Print Versus the Web
As a design studio, our clients challenge us to help develop effective visual communications, either for the print or the interactive medium. But before we can move forward in creating a brochure or designing a Web site, we must first determine which choice makes the most sense and best meets the specific marketing goals.
To succeed today, a company's brand identity program should be a broad-based, integrated communications effort. The question a business asks should not only be "what are my messages," but "how can I optimize the integrated media to best communicate to our constituents without diluting our brand equity?" The key is recognizing that the print and interactive media each presents its own distinct advantages, and then knowing how to utilize these advantages collaboratively to effectively meet company needs.
Here are just a few important points to consider:
Interactive communications encourage the sharing and exchange of information. Because of the very nature of the medium, the Web demands interactivity. Unlike the static world of print, the Web is a dynamic medium whose essence involves user participation and personalized information.
Web sites are constantly updateable and organic. It is much easier to change or edit content on a Web site than a brochure. The edits are not only simple, they are absolutely integral for a successful site. Web site updates are somewhat immediate and seamless to the audience. With a brochure, change in content requires redesign and reprinting of a new piece.
The Web opens up new avenues to present your brand to a less traditional audience.
People don't read printed information in the same way as they read online information. Sun Microsystems' recent report states that users read 25% slower and 25% less on a computer screen than on paper. Since one's attention span is much shorter on the Web, print copy must remain particularly fluid and to the point.
A printed piece is physical and portable, and can be mailed or handed out at a conference or meeting. It has a longer shelf life, a finite purpose and is designed to last for a greater length of time. The Web is a more democratic medium and necessitates the re-tooling of information constantly. Since it is such a flexible vehicle, it allows the reader to reference other information outside of its domain. Printed pieces are more one-sided.
The Web demands more consultation and technical skills. Designers must be sensitive to system and technical requirements, as well as the different rules for imagery, typography and color. Most importantly, a designer must understand the medium, how it is used and how it should be used. Printed materials require more traditional and readily available skill sets.
Each medium provides its own unique strengths and advantages. An understanding of each can be the difference between establishing and leveraging your brand presence and confusing or alienating your core customer.
Christine Klaehn is partner, studio director and executive interactive producer for Corey McPherson Nash, a Corey &Company studio developing print and interactive communications solutions for a diverse client base.