Are you creating a brochure? Postcard? Sales letter? Using heavier-weight paper not only gets more attention but also translates into a more positive perception of your brand. According to a study from SAPPI North America, it increases the likelihood that people will share your information with friends.
Study by Eagleman Lab
Dr. David Eagleman, a well-known neuroscientist, conducted the study. He is the director of the Baylor College of Medicine’s Laboratory for Perception and Action. Participants read brochures for fictitious companies on three different media: high-quality coated paper, lower-grade uncoated paper, and online. The design was similar for all three media, and the brochure for each company was randomly assigned a medium.
Results of the Study
As a result, respondents understood and remembered the content better when they read a marketing message on high-quality paper. They also had better impressions of the brands and were more likely to recommend those brands to friends. Even one week later, participants still preferred the companies they read about on high-quality paper. Name recall for those brands was highest by a factor of 3:1.
Dr. Eagleman’s Insights
Dr. Eagleman explained, “Online reading is often purposeful and utilitarian, a kind of information foraging for a clear goal. However, paper, especially heavier weight paper, directs attention and working memory much differently. This results in an increase in understanding and retention.”
Benefits of Heavier-Weight Paper
Heavier-weight papers cost more; however, for the right projects, the message will be better anchored in recipients’ brains and more likely to be shared with others. Consequently, this makes your marketing dollars go even further.
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