NASHVILLE, TN – Western Michigan University (WMU) has released results of recent research into consumer and business market preferences regarding perceptions of flat versus raised (thermographed) printing. The WMU study, conducted over two months, acquired and analyzed unbiased consumer and professional preference data, based on a direct comparison of an identical printed piece using flat and raised print. Under the sponsorship of the Worldwide Printing Thermographers Association, the research independently assessed overall impression and purchasing preferences regarding the thermography (raised printing) and flat printing.
Research highlights include: 88% of respondents surveyed preferred the thermographed piece and that the thermographed piece made a better first impression; 87% of respondents indicated they would purchase the thermographed piece for themselves.
Secondary research objectives were to assess preference of a printed piece in a variety of categories. This research identified a series of key elements involved in choosing a printed piece. The thermographed piece was perceived to be more professional, elegant, credible, expensive, high quality and unforgettable by the overwhelming majority of those surveyed.
Research Methodology
This study involved 200 participants, individually surveyed at a Chamber of Commerce business expo in a major metropolitan market. The researchers are 95% confident that the results yield a margin of error of plus or minus 7%.
Respondents were asked to view a flat and raised version of the same printed piece and consistently ranked the thermographed piece significantly higher than the non-thermographed piece in all categories. Overall, the thermographed piece was rated more positively than the non-thermographed piece in all areas of the survey.
The Western Michigan University research team included Larry Ahleman, M.A., Master Faculty Specialist and JoAnn Roznowski, Ph.D, Assistant Professor of Marketing & Advertising, Haworth College of Business. The team led the data analysis and wrote the research report presenting the final results. According to JoAnn Roznowski, Ph.D, “Prior to this study there was no evidence which existed to support the use of thermography over traditional printing technologies. By employing the quantitative research method of one-on-one interviews with actual consumers, we were able to gain in-depth information from respondents giving us greater insight into their perceptions.”
According to Allan Greenspan, incoming WPT President, “You never get a second chance to make a first impression and this study proves what our industry has always believed. Thermography is viewed as higher quality and more professional across the board. This important research benefits both business and social stationery users alike and reinforces the message of our association which has always been – choose thermography.”