As a passionate writer and big collector of stationery, I want to explore how technology has changed the stationery world. This article will explain the advancements that have been brought to this market and how traditional stationery items have successfully prevailed despite the rise of technology.
Changes in digital stationery
What is digital stationery? Digital stationery is defined as the render of traditional stationery found in the “paper world” into a digital asset.
There are countless options online for digital stationery, such as Etsy, Paperless Post, Wish, and Notebeans Stationery.
Furthermore, there are companies such as Samsung, Mont Blanc, Staedtler and Wacom that have decided to form a collaborative group to create their own “high-end” smart pens and digital notebooks, opening the market and offering aesthetic and sophisticated digital items.
The digital revolution
Before the digital revolution, most of us wrote ideas down by hand using ink and pen and some form of paper.
Nowadays, there is such an abundance of evolutive digital items that some could say it is on the verge of becoming a reflex to write one’s words out digitally. It is not only faster, but also more convenient than the traditional and somewhat outdated style. It is easier to transcribe and share one's digital texts via a software/app which is then saved within a "cloud" (a mode of computer data storage in which digital data is stored on servers in off-site locations). In addition, it also guarantees, to a certain extent, a safe way of retrieval of them. Information on the "cloud" is safe and convenient, whereas a piece of paper is far too easy to lose or misplace.
I believe that one does not need to be an adept writer to feel the difference between using traditional stationery items on real paper and typing on a keyboard in front of a screen. There are so many emotions that are brought to life when writing and the “how” can affect the latter greatly. For stationery lovers, few moments are more satisfying than when discovering a new type of notebook, something with a new design, shape and size. The same goes for writing tools.
Studies show that writing by hand has many unique advantages for the brain. Not only does it stimulate the parts of the brain that are connected to memory and creative thinking, but it also hones one’s critical thinking. This is due to the fact that when writing by hand, information is retained more effectively and allows the writer to have a wider range of imagery and contextualize information in the long term.
The University of Tokyo, for example, compared two groups of students doing the same task to evaluate the different brain activity. One group was asked to complete the study by hand and the other group did it using a computer/digital tablet. After an hour, the results showed that the first group writing by hand had much stronger brain activity in the hippocampus, the part of the brain responsible for memory.
This can be explained by how we view information. Digital information is based on a “scroll movement” which is repetitive and we often experience an overload of information. In comparison, paperbacks, physical books, and handwriting allow the brain to see the information as a whole and lets the eye wander, creating more stimulus in the brain activity.
How to market digital stationery?
From a marketing point of view, Smart Pens are advertised in a way so that writers can experience the act of writing by hand with the use of a stylus. At any given time, they can transform their words into computer text and edit it numerically. This was done to retain traditional writers and open up the market.
It is interesting to see that, despite the growth in virtual textbooks and digital products, the sales of traditional stationery worldwide are still going strong and are continuously increasing. We see this through the increase in sales and according to statistics, “The global stationery market stands at US$26-006 billion in 2023. Worldwide demand for stationery products is predicted to increase at a compound annual growth rate of 4.2% and reach a market valuation of US$39.32 billion by 2033-end.”
Studies show that the digital stationery industry is expected to grow in the coming years, due to evolving products such as smart boards and other various smart products. Many schools have already become fully digitalised where teachers and students use tablets and smart pens to take notes that are then saved as PDF files. This goes well beyond just offering IT courses; students are encouraged to work with online platforms and programs and Smart Products, though some do still use the good old traditional paperback and pens and pencils.
Consumers & online stores
From a consumer’s point of view, the quest is to find good quality items which grab one's heart through their quirkiness or uniqueness. Thanks to online stores such as Etsy, Muji, Hakubundo, and Sugoi Mart, finding and buying these items online has become an easy task. This has rendered more visibility to Japanese online stores worldwide, making their stationery exports see considerable growth in the past years. This was especially notable during Covid and post-Covid as social distancing led to an increase in personal writing and personal projects.
Online stores have grown in importance for most people as they allow access to international products for almost anyone no matter where they are located in the world. This has increased not only exports in Japan but also the interest and accessibility of these products. Consequently, traditional stationery is cemented in the market. It has also created a niche for writers who are not interested in adopting a digital form of writing and drawing.
How Japanese culture affects stationery worldwide
Calligraphy is a key aspect of Japanese culture. It is a respected artistic form of writing and is considered a fully-fledged art form. Writing in general is equally engraved in their roots and history. No matter the “why” it is precious and highly valued. This is shown in their teachings of the importance of learning how to write by hand from a very young age and by the understanding of the value and skill carried throughout generations.
Japan is the leading seller of traditional stationery items thanks to their quirky “kawaii” - cute - and colourful designs that are known to be of Grade A quality. Traditional stationery will most likely always have its place in the Japanese market as there are many competitors (whether physical or online stores) competing for the best articles and focusing on continuously offering new designs and unique items. This creates a never-ending cycle of products of high standards. It is safe to say that Japan has a big impact and plays a big role in the world's stationery industry.
Furthermore, as consumers worldwide can easily access international markets, this has led to an increase in sales in Japan. Japanese stationery is forecast to have a compound annual growth rate of 5.3% from 2020 to 2026.
So, what have we learned? Studies show that the digital stationery market will continue to grow due to innovative and new digital forms of writing in the upcoming years. Expect many new and revolutionary stationery items to emerge. Nevertheless, traditional stationery, with the help of online stores, will always have its place in the market and grab the heart of those who enjoy the art of writing. Also, the feeling one gets when writing by hand is not only irreplaceable but very important to writers and artists who need to be creative and stimulated.
Sources:
The Benefits of Handwriting vs. Typing
Japan Stationery and Office Supplies Market Synopsis
Stronger Brain Activity After Writing on Paper Than on Tablet or Smartphone
Stationery Market Outlook
Global Stationery Products Market to Reach $34.7 Billion by 2030
