Many of us creatives, designers, and agencies small or large, have met this need to migrate more and more to the digital world. Clients want it and we recognize its power when done well. It's a sign of the times and we blaze through sites on mobile phone, tablets, and even interactive POS stands. But, and a big BUT, there's still nothing quite as satisfying as seeing something that you imagined on your 'digital' screen turn into a physical, palpable, tangible good.
It smells of ink, it has the touch of the paper, it's got an interactive quality as your turn, unfold, or fondle the paper. You look at it from afar and then you physically pull it up close to look at the small print, the details of the design. You play with it. You experience it... and you experience it in a way that's so different from the world of sites and banner ads.
From a production and technical point of view – yes – we got the colors right, the trim, the folds the overlays, the registration... yada yada. But from a user experience, it still has its merits as it creates more 'intrigue' than a mouse that rolls over an image on a cold, pixel-plasma platform. And so it's great to hear when the recipients of this invite (see below) emailed us or our client (Girls Inc) to say... wow... just got the invite: "Memorable", "Creative and Keep-Worthy", "Makes me want to go"... are some of the comments.
We did our job. The client likes the attention. We love the accolades. And the power of ink still pervades in ways that digital can't, won't, or tries to.