According to our brain... what's more real, virtual or print material?
This may seem an odd question but answering it holds key information about today's consumers to marketers and companies around the world.
Millard Brown working together with the Center for Experimental Consumer Psychology at Bangor University, demonstrates that our brain reacts in a more emotional way to printed physical material over virtual media.
In the investigation, 20 participants saw ads and different images some printed and some in digital mediums, Their brain showed different kinds of reactions with the Functional Magnetic Resonance(MRI) as they were observing the different stimulus.
After reviewing and analyzing the results it was conclude that there is a higher brain activity with printed material such as brochures, flyers, among others in the part of the brain related to visual and spacial information, each one in different hemisphere of our brain. Because the experience with printed material feels more complete, our brain perceives it as more real, this way it connects internal feelings in a more deeply way, resulting in a greater internalization of the message. Because of this an some other reasons, like practicality, direct mail, brochures, flyer's and coupons still work in advertising.
So does this mean we should switch back to print media and forget about digital media? Of course not. Each industry has different purchasing processes and consumer behavior. You should determine when and where to market your products and services via conventional media, Try some different campaigns, to use both strategies, use print, digital, mix them, after that analyze the results and you should get to know what works better for your and your company, with that information we think that the only person that can answer the question of using printing material, just digital content or the other way around, is you and your the specific necessities around your business.
This may seem an odd question but answering it holds key information about today's consumers to marketers and companies around the world.
Millard Brown working together with the Center for Experimental Consumer Psychology at Bangor University, demonstrates that our brain reacts in a more emotional way to printed physical material over virtual media.
In the investigation, 20 participants saw ads and different images some printed and some in digital mediums, Their brain showed different kinds of reactions with the Functional Magnetic Resonance(MRI) as they were observing the different stimulus.
After reviewing and analyzing the results it was conclude that there is a higher brain activity with printed material such as brochures, flyers, among others in the part of the brain related to visual and spacial information, each one in different hemisphere of our brain. Because the experience with printed material feels more complete, our brain perceives it as more real, this way it connects internal feelings in a more deeply way, resulting in a greater internalization of the message. Because of this an some other reasons, like practicality, direct mail, brochures, flyer's and coupons still work in advertising.
So does this mean we should switch back to print media and forget about digital media? Of course not. Each industry has different purchasing processes and consumer behavior. You should determine when and where to market your products and services via conventional media, Try some different campaigns, to use both strategies, use print, digital, mix them, after that analyze the results and you should get to know what works better for your and your company, with that information we think that the only person that can answer the question of using printing material, just digital content or the other way around, is you and your the specific necessities around your business.
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