Web Offset is a commonly used technique in which the inked image is transferred (or “offset”) from a plate to a rubber blanket, then to the printing surface. When used in combination with the lithographic process, the modern “web” process feeds a large reel of paper through a large press machine in several parts, typically for several metres, which then prints continuously as the paper is fed through. Perfect for large print runs, ie. magazines, newsprint, direct marketing / mailings.

Digital printing refers to methods of printing from a digital-based image directly to a variety of media. It usually refers to professional printing where small-run jobs from desktop publishing and other digital sources are required. It also allows for on- demand printing, short turnaround time, and even a modification of the image (variable data) used for each impression. The savings in labour and the ever-increasing capability of digital presses means it can match or supersede offset printing technology however the quality is compromised.

So what are the benefits of print marketing design?

Print marketing can help you stand out from the competition. Because web and digital marketing

are more commonly being used, creating well designed print materials can actually work to your advantage – so having professional print design in addition to a web marketing strategy can actually help you stay ahead of your competition.

Print is tangible asset to your marketing and many consumers still prefer it. It creates something solid and versatile that they can hold onto. Web can be a very effective form of marketing but it isn’t permanent like print media.

Print marketing solidifies your brand. Having more than one route to market, establishes brand recognition. The more you allow your brand to be seen, the more recognizable it becomes.

Often you only get one chance to impress your potential customers, and your branding and image are the first contact-points your customers have with your business.

Value the importance of relevant, well designed print – print is definitely not dead.