This document summarizes research showing that paper-based materials are more emotionally engaging and effective at promoting retention and action compared to digital materials. It discusses how paper activates areas of the brain associated with visual/spatial processing, memory formation, emotional engagement, and decision-making. In particular, paper provides 1.5-2 minutes of focused attention on average, allowing time for messages to sink deeper and trigger unconscious responses through multiple senses. While digital has its place, paper enhances other media and should not be dropped, as the impact it can deliver is nearly impossible for digital alone due to its ability to engage emotions.

1. Emotions and engagement:
where do they grow?

2. Today’s keywords
Engage Interactive
Emotional Dialogue
Share Values Connected Community

3. US Marketing Executives,
Manufacturing, Technology,
Information, Services

4. Effectiveness background
Your message must
be received, the
most efficient way,
by the right person,
at the very best
moment

5. Sowing the seeds in the most
favourable ground

6. This is Mr Red
This is Mr Blue

7. These guys are your customers
Reading the same ad, same
words, same visual but using two
different channels…

8. Material shown via red medium generates more activity within the area of the brain
associated with the integration of visual and spatial information. That means it is more
“real” to the brain. It has a meaning, and a place. It is better connected to memory
because it engages with its spatial memory networks.

9. The medial FPC and cingulate are the parts of the brain associated with emotional
engagement. The brain’s “default network” appeared to remain more active when viewing
red message. Activity in this brain network has been associated with a greater focus on a
person’s internal emotional response to outside stimuli. This suggests that the individuals
were relating information to their own thoughts and feelings.

10. The right-middle cingulate, which is active during decision
making centered on emotional and social issues. It is also
activated when participants decide whether they will
‘save’ rather than ‘bin’ the material, which again suggests
it plays a prominent role in emotional response and
judgment.
It appears that all other effects being equal, paper-based materials:
●are more concrete and ‘real’ for the brain
●are internalized more
●facilitate emotional processing, interactivity and trust
●result in more fluent decision making
This means paper-based materials are more likely to be retained and
acted upon.

11. In concrete?

12. Giving every seed the best
chances to grow

16. 1,000,000 internet sites
30 TV Channels
20 Radio Stations
10 Social Spaces

17. Giving the seeds the best
conditions to grow

21. And giving the most essential
element…
Time…

22. From surface to depth
Some unbroken seconds…

23. Nearly impossible by definition
In a world that never stops

24. 1,52 minutes
Average customer attention time with a
Direct Mail

25. 1,52 minutes
To break the surface
To go deeper on emotions
To engage
To interact
To shake his hands

26. 1,52 minutes
To play with his senses
(And that’s the key…)
Triggering two senses gives +30% more brand connection
Triggering minimum three senses gives +70%...
That’s why print can do so much, because print, combining senses, is a
direct link to the mental workspace, where 85% of the stimuli are
unconscious

27. Does that mean we should
drop digital?

29. No because we believe in
integration. Just remember
that print enhances other
media

30. Thank you!
Paper is a powerful communication material,
made from natural and renewable sources.
Paper is recyclable and largely recycled. Which is all great news if
you need the impact that only printed documents can deliver.
Paper has so much to offer…
No wonder you love paper…
www.paperchainforum.org
www.facebook.com/nowonderwelovepaper
s.houze@paperchainforum.org