- It’s more pleasant to hold than a digital device
- Paper provides a more enjoyable reading experience than a screen
- Paper makes it easier to save, track and manage information
- Reading on a smartphone is too hard to be relaxing
A look into the mind of the Gen Z-er…
MNI Targeted Media, a division of Meredith Corp., revealed today the preliminary findings of an online survey of 2,500 students aimed at examining the interests, spending preferences, and consumption habits of Gen-Z—that is, those born between 1995 and 2012—which the survey suggests will represent a massive chunk of spending power in the U.S. by 2020.
Among the survey’s more intriguing findings:
If you are considering “going greener,” reduce your environmental footprint with Rolland EnviroPrint papers. They are made with 100% Post Consumer Waste, and the manufacturing process is powered by Biogas Energy.
Biogas comes from decomposing landfill waste that’s been captured to prevent its release into the air. It is transported by pipeline to Rolland and used as thermal energy to produce paper instead of using traditional combustible fuels. Not only is biogas a renewable energy, it reduces their CO2 emissions by 70,000 tons, or 23,400 compact cars, annually.
Learn more about Biogas Energy:
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The Dieline Awards recognizes the absolute best in consumer product packaging design around the globe, and brings awareness to the immense value that lies in well-designed brand packaging. The largest global packaging design competition is now in it’s 9th year.
Abstract: The Art of Design is a Netflix original documentary series highlighting artists in the field of design. The series was created by former Wired editor-in-chief Scott Dadich. Step inside the minds of the most innovative designers in a variety of disciplines and learn how design impacts every aspect of life.
From Architecture to Typography, it will become one of your go-to series this year. Check out the show’s official page on Netflix to learn more or watch some trailers.
Haptically speaking, there’s a lot to be said for writing marketing messages for print. For starters, they have a better chance of being read when printed on paper and remembered than those viewed on a screen. (More on this later.)
If you’re not familiar with haptics, it’s the neuroscience of touch. What we know about haptics is based on extensive research that has produced fascinating findings.
You may wonder why, in today’s digital world, marketing communicators should care about haptics. As it turns out, there are plenty of reasons starting with this: According to neuroscientist/haptics hotshot Dr. David Eagleman, “Human touch represents a powerful form of non-verbal communication.”
If this sounds interesting, I highly recommend “A Communicator’s Guide to the Neuroscience of Touch.” It’s a joint project of Dr. Eagleman and the paper people at Sappi. Some highlights from the book to pique your interest, followed up with some quick thought from me:
„• More than half the brain is devoted to processing sensory experience, and much of that sensory receptivity focuses on touch. (PF: Hmmm. So, my words on paper are likely to get extra attention from my reader’s brain. Good to know.)
„• When you touch something, it triggers a reaction. You feel differently about what you touch. You begin to feel you own it. And research shows this makes you value it more. (PF: Soooo, this is why I can’t throw away greeting cards, catalogs and direct mail pieces I’ve held onto for 10 or 15 years.)
„• Rough. Smooth. Heavy. Light. Hard. Soft. What you touch shapes what you feel, and this influences perceptions —consciously and subconsciously — related to what you read. (PF: Savvy paper companies, printers and designers who understand print are capitalizing on this.)
Here’s where it gets really interesting for those of us who write for both digital and print. According to Ferris Jabr, whose article “Why The Brain Prefers Paper” appeared in Scientific American, “People understand and remember what they read on paper better than what they read on screen. Researchers think the physicality of paper explains the discrepancy.”
Hmm. Maybe this is why when I read something important on screen, I print it. Then reread and digest it later.
Studies show people read best on paper for three reasons.
According to the guide:
“The main job of communicators is to identify what is unique, and good, about a brand and create a program that reveals it clearly. A communicator’s tools are words and ideas, expressed through typefaces, colors, and form, delivered on a medium that further shapes the content it carries.”
With so many types of media vying for brand dollars, it’s reasonable for communicators to look to science to help weigh the alternatives.
Closing thought. If you think direct mail and other printed messages are too old-school for emerging markets such as Gen Zers, think again. According to Angie Read, blogger and co-author of the new “Marketing to Gen Z,” “Gen Zers love getting things in the mail with their name on them. Since they’re so used to digital media, they view print as NON-traditional marketing.” What goes around comes around.
Full disclosure: Ink-on-paper is in my DNA. I’m the daughter of a postmaster and I began my career as a catalog and direct mail writer. That said, I fully appreciate the immediacy, brevity and linkability of my words delivered digitally in blogs, tweets and SEO content. But learning about haptics has reinforced why I continue to enjoy writing — and reading — words on paper.
From: Target Marketing, Feb 23, 2018
We need to look at a lot of the myths and feelings we have around printing sustainability and harvesting trees that we carry with us from the past. What does the term ‘tree friendly’ imply? Does it mean that it is somehow environmentally responsible – or better for our planet? Here’s a rundown of the current ‘green’ alternatives out there in the industry.
Sugar Cane Paper
On the surface, it seems like an amazing environmental choice – it is manufactured from the reside waste of sugar cane.
However, we don’t know a lot about the environmental regulations in many of the countries where it is manufactured – especially concerning treatment of waste or by-products of the manufacturing process. In addition, many regions of the world where sugarcane is grown and processed still use oil and coal as energy sources. It would likely be safe to assume that the conversion and manufacturing process itself is very energy intensive. What are the ramifications of this combination?
An often neglected and hidden factor in the product choices we make is transportation and shipping. Freighters burn cheap bunker oil; it is only now that that the damaging effects of the shipping and transportation industries have come to the forefront. How does shipping impact the environmental footprint of these papers that come from the tropics?
Cocoon and Rolland EnviroPrint | 100% Post-Consumer Waste Papers
Cocoon is a new brand of coated papers made from 100% post-consumer waste. We do need to keep in mind, however, that this paper is manufactured in Europe. While we can assume very high standards and regulations, transport must also be considered.
The Rolland manufacturing plant is in Quebec. Rolland gets 90% of its mill’s energy needs from biogas — transported in a dedicated, 8 mile pipeline from a nearby landfill. Because it uses biogas and processes chlorine-free, it is a top choice all the 100% PCW papers available.
Another option often marketed as ‘green’ is Stone Paper. We can often favor it over synthetic stocks because it is manufactured from calcium carbonate. It is, however, bonded with high-density polyethylene (HDPE). The HDPE content is generally around 20%, so every 100 lbs. of this paper contains 20 lbs. of plastic. It’s ‘tree friendly,’ but not environmentally friendly at all.
The best choice might just be FSC certified paper (with varying levels of recycled post-consumer waste). In North America, we no longer ‘harvest’ trees, we ‘farm’ them; the forests are valued as renewable resources.
North American paper manufactures (with the FSC) are maintaining our forests in sustainable ways. This is not just optics. Without a truly renewable way of moving forward, the industry realized it would not survive. Pulp and Paper manufacturers are constantly audited by the FSC and manufacturing processes are review to regulatory bodies and laws. In addition, the energy sources to manufacture pulp and paper are generally much cleaner in North America.
The fact that we are at the point where we think about making green and better choices is a positive and optimistic step. We must, however, make sure that we weigh all the options and think critically about each of the choices we make to ensure they are well thought out and not made on a purely emotional basis.