This was a great article I saw from Mohawk Paper and I wanted to share it with the Inkondapaper community. Enjoy!
Science proves that printed messages are more memorable than digital ones.
We live in an era dominated by virtual communication, where animated birthday cards, emailed party invitations, and digital newsletters have become the norm. But are these virtual messages as effective as their traditionally printed counterparts?
Science says no.
A study initiated by Britain’s Royal Mail used neuroscience to find that, unlike virtual images, tangible objects register on a physical, sensory level that triggers an emotional response and creates lasting memories. According to the study, an image shown to someone on a computer screen stimulates less brain activity than does the same image printed on a card. Millward Brown, the research agency that conducted the study, explains how providing the experience of touch—known as haptic perception—can be used to help marketing efforts succeed: “Greater emotional involvement leads to more positive brand associations along with easier brand recall.” Haptic perception is the process of recognizing and identifying an object through touch. (It’s how we know, even with our eyes closed, that we’re holding a tennis ball by feeling its shape and texture.) That perception, and the emotions and memories it triggers, elevates a printed message over one delivered digitally. And it’s why paper can play an important role in communication and branding.
Help your customers choose the right high-quality paper for their projects by sharing one of Mohawk’s most impactful teaching tools: The Blindfold Experiment. Ask everyone in the room to close their eyes. Give them several different sheets of paper ranging from newsprint to a glossy magazine page to a sheet fromMohawk’s Strathmore collection. They’ll discover the difference themselves.
Once they’ve opened their eyes, help your clients notice the details: the watermark, the texture, the weight, the color. Give them paper and pens and invite them to take notes during your discussion about the project. Let them experience how the tactile quality of ink on paper creates a deeper impression and imprints a memory. In turn, they’ll appreciate the value of physical communication in conveying a message that matters.
This article was written by Nina Lacour and originally published in Issue 03 of the Mohawk Maker Quarterly. The Mohawk Maker Quarterly is a vehicle to support a community of like-minded makers. Content focuses on stories of small manufacturers, artisans, printers, designers, and artists who are making their way in the midst of the digital revolution. Learn more about the quarterly here and sign up to receive future printed issues.