Creativity Sells: How Graphic Design Influences What We Buy

Harris Interactive conducted the study for Xerox, surveying 2,466 adults in the United States. Some data points from the survey are shown in the infographic below. We found it particularly interesting that when asked about the best way for companies to reach customers, printed marketing pieces were the number-two response, mentioned by 27 percent of respondents, behind television and radio ads, but ahead of online and mobile advertising.

Creativity Sells: How Graphic Design Influences What We Buy

Xerox also published an article by Gordon Kaye, editor and publisher of Graphic Design USA magazine. According to his magazine’s research, 90 percent of professional graphic designers still work on print and 75 percent of their projects include some print component. According to Mr. Kaye, print has several advantages over other forms of media.

Interesting to us was the notion of “peaceful coexistence,” namely that designers are now choosing the “right medium,” thereby “using print when called for, digital media where appropriate, and integrated programs that may run the media gamut.” Mr. Kaye points out, “Print may no longer be the spearhead of all campaigns but it has established itself as a valuable piece of the puzzle.”

 

Source: Actionable Intelligence