Why do people print out what they see on screen? And why does it matter?

Friday, 9th May 2014

Categories: Ideas

You know the situation, a trusted contact or business sends you a link to something really interesting and you click on and discover a 12page article or information about a new product.

All the information is before you, and you have no need to do anything else but read.

But the vast majority having made the decision that the information is valuable control and P and print the details out.

Why?

Research indicates that seeing something has a different value to holding something. If all we can do is see something, part us is concerned about it going away without us being able to control the situation. If on the other hand we have something physical in our hands then it can reviewed and considered with more focus on the content and less worry about it disappearing.

Cognitive tests have found that reading a printed email is 30 to 40 % more effective if it’s printed out.

This also accounts for the fact that catalogues, brochures, sales sheets, flyers, even business cards all have a significant impact on sales and the way a business or individual is perceived.

So don’t rely on just digital communications. Make sure you have downloadable versions of what you draw people’s attention too online, and always print marketing communications collateral on best quality material.

A beautifully designed brochure on quality paper or well printed whitepaper on appropriate paper stock enhances the contents and allows the reader to annotate and pass it on to others so when you send a digital version make it easy for the recipient to print it out and encourage them to do so, or even allow them to request a hard copy that you can send them.

Author: Gamze Bilgili