Why print still works in a digital market
Print survives because it's scarce. Your customer sees a few hundred ads a day and keeps none of them; a well-made menu, lookbook, or leave-behind sits on a desk for weeks. For local businesses, restaurants, medical practices, contractors, retail, print is often the only marketing a customer can hold, and the production quality gets read, fairly or not, as a proxy for the quality of the business itself.
That's the standard we design to: not "looks good in a PDF proof" but "feels right in a customer's hand."


