Paper Beats Digital In Many Ways, According To Neuroscience

Paper Beats Digital In Many Ways, According To Neuroscience

Paper Beats Digital In Many Ways, According To Neuroscience

Roger Dooley reveals compelling neuroscience research about the power of printed advertisements. “Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains. Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”

Although the consumption of media has changed drastically, and print based media has declined, studies have shown that “direct mail was easier to process mentally and tested better for brand recall. [It] requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable.”

Dooley says, “Print advertising can maximize sensory appeal. Print offers the ability to deliver rich, vivid images along with tactile stimuli. In addition to exploiting the customer’s senses, paper may also be more effective for communicating detailed information. While most ads are designed to avoid any hint of information overload, sometimes a B2B sales effort may involve important documentation to ensure the customer needs are met. Providing this information in paper format may increase the customer’s comprehension and recall.”

Read the full article here.

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