Design and marketing expert, Daniel Dejan presented at Vision 2022. It was the third year that Lithographics held a spring event, and all have focused on providing helpful information to the creative and marketing community in Nashville.
Daniel Dejan started by sharing the well-known quote by Charles Darwin, who said, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”
To succeed in today’s rapidly changing marketing environment, he counseled the audience to adapt and try new channels. He advised marketers and creatives to look at the scientific research to understand how people process information.
Research has shown tangible materials, such as printed collateral, catalogs, and direct mail, leave a deeper footprint on the brain. Physical media also prompt greater levels of emotional processing, which links to memory-making and brand associations.
Another study showed that people understand and remember what they read on paper better than what they read on the screen. Researchers think the physicality of paper exclaims the discrepancy.
Dr. Maryanne Wolfe, a professor at Tufts University, has also studied “bilateral literacy.” Her research looked at the differences between reading words on paper versus words on a screen. According to Dr. Wolfe, reading ink-on-paper increases comprehension and memory retention and a better understanding of content. Reading on paper differs from reading on digital devices, when our brains automatically switch into skimming mode, reading for speed and looking for keywords and highlighted text.
What’s the takeaway? When developing campaigns, look for opportunities to insert print to create deeper brand associations, aid comprehension of your product offering, and make stronger memories.
Using Neuroscience to Understand the Role of Direct Mail