There’s something very special about a printed piece. It’s so different than the immediacy and coldness of an iPad, Kindle, iPhone or laptop we’re constantly on. Yeah, I get it, they’re all great devices and definitely have their advantages, but think about the different experience you have with a printed piece and why.

I personally think a good printed piece slows you down. It allows you to feel and have an emotional connection through a sensory experience. And do you know what is one of the most important aspects of a printed piece? IT IS VISIBLE! You are reminded to look at it again and again because you can see it. It’s kind of like all those digital photographs that are so beautiful and memorable, but we forget to look at because they’re “out of sight,” “out of mind.”

Print leaves a lasting and memorable impression.

Of course and by any measure, it needs to be done well. It should have a solid strategic idea. That goes without saying. But that being a given, think about all of the tools you have at your disposal to accentuate that idea.

Paper, size, color, texture, weight, special effects, good typography, great imagery, the list goes on and on. And is print a dying art? Is our new generation of designers and art directors prepared to take advantage of this medium? Does our younger generation know what it takes to pull off something of such high quality and definition that elevates one’s brand to the highest level?

Can inexperienced eyes tell the difference between good ink holdout and high calendared stock? What is the benefit and pitfalls of each? Why one chooses one stock over the other? Is uncoated paper the right choice? Cast coated sheets? Dot gain?

These are just a few nuances that separate what makes a good piece from a great one. Think about how much money is spent on good photography, messaging and writing. So much work that goes into making a statement about your brand— strategically, distinguishing features, core characteristics, DNA— all of that hard work can go right down the drain with a poorly printed piece.

Our skill sets have changed, the business has evolved and everything needs to be done yesterday. But do you want to risk lowering the bar of excellence by creating something that doesn’t truly reflect your brand, your quality and excellence?

The Harvard Business Review did a study recently about a high-end product through a brand loyalty program by giving consumers a more expensive quality shopping bag with their first purchase. And do you know what the results proved? That their affinity for the brand rose exponentially because they associated the quality of the brand with their own personal taste and societal status. In essence, they became an army of ambassadors for the brand by endorsing and promoting it, as walking billboards, which is FREE, advertising.

Chalk one up for the good old printed piece.

The older and more experienced creative directors who grew up with print have been discarded like the horse and buggy. But shouldn’t we rethink what value they bring to the table. As advertisers isn’t this the renaissance of a new age? We have so many touch points to reach our customers it’s like the Golden Age of Advertising all over again. E-Madison Avenue! Print has that visceral connection that’s as tangible as any other medium and shouldn’t be forgotten. I might shop online, but have to try things on when they get here. Haven’t eaten any bits lately, although I’m sure they don’t have any calories.

Print isn’t dead, it’s just underused. Shit, I still like reading the newspaper. And you can’t get the sports standing in the e-version of the Globe or Times.