Touch is the first sense to form. Smell and taste are next. Nothing beats that tangible feel and smell of printed material. Add in the visuals and you have a recipe for attention. An ability to stand out from the crowd and be remembered. We like having physical things.
Imagine a world without a printed certificate of achievement from school, College or University; the programme from the football match, theatre or event that reminds you of your day; the catalogues and directories you refer back to; the brochure you pick up because you like the cover, the flyer you notice on a board, the printed instructions, thank you cards, posters on the streets or in the shops; the printed material that’s drawn you in, piqued your curiosity about a place, an offer, an object or occasion, and so much more.
We can’t.
