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Print meets Digital

With smart phone users worldwide estimated to hit 1.75billion in 2015 and 51% of all online traffic being from mobile devices it stands to reason that the print world needs to embrace this technology drive and adapt how printed documents interact and work with mobile technology.

 

With the sophistication in mobile technologies and the interaction with printed media, skimming (gaining extra content from a printed media) is on the rise.

In the beginning QR codes opened the door to web content from a printed document but these are very crude and intrusive of the artwork and was limited in what can be achieved (web links usually) but with Augmented reality Apps, such as blippar, and more recently the ‘Alive’ paper by Arjo Wiggins and the ‘clickable’ paper by Ricoh the boundaries have been moved allowing for marketers to deliver a whole host of information far and beyond that of the printed item. The printed item is effectively the door to a very large room of information be it simply ingredients for a recipe using a particular food produce or even a full cooking demonstration video.

A superb example is the recent Ikea catalogue that allows consumers to virtually overlay furniture in their room using their mobile device.

I believe printers that are getting involved now will experience the boom in this technology with small brands, publicity and marketers engaging in digital content and cross media. Gone are the days of a “printer” and here are the days of a true solution provider with print being a segment of the overall solution.

The print world is changing and it’s exciting to see where we are going next.


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