Printing in the digital age – sounds antiquated, right? It’s actually proving to be quite the opposite!

Studies involving MRI’s have shown that touching printed materials while looking that them triggers spatial memory (the part of the memory responsible for the recording of information about one’s environment) – leaving a deeper memory in the brain. Deep memories lead to an emotional response, and emotional responses likely lead to positive brand associations.

The generation consuming and trusting print the most right now – are Millennials! Through most of their young adult lives, Millennials have been inundated with digital noise. For them, grabbing a printed materials – like a catalog – is a relief from screen fatigue and even sparks some childhood nostalgia.

Amazon is set to print to a toy catalog this year to capitalize on the nostalgia that Millennials crave – and pass the experience that they loved onto their own children. The physical presence of something will always hold some degree of value to consumers; which then converts from print to online sales.

Marketers can also use augmented reality to enhance consumer experiences. By bringing products to life from print, consumers can interact with a product, similar to the way the would in a store. Imagine test driving a car from your home or seeing how a new couch fits into your living room before heading to the store. Some fashion magazines are using augmented reality to allow readers to unlock exclusive content directly from their phones.

Print no longer stands alone; it is part of a multi-channel marketing strategy and when executed correctly, is the most lucrative of all branding and promotional methods.

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“The first thing people ask when they see our material is – “who did this?”. We never have to worry about Thomson taking shortcuts on the design, and we have been amazed with the results every time. With others we found that they were offended when we suggested a change in the design, but Thomson welcomes and improves upon our suggestion.”

-Mary Rose Verret, Founder, Witness to Love

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