This story is part of our series about how haptics—the science of touch—can enhance your marketing. View other stories in the series or subscribe to Pop from Sappi today to receive an email when we post more.
When customers read your message on paper, their brain shifts into a deeper level of engagement, one more conducive to building lasting knowledge. A number of studies have found that communication through physical media, particularly paper, is more likely to lead to knowledge retention and longevity than communication via digital media.
The folks at the Eagleman Lab took these findings further, and discovered that even paper quality makes a difference. People are more likely to recall information printed on heavy, high-quality coated paper than when it’s on low-quality paper. A week after their first impression, people still preferred the companies they read about on the high-quality paper, with name recall for those brands highest by a factor of 3:1.
