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Respondents Choose "Raised" over Flat Printing in Recent Study Conducted by Western Michigan University

Monday, May 01, 2006

Press release from the issuing company

NASHVILLE, Tenn.--April 28, 2006-- Western Michigan University (WMU) has released results of recent research into consumer and business market preferences and perceptions of flat versus raised (thermographed) printing. The WMU study acquired and analyzed unbiased 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 thermography and flat printing. Research highlights include: 88% of respondents preferred the thermographed piece and thought that it made a better first impression; 87% indicated they would purchase the thermographed piece. Secondary research objectives were to assess preference of a printed piece in a variety of categories. The thermographed piece was perceived to be more professional, elegant, credible, expensive, high quality and unforgettable by the overwhelming majority of those surveyed. 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. 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 giving us greater insight into their perceptions." According to Allan Greenspan, incoming WPT President, "This study proves what our industry has always believed. Thermography, which costs only pennies more than flat printing, is viewed as higher quality and more professional. This research benefits both business and social stationery users, reinforcing WPT's message which is - choose thermography." WPT serves as the official voice for thermographers worldwide. To review survey data or contact companies that provide thermography services, log onto www.thermographers.org.




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