Research shows our brains still prefer information on paper.
We've seen the headlines before: print outperforms digital regarding comprehension and retention. But with every new study, the evidence gets stronger. The most recent research—this time from Teachers College at Columbia University—offers fresh proof that our brains are wired to absorb information more deeply from the printed page.
While the study focused on middle schoolers, its implications went far beyond the classroom.
What Did Researchers Discover?
In a study published in PLOS in May 2024, educational neuroscientists at Columbia's Teachers College explored how students process information differently depending on whether they read in print or on a screen.
Researchers worked with 59 middle school students from the New York metro area, asking them to read a series of passages—some on laptops and others on printed pages. After each reading, students were prompted to evaluate words as related or unrelated to the texts they'd read.
Using high-density electroencephalography (EEG) to scan brain activity, the researchers discovered something striking:
Students engaged more deeply with printed text, creating richer mental representations and making more meaningful connections.
By contrast, digital text comprehension was notably shallower, and students' brains had to work harder to piece together meaning.
What This Means for Marketers
So, what does this have to do with marketing? Just as students digest literature differently depending on the format, consumers absorb marketing messages differently depending on the format, too.
Think About It:
- Direct mail piece vs. an email.
- Printed brochure vs. a LinkedIn message.
- Physical catalog vs. a digital one.
Sure, digital communications are fast, inexpensive, and scalable. But are they effective when you need someone to truly engage, understand, and remember?
Print may give you the edge if your message requires deeper thinking, explaining a complex product, introducing a financial service, or conveying trust in a healthcare brand. Just as students' brains build stronger connections with print, your customers' brains do, too.
The key isn't to abandon digital. It's to use the right tool for the job. If you're promoting a flash sale or sending a quick reminder, digital might be perfect. But if you're telling a story, educating a buyer, or trying to build long-term trust, consider going back to print.
