In a world where digital content is everywhere, trust is harder to earn than ever. Consumers are bombarded with online ads, social media posts, and emails—so much so that digital fatigue is setting in. Enter print media. While many brands have shifted focus to digital marketing, print remains a powerful tool for building credibility and fostering deeper customer relationships.

Here’s why print media still holds an undeniable edge when it comes to trust—and how brands can leverage it effectively.

Print: A Trustworthy Medium in a Distrustful Age

A 2022 survey by MarketingSherpa found that 82% of U.S. consumers trust print ads more than any other advertising medium—a stark contrast to digital ads, which often face skepticism due to concerns about misinformation, clickbait, and intrusive tracking. Meanwhile, studies from the U.S. Postal Service reveal that people spend 39% more time engaging with physical mail than with digital marketing materials.

Why the difference? The answer lies in the nature of print itself. A tangible piece of media—a magazine, brochure, direct mailer, or even a business card—creates a sense of legitimacy that digital formats often lack. Unlike an ad that disappears with a click, print demands attention. It has weight. It feels real. And that makes it more trustworthy.

Why Print Materials Enhance Brand Credibility

  1. Permanence Creates Authority
    • Digital content is fleeting. A webpage can be edited, a social media post deleted, and an ad removed at any time. Print, on the other hand, is static. When something is printed—whether it’s a high-quality magazine, a well-designed catalog, or an industry report—it signals confidence and permanence. This makes brands appear more established and authoritative.
  2. Less Intrusive, More Engaging
    • Consumers are constantly interrupted by pop-ups, autoplay videos, and overflowing inboxes. Print offers a welcome escape. A 2021 Temple University study found that people process information from physical materials with 21% more cognitive engagement than digital content. This deeper engagement means readers are more likely to remember the message—and trust the brand delivering it.
  3. Quality Reflects Brand Values
    • A company’s choice of paper stock, finishes, and design speaks volumes about its brand identity. A well-crafted print piece—whether it’s a premium business card, a textured brochure, or an elegant direct mail piece—conveys professionalism, attention to detail, and high standards. Simply put, high-quality print equals high-quality perception.

Print Strengthens Customer Relationships

Beyond credibility, print also fosters long-term customer connections in ways digital often can’t.

  • Personalization Makes It Feel Exclusive
    • Advances in variable data printing allow brands to create highly personalized print pieces tailored to individual customers. According to the Data & Marketing Association, personalized direct mail has a response rate of 4.9%, compared to just 0.6% for email. When done right, customized print materials make customers feel valued rather than just another name on an email list.
  • Tactile Experience Leads to Emotional Connection
    • Studies show that physical interactions—such as holding a well-designed booklet or opening a luxury direct mail package—trigger deeper emotional responses. A neuromarketing study by Canada Post found that direct mail requires 21% less cognitive effort to process than digital media, making it more memorable and emotionally resonant.
  • Print Cuts Through the Noise
    • With inboxes overflowing and digital ads competing for attention, printed materials stand out simply by being physical. A beautifully designed magazine, an unexpected handwritten note, or a thoughtfully crafted corporate brochure can command attention in a way that digital formats struggle to achieve.

Integrating Print with Digital for Maximum Impact

Of course, this isn’t a battle between print and digital—smart brands use both strategically. A well-executed marketing campaign integrates print and digital for maximum effect.

  • QR Codes– Print ads and brochures can link directly to digital experiences, driving traffic to websites, social media pages, or exclusive online content.
  • Print-to-Digital Retargeting – Many brands use direct mail campaigns with unique promo codes that allow them to track offline-to-online conversions.
  • Multi-Channel Reinforcement – A study by Canada Post found that combining direct mail with digital ads boosts brand recall by 40% compared to digital alone.

While digital marketing is necessary, brands that integrate high-quality print into their strategy will stand out, foster deeper relationships, and build trust that lasts. Because in the end, seeing—and holding—is believing.