Despite our increasingly digital society, studies show people continue to prefer printed maps. More practical and enjoyable to read than the harsh glare of digital screens, the popularity of print continues to press forward against the rising digital tide. Why is print on paper holding its course, and what could this mean for your next printed map endeavor?Paper is More Enjoyable In a recent survey by global polling firm Toluna and global graphics communications industry initiative Two Sides North America, the advantages of reading print on paper shined. From leisure reading to critical tasks like map reading and managing finances, print on paper was preferred. Are you falling for the digital myth? Consumer opinion suggests otherwise.
Though digital tech offers fast access to a broad spectrum of reliable (and highly-questionable) information, print on paper still has advantages in the educational capacity, with studies showcasing a far deeper understanding of information and improved retention with tactile, paper-based reading. As opposed to the eye-straining, fatigue-inducing lighting of self-illuminated screens which dull comprehension, research shows those completing reading comprehension tests on paper scored higher and reported lower levels of stress than those who took such tests on a computer. With fewer distractions, it is far easier to focus on text or imagery with printed materials, leading to a greater understanding of the material and a more memorable experience.
Corporate ‘greenwashing’ tactics tout digital devices as a more earth-friendly alternative to print, however, an apples to apples comparison is nearly impossible – particularly since the tracking of e-waste and its environmental consequences have only just begun. As the paper versus pixel debate continues to rage, over 170 leading companies have withdrawn misleading environmental claims surrounding print on paper, with ‘Go Paperless, Go Green’ initiatives seen by consumers simply as a means to corporate cost reductions. With a significant environmental footprint of more than 40-million metric tons worldwide in 2014 alone, e-waste is the fastest growing waste stream in the world. Less than one-sixth is believed properly recycled. Paper, on the other hand, remains the most recycled material in North America. Both renewable and sustainable, it is made with a high percentage of green energy. Sustainably produced with proper forestry management, today’s paper production can preserve forests and protect against deforestation, safeguarding the environment and delivering environmental, economic, and social benefits.
Print media is not an endangered species, it is metamorphosing. Don’t get stuck in transition – give the customer what they’re craving. Create memorable marketing collateral and winning maps with sustainably printed media and the help of 1Vision today.