The print advantage: a creative professional’s guide for a digital generation

You may be thinking, “Well, you’re not a marketer.” And that’s true—I’m a small business owner and print professional with over 30 years of experience. I've worked with global brands and local businesses alike, using the tangible power of print to cut through the digital noise and reach people in ways pixels can't. In some cases, those of us who’ve walked a different path may have insights that the freshest graduate hasn’t yet encountered.

One of the biggest challenges we face in 2025 is media overload. Consumers are bombarded with digital messages across channels. So how do you create memorable, emotional connections in this climate? Is it possible we’ve lost the art of marketing that engages all the senses? 

How print creates the difference

Emphasising the physical and tactile aspects is just the beginning. It goes beyond mere aesthetics—what I refer to as “pretty, pretty.” It's about taking a comprehensive approach that not only considers the visual elements but also incorporates the dimensional qualities, texture, and even the smell of traditional print collateral.

I was trained as a graphic designer in the early 1990s, during which time we were encouraged to consider substrates and how end users, clients, and various stakeholders would engage with a design. It wasn't uncommon to have a selection of textured paper stocks and to explore techniques like embossing. We also shifted toward a more diverse range of print methods, such as thermography, to add differentiation. When combined with an understanding of print finishing techniques, this allowed us to create truly unique, crafted pieces.

These small, subtle features acted as hooks that captured the recipient's attention during the engagement process. However, the rush toward digital has resulted in very flat designs, as digital media itself is inherently flat. Nowadays, we often encounter "trade print providers" or "internet shed" (as I call them) print services, which primarily offer a single process driven approach—stack it high and sell it cheap.

A clear example of this is a flyer I received from an estate agent that was crumpled in my letterbox. It was printed on cheap paper and poorly designed. My initial reaction was that this estate agency did not value me or my most valuable asset: my house. Was this money well spent? I don’t think so.

So, what’s the solution to avoiding flat, boring print? In the UK, the last five years have seen a significant polarization among commercial print providers. On one side are the "internet shed" print houses that offer low value printing services. On the other side, a growing subsector has emerged: niche artisan print providers. These companies are distinguished by their creativity and expertise, along with valuable connections to suppliers of unique materials. They can produce craft marketing pieces that stand out and create differentiation in the market. 

It’s important to note that smaller providers approach their work differently than larger print companies. The attention to detail that you expect is also a hallmark of these smaller artisan printers, as the relationship is reciprocal. Effective branding is crucial, and it should be accompanied by proper graphic design and artwork standards. To work effectively with artisan niche printers, it's essential to accommodate their specific operating environment. There will be slight variations in their processes, which is why a one-size-fits-all approach doesn’t apply in this niche market.

Three key quality differences with digital

1. The essentials of colour models

So, what is print design? At its core, understanding colour models is fundamental. Transitioning from the RGB colour model used in digital design to CMYK for print is crucial. This shift ensures the colours you have carefully chosen and used in your designs are accurately represented in the final print. It's not just a technical change but a necessary step to bring the true colours of your creative endeavours to life. It's also important to note that these colours should work well in other graphic mediums like signage vinyl and silk screen. Just because you don't intend to use your brand identity in a certain way doesn’t mean it won’t be used that way in the future.

2. Resolution matters

What should graphic designers know about printing? One vital aspect is resolution. In print, resolution is king. Print is the original High Definition media! High resolution images ensure that every detail of your artwork—from the smallest text to the most intricate patterns—is crisp and clear. A standard of 300 dpi or higher is typically recommended for most print jobs, ensuring that what looks good on screen looks even better in print. Hence why knowing the difference between vector-based content and raster-based content is essential.

3. Mastering file formats

Is print design the same as multimedia design? While they share some common ground, print design requires a specific understanding of file formats. Formats like PDF, EPS, or TIFF are preferred, as they preserve the quality and intricacies of your designs. These formats ensure that your work is printed exactly as you intended, maintaining its artistic integrity from screen to paper. So, content from the likes of Adobe Illustrator or CorelDraw with vector-based elements will provide über sharp content, knowing how to use Vector and Raster (Photoshop) content correctly will serve you well in creating brilliant printed projects.

Touch, texture, and impact: the sensory side of print

Is print design graphic design? Print design is indeed the original form of graphic design. Graphic design commercialised art, bringing it into the commercial world of mass reproduction for commercial purposes—just look at the legendary London Underground Posters from over a century ago. Many traditionally trained graphic designers understand the substrates of paper and other production materials like garments or signage. The physicality of design plays a significant role in the process. The texture of the paper; whether smooth or embossed and its weight; from light flyers to heavy cardstock, all adding a tactile dimension to your design and creativity. This physical aspect creates a deeper engagement with the audience, allowing them not just to see your design but to feel it, too.

Printed materials engage more than just the sense of sight. They provide a multisensory experience that digital screens cannot replicate. The feel of the material, the sound of a page turning, and even the smell of the ink all contribute to how your audience connects with your design on a deeper level.

Transforming visuals into memorable feelings

What is the benefit of print design? A well designed printed piece can resonate with your audience, leaving a lasting impression. It’s about transforming your digital message into a physical experience that can be cherished and remembered. After all, no one ever cherished a PDF!

What is graphic design for print? It serves as a storytelling medium, where choosing the right materials for your print design is akin to selecting the right words for a story. I remember, as a junior designer, standing in a freelancer's studio in our print works. The freelancer meticulously observed me and my peers as we engaged with a corporate brochure. He was interested in where our eyes were drawn and what captured our attention, ensuring the piece would resonate with his client. When combined with different papers, finishes, and printing techniques, all aspects of design for print can evoke varied feelings and responses.

Adding print. Amplifying impact.

Incorporating print into your marketing strategy is not just an addition; it serves as a multiplier. It enhances the reach and effectiveness of your campaigns, ensuring that your brand message is not only seen and heard but also physically felt and remembered. You might currently be implementing a multichannel campaign for your clients; adding print collateral can develop this into a true omnichannel experience, where cross media referencing enhances the conversion from prospect to customer.

Print can be a valuable component of your marketing strategy. Its ability to engage audiences in a meaningful way is enhanced when combined with online digital marketing tools, allowing both to complement each other. The key is to think creatively, using print items as triggers for engagement rather than mere conversion points. We know that the number of touchpoints in a sales pipeline varies, but while digital media often struggles with issues of trust, the physical nature of direct mail, brochures, and carefully crafted print materials can effectively build reliability and trust.

If you find yourself in a challenging situation, collaborating with a small, niche print provider can offer the support needed to achieve outstanding results. After all, printers are not marketers, and they don’t handle digital campaigns—just like you wouldn’t consult a carpenter for plumbing issues!

Sustainable, personal, and powerful

Younger generations of marketers rightly value sustainability. Thankfully, today’s print options include environmentally responsible choices: from FSC certified papers and vegetable based inks to carbon balanced print services. Organisations like Two Sides provide great insight into sustainable practices within the graphic communications industry.

Sustainable print doesn’t mean compromising on creativity—it means making conscious choices that support your message and the planet.

In conclusion: the print difference

If you want to create emotional, trustworthy, and memorable connections, print deserves a place in your marketing mix. It's not just a legacy channel—it's a creative powerhouse that offers depth, impact, and distinction. 

For younger creatives, marketers, and designers: don’t overlook print. Embrace it. Partner with skilled providers. Test the feel of papers, smell the ink, and rediscover how graphic design for print can transform campaigns into experiences.

Print isn’t outdated. It’s underused—and it might just be your brand’s most powerful secret weapon.