Ink on paper has a deeper impact than virtual media
There is nothing like the feel of an engraved invitation on a textured paper to fire up emotions and bring up memories and now science is backing that up.
A study by Millward Brown (Using Neuroscience to Understand the Role of Direct Mail) suggests that physical marketing materials, such as print publications, corporate collateral and direct mail, cause more emotional processing than virtual materials, leaving a deeper imprint on the brain resulting in greater recall and brand associations.
Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads
The tactile nature of paper is one reason why print is so effective in building brand awareness and driving purchase intent. The ability to touch, fold, crumple and share a printed piece gives it its own personality. This tactile nature of paper is one of the reasons it is effective.
View the full cases study here. MillwardBrownCaseStudy.pdf
Paper
Neenah 3-D Paper Bike at ARTCRANK
Neenah Paper (NYSE: NP) is the official paper sponsor for ARTCRANK, a bicycle-inspired poster art show that features talented, local artists, using creativity to change the way people think about bicycles. At ARTCRANK’s kick-off event in Minneapolis, Neenah will unveil and auction off a three-dimensional paper “bike” made solely from Neenah Paper products to benefit the American Cancer Society.
stationery trends
Great news in stationery trends from the NY Stationery Show - a resurgence in engraving.
Paper
Mohawk Reinvention Plans Unveiled at Launch Events in New York
Mohawk Paper unveiled plans for their reinvention set to kick off April 16th.
One of the key components of the reinvention is Streamline - a consolidation of Mohawk’s core paper lines, taking 22 paper grades (brands) down to six.
For more information visit their new website MohawkConnects.com
Typography
Attention Type Nerds!
Web developer Mark MacKay has created 2 cool games to test your skill with type.
Kern Type (you guessed it, a competitive game of type kerning)
Shape Type is a new typography game where you drag curve-adjustment tools to perfect letterforms in various font faces.
