PPB July 2020

Like A Swiss Army Knife Multifunctional Pens The digital age, coupled with growing environmental consciousness, has led to a more paperless world. With email, social media and texting, the demand for pens has decreased along with paper. Market share for pens has dropped by nearly half over the past five years, from 10.4 percent of distributors’ total revenues in 2013 to 6.1 percent in 2017, according to PPAI’s Annual Estimate of Distributor Sales data. But pens still make up the largest share of the market. In 2017, after segmenting the global market for writing instruments, Technavio found that pens accounted for 54 percent of the market and is expected to grow. The demand for pens has increased because manufacturers are adding more features to the standard pen, like erasers, a stylus, highlighters, USB drives and flashlights. Pens have become multifunctional tools for today's consumers. The stylus pen, for example, has become more popular as today's consumers look for ways to avoid touching public screens following COVID-19. Stylus pens are a two-in-one tool comprised of a traditional pen that writes on paper and another “pen” that can be used on touchscreen devices, like ATMs. Stylus pens also keep your screen free of fingerprints and scratches, making it easier to scroll, select and highlight. “We are living in a touch-free world these days, and stylus pens have become the biggest trend hands-down,” says Pam Baker, sales and marketing manager for Hub Pen. “Nobody wants to touch those screens at the checkout line or the pickup kiosk, so having that handy stylus is a must.” For people who want the freedom to make mistakes, pens with erasers will be their best friends. “Erasable options are a cost-effective promo for bullet journaling or students who are taking notes that may need editing, and an ink eraser gives them the freedom to change their mind—all while avoiding visible typos,” says Carrie Lewis, marketing communications manager for BIC Graphic NA. In today’s world, consumers are looking for products that work and help them every day. Writing instruments are tools for self- expression and are deeply personal to each user. Seven out of 10 people have a preferred pen, and most people say they tend to keep their favorite pen away from others. If distributors can find the perfect combination of features in a pen, end users won’t stop using it. Different Types of Pens • Ballpoint pens are the most common and well-known type of pen. These pens use oil-based ink that dries faster than other types of ink, which mean less smudging. This ink is also thicker, so they use less ink when writing and are longer-lasting. However, thicker ink is also more prone to clumping, and for a smooth finish, more pressure must be applied when writing. Ballpoint pens are an easy and reliable option for simple, everyday use. • Rollerball pens are like ballpoint pens but use a water- based ink. Water-based ink flows faster than oil-based ink, requiring less pressure for a smoother writing experience. Rollerball pens are ideal for writing text with dark and fine lines, and they also come in a wider range of colors because they use water-soluble dyes. End users will have to make sure to refill the ink often since these pens use more ink than other types. • Gel pens combine characteristics from ballpoint and rollerball pens. Using a water-based gel ink that has the consistency of both types of ink, gel pens are less likely to smudge while still flowing free enough for smooth writing. These pens offer the comfort of rollerball pens with the performance of ballpoint pens. And, since they use pigments instead of regular dyes, gel pens are also available in a variety of colors. Gel pens are the perfect pens to rely on when making bold statements. Source: National Pens exopixel / Lipik Stock Media / Krnetic Vladimir / Shutterstock.com Wr i t i ng I ns t rumen t s 52 | JULY 2020 | GROW