Print collateral: Changes, Challenges, and 2025 Trends 

82% of consumers trust print ads the most when making buying decisions.

I know what you’re thinking: “Yeah, but that’s all the Boomers. We’re targeting Millennials and Gen Z.”

Well, I have news for you. 92% of 18-23-year-olds say print collateral is easier to read than digital content.

Print collateral may be alive and well, but it is changing.

I asked five marketers for their insights on what’s changed, the biggest challenges, and the top trends they’re seeing. 

The way marketers use print collateral is changing

Let’s kick off with what’s new in print collateral, according to five experienced industry experts. 

1. The world’s gone “phygital”

According to independent marketing expert Jorge Argota, we’ve gone “phygital”. Yes, you read that right. 

Phygital is the blending of physical print with digital, and it’s big news for marketers. 

“It’s not just about handing out brochures anymore. We’re adding QR codes and augmented reality to our print pieces to create experiences. For example, we did a direct mail campaign where the recipient could scan a QR code on the mailer to unlock an AR product demo. It was a great way to bridge the physical and digital worlds.” 

Jorge Argota, Founder of Jorge Argota

Digital elements (think QR codes or URLs leading to online content) help marketers track engagement in a more measurable way.

Example

John Lewis does Christmas ads like no other. As part of its 2016 “Man on the Moon” campaign, it enlisted Stinkdigital agency to create an AR-powered app.

When consumers scanned the Man on the Moon branded packaging, they could see an interactive 3D moon with cool animations and fun facts.

Here’s the ad that inspired this idea.

Read about more fun AR ads in my breakdown of the five biggest print advertising trends. The Burger King one is 🔥

2. From a brand awareness channel to a relationship-building tool

Print has become the go-to tool for creating memorable experiences and deep connections with your audience.

I asked John Butterworth, founder of Mint SEO, if he has noticed a difference in how marketers use printed collateral.  Here’s his take.

“There’s been a shift towards high-quality, personalized print pieces that stand out simply because of their novelty in an increasingly digital world. By leveraging the sense of touch, you’re making your marketing more immersive to your audience.” 

John Butterworth, Founder of Mint SEO 

3. Messaging is changing

Beth Romer is the owner of L&L Collective, a digital marketing agency. She argues that while the overall goal of print collateral hasn’t changed, the messaging has.

“In a world where people can spot inauthenticity from a mile away, overly sales-driven pieces just don’t resonate. It’s crucial to tell a story with your collateral and get it right.” 

Beth Romer, Owner of L&L Collective

4. Print collateral remains key for lead generation

Digital marketing may have stolen the throne, but that doesn’t mean print is out the window. Print ads still play a major role in generating leads, encouraging customers to buy, and overall brand impressions.

The biggest challenges when using print collateral

Printed marketing collateral has plenty of compelling business advantages. But it also poses some obstacles for marketers. Let’s take a closer look. 

1. Printing costs are skyrocketing

Printing and mailing costs are rising steadily, making the production of print collateral more expensive than ever.

Reprints due to errors or inconsistencies can add to these already inflated costs. 

Solution

Online proofing software can reduce the costs associated with reprints. Tools like Filestage offer features to make the creative review process more accurate so nothing slips through the net.

For example, you can:

• Annotate print collateral directly on the file for accurate and contextual feedback
• Compare old versions of assets with the latest iteration to make sure all changes have been made
• Manage all creative assets and feedback in one central platform
• Build faster and more accurate proof approval workflows

Here’s a snippet of how the auto-compare feature works in Filestage:

2. Concern for the environmental impact is growing

I asked Laura Grant, the marketing manager at Bluesky Solutions, how growing environmental concerns are impacting print marketing efforts. 

According to Grant, consumers are pushing back against perceived waste.

“Consumers are much more switched on and concerned when it comes to the environment. This means they may dislike printed materials if they perceive there is wastage, too much plastic or it isn’t recyclable.”

Laura Grant, Marketing Manager at Bluesky Solutions

Solution

Using recycled substrates and materials where possible. And actually printing these credentials on packaging so consumers are aware of the “green efforts” your business is making.

Detailed recycling information in the form of an insert or aftercare booklet can also go a long way.  

3. Measuring ROI is more difficult

Let’s face it: it’s not as easy to measure ROI on print collateral. Without digital analytics or real-time feedback on your creative, attribution is definitely tricky. 

Unfortunately, most of us need that data to appease our clients, bosses, and stakeholders.

So, what’s a marketer to do?

Solution

Argota suggests tying digital elements to print collateral for better performance tracking (that way you can track them through your Google Analytics),

“We’ve started using unique promo codes and landing pages tied to specific print campaigns to better track their performance.”

Butterworth has another clever workaround to measure the effectiveness of print marketing campaigns,

“If you’re targeting specific people or brands, you can calculate a conversion rate % based on how many recipients replied to you.”

4. Balancing personalization with scalability

Ashot Nanayan is the CEO and Founder of DWI. Nanayan cites balancing personalization with scalability as the largest challenge we face with print collateral.

“Whereas digital channels allow us to target specific audiences, print simply can’t. And timelines for creating and revising prints are logistically tricky compared to instant changes we can execute with digital content.” 

Ashot Nanayan, CEO and Founder at Digital World Institute

Solution

Hybrid campaigns that offer the scalability of digital with the value of print collateral will have the biggest impact. 

5. Managing expectations

When we compare it to digital, print collateral can be a slow burner. That can pose an issue if you’re dealing with impatient stakeholders. As Romer points out, managing expectations is one of the biggest challenges with print collateral. After all, results don’t usually happen overnight.

