A world without printing would be chaos.
Yes, I know it sounds crazy, but hear me out. A world with no books, signs, labels, mail, would be unthinkable in the modern world. If our technological advances were to one day suddenly end, we would fall back on print materials as a standby. Print is necessary, to inform, warn, and educate. Without labels, packaging, and marketing materials, brands would be indiscernible from one another; plus the value of brands would crash. Taking medicine would be a guessing game, there wouldn’t be a price tag on a shirt, and beverages would all look the same from the bottle.
While these applications might seem small in the grand scheme of things, they have an important function; informing customers of brands and coercing them to buy the product. In a market that is saturated with hundreds of brands, such as cosmetics, customers aren’t always loyal to one brand, but rotate through several. Step into a Sephora store and it’s the equivalent of the makeup mothership, with hundreds of options to do one simple task. In a choice between eye catching and sexy packaging and a very bland look, more women will choose the flashy and exciting item. Run lengths are also decreasing. Brands change image for different occasions and have to stay flexible, and shorter runs give them this availability. Digital print gives companies the easy option to do so, where offset previously did not. It’s a new era of print, with less commitment.
Creating brand loyalty is difficult, let alone in a world where it’s a fight to move a product off a shelf. While great graphics and design can make a brand stand out, they can only go so far. Materials create a great amount of personality for brands and can attract customers just as much as graphics. For a store that’s vintage or a beer labeling company, wood veneer creates a natural look. For sophistication, Touché is a perfect choice for tags, labels and more. The rose petal touch creates a high class application. For basic labeling, materials such as gloss and semi-gloss labels that are bright white give customers a label that adheres well and is easy to read.
A world without print materials that have personality, brand appeal, and function, would also be chaos, if not infinitely boring!