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Did you know that how a message is delivered – via paper or screen – influences how someone understands and interprets it? It’s worth considering when developing a new marketing campaign.

Those who understand the strengths of each medium are in a stronger position to use each as effectively as possible.

The evolution of print

It wasn’t too long ago that some agents were quick to ditch print marketing and go completely digital, with lackluster results. Turns out it’s not as simple as swapping one medium for another, and print certainly isn’t going anywhere.  

Instead, it’s becoming a coveted, premium product with a cachet that digital sometimes lacks. 

• Hipster notebook company Moleskine has seen double-digit growth in sales of its leather bound notebooks recent years. 
• The company also claims that its sales are higher in locations close to Apple stores, suggesting that, while computer and tablet users can easily type notes, many still opt for pen and paper.
• In the US, the number of small, independent bookstores is growing despite the proliferation of e-readers.

Recall and recognition

Several studies have demonstrated that people better remember the information they read on paper. 

• Readers can find information in a book or magazine by recalling the position of the words on the page. E-readers, with their endless scrolling, remove this ability.
• Screens make it difficult to navigate long pieces of text in a satisfying way. Those reading on paper can flick back and forth and find information in a long piece of text relatively quickly. That’s harder to do when scrolling up and down a screen – digital readers tend to have little sense of how far into a piece they are. 
• Recall is generally lower. Studies suggest that although initial difference in comprehension is small, information read on a screen is less likely to lodge in long-term memory.

Online is for skimming, print is for focus

There’s some evidence that screens drain our mental resources faster, making it harder to remember information. 

• Screens are taken ‘less seriously’ by readers – people tend to associate reading online with brief social media updates, scrolling, and opening a succession of tabs. Online, people skim and scan for keywords, and they approach a screen less likely to give their full attention to the information presented. 
• People are more likely to multitask while reading on a digital device than they are when reading a book – 85% compared to 26%. 

Conserving mental energy

Spending a lot of time reading on screens is problematic for many people. 

• Paper and ink reflect ambient light, while computers and tablets emit light that tires eyes, reducing the ability to concentrate. 
• Depending on the device and the type of screen being used, prolonged digital reading can cause eyestrain, headaches and blurred vision. 

What does it mean?

It’s not that one platform is better than another, but messages can certainly be tailored depending on how they are being delivered. Generally, it’s best to keep any digital communications short and sharp – remember that online, people are in a frame of mind that has them skimming and scrolling. More detailed information, like newsletters and pre-listing kits, is better suited to print. 

Increasingly, outlets like the New York Times and the Washington Post are publishing longform articles with infographics, animation, maps, timelines and other visual, interactive components that create a memorable and engaging experience. Rather than thinking ether/or when it comes to print and digital, we’re noticing many clients finding creative ways to make sure their print and digital marketing works together to build brand awareness and capture the attention of their prospects.

Do you notice people interacting differently with your digital and print marketing?