Print deprivation experiment proves print’s importance

June 28, 2012 by  

Printers serving international markets in areas like the Mississauga or Toronto and surrounding areas take note- Hewlett Packard, market leader in printing services technology and stationary printers has re-affirmed the prominence of print yet again, this time through its ‘print deprivation experiment’, an international endeavor involving three countries.

Commissioning a print deprivation experiment with participants in the United States, India and Singapore, HP ordered participants to live without printed materials – including labels, packaging, books, newspaper and even identification cards for only two days. Proving to be an impossible feat, the presence of print ifs often taken for granted and its importance is not acknowledged, even while digital e-books and magazines are becoming the new trend.

The print deprivation experiment demonstrates the importance of traditional many printing services, like business card printing or book publication, and re-affirms how embedded print is internationally and how difficult it is to live without any form of print.

The study by HP is partly a reaction to a national ‘no-print day’ in October declared by competitor Toshiba, although no such declaration has been made in Canada. Both HP and Toshiba have Canadian headquarters in Mississauga, ON.

This isn’t the first demonstration of its kind. HP had also tried something similar in Spring Green Wisconsin; a 7 day project called ‘7 Days Without Print’ and later featured at Guggenheim Museum in New York on June 14. During the 7 days, all forms of print entirely disappeared, including printed packages, clothing and even restaurant menus, proving how tough it is to escape print and how instrumental it is in business and every day life.