After 16 years designing, I’ve witnessed many industry shifts. When I was studying graphic design, print was everything; we focused on grid systems, techniques, and the influence of Bauhaus designers. Then, as digital tools like Dreamweaver emerged, we were told everything would go online, and, to be honest, that was daunting. Yet here we are today, and print has not only survived — it’s thriving.
At Trekk, I’m grateful to be part of a company that still prioritizes print. Trends may cycle, but it has been exciting to see a renewed appreciation for print, especially through catalogs and personalized direct mail.
Why Print Is Irreplaceable
In marketing, there is major power in tactile experiences. A physical catalog or personalized mailer creates a sense of care and connection that is often lacking from digital channels. Print demands engagement — you hold it, place it on your desk, and, if it’s really good, save it for later.
The largest brands understand the power of print. Amazon, J.Crew, L.L. Bean, and Wayfair rely on direct mail because it works. Compare email open rates, which hover around 20% in most industries, to the 70–80% open rate mail achieves on average.
Plus, sometimes marketers forget that not everyone is fully digital. Around 7% of adults in the U.S. don’t use the Internet. My own parents don’t use email! For them and many others, print remains an essential communication channel, one marketers shouldn’t overlook.
The Power of a Multi-Channel Approach
Print shines brightest when integrated with digital marketing. As a millennial approaching 40, I appreciate a well-targeted social media ad, but when I receive a follow-up mailer related to something I viewed online, it creates a deeper, more personalized experience. The ROI on this type of omni-channel approach is strong; studies have found that combining direct mail with abandoned cart emails can double reactivation rates.
QR codes are a big part of this strategy. As a designer, I don’t find them visually appealing, but they’ve become indispensable, seamlessly connecting print to digital while enabling robust tracking. (Pro tip: Using a tool like Flowcode can help make them more aesthetically pleasing!)
Designing for the Tangible
Designing for print requires a fundamentally different mindset than designing for digital. The medium itself shapes the process:
- Fonts and Colors: Print imposes unique font constraints, and working within the CMYK color space can feel limiting at first, compared to the vibrant possibilities of digital RGB.
- Paper Matters: The texture, weight, and coating of the paper you spec can all be used to evoke emotion and convey brand characteristics. For example, when we want to communicate that a brand is high-end, we go with a much heavier paper.
- Concise Messaging: Unlike a webpage or an email, print has strict space limitations; every word must earn its place. Too much text will overwhelm the reader — effective print relies on crisp, concise copy.
- Physical Prototyping: For a complex piece like this nine-panel rolling fold brochure we created for one client, we built physical mockups to ensure the story unfolded coherently from panel to panel — a level of hands-on problem-solving unique to print.
My Golden Rules for Successful Print
If you invest in print, do it right. Cutting corners undermines the effectiveness of a print piece, and the last thing you want is to spend money on something that comes out looking cheap.
- Invest in quality. In addition to choosing a heavier stock to achieve a premium feel, think about adding special finishings, like die cuts, foils, or embossing. You want every detail to feel intentional.
- Prioritize personalization. I like to go beyond simply adding a first name and use whatever data I have to personalize things like images, offers, and promo codes to create a stronger connection.
- Execute with precision. Rigorously proof both content and design, and then communicate clearly with your printer to maintain color accuracy and precise cuts. And please, for me, avoid using design tools like Canva for print; while they may be convenient, they often produce files unsuitable for professional printing.
- Remember, it takes a team. Designers, content developers, and printers need to collaborate to achieve high-quality results.
Case Study: The Open Kitchen Campaign
One of my favorite print projects is Open Kitchen, a print campaign we created for a fictional cooking subscription service to help Canon showcase the performance of their press technology. The campaign featured:
- Personalized imagery. We tailored the visuals for different recipient demographics, e.g. older couples cooking together or young roommates preparing meals.
- Custom calls to action. Personalized URLs and unique promo codes make the whole piece feel more thoughtful.
- Touchpoints along the complete customer journey. To show how a campaign like this would actually unfold, we included a launch announcement brochure, a recipe booklet with detachable water-resistant recipe cards, a post-purchase postcard featuring a referral coupon, and a quarterly newsletter.
This kit won the Sappi Best Use of Paper Award at the 2022 PRINT Awards — an incredible honor, and a testament to what is possible when creativity and precision come together.
Final Thoughts
Print marketing is far from obsolete. It remains a powerful, tangible, and highly effective channel, especially when combined with digital strategies. Print delivers a memorable, multisensory experience that digital alone cannot replicate, leading to stronger engagement and impressive ROI. If you are evaluating your marketing approach, don’t underestimate the enduring power of print — for many brands, it’s an investment well worth making.
To hear more of our team’s thoughts on print, check out Season 1 Episode 5 of Sidetrekked, How Do I Succeed With Print Marketing?
