- Posted by admin@wigston
- On 29th March 2018
In our daily digital life we are bombarded by messages, banners, stories, feeds and our brains are now trained to either click on and view, or scroll up until we find something that piques our interest. Generally during this daily and sometimes hourly ritual, we view videos and images, rarely do we read full articles on our phones. For longer news articles, our brains are programmed to want to read this off a physical paper. The reasons for this are simple – we only skim screens, reading in an “F” configuration, but when we actually read text on paper, we digest the words and gain a deeper understanding as well as being able to remember what’s written for longer.
Even editors like to print, read, mark up and then edit on screen. This is because our brains still prefer us to read in the traditional manner, from left to right and top to bottom. It’s in stark contrast to how we read online or on screen reading during which we scroll up and down, left and right, click links and multi-task.
There are numerous benefits of physical paper. Reading on paper is a calmer, more focused way of immersing ourselves in the content and our brains prefer it.
By focussing on the topic in front of us, we gain a deeper understanding. We are matching our natural preference for a sensory experience. It’s also been shown to be good for our health – in fact, a recent study which appeared in the Proceedings of the Natural Academy of Sciences, found that elderly people who regularly read are 2.5 times less likely to develop Alzheimer’s disease.
Digital Advertising vs Paper
We have to ask ourselves then, in this age of banner blindness, how do we as B2B advertisers reach our customer base with messages that will not only be read, but digested and inspire our customers to take action.
We must still remember that digital consumption of information is important but as evidence mounts for the benefits of reading on paper, the pressure is also mounting to find a way of using both channels of communication to enhance our business messaging.
We can do this by delivering well planned, cohesive and comprehensive campaigns where both mediums are built into the messaging. Whether its banner advertising with moving gifs and links to videos or to download physical white papers or mailing catalogues, in general the industry agrees that multi-channelled marketing with multiple connection points is key to the success of any campaign.
Choosing the right paper to evoke feelings that echo the messaging will not only enhance your campaign but will deliver subliminal messaging to the brain that strongly reinforces the message and encourages the reader to take further action. This is all achieved by activating the senses – touch, smell, sight. This isn’t really possible with digital. Digital is a much more remote way of delivering a message and heavily relies on one sense (sight) and some very clever graphics.
Notebooks and journals – bucking the trend
According to a recent NPR report, Moleskine notebooks are on an upward trend, with the famous Italian company reporting double digit increases in sales. They state that in our digital world, analogue methods are valued. Writing something down uses a different part of the brain to typing and we are more selective, giving our brains more time to process information before we put pen to paper.
Time and effort has been spent selecting and shaping the information before we have written it and therefore, we value what we write.
As a society we also place value on artisan and hand crafted items so we are seeing an upturn in luxury and hand crafted notebooks with modern designs and even bespoke and one-off pieces possible through digital print. Surface pattern printers see the power of digital as a means by which to be able to deliver their designs in a massive range of products including postcards, booklets, and notebooks – making their designs more accessible to the wider public.