The Science of Print: Engage with Paper

We don't have anything against digital content like blogs and e-books. You're reading our blog right now! But, as printers, we do believe in the value of print. Paper has a lot of value over digital, which we know will keep it around a lot longer than we think. Here's why you should consider using more paper in your business and advertising.

The Danger of Shortcuts

On the screen, we've been trained to seek out keywords and important call-outs. And our attention span is shorter, on top of that. So, readers will skim digital content for what they think they need. Whatever your content, the risk of digital is that your consumers won't grasp everything you have to offer. That could be a plot point in a book, or details of a special offer in an advertisement. Either way, you risk losing a future customer.

Time is Money

People tend to like handling paper. Just go to the bookstore with someone who likes to sniff books or feel the cover. But this isn't a weird habit of book lovers. It's rather deliberate on the part of printers. Book printers especially use this on purpose to get people to hold their products longer.

And when they do, they tend to remember the information longer. That's important for making a sale or getting someone to come back to your business!

Engage the Senses

Back to people who sniff books! Smell is tightly related to memory recall. So brands that use distinctive scents have more effective marketing. Paper is a great way to carry a specific scent to your customers via direct mail.

Touch, also, can help memory. It's not just about handling books or cards longer; paper with a texture or with finishes like foil and varnish have an even higher recall rate.

Digital can engage sight and sound, often better than paper. But until computers, phones, and televisions can create the smell of grilled meat or cologne during an ad, paper has one up on digital.


Alexander's can help you print books, create direct mail, and print so much more! You'll see a difference in your customers once you begin using print today.

Stay tuned: we're going to continue the Science of Print series! Follow us to learn more about the technical and scientific details of printing--and how it affects your business!

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