Shape. Color. Smell. Texture. All of these elements can be creatively used by brands to stimulate or senses and create an emotional connection. And we all know that when we are emotionally impacted by something, we are more likely to remember it. All of the above are attributes of print that are beyond the reach of digital tactics.
Whether we want to admit it or not, emotions guide our decision-making. Brands that keep this in mind and generate an emotional connection with their audience increase the impact of their message.
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Walnut Unlimited cites a 2009 study that used functional magnetic resonance (fMRI) imaging to look at the brain's response to print versus online advertising. This study found that print advertisements encouraged higher levels of emotional processing. This could be a result of physical material creating more vivid memories.
Why is this?
It’s called the “endowment effect.” It’s common for humans to become attached to something just because it’s in our possession. Simply touching something creates the sense that it belongs to us.
Why does it matter?
This simple trait offers brands an advantage when they use print. Something as simple as a brochure creates a stronger emotional connection than something that can’t be physically touched.
Print is also more trusted. The same article cites a US study showing print ads to be the most trusted source of advertising — at 82%.
If you want to genuinely connect with your customers at a meaningful level — one that leads them to do business with you — consider print.
If you want to genuinely connect with your customers at a meaningful level — one that leads them to do business with you — consider print.
If your company needs someone to partner with for your print advertising needs, consider Inkling Creative. We’d love to work with you to make your company memorable.
If you are convinced you need print marketing, but don’t have the resources to hire it out, check out my course, Attract + Transform. I teach you the skills and resources you need to make your ideas come to life.
What are your thoughts? Have you seen yourself become attached to something you hold?
