Those within certain age groups in Aurora, Oswego, Montgomery, Sugar Grove, Naperville and Yorkville (IL) will remember how much reaching people once depended on printed-paper formats such as newspapers, magazines, flyers, direct mail and even the Yellow Pages.

Until the 21st century’s rapid rise of digital content, printing was vital for communicating with an audience. Today, placing a space ad in the Yellow Pages or the back of a magazine might seem prehistoric to some. Messages on paper only continue giving way to those on screens.

What’s important to remember is that printing remains relevant and even desired for messages among people. If anything, it is now smarter than ever as it combines its enduring advantages with today’s digital formats.

The Lasting Power of Print

While the role of printing has adjusted in the digital age, it is far from obsolete. Printing on paper remains relevant to people for a number of reasons:

A focused single task. A printed brochure or newsletter will not bombard us with pop-up windows, extra ads and windows, and the pull toward other apps. Digital communication’s efficient versatility has also disrupted the ability to engage a single message delivered alone.

Greater retention. Studies show that reading on printed paper still often encourages greater memory and understanding, particularly with longer-form content such as booklets and newsletters.

More-tactile engagement. Something about holding what is expressed, created and printed by another person still appeals to our humanity. We like digital formats, but we also recognize the essence they do not contain. Printed communication is still natural and immersive for us.

Nostalgia. Think of how we feel when we look back on printed pieces we’ve received through the years. Perhaps you still have a card someone special made for you years ago. Maybe a brochure reminds you of a particular time in your professional life. Digital formats typically can’t capture that spirit with the same sentiment.

Also consider the following about printing as it relates to your results-based objectives:

In one MarketingSherpa survey, 70% of consumers said they thought print ads to be more trustworthy than online ads.

According to USPS, 82% of direct mail is read or at least scanned.

According to the Data & Marketing Association (DMA), response rates for well-targeted direct mail can be 5X to 9X higher than for email or digital ads.

The Growing Power of Digital

Digital content is taking our communications to new heights with no ceiling in sight. Through digital formats, we have:

speed and immediate access. We can now communicate with people throughout the world in moments, including with the use of video and real-time streaming.

reduced cost and resource consumption. Sending a message through email will typically require less budget than distributing the same message through, for example, direct mail. Digital content further lowers the need for materials that are transported (e.g. gasoline use and emissions), discarded, and if capable, recycled.

ease of storage, retrieval and search. Rather than crowd a storage room or filing cabinet, digital messages can be kept in a database.

reach, scope and measurement. Digital delivery can expand a reach of thousands through print to many millions, and those impressions can also travel the world in seconds. They are also efficient for tracking, such as monitoring open rates and clicks for engagement.

QR Codes: Fusing Print & Digital

As you can interpret, printed and digital formats both have an impact on how messages are sent and received. At Aurora Fastprint, we do not see print and digital as mutual exclusions that are contending. Rather, we combine their qualities to serve customers’ objectives even better.

Short for Quick Response code, the QR code was invented in 1994 by Japanese engineer Masahiro Hara. Recognizable as a grid of jagged black and white squares, it is a type of barcode that can be scanned with a phone or a QR reader to quickly access information. There’s a good chance you’ve seen many QR codes by now.

Originally, QR codes were made to track automotive parts with greater efficiency than traditional barcodes had. Today, they are being increasingly used in print marketing to connect physical and digital experiences. For example, a restaurant storefront might feature a window banner with a QR code. When we scan it with our phone, it takes us straight to the restaurant’s menu.

Here at Aurora Fastprint, when we support you with strategic print marketing, we’re already poised with the ways QR codes can provide:

instant connections. With a simple scan, customers can visit your website, watch your video or leave you an online review.

track results. QR codes can tabulate how many people scanned your code and when. Think of it as a printed piece with its own Google Analytics.

no app needed. By now for many of us, our phones are probably loaded with apps for nearly every conceivable service and brand. With QR codes, we don’t need to install yet another one – just aim your camera at the code.

significant space economy. A QR code on a business card could lead contacts to your complete professional portfolio. A QR code on a trade-show table tent can link to a large digital product catalog, including in other languages.

Just a few other examples of printing that incorporates QR codes might include:

flyers & posters. Add a code for event registration, coupons or a video tour.

invoices & statements. Include one for easy online payments or reorders.

packaging & labels. A code can offer instructions, recipes or how-to videos with a scan.

onsite real-estate signs: Link prospects to a virtual tour or additional listing details online.

The possibilities for you in Aurora, Oswego, Montgomery, Sugar Grove, Naperville or Yorkville only continue. QR codes can also be used with:

QR Code Best Practices

So far we’ve discussed the great potential of combining print and digital formats in reaching an audience. Also important is understanding how to implement QR codes in ways that support your objectives.

QR codes’ leading asset is their ability to seamlessly link printed and digital content. To ensure you fully leverage QR codes’ capabilities, you’ll want to:

keep it simple. Use short URLs or dynamic links to avoid a code that’s too dense. Smaller and cleaner codes scan faster.

maintain proper size. Don’t shrink the QR code to save space. A good guideline is to allow at least 1″ x 1″ for the code on most printed materials.

give context. Let your audience know why they should scan. “Scan to RSVP” or “View our gallery” is more compelling than just dropping a code box into the design.

test before you print. Always scan your code from a printed proof. What works on screen might fail on paper if the contrast, size or placement is off.

brand it. You can customize your QR code with brand colors or a logo in the center (just make sure it still scans).

ensure updateable links. Use dynamic QR codes so you can change the link later without having to reprint materials. Aurora Fastprint can help you set that up!

Elevate Printing with Custom QR Codes: Contact Us Today

At Aurora Fastprint, we believe print is still a powerhouse – and with the right tools, it now works even harder for your goals in Aurora, Oswego, Montgomery, Sugar Grove, Naperville or Yorkville (IL). QR codes can turn vibrant print marketing into interactive experiences your audience will engage. To find out more about integrating QR codes with your printed pieces, just give us a call at (630) 896-5980!