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Paper leaves a deeper emotional footprint than digital

Posted Oct 25th, 2010 at 12:14 AM and seen
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Digital may be trendier than paper, but as it turns out, paper provokes more emotional response than digital media, according to a recent study. Millward Brown, the ad agency that conducted the research, used fMRI brain scans to track neurological responses to printed cards and digital images. Three insights from the study included:

  • Tangible materials leave a deeper footprint in the brain.
  • Physical material involves more emotional processing, which is important for memory and brand associations.
  • Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.

Full case study at MillardBrown.com.

More on advertising.

Photo credit: Fotolia

 Noelle Chun

Comments (4)

Oct 25, 2010
George Birbilis said...
Waiting for felt-screens to come out
Oct 25, 2010
jbdcolley said...
Noelle - digital opens up the possibility of multimedia and different people respond to learning from images, sound or text. With tangible materials you have the benefit of easily turning down pages and making notes - I do not have an ipad or kindle. While I don't do this with my first editions I find this a really helpful way to learn when reading up a business topic.
That apart - I have lots of books in my study and I love them all!
Oct 25, 2010
kathie229 said...
Noelle: not sure about this study. I just listened to the Babs Boxer video that has gone viral. I listened in high def.....I'm still ROFL I think they have to go back to the drawing board....lol
Oct 29, 2010
touchingsoulsintl said...
It is true that paper provokes more emotional response than digital media.

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