Print designers rejoice! In an age where life is increasingly moving from the physical to the ‘cloud’, it’s easy to be worried that the need for printed marketing and promotions materials is quickly disappearing. But thanks to a new study by Millward Brown (a leading research firm working with some of the world’s biggest brands), print communication has found some rock-solid validity. Working with Bangor University, Millward Brown conducted a series of tests examining how the brain processes physical marketing materials, compared to digital materials presented on a screen. Using MRI scanning, they were able to look directly at participants’ brain activity while being exposed to the different media, tracking the brain regions most involved in processing the messages. The results were conclusive—the ‘real’ experience of physical media is better at forming memories and generating emotion, helping to develop more positive brand associations.
So, lets get printing!
Source: BJ Ball