There is nothing like the feel of an engraved invitation on a textured paper to fire up emotions and bring up memories and now science is backing that up.
A study by Millward Brown (Using Neuroscience to Understand the Role of Direct Mail) suggests that physical marketing materials, such as print publications, corporate collateral and direct mail, cause more emotional processing than virtual materials, leaving a deeper imprint on the brain resulting in greater recall and brand associations.
Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
The tactile nature of paper is one reason why print is so effective in building brand awareness and driving purchase intent. The ability to touch, fold, crumple and share a printed piece gives it its own personality. This tactile nature of paper is one of the reasons it is effective.
View the full cases study here. MillwardBrownCaseStudy.pdf
