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CATALOGUE & PRINT ☛ WEB VERSION: Click Here


Beware the fine print! N


By Matt Booker, COUSIN


First impressions are everything. They set in place assumptions based on trust, value and appeal that last well beyond the moment.


ever has this been truer than the current day when we


are bombarded by digital messaging in pretty much every waking moment. Very little of this is invited or useful, and most of it is repeated, just in case we didn’t realise we didn’t want what we didn’t ask for. This exhausts patience and shrinks attention span. It is a crude and arguably rude way to build a relationship, demanding immediate attention without offering the courtesy of time to ref lect.


But it is effective, measurable, quick and cheap to produce. Executed well and measured effectively digital can be quite brilliant. Its immediacy, f lexibility and ability to incorporate dynamic and hyper personalised content has been nothing short of revolutionary for eCommerce. However, the more ubiquitous digital becomes, the more important print becomes too. There’s an old saying that


‘often your greatest strength is your greatest weakness’, and this is true of both print and digital. Print’s strengths are digital’s weaknesses, and vice versa. Some of the new print technologies that can incorporate dynamic content are a big step towards combining the best of print with the best of digital, but all too often the qualities of each channel are not considered separately when it comes to execution.


A beautifully curated and well produced piece of print carries with it value, authority and authenticity. Value because it isn’t cheap, but has been sent to you nevertheless. An investment of time, money and consideration has clearly been made by the brand which chose to send a physical communication to your home. Authority because of all that printed matter speaks for; the important decisions we make are committed to paper, and paper touches many of our most formative and


Continues overleaf >


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