Why stationery remains relevant in an electronic world

A simple product we still use today and one that’s stood the test of time and has been used since the Egyptian Era, i.e. - the humble pen and paper.

Where would we be without them?

While digital and online communication grows, the use of traditional stationery remains as important a means of communication as ever, fulfilling a variety of needs not supported by email or online media. Many people may think that, in this fast-paced, digital age, ‘old-fashioned’ business stationery no longer has a role to play, when some time ago, paper and ink were the pinnacles of correspondence.

People question the rationale of spending large amounts of money on printed marketing collateral when its the industry norm these days to market products and services through social media apps and other such ‘digital outlets’ – when even websites now seem a bit obsolete these days. So, it seems that we might never again rely upon writing material as we used to while our affection for paper remains.

Ground reality is that stationery printing for business purposes still has a significant impact in building business trust and relationships with customers. Obviously, there is a constant requirement to utilize the most advanced marketing channels and opportunities for modern businesses, but it doesn’t necessarily translate as a death blow for more traditional marketing and advertising vehicles – they can complement modern marketing functions as advertising tools. Like American author, Mark Twain said,

“Rumors of print’s demise have been greatly exaggerated”.

The meaning of the word ‘stationery’ refers to anything offered by a ‘stationer’, including paper, pencils, pens, etc. Stationery is still an excellent means of communication for several reasons even in the fast-paced era of digital communication.

It is still considered a formal way to discuss matters and various topics that require a traditional approach. Written transactions to and from legal fraternity-like attorneys, transcripts of the legal documents themselves, various contracts, and similar information are important enough to ensure the use of traditional stationery

Then there is this strong feeling of “personal satisfaction” derived through that “tactile feel” of using physical paper that no digital media can offer, while also offering a canvass for “creativity”. It all starts with a piece of paper where one lets the imagination go wild, jotting down pointers, and making small figures and bullets. That tactility of it all provides that satisfying “personal touch”. There are items like wedding invitations, funeral notices, and party favors that people want to keep and save as a souvenir of a special occasion. This for a lot of people is more meaningful than saving a boring cold email.

In any physical business environment – first impressions are vital and the most used ‘tool’ to create that all-important first impression is still the humble printed business card. Over 70 % of people form an impression about a company or person by their business card. If you don’t have one you are judged as ‘unprofessional’. Also, the business card is the only reminder of you for your potential clients as a recall mechanism, since all your digital signature is mentioned on it.

As an advertising tool, business stationery offers a unique source of marketing and a way to ensure personal presence. Economically, branded stationery allows you to create personalized receipts, letterheads, invoices, quotes, and envelopes increasing your brand image. Similarly, other items such as calendars or diaries with company logos on them will form part of a daily reminder to your existing and potential customers about your company.

Unique business stationery can help clearly identify your business – letterhead printing or business card printing can be vital additions to your overall marketing strategy and sit very comfortably alongside related ‘modern’ marketing and branding techniques.

Lastly, how can we discount the all-important emotional aspect of offering something satisfying about physically holding a piece of personalized stationery that no email or other digital form of communication can match? When you send an ardent note to a loved one, say thanks for a smart gift or commend a comrade on an achievement. It reflects that you hold your relationship with that individual in high esteem and that a lot of care went into your correspondence, causing them to feel appreciated that no email can replicate.

It is still a strong belief that our love for stationery will stand the test of time, keeping us creative, and organized, while at the same time allowing us to pass down memories (without being lost in the digital cloud). Also, it’s just too pretty for us to be without it. Even when we have other options, we keep coming back to paper and pen, and as of now, we show no signs of slowing down.

So, for all those who are of the view that the upcoming digital age has signaled the death of paper, we say.… long live paper!