Brochures are business essentials. Most of us are clear about that. What isn’t always so clear, however, is what type of brochure will have the biggest impact on our audience – not just in terms of the brochure design and layout of the brochure but, its delivered format.

What’s Better: Printed or Online Brochure?

Today’s organisations are constantly being told just how vital it is to embrace digital transformation. This means that an increasing percentage of promotional budgets are being allocated to digital marketing channels, rather than offline tools. It makes sense, especially at a time when more digital media is being consumed than ever before. But do you need a digital brochure, or do printed materials remain the more engaging, more influential option? What’s the best route for your business to take?

What we need to remember is that this shouldn’t be a case of ‘print vs. digital’. Everyone knows just how powerful and advantageous a digital strategy can be. Instead, we should be looking at the debate from a different angle; from an outcome-based perspective. Ultimately, which format produces the best results?

Here are a few aspects to think about:

● The Personal Side

In a study by the US Post Office, researchers found that digital content is usually consumed more rapidly by readers than printed content, and grabs attention quicker, too. But speed isn’t always a good thing. While readers get through digital content faster, it has been definitely proven that they are more likely to feel emotionally connected to printed materials, and are better able to recall specific information from printed brochures at a later date. Printed brochures can, therefore, be beneficial for improving awareness and brand familiarity along with nurturing brand loyalty and product recall.

● Target Market

While digital materials have their benefits, it can’t be denied that they’re nowhere near as inclusive as printed materials. In fact, depending on your target market, producing PDFs of your business information could alienate a significant portion of your audience if they don’t feel confident using the web, or downloading files. Digital can definitely prove advantageous for younger, more tech savvy customers, but don’t make the mistake of thinking that means you must use digital to connect with that demographic either; Reports suggest 18-34 years olds are equally as likely to choose print as they are digital.

● Engagement

Close your eyes and imagine where your customers are when they’re reading your PDF or printed brochures. With PDFs, readers are probably at their computers, with multiple tabs open and notifications for email and instant messages popping up every so often or quickly browsing via a small mobile screen while on the go. It’s easy to see how readers can be distracted when trying to absorb digital content. With printed brochures, it’s different. Perhaps they’re being rifled through in bed in the evenings, on the train on the way to a meeting or at the boardroom table as the meeting takes place. It’s easier to become engaged.

● Reader Experience

One aspect many businesses overlook is the fact that printed brochures offer a much greater level of control over the reader experience. With print, you see exactly the same as what your readers see. You know what they see when they look at the front cover; you know what their hands feel as they turn the page. That’s something that can’t be replicated with PDFs. How digital materials are viewed varies by device; you can’t be sure your products are being displayed in the best light on every device. Will a smartphone screen really do justice to your product images for example? Will your text be read properly on that small a screen?

What’s Best: A Downloadable PDF or Printed Brochure?

Digital has its advantages. Especially if you operate on a global basis, offering a digital version of your brochure can ensure your customers are being cared for and nurtured, wherever they are. But digital alone can’t – and won’t – drive optimal results. In fact, studies have found that magazines that shifted to 100% online content lost as much as three quarters of their readership base almost instantly. Print remains absolutely vital, so while some businesses may want to have a digital offering, they must offer print, too in order to unlock the many business benefits of a printed brochure.

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Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk