When businesses evaluate their marketing mix, print might not always be the first channel that comes to mind—but it should definitely be near the top of the list. While marketing strategies continue to evolve, print remains one of the most effective and reliable marketing tools available. From building brand recognition to increasing engagement and trust, printed materials offer advantages that other media can’t replicate.
Tangible materials leave a lasting impression
One of print’s most unique strengths is its physical presence. Brochures, catalogs, direct mail pieces, and signage can be held, touched, and even saved. That tactile, hands-on experience increases the time a person spends with your message and encourages stronger brand recall. In fact, direct mail requires 21% less cognitive effort to process than digital media and results in higher brand recall.*
Print builds credibility
Customers perceive printed materials as more trustworthy and legitimate. Whether it’s a high-quality business card or an in-store brochure, well-executed print projects reflect professionalism and confidence. In fact, 82% of U.S. consumers trust print ads when making a purchasing decision—more than any other form of advertising, including TV or online. This credibility is especially important for brands that want to build lasting relationships with their customers.
Print supports targeted, local engagement
With the rise of personalized marketing, print has become even more powerful. From personalized direct mail to neighborhood-specific flyers, printed materials can deliver hyper-targeted messages right into the hands of your audience. Whether it’s promoting a new store location, advertising a seasonal menu, or announcing a loyalty program, print ensures your message is seen—not just scrolled past and quickly forgotten.
Print integrates seamlessly with other channels
Today’s most effective campaigns are not either/or—they’re both/and. Print integrates well with digital strategies, enhancing overall campaign performance. Adding QR codes, custom URLs, and variable data, printing allows you to connect offline engagement with online action. A printed mailer can now lead directly to a landing page, a video, or even a personalized offer, increasing results and more meaningful insights.
Print marketing is measurable and high-performing
Not only is print impactful—it’s also measurable. Businesses using direct mail, for example, report higher response rates and better conversion than many digital campaigns. According to the Data & Marketing Association, direct mail has a response rate of 4.4% compared to email’s average of 0.12%. With smart tracking, call-to-action testing, and integrated analytics, print campaigns can deliver much higher ROI.
Print supports your brand across all stages
From awareness and consideration to purchase and loyalty, print plays a role in every part of the buyer’s journey. Large-format signage, promotional materials, packaging, and direct mail help maintain a consistent, high-quality brand experience both in-store and at home. That consistency builds trust and keeps your brand top of mind when your customer is ready to act.
Print isn’t just part of the marketing mix—it’s the part that connects, builds trust, and gets remembered. For businesses that want to stand out and stay relevant, investing in high-quality, well-targeted print materials is a smart and strategic move. At ColorDynamics, we’re here to help you put print to work for you!
