Today’s world is digital. And it doesn’t take much explaining (if any at all) to realize why. While there are still parts of the world where drinkable water isn’t readily available, almost every person on the planet has a smartphone. Social media dominates our lives. We consume digital media like there’s no tomorrow. And it’s only getting more ‘digital’ by the day.
Because of this, print is coming back into fashion. Something that you can touch, feel with your fingers, even smell – its influence is slowly starting to gain momentum in the marketing space.
You don’t think so? Just think about it for a second. How many emails have you ignored today? How many ads simply appeared in your feed, with you simply doomscrolling past them? Now, think of the last time you actually held some quality-made marketing material in your hands. A greeting card, a branded umbrella, a pen, or even a well-crafted business card. The detail of the texture. The weight of it. Without a doubt, this feeling stays with you. And embedded into that ‘feeling’ and that memory is the brand that provided you with that particular experience.
Print offers something digital can’t quite replicate; it feels personal and gives a real hands-on connection.
The Science Behind Memory and Touch
Human brains process physical media in a much deeper way than digital content.
A study called “Emotion processing in different media types: Realism, complexity, and immersion”, published in the Journal of Systems and Integrative Neuroscience, has found that when we interact with something tangible, for example, a print ad, it can spark stronger emotions and stay in our minds longer.
When people can touch something, they’re more likely to remember the brand and do something about it later. So why does this occur? It all comes down to the tactile experience.
When we hold something, flip through it, or even smell the ink, we are using more of our senses. When we use more senses, the deeper and longer the memory lasts. Digital devices are unable to replicate the depth of memories that come from using additional senses. That multisensory experience, in turn, forms stronger associations in the brain.
Digital Burnout
Screens are everywhere in our lives now. Whether we’re connecting with others, working, or just trying to relax, it just always feels like we are ‘on’.
Between endless business emails, Zoom meetings, and that constant buzz of notifications on phones, we’re constantly plugged into the digital world, with barely a moment to disconnect.
Some people are begging to push back. Words like “digital detox” are becoming real, and more are using screen-time trackers and app limits to help. The urge for people to disconnect from screens and get some quiet time is growing.
In that contest, print becomes more than just a communication tool. A postcard, brochure, or physical magazine doesn’t freeze, and it won’t interrupt you with notifications or demand your immediate attention. It lets the reader enjoy it at their own pace, which is something that’s becoming harder to find and more significant.
How Print Earns Trust
In fields where trust is everything (e.g., healthcare, education, finance), print can act as a connection between a brand and its audience. Digital communication is fast and handy, sure… but it also carries risks like phishing, spam, and misinformation.
On the other hand, getting something in print, like a letter, just feels more thoughtful. It feels more real and feels like it’s supposed to stay. A letterhead can’t be faked with a few lines of code. High-quality print materials show that real effort and care went into them. Things that matter when you’re deciding about personal information, big decisions, or sensitive matters.
When it comes to choosing the right print solution – whether you’re a small business, an educational institution, or a nonprofit – there are specialized partners, such as brilliantmpi.com, who understand the value of tailored communication and help bridge that trust gap through thoughtful, high-quality print strategies.
Print and Digital Make a Great Team
This isn’t about ditching digital. Digital is great because it’s fast, flexible, and gets your message out fast. Turns out, print and digital don’t have to compete, they make a pretty good team when you combine them.
Lots of companies and brands are mixing both. For example, you run a social media campaign to grab attention, then you follow with something physical, like a welcome kit or brochure.
By building your presence and communicating to your audience online, followed by reinforcing the message through print, you’re getting noticed, you’re earning trust, and you’re creating a lasting impression. This isn’t about which method is better, but recognizing that each has its own strengths, and by combining both digital and tangible, you’re giving your brand the best chance to succeed.
Also, this isn’t about being old-fashioned, but rather about meeting people where they are. We move pretty fast online, but people still like something they can touch. That’s why using both digital and print is just a very smart move. Blending both is just common sense.
Conclusion
Doing everything online is simply how we do things today. This isn’t something new, or exciting – it’s the way things are done. This is why we sidelined just how powerful something physical/tangible can be. A personal letter, a handwritten note, or a printed guide that you can keep close to your desk and consult from time to time.
Such printed items hold more than just information – they carry emotional significance. Human beings bond with objects on an emotional level, regardless of them being animate or inanimate. But they can’t do so with something that’s up in the cloud (e.g., digital data). Because of that phenomenon, print offers marketers a way to deepen the connection with their customer base and beat their competitors who only rely on digital media for their campaigns.
Build real connections; connections that’ll last a lifetime. And use physical media to get there.
To read more content like this, explore The Brand Hopper
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