I faced with an interesting question the other day: Why do we still have printed material in a digital age? My answer was simple: People like reading things off of paper! But it really is more complicated than that, and it really is something to think about when you work for a company that sells printing. So I started reflecting on my own experiences.

 I am application developer and you would be right in assuming that I spend a good chunk of my time looking at a computer screen. But I probably spend even more time sitting down with my Northstar-branded notepad (hint hint) planning out how I am going to create a new program or website, than typing code in front of a screen. But why don't I do this on a computer? It might be habit in some ways, but really it is just easier. I don't have to think or wite in a predetermined, structured way. It is also not a very formal process, so using a word processor is not always best either. I guess that I could use an application like Microsoft Visio or Adobe Photoshop, but while in the planning phases of a project it is almost always less trouble to use my trusty Northstar legal pad.

I also have one of those little netbook computers that pretty much goes with me everywhere. If I don't have that, then I will have my Blackberry. But still I will read brochures that are given to me at the doctor's office, train station, or a hotel. I could surely find the information on one of the internet connected devices I have with me. But even with networks getting faster, I still have to find it and wait for it to load. With a printed piece, the information is available to me immediately and it can be easily stored for later use if I find it to be useful.

Paper's greatest feature is that it is flexible and it is easy on your eyes. It is not back-lit; rather light reflects off of it. I normally find myself printing out emails or instructions simply for that reason. Likewise, there is something that just seems a lot more thoughtful about sending a printed or handwritten letter or card.

So yes it is true that many things are moving more and more to a digital medium. As an application developer at the Northstar Group I would also encourage you to contact us if you are looking to move your forms to digital system as we can help make that transition an easier one. Additionally if you are looking into email marketing, our designers are more than happy to put the same skills they have refined with your printed work into designing great looking emails.

It is no secret that printed media is here to stay, but like everything else, the industry is changing with new technology and trends. In the end it is all about thinking of your customers' needs and wants. Are they going to be more receptive to digital or print media? Typically the answer can simply be found by think about what you would be more likely to notice rather than only concentrating on the latest and greatest technology.