When you create marketing communications, whether print or digital, you want your audience to read and remember them, right? That’s why it matters what channel you use. After decades of research, studies continue to point to the same conclusion: Print marketing effectiveness is superior when processing and retaining complex information.
Most print versus digital studies come from the education world. Researchers ask students to read passages in print and digital formats and then follow up with tests to measure their comprehension and recall. Decade after decade, these studies reveal that print outperforms digital in several key areas:
- Handling of Longer Texts: Print works better for longer texts, typically those exceeding 500 words. The physical nature of print helps in processing and retaining information over extended periods.
- Abstract and Inferential Thinking: Tasks requiring abstract or inferential thinking perform better with print materials. The tactile experience of reading in print enhances the brain’s ability to engage with and interpret complex ideas.
- Detail-Oriented Responses: When study respondents provide more detailed responses, print becomes the preferred medium. The physicality of print facilitates a deeper level of engagement with the content.
- Interpreting Material from Multiple Sources: Tasks involving interpretation of material from various documents are better accomplished with print. Studies consistently find that the tangible nature of print materials allows for easier cross-referencing and comparison of information.
So, what makes reading in print so different? Physical engagement with print materials plays a significant role. With print, individuals engage multiple senses, including touch, which enhances information encoding in the brain. Additionally, physically turning pages and visually scanning each page creates unique cognitive markers that aid recall.
Therefore, these findings have profound implications for marketing communications. If the product you sell requires potential buyers to handle longer texts and facilitate abstract thinking, print is the way to go.
How ImageSet Can Help
At ImageSet, we understand the power of print marketing. Our experts can help you create effective print marketing campaigns that leverage the strengths of print to ensure your messages are read, remembered, and acted upon. Whether you’re handling complex information or looking to engage your audience more deeply, our print solutions can make a significant impact.
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