As screen time continues to climb, it’s tempting to think that digital communications have made print irrelevant, but neuroscience tells a different story. A growing body of research shows that the human brain processes printed content differently (and more effectively) than digital content.
It’s no wonder that studies also show that people prefer print for many business and home finance tasks, such as viewing invoices, receiving estimates, and paying bills. Whether it’s a copy of a delivery form handed to them by a contractor or a digitally printed financial statement that arrives in the mail, print provides a level of comfort and security that digital cannot provide.
But why? Let’s look at some of the studies that explain the enduring power of print and why it should remain a core part of distributors’ sales kits.
Print Creates a Deeper Cognitive and Emotional Impact
Studies using brain imaging techniques like fMRI and EEG consistently show that print engages the brain more deeply than digital. Unlike digital, which typically stimulates only sight, print involves multiple senses—sight, touch, and sometimes sound or smell. This multisensory experience leads to better comprehension, memory, and emotional engagement.
- A study conducted by Royal Mail and Millward Brown, for example, showed that tangible materials leave a more lasting “footprint” in the brain, while also triggering stronger emotional processing. That’s key for memory formation and brand association.
- A study by Canada Post/Impact Marketing found that, in contrast to digital media, information processed from direct mail is easier to understand; is processed more quickly; is more memorable; and is more likely to drive behavior.
- A study from the National Institute of Health found that reading in print is linked to increased activity in the higher-frequency brain waves associated with focus and comprehension. In contrast, screen reading tends to produce lower-frequency activity, which is linked to distraction and reduced attention.
Thus, it’s not just that people feel more focused and confident when reading print. Their brains are actually working differently.
Better Comprehension and Recall
Numerous other studies have confirmed that people understand and remember information better when it’s presented on paper—and not just any paper. A study from Eagleman Labs found that participants who read on high-quality paper understood the content better and remembered it more clearly, even a week later.
It’s no wonder, then, that millions of Americans prefer paper delivery of many household documents and forms, including financial disclosure forms (and why the Improving Disclosure for Investors Act of 2025, which is headed to the Senate, is so dangerous).
According to a survey by Two Sides, 83% of U.S. consumers believe they should have the right to choose how they receive important communications from their service providers (on paper or electronically). Consumer Action found that 78% of people still prefer to receive bills and statements by mail, even if they pay them online.
Print and Digital: Each Has Its Place
Clearly, while digital has advantages—particularly for immediacy and scale—print plays a distinct, science-backed role in today’s communication mix. For customers looking to deepen engagement, build memory, and drive action, print is a strategic asset. Because affinity for printed products is not just cultural. It’s brain science!
Bob Saunders is VP Sales of Wise, Alpharetta, GA. Wise manufacturers industrial/prime labels and tags, traditional forms, and digitally printed products and services for resale only. For more information, visit www.wbf.com or email Bob at [email protected].
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