“In today’s world, you can launch a digital ad and see immediate results, which makes it hard for some to be patient with print. Print is an amazing tool, especially because Gen Z views it as a non-traditional form of marketing. It absolutely should be used, but the old-school mindset around it needs to evolve.” 

Solution

Romer recommends being realistic when setting expectations and having a multi-faceted marketing strategy. 

Authenticity and multi-channel delivery should be essential parts of your marketing strategy. For instance, pairing a mailer with digital ads to increase impressions.

“Print collateral is just one piece of the marketing puzzle, not the whole thing – just like digital isn’t the whole puzzle either.”

6. Maintaining brand consistency

Hybrid digital and print marketing campaigns may be effective, but they require strict brand governance.

Grant reminds us of the importance of cohesion across all touchpoints.

“Print collateral needs to align with business branding and quality so the customer journey flows (and is instantly recognizable).”

Interestingly, research shows that a cohesive and recognizable brand identity increases business revenue by as much as 23%.

Solution

Grant suggests allocating dedicated team members to manage brand governance. These are your in-house brand guidelines experts, who will work alongside digital teams to review and sign off printed marketing materials.

They will also make sure the final version aligns with the creative brief and that all QR codes or digital elements work correctly before sending collateral to print.

Top print collateral trends to keep an eye on 

Here’s a sneak peek at the four biggest trends in print marketing collateral and how to integrate them into your strategy.

1. Augmented reality (AR) hits print

As we saw earlier, the line between digital and print media is well and truly blurred.

And this trend is only going to get bigger and more creative.

Like John Lewis did with its “Man on the Moon” AR campaign, brands are adding AR to print creative to build memorable experiences. Other examples include scanning printed material to unlock personalized video ads, product visualizations, or maps.

As Butterworth points out, it’s an impactful way for your brand to connect with your audience.

“What makes this approach so effective is that it engages the reader and makes them part of the experience, this quickly creates a bond between them and your brand.”

2. Personalization

Personalization is one of the biggest marketing trends across the board, with 71% of consumers now expecting tailored offerings.

And it’s made its way firmly into the print collateral space. 

Tailored messaging allows you to send more relevant messages to your target audience. For example, using variable data printing to customize mailings for different customer segments

Argota confirmed that premium collateral is also having a moment.

“We’re also seeing a resurgence of high-end, premium print pieces as a way to cut through digital noise and make an impact. Think beautiful lookbooks or stunning annual reports.”

3. Green materials and minimal designs

In a recent piece on sustainable packaging, I discovered that 80% of consumers would pay more for sustainable products.

Sustainability is top of mind for consumers. And this has impacted print advertising.

Interestingly, Nanayan told me that he’s seen a big push toward greener materials and pared-back designs.

“Marketers are more sensitive about sustainability, so there is a high demand for print materials that are both visually appealing and green-friendly. A lot of other people use print as a premium touchpoint – something tangible in the increasingly digital world.”

🤓 If you like this, take a look at my piece on the biggest print advertising trends of the year (with examples).

4. Review and approval processes are more complex

We’re creating more marketing materials than ever. As we blend print collateral with digital elements, the need for an airtight review and approval process is growing.

But what does that look like?

• Cross-functional teams to review each asset – including marketing, legal, product, and executive leadership
• Checklists to make sure all assets align with your brand guidelines (color, fonts, messaging)
• Legal compliance checks to vet all claims and disclosures

Solution

Nanayan recommends running multi-step review and approval processes when working with print collateral.

“We have a multi-step review and approval process concerning print collateral. First of all, a concept review to make sure it falls within the greater strategy of branding. Secondly, our design and content teams develop messaging and aesthetics.”

Argota suggests using a digital proofing tool to streamline the process and maintain version control.

Let’s take Filestage as an example. 

With Filestage, you can simplify and automate the full review process. Here’s how it works:

• Step one: Upload your print collateral to the dashboard
• Step two: Create custom reviewer groups based on your needs
• Step three: Reviewers automatically receive a notification to review the asset and leave feedback directly on the file
• Step four: When reviewers complete their review, the next round will automatically start
• Step five: When the review is finished, you can compare the latest version against the old one to check all changes are made

All creative assets live in an intuitive dashboard so you can easily visualize the progress of your project and find the file you need.

Print collateral FAQs

What is print collateral?

Print collateral is any kind of physical marketing material used to promote a business or product. The most common examples include:

• Business cards
• Brochures
• Direct mail
• Leaflets and flyers
• Signage 
• Wide-format printing like POS materials and banners

What are the most common mistakes marketers make with printed collateral?

Print materials are an effective way to build consumer trust, create more customer touchpoints, and drive sales. When done right.

Here are the most common mistakes people make:

• Branding doesn’t align across printed and digital assets
• No clear call to action
• Poor paper choices can make materials look cheap
• Not defining clear metrics and how you’ll track them

Approve print collateral 30% faster with Filestage

Print collateral used to be the cornerstone of traditional marketing efforts. Then digital came along and stole the crown. Challenges like sustainability concerns, performance tracking issues, and rising costs led to a decline in its popularity.

But rather than going extinct, it’s evolving from a brand awareness tool to a relationship-building one.

Integrating high-quality printed materials into digital campaigns creates a tactile and memorable experience. This builds trust and keeps your brand top of mind.

The key to successful “phygital” campaigns is brand consistency. That’s why online proofing tools have become an essential marketing tool. Grab a free Filestage trial today to see how much time you can save on your print collateral reviews.