Design
6 A very powerful Variations Between Print and Internet Design
Mar
6 Crucial Differences Between Print and Web Design
The discussions of differences between print and web design in a business setting often devolve into which format is better or worse. But as we discussed in a previous post, this premise is flawed.
They are different tools, each working better than the other, given the right context. Any enterprise that believes in data-driven action owes it to themselves to invest in both and use them where their strengths work best.
But even within businesses that understand the need for both print and digital, there remains the problem of designs that are haphazardly used across both media.
These differences between print and web design should help inform your decision on how to build your marketing campaigns.
1.) Online users are less patient.
via photopin (license)
We are far more willing to put up with a wall of text on print than we are online. Part of this has to do with expectations. Online content is implicitly for quick consumption. Print content is expected to be more in depth. Obviously this isn’t always true, but most people are primed to be more accepting of long-form content on print than they would be on a website.
One possible explanation that isn’t tied to culture or expectations is that electronic formats may simply be more tiring. A 2005 study from Sweden found that reading from digital sources is more taxing to our brains.This might explain why so many of us are frazzled these days.
2.) Print is about time on page; web is about time on site.
While there are multi-page print products, most print designers work with single page formats such as flyers, business cards, and posters far more often. Even with multi-page designs, crucial elements such as the front and back covers of books need to focus on generating as much interest as possible within that space, as the contents may not be immediately accessible.
In contrast, while time on an internet page can still be an important metric, a single landing page can be designed to lead customers to other parts of the site. Thus making time on any specific page less crucial than overall site time. When designing for either format, these crucial differences should be taken into account.
3.) Web design offers more user engagement possibilities.
via photopin (license)
Here’s where differences between print and web design are a little more pronounced. You can include contact information, making any print material a two-way communications medium. You can add (clearly non-clickable) links, snail mail addresses, and phone numbers. But they will never be as as convenient as a website or social media page.
Web design for enterprises should in most cases take advantage of the medium. This could mean designing pages to facilitate easier communication with customers. It may even mean facilitating simpler ways for them and other site visitors to add user-generated content such as comments and videos.
4.) Web offers multimedia experiences.
Speaking of videos, web design can also include types of content that would never be possible on conventional print product. It’s not possible for conventional print products to incorporate video, animation, or audio just yet. But this is easily done with websites.
Websites should be designed with these possibilities in mind. Even the specific design of these multimedia elements themselves should take into account how they will be experienced online. For instance, even videos for web and for TV have to be created with different considerations in mind.
5.) Print offers a more uniform experience.
People view websites from a plethora of different devices, with different operating systems, through any of a dozen different browsers, each with different versions and plugins. When you throw multimedia experiences in, you’ll have to contend with poor screens and audio devices.This can mean user experiences with your website can be vastly different.
What you design for print is generally what your audience gets. With an experienced printer, it will always be what your audience gets.
6.) Print offers crucial tactile and olfactory possibilities.
Print as a medium is far superior to electronic because it stimulates touch and smell. And I’m not just saying that because an old book scent is a wonderful thing.
Sure, phones and gaming devices may vibrate. New media technologies that allow limited kinds of smelling experiences exist. But print remains the premiere technology for helping us absorb written information.
Multiple studies have demonstrated the superiority of paper as an information delivery system compared to their electronic counterparts. Feeling the textures on paper and card stock as we read helps strengthen pathways in the brain related to learning new information. The smell of print also further strengthens these neural pathways.
The choice of stocks should considered by the designer. It makes a difference in the experience of the audience. This applies whether you use paper, PVC, cardboard, vinyl, or some other material. When possible, the stocks to be used in a print project must be considered during the design process.
What other differences between print and web design are there? Comment below.
