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Print vs Online

01/05/2020

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You have probably seen that print affects you

Most of us will have gotten some sort of printed interaction over the past couple of weeks. There is a very high likelihood that we will have a better memory for a piece of print than that of an e-mail communication we will have received. Even taking a piece of print to the recycling bin indicates that somebody sees it and remembers who it is from.

Various studies reveal that the average individual has a far greater recollection of a printed products than a digital communication. Individuals are also most likely to engage with a printed communication and act upon it.

But why is this? Naturally, some of this is down to the sheer amount of digital communication that we get. However, the research studies that have been carried out show that print wins when comparing a single interaction. There are really some very real reasons print wins. In this blog, Newstyle Print reveals the science around why print is so much more reliable. Let us start with how we all take on board details.

Print is a sensory experience

We can touch print and even smell it and that makes a big distinction. When we touch we use an extra sense. A research study commissioned by Martin Lindstrom shows that when we use an extra sense, our engagement boosts by around 30%.

For digital, it is different. However, we can't touch or smell digital E rely simply on taking a look at a screen. It does not feel that we are communicating with a communication in the same way. Which brings us on to the next clinical factor for why print is more efficient.

We react to print in a different way to digital.

Typically, we act differently when we react to print compared to when we checked out a screen. Research studies published the Review of Educational Research and the DMA program showed that we tend to concentrate more and read everything when we read a piece of print. If you focus on someone reading you can see their eyes moving along each line.

It is rare to see this very same eye movement if reading is on a screen. When we checked out on-screen our eye tends to leap around more. We jump from subhead to subhead. We try to find keywords. We do not always check out in paragraph order. As a result, we understand less and keep in mind less. Print also has one other advantage.

Print engages for longer

Print tends to hang around. According to the DMA, a typical piece of print is kept between 17 and 38 days in a customer home. During that time, it is likely to be seen by a variety of people. They will frequently see the piece several times. It enhances the preliminary engagement.

In contrast, much of our email is deleted prior to we have even read it. We get too much to be able to engage with everything. There is a much smaller prospect that the recipient will engage with email. Even if they do, the engagement time will be far shorter and much less meaningful.

If you want your communications to make an effect, use print for most of your marketing!

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