The enduring power of print: why it still delivers in a digital age

78% of people recall brands better after receiving printed materials.*

That is a powerful reminder that print plays a critical role in consumer connection and recall. In today’s marketing mix, digital offers speed, reach and data. But print offers something digital can’t replicate: tactility, permanence and trust. When the two work together, brands achieve deeper, longer-lasting impact.

At IVE, we see print as a vital part of a truly integrated strategy - whether it’s a beautifully crafted catalogue, a clever direct mail campaign or premium point-of-sale display, print continues to be one of the most effective tools in a marketer’s kit. It’s not a competitor to digital, but it is a perfect complement.

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The evolving role of print in Australia

In Australia, the role of print has shifted. It’s no longer just a channel for information - it’s a medium for experience. Consumers are seeking authenticity and brands are rediscovering print’s ability to create trust, stand out and complement digital strategies.

Here are three trends we’re seeing define the new era of print:

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1. Tactility as a trust-builder

In a world where digital leads, the physicality of print is grounding. The texture of paper, the ritual of reading a catalogue, the finish of a magazine – these elements trigger sensory recall and build credibility. Research shows consumers inherently trust print more than digital-only communication, making it a powerful tool for influencing decisions.

2. Print and digital integration

It’s not print versus digital: it’s print AND digital. QR codes, personalised URLs, connected catalogues and AR experiences are bridging offline and online, turning print into an interactive gateway. The best campaigns use print to spark curiosity and digital to continue the conversation, creating seamless journeys with a multi-channel publishing strategy.

3. Sustainability shaping choices

Australian consumers care deeply about sustainability, and print is no exception. From recycled stocks and FSC-certified papers to water-based inks, brands are embracing environmentally responsible print as part of their values story. Done well, sustainable print becomes both a brand statement and a differentiator.

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Why print delivers lasting impact

When executed with creativity and precision, print delivers:

• Higher recall:  78% of consumers remember brands better after receiving printed material.
• Deeper engagement: Tangible materials encourage more time spent with the brand.
• Stronger loyalty:  Thoughtful print communications feel personal, premium, and enduring.

Helping brands grow since 1921

Print is where it all began for us. More than 100 years ago, IVE opened its doors as a print business - and we’ve been evolving with the medium ever since. From hot-metal presses to today’s data-driven, highly personalised campaigns, we’ve seen first-hand how print has adapted, innovated, and remained essential.

Over the decades, print has shifted from mass communication to precision targeting, from one-size-fits-all to personalised experiences and from disposable flyers to sustainable, value-led touchpoints. At IVE, we’ve been part of that journey at every step - helping Australian brands use print not just as a channel, but as a powerful brand experience.

We know the print evolution is far from finished. When it’s done right, print doesn’t just land in a letterbox or on a counter - it lands in memory.

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