Why Brains Prefer Print: Insights for Marketers

For years, marketers have debated the effectiveness of digital versus print. Digital channels are fast, measurable, and seemingly everywhere. But research continues to show one undeniable truth: our brains prefer print.

A recent study led by Yu-Cin Jian, professor at the National Taiwan Normal University, adds fresh insights into why. Using eye-tracking technology to compare reading behaviors between print and digital, Jian found that while participants spent the same amount of time with both mediums, they consumed the information in very different ways:

• Digital readers: Spent more time on the first read-through but rarely went back to re-read.
• Print readers: Skimmed first, then went back to review and re-read important sections.

The result? Comprehension scores were higher for print.

This isn’t the first study to show that print leads to deeper processing, but it helps explain why. Print offers unique spatial and tactile cues (such as location on the page, layout, and even the feel of the paper) that help the brain recall information more effectively. In short, print is “sticky”—our brains retain it longer and process it more deeply.

What This Means for Marketers

If you’re trying to deliver information that requires thought, recall, or persuasion—print is your best medium. Studies suggest that readers are more likely to go back and re-engage with key elements like graphics, pull-outs, and bullet points in print, giving your message multiple opportunities to resonate.

This has big implications for:

• Direct Mail Campaigns – Messages are more likely to be remembered and acted upon.
• Educational Content – Brochures, guides, and reports stick better in print than digital PDFs.
• Branding Materials – Physical presence on paper creates a lasting impression that digital ads can’t match.

How NextPage Helps You Harness the Power of Print

At NextPage, we combine the proven effectiveness of print with data-driven strategies to maximize your marketing ROI:

• Direct Mail with Impact: From postcards to fully custom mailers, we design campaigns that get noticed and remembered.
• Data + Print Integration: Using advanced data modeling, IP targeting, and retargeting solutions, we ensure your print campaigns reach the right audience at the right time.
• Custom Design & Enhancements: Shape-cut envelopes, personalized messaging, and premium finishes elevate your print pieces and encourage engagement.
• Omnichannel Support: We don’t stop at paper—we help you connect your print with digital marketing for a seamless customer journey.

The Bottom Line

Digital has its strengths, but when the goal is deep engagement, comprehension, and recall—print wins every time. Science proves it. NextPage helps you turn that science into results by delivering powerful, personalized, and data-driven print campaigns.

If you’re ready to create print marketing that sticks, connect with NextPage today.