Discovering what captivates people is a well-researched science. We took the key triggers that Ben Parr outlines in Captivology: The Science of Capturing People’s Attention and applied them to print.
1. Automaticity
Our brains are constantly looking for sensory cues to automatically alert us to anything we should be taking note of, including bright colours and tactile sensations out of the ordinary. Print can carry an experience for all five of our senses, making it far more effective than other media.
Click here to read how the Crimestoppers Trust UK collaborated with a Dutch design agency to create cards infused with the scent of cannabis that resulted in more arrests for drug crimes.
2. Framing
Our world view, or frame, is constructed from the total of our experiences, which we use to filter the enormous amount of stimuli in our environment. Repetition informs this process, which is why the multi-platform approach works best for marketing. As print is proven to work better than other media, it's the starting point for any multi-channel campaign.
Click here to discover how a car industry marketing campaign had a 50% lift on previous results when their desktop campaign was layered with print.
3. Disruption
Want to grab the attention of the digital generations? Disrupt their regular habits by sending them direct mail.
Click here to read some stats on how Millennials are responding to direct mail.
4. Reward
Who doesn't like to be rewarded? The rewards we can touch, experience, or visualise have a greater impact on our attention. Clever, creative print defines this in people’s minds more powerfully than just reading alone.
Click here to see how well Lass Natural cosmetic's disintegrating coupon worked.
5. Reputation
Most ads avoid information overload. So what do you use when you want to let your customers know the details of your product? Print. Studies show that print is the best way to deliver complex information and creates the highest recall.
Click here to learn how one study showed how much less brain effort direct mail requires.
