Is Print Dead? – Part 2

Posted: February 9, 2012 in Words and communications
Tags: ,

A few posts ago I wrote about a campaign the magazine industry was doing to prove people still read printed matter. Now it turns out there is proof positive that print is alive and well – and thriving in the UK! Really, the UK’s Royal Mail sponsored a study comparing subjects’ brain activity when shown pictures and ads both on printed cards and on screen. In this comparison with on screen material the printed material produced more emotional processing. Researchers stated that, “physical material is more ‘real’ to the brain. It has a meaning and a place. It is better connected to memory. It generates more emotion. The materials have a more personal effect, which therefore should aid motivation.” So, there you have it, a scientific study proving that ink trumps pixels in getting our gray matter to respond to a message.

Read the full case study “Using Neuroscience to Understand the Role of Direct Mail”

And my thanks to Marcia Yudkin’s Marketing Minute e-newsletter to bring this fascinating study to my attention.

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