We live in a digital era where, from the moment we wake up until the minute we go to bed, we are glued to a screen in one form or another.
In fact, it can often seem like traditional habits are something that only a few nostalgic people still practice.
Supplier packaging Rajapack has surveyed Britain’s population and collaborated with linguistic expert Philip Seargeant on a study regarding the relevancy of traditional cards in the digital era. Is this form of writing disappearing, or it will remain untouchable?
Electronic messages are great, but they don’t always do the trick.
Our methods of communication have changed drastically since the development of digital technology. We can now reply to a message instantly, communicate with more than one person at the same time and reply with no words at all by using emojis or gifs.
In the words of Philip Seargeant, “Electronic communication has replaced handwritten communication for a great number of situations, particularly those where speed, reach, cost and flexibility are primary issues.”
However, traditional communication still carries a lot of value.
Sergeant says that, “Handwritten communication can feel more personal, more considered and more permanent. And when people still send handwritten communication, it’s when these qualities are more important to them for the particular situation at hand.”
Even though we live in a time where digitalization has embedded itself into what feels like most parts of our lives, 77% of the population prefers receiving a traditional greeting card over an electronic message preceding a special event. Seargeant explains why this might be.
“The act of simply sending a card carries a particular message. It tells the receiver you’re thinking of them in times of celebration or difficulty. Despite the fact that we are living more and more of our lives online, physically interacting with people and meeting face-to-face is still a vitally important part of our lives, and greeting cards can be part of this more embodied aspect of communicating with each other.”
What does the future of communications look like?
With 1 in 2 people sending cards because it feels more personal and thoughtful than a digital greeting or message, the value of traditional communication looks set to remain as we move forward in an increasingly digital world.
Seargeant concludes by telling us, “My expectation would be that the popularity of greetings cards in particular contexts will continue. The mix of the ritual importance of cards, plus the sense of personal value attached to them seems likely to continue.”