There’s no doubt that the digital age has completely transformed the retail landscape. But while shoppers are bombarded with online ads, QR codes, interactive screens, etc., their final decision often happens in a physical space: the shelf. Here, brands have a fleeting opportunity to grab consumers’ attention and convince them to choose their products. This is where print expertise acts as a silent salesperson, wielding a strategic advantage that digital struggles to replicate.
Beyond the Buzz: The Enduring Power of Print
We recognize the enduring influence of well-crafted print, particularly for packaging. Packaging isn’t a relic of the past; it’s a present-day necessity. It leverages the power of print to influence buying decisions at the point of purchase and is a crucial touch point for home improvement brands. This isn’t about clinging to outdated methods; it’s about strategically using a powerful tool with a proven track record of success.
The Tangible Impact of Print
- Credibility and Trust: Studies consistently show that consumers perceive printed information as more credible and trustworthy than digital content. In fact, 65% of consumers trust and better understand the information in print over that on social media. Print cuts through the digital noise, demanding attention and leaving a lasting impression.
- Sensory Engagement: Print engages multiple senses, creating a more immersive and memorable experience than a screen. High-quality visuals, textures and colors leave a lasting impression on potential customers, making your brand stand out in a crowded marketplace.
The Perfect Blend: Print and Digital Working Together
This isn’t to say print is a replacement for digital media. The future lies in a powerful synergy between the two. Here’s where print innovation comes into play.
Forward-thinking marketers are incorporating innovative features like QR codes, augmented reality (AR) and even near-field communication (NFC) technology into printed materials. Scan a QR code on some packaging, and you could be taken to an interactive product demonstration or a power tool in action with AR animations, right there on your smartphone.
This hybrid experience combines the best of both worlds: the permanence and tangibility of print with the interactive and dynamic nature of digital.
The Future of Print: A Powerful Tool in Your Toolbox
The future of marketing isn’t about choosing print over digital but leveraging the strengths of both to create a cohesive and impactful customer experience. Think of it as a beautiful home renovation that combines traditional elements with modern touches to create a functional and aesthetically pleasing space.
Here at Porchlight, we are a team of design experts who understand the science of print, from materials and construction to dielines and printing processes, to produce visually stunning, functional, durable and optimized creative for the retail environment. Well-designed printed materials like end caps, overhead signage, quarter pallets, and packaging can elevate your brand presence and influence customer behavior right at the shelf. By understanding print’s unique advantages (credibility, sensory engagement), addressing its challenges creatively (packaging expertise, retail media knowledge) and integrating it seamlessly with digital marketing efforts, we ensure your brand messaging reaches the right audience and leaves a lasting impression both online and offline.
At Porchlight, we help home improvement retailers and brands stay top-of-mind, enhance digital experiences and make products shine brighter on shelves. If you know anyone needing our expertise and support, please forward our emails to them.