Printed or Digital Communication? Behind the Mind

What works best – printed or digital communication?

Your company uses both printed marketing pieces and digital communication across different media and channels. Some examples are printed mailers and the digital information on your website.

Do our brains respond differently to printed and digital messages? The world’s first neuromarketing study carried out by Ipsos, Nourons Inc. and PostNord has for the first time directly shown how our brains respond to printed and digital messages.

Printed advertisements create greater emotional commitment than digital advertising.

Source: Behind the mind, Postnord

The study was conducted in Denmark and Sweden, and looked at 100 people in both countries. The answer is unequivocal: Printed advertisements create greater emotional commitment than digital advertising.

Combining printed and digital media is the answer
However, printed advertisements cannot stand alone. The neuromarketing study very clearly showed that the combination of printed and digital advertising has a bigger impact than either one media or the other. By far the best effect is achieved by choosing printed media first, and then following up with digital advertising.

Printed media plays an important role in your brand message
The survey also showed that people find it easier to focus on printed advertising. Digital media create more stress than printed media, which is why messages in digital media are often subconsciously ignored. In combination however, the two media are second to none, and it has been established once and for all – that printed media plays an important role in communicating your brand message.

Source: Behind the Mind, PostNord

Interested in using Printed Media? Contact us at JP Graphics in Santa Clara. We excel at printed media!