A new study using the tools of neuroscience, such as brain imaging (EEG) and eye tracking, makes us want to shelve our email newsletter and start sending out real mail again.
The study compared the brain’s reaction to print marketing versus digital. The results was that it is 21% harder to absorb a digital message presented on a screen than one printed on paper. “The physical is easier to understand, it’s more memorable and it’s more persuasive,” says Diana Lucaci, the CEO of the company behind the study.
Studies like this might help explain the continuing popularity of paper flyers in the face of stiff digital competition. Paper marketing spark the part of the brain most associated with desire and feeling — which is exactly where you want your message to land.