A browsing journey that rewards curiosity
Give buyers a curated sequence of work to browse, rather than only answers to retrieve. Print offers a useful model: its linear format guides readers from one piece of content to the next, creating opportunities to encounter something they would not have known to ask for.
The brochure for BECK visually showcases BECK's work without specifically answering audience questions. Its purpose is to encourage browsing, allowing readers to discover possibilities that may expand or change their initial project idea. The physical qualities of print, including texture, weight, colour and binding, also invite a slower, more receptive encounter with the work.
The practical distinction is between actively looking for something and being open to finding something unfamiliar. Make room for both when presenting expertise. A 2025 Edelman finding among US business decision-makers across industries and company sizes reports that 91% of hidden B2B buyers say quality thought leadership helps uncover challenges or needs their company has not recognised.
Sources: Print isn’t dead: The power of print in reshaping user experience