Even though we carry the entire internet in our pockets, printed media still plays a vital role in business marketing and consumer branding.
Let’s take a look at business cards. Business cards have been used in some form or another since the 17th century, and even earlier in non-paper form. These were utilitarian cards that provided information about local merchants, shops, inns, royalty, housing, and more. These were generally handed out to tourists and newcomers, but also exchanged between locals to promote their goods and services. People quickly realized the effectiveness of printed advertisements in augmenting word-of-mouth promotion, which ultimately spawned the print advertising industry.
Cut to today, and business cards have evolved into staple marketing tools for every business. For the most part, modern business cards provide the same information as their ancestors: company name, location, services, etc. Basic stuff. But they also serve a new, vital purpose: to capture the attention and interest of their viewers, and aid in the branding process of consumers. It’s no longer enough to simply present your information; it’s all about how it’s presented.
We live in a digital world where everything about a business is easily accessible with just a few taps. As such, the first responsibility of any printed collateral is to capture the viewer’s interest. Otherwise, it will meet its fate in the trash bin without ever having had the opportunity to promote your business. This is why business cards, packaging, flyers, printed adverts, brochures, etc. must be engaging and visually impactful.