The virtual world may be rapidly taking over our business and personal lives, but as human beings we retain a love of the actual hard copy. Digital manifestations may entertain us with their instantaneous nature and perfect clonability, but we still have a soft spot for paper documents we can hold in our hands. A digital representation can go places where hard copies fear to tread and a hell of a lot more cheaply to boot, but it suffers from an intangibility which makes it instantly forgettable too. The digital world does not make a lasting impression, but, rather, a constantly updated one.

Printing Still Has Its Place in Business

Digital printing has revolutionised so many aspects of the business world. It has made mass hard copies a great deal cheaper to produce. The marketing of products and services are no longer the exclusive domain of expensive printing companies. Promoting things like franchise businesses with real brochures can make a difference to the overall impact and success of your marketing campaign. It remains a fact of life that big ticket items are still best served by hard copy marketing. Human beings enjoy the weight and feel of quality paper in their hands. The sensuous reality of hard copies can hit your market’s heart strings. To be touched by paper is a deeper and more profound experience to not being touched at all.

Hold Cold Hard Cash in Your Hands

The printed leaflets in the mail, containing free offers, are like printing money for the right recipient. We still like to hold cold hard cash in our hands and to jangle golden coins in our pockets. The digital virtual world leaves many of us hungry for something more substantial. It is like living on fresh air, as some sort of breatharian. A world where fast food has become so swift you cannot remember ever having eaten anything. Will the restaurant of the future, merely, illustrate images of dishes for the discerning digital diner?

Digital World Rendering Digestion Obsolete

Cafes in Sydney and Melbourne are proliferating like never before, but are their customers consuming enough to sustain them? Will the acceleration of the digital world render digestion obsolete in the long run? Hard copies in the form of coffees and cakes may soon be on the endangered list. Mum always used to say, “it’s the thought that counts”. Perhaps, she was right after all.