It is ironic that the increasing role of modern technology has coincided with many consumers becoming more quality and design conscious in the traditional office products category.

Our digital era may have swept much before it, but predictions that paper based pads would be in freefall decline as electronic gadgets became the note takers of choice have been overstated.

Of course our tech consumption is huge and we need far less devices for a wide range of functions, but as a nation we’re far from abandoning paper as a means to record information and make records. The humble notepad is not going anywhere just yet.

The reasons for this are several. We are all bringing more of our individual personalities to work. We are in an age of ‘personalisation’ where the concept of bringing your own device to work and working from home or remotely is understood and far more widespread than it was ten years ago. With this cultural shift comes a growing expectation of using our own equipment and putting a personal stamp on our working lives.

It’s evident that office workers are seeking out brand names rather than black notebooks for use at work and there is growth in book ranges that represent customers’ individual personalities. Strong premium book ranges such as Moleskine are popular among senior managers and directors while the fun, fashion orientated brands such as Pukka Pads are appreciated among people at all levels.

Books are being used more and more as a tool to manage thoughts and ideas during a meeting or discussion.  Most of us know that writing down information is a good way to recall ideas and decisions and a book that we can quickly scribble in gives us that ultimate flexibility. In the fast flow of a meeting it can be much quicker to write on a page with a pen than type into a device.

The demise of the book due to modern technology is overstated.  Paper based notepads will continue to retain their greatest strengths of immediacy, flexibility and tactility for a long time to come.