#edinburghprinters

True or false? Comprehension + recall = PRINT

Do you get more easily distracted when reading complex information online as opposed to in print?  If you are in an industry where you need to convey complex information to customers, read on...

Research carried out for a book called Words onscreen: The fate of Reading in a Digital World by Naomi S Baron, found that students were far more likely to skim read and get distracted when reading text online as opposed to reading print.  The outcome of this was that their comprehension and recall were both poorer than it would have been, had they read the text in print.

Intelligent Editorial

Businesses that need to convey complex information to customers, eg Financial Services and Technology need to be mindful of this.  They should also consider the fact that customers are more likely to want to keep documents containing complex information in order to refer back to it. Plus print also provides the ability to easily see the 'light at the end of the tunnel' when faced with reams of text.

Intelligent editorial needn't be boring either, illustration led design and info-graphics are a great way to present complicated scenarios in an easy to digest and understand format.  

Advertising and recall of brand

According to Temple University neuroscientists, who used brand mapping to discover if people were more likely to recall an advertisement and its content if they saw it in print or online.  The answer was that the same principles apply to advertising as to intelligent editorial, print lasts longer.

Optimal marketing mix for brand awareness

In order for marketeers to deliver their messages efficiently and effectively a multi-channel approach (across print, broadcast or online platforms) usually works best. The Millward Browns analysis suggests that print and TV outperform digital and TV across all relevant metrics. The print and TV combination shows that it actually gives digital and TV advertisement a recall boost. Therefore using print in combination can improve consumer’s ability to correctly associate the advertised brands with their respective digital advertising messages.

Contact us at enquiries@murrayfieldprojects if you want to discuss any aspect of your printing requirements.