August 25, 2011

How print and paper support your brand

Resonance was invited by the Printing Industry Association of Georgia (PIAG) to speak to their members about branding, and more specifically, about how print and paper choices impact brand perception.

Some of statistics from the presentation* are strong reminders to all communicators and business leaders that print and paper selection remain an integral to brand presentation:

• 57% of respondents say that brands that use print well capture their attention.
• 73% say print sends a message that a company is durable and will be around for a while.
• 83% say they like print because they can keep it for future reference.
• 79% of respondents say that it’s important that the catalogs they receive be printed in an environmentally responsible way.
• 54% of them look for an environmental logo or message to this effect.

These findings remind us that printed materials communicate more than just the intended message we want our audience to read. Using print collateral can reinforce the perception that an organization is stable and transparent. Paper quality subtly tells us if the brand represents premier quality or a more cost-conscious organization. Paper texture can suggest a company’s personality. And associating the company with sustainability is something noticed and remembered.

To more closely align your organization’s print materials with the brand you want to convey, make sure you consider how their tangible aspects will be perceived by your audience.

* Statistics courtesy of a 2010 study by Yankelovich [a part of The Futures Company]