No doubt there has been great hype about switching to digital reading, but the last 12 months have taken a dramatic turn, with sales of print books surging by 5% and that of eBooks declining by 17.5%. Businesses are investing more in printers in Fulham.
The following factors further explain why people remember more from reading print:
1. We Read Printed Papers Differently
Emerald Insight recently published a journal titled “Reading behaviour in the digital environment: Changes in reading behaviour over the past ten years”. It revealed that the increased amount of time spent reading electronic documents is giving rise to screen-based reading behaviour. The behaviour primarily involves keyword spotting, more selective reading, browsing and scanning, non-linear reading, and one-time reading. Less time is spent on concentrated and in-depth reading anddecreased sustained attention is also an issue.
In contrast, our reading behaviour with printed papers is different. Not only is the behaviour more concentrated, but we also tend to annotate and highlight while reading conventional print. This results in better information retention. The pattern is not common when we read electronic documents.
2. Print Marketing Makes You Want More
There’s a portion of our brain that, if activated, prompts us to want something more and attach high importance to it. It’s referred to as the ventral striatum. According to neuromarketing research, going through printed materials activates this area of the brain. So, it’s no wonder that print marketing increases readers’ curiosity to learn more about a brand.
3. Reading Printed Material Demands Less Effort
When consuming reading material, whether printed or digital, our cognitive abilities are used. The cognitive load of the brain varies between digital reading and print reading. Another neuromarketing study compared the cognitive effort involved in reading direct mail versus that needed for consuming digital advertising content and email. The study found that print demanded 21% less cognitive effort than digital.
4. Proves More Effective for Kinaesthetic Learners
Some people are classified as kinaesthetic learners, which means their learning is greatly influenced by touch. When they have something tactile, they’re able to retain more information. As a result, they relate much better to print materials, particularly those on textured paper or those accompanied by special finishes.
If you’re looking to invest in printing in Fulham, get in touch with Vizability Media Group, a reputable print shop in Fulhamthat believes in the power of the human touch. We have some amazing signage solutions for you that will help your business increase the foot traffic of your store and achieve extraordinary business growth.