Why Choose Print Marketing?

Athens Website Article Image Print VS Digital 2.24

Even in today’s digital-first world, print marketing still holds an incredibly powerful place. While digital marketing has plenty to offer, there’s something special about print that has helped it stick around through all sorts of technological developments. Even now, it’s hard to beat print in terms of getting your brand noticed and ensuring it’s remembered. Here’s why.

  • Print requires less effort to stay focused on the content, also known as reduced cognitive load, compared to digital. Where readers looking at digital content may be distracted by multiple moving elements on a screen, print readers can pay attention to just one, singular message, leading to better focus and recall.
  • Reading on a printed page increases reading comprehension For marketers, this means audiences get a better understanding of the brand’s message and are more likely to be persuaded to take action.
  • Print has the ability to build stronger recall and emotional connection, thanks in part to its multisensory approach. As a physical, tactile piece of media, print can engage several senses at once, which in turn creates more of a connection and better recall of the content down the line.

The Science of Print’s Power

At Athens, we understand how remarkable ink on paper can be, but don’t just take us at our word! Several studies have looked at print (and digital content) in the context of memory, reading comprehension, and other factors important to marketing.

One 2023 study, from the University of Valencia, studied reading comprehension by comparing print and digital leisure reading habits and measuring reading comprehension. This study found very little relationship between comprehension and reading on a screen, but a significant, positive relationship between comprehension and reading in print. In fact, the researchers noted that print readers may have six to eight times higher comprehension than those who read for the same amount of time using digital devices.[1]

Another 2023 study, published in the journal PLosOne, found that the act of reading from a screen requires greater cognitive load and leads to less attention-paying than reading physical print.[2] Taking a neurobiological approach to comparing the reading methods, the study measured brain activity in certain regions of the brain during both digital and print reading. Ultimately, print was found to be better at activating higher-level frequency brain activity, which in turn is connected to greater attention, recall, and focus.

The ease of digital reading is often stated as a point in its favor, but it has downsides too. A 2014 study from the Victoria University of Wellington in New Zealand found that increased digital reading does lead to an increased amount of reading, thanks to the ease of accessing a large quantity of material. With that said, though, more digital reading also had a negative effect on readers’ patience, increased skimming and multitasking, and led to higher distraction and more eye strain.[3]

Choosing the right print solutions can elevate brands beyond your wildest dreams! At Athens, we’re here to help you find the right products to meet a wide range of needs. Our print expertise and extensive sourcing abilities means we can match client needs with cutting-edge solutions, ensuring that print continues to have an impact for a long time to come!

[1] https://www.uv.es/uvweb/scientific-culture-innovation-unit-chair-scientific-dissemination/en/recent-news/playful-reading-paper-helps-understanding-more-than-if-it-is-done-digital-media-1285899375231/Novetat.html?id=1286351434950

[2] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10194945/

[3] https://aisel.aisnet.org/bled2014/1/

Posted in