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.
Source:
PrintPower.eu