The joy of print at Christmas

A beautifully made catalogue is a lovely reminder of why print still matters at Christmas. There is something wonderful about one arriving through the letterbox. You can sit down with it, feel the paper, take in a whole spread and turn the pages at your own pace. For me, that experience is part of the build-up to Christmas.

This year’s M&S Christmas food catalogue is a lovely example. The food photography looks fantastic in print, and seeing the range laid out across the pages gives you a much better feel for what is on offer than scrolling through individual products on a phone.

When the packaging is part of the experience

Last year’s Fortnum & Mason Christmas catalogue took it even further. The illustrated envelope made its arrival feel like an occasion before I had even opened it. Inside, the rich colours, detailed illustrations, photography and carefully composed pages were a pleasure to explore. There was even a decorative advent calendar. Every part of it felt considered, from the first glimpse of the envelope to the last page of the catalogue.

I still have it. That probably says more about the power of good print design than any sales pitch could.

“The best printed pieces give you a reason to pause, explore and keep them.”

Online shopping is convenient, of course. But a screen shows you a succession of individual products, while a catalogue lets you experience a collection. You notice how things sit together. You find something you would never have thought to search for. You appreciate the photography, the layout and the feel of the paper as much as the products themselves.

It is a shame that fewer companies produce catalogues now, especially at Christmas, when browsing can be such an enjoyable part of the season.

Bringing that feeling into our own work

At KF:D, we take pride in the websites and digital campaigns we create. For The Cartwheel Inn in Whitsbury, we built a dedicated festive landing page bringing its Christmas menus, events and booking information together in one place. Marketing emails have helped invite people to explore what the pub has planned.

But we also wanted that festive message to have a presence in the pub itself. We designed printed Christmas menus and table displays. Set on a table, the display catches your eye while you are enjoying a meal. You can pick up the menu, look through it with someone and start talking about a Christmas get-together.

That is the physical connection I love about print. It has a place in the room. It can be held, shared and enjoyed without anyone reaching for a screen.

The Cartwheel’s website and emails help people discover what is happening. The printed pieces bring that same invitation to the table. Together, they make the whole experience feel connected.