Are you in charge of the marketing at work? You should read this…

Our lives are rife with endless scrolling, notifications and pixels, and if you work in marketing, it’s easy to focus on these areas as the most important aspect of your campaigns. But it’s important to keep in mind that printed media still has the power to make people pause. It’s not just about the thrill of a glossy magazine we love – it’s all sorts of print.

There’s something about the sensation of holding something physical – the weight of a printed booklet in your hand, the feel of the paper and the permanence of the ink that, for many people, still trumps digital marketing strategies.

Dipping your toe in print, as a marketeer, might seem as though it’s full of jargon and production quirks. But it’s surprisingly straightforward. Plus, when you connect a print strategy with digital campaigning, it has the potential to become one of the most powerful tools in modern marketing.

Print still carries weight in your marketing mix

Despite advancements in technology, the truth is that print holds people’s attention in a way screens rarely do. Research from JICMAIL shows that a piece of addressed mail gets over two minutes of active attention spread across nearly a month. Compare that to the few fleeting seconds an online ad enjoys.

Even better, print doesn’t just sit on the kitchen table – it drives action. Roughly six per cent of mail prompts a purchase, and nearly half of those happen online. In other words, print starts the journey; digital finishes it. And it’s even more impressive when it comes to magazines.

You already know that we have invested considerably in research around print and digital media consumption, with print having some impressive stats and preferences when it comes to going head-to-head with online.

But some unique neuromarketing research by Canada Post also found that physical media required less cognitive effort, generated higher recall, and was more motivating than comparable digital ads.

Print materials elicit stronger emotional responses and deeper brand connections. The tactile experience of touch and texture continues to activate emotional and memory-related regions of the brain, helping audiences engage more meaningfully with the brands in front of them.

With so much focus and drive being placed on social media virality, it’s easy to think of print as being an outdated form of marketing. Instead, see it as your high-attention, high-trust channel; the piece of your marketing mix that endures long after the browser tabs have closed.

Making offline work online

Print doesn’t have to live in isolation, and when done right, it can act as the bridge to your digital world. And this is where the best results happen.

QR codes are still the simplest way to connect the two. A quick scan takes readers directly to your landing page, video, or offer – but give each campaign its own code, so you can track who engaged and where. For audiences less QR-friendly, include a short, memorable URL or even a personalised link.

Then there’s tech with a bit more flair – NFC chips and augmented reality. These can trigger animations, demos, or interactive content, but it’s important to remember to use them to add value, rather than as a flashy gimmick.

Whatever route you choose, always design for mobile first. Most scans will happen on a phone, so keep the page light, fast, and instantly actionable. Ensure your online creative feels visually connected to your printed piece.

7 design tips to keep in mind

1. One purpose per page. Don’t overcrowd; give your reader one clear next step.
2. Create hierarchy. Let size, contrast, and space lead the eye naturally.
3. Make it readable. Body text between 9–11 pt, headlines bold enough to be seen at arm’s length.
4. Lead with value. State the benefit before the brand.
5. Make response effortless. Combine QR, short URL, and a clear reason to act.
6. Keep it consistent. Match tone and visuals across print and digital.
7. Add trust cues. Logos, credentials, even a small “Printed responsibly” note — these build credibility.

Sustainability in print

Sustainability is at the forefront of business discussions nowadays, and we choose FSC or recycled papers, print with vegetable-based inks and keep your formats efficient to reduce waste. A small note like “Printed responsibly by…” quietly signals that you’re on top of your footprints.

Bringing it all together

Print can be magical. When you understand how paper affects perception, how a well-placed QR bridges offline to online, and how colour accuracy shapes your brand feel – you move from simply producing print to using it strategically.