The science of print

There’s a reason that, in the age of Kindle and Google, brick-and-mortar bookstores still hold their own in the marketplace — there’s a tactile element to reading like there is to every other aspect of life that technology cannot replace. 

It’s the same way that, in some cultures, the act of consuming by hand adds a new depth and intimacy to the experience of eating that cannot be replicated on the spokes of a plastic fork. Humans rely on touch to connect with the world around us on a level that mere sight does not allow. We poke. We prod. We run our fingers along the spines of books and across the page as we read. This tactile imprint keeps us grounded in the world around us and the variety of its contents. 

As marketers using our craft to connect with people on a profound level, we rely on the timeless power of print to help tell stories and forge connections. 

Take Cone Health’s innovative campaign case statement. The spiral-bound design includes a fold-out timeline along with journal pages interspersed among each section. As donors learn about Cone Health’s commitment to major health initiatives like heart disease prevention and improving women’s health, they can use the journal entries to reflect on their life experiences and personal passions while considering their own philanthropic legacy. A back pocket holds their official giving paperwork, making the case statement more than a brochure. It’s a piece to hold onto, for themselves and their family members. 

It’s all a part of a bigger story: Cone Health and their donors and partners are propelling forward innovative and accessible health care in their community. 

When tasked with documenting and sharing such important stories, we’re inspired to create pieces that encourage audiences to pause, reflect and consider their part. Print can be an extremely effective tool.

Research finds that reading print leads to a deeper understanding. So, not only will people spend valuable time with these stories, but they’ll also be able to understand and connect to them on a deeper level. Instead of a brief skim in a sea of digital articles, advertisements, and social media posts, our readers can stop and absorb the story they’re being told.

It’s crucial that we share our deep connections with the stories we tell in all the ways we can; print allows attention to be held and connections to be forged. 

In essence, utilizing print allows us to give these stories the attention they deserve.

“Physical material 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.”   — Robert Dooley, Paper Beats Digital In Many Ways, According To Neuroscience

It also lends itself to longer-form content, turning a story into an experience. Rather than a fleeting mention across your screen, print connects to emotion and memory. It turns stories into tangible things. 

This isn’t to say that digital formats should be overlooked. Digital storytelling allows us to test the boundaries of creativity in new ways every day, and there’s a wealth of fantastic content that wouldn’t be possible without digital media.

Because of this, the layering of storytelling across mediums creates something amazing: the best case scenario, where traditional print and groundbreaking digital content bring stories to life across mediums.