The meta-analysis “The Power of Print” summarizes the state of research on the advertising appeal of print. Win a copy now!
For two decades now, enthusiasm for online marketing has led executives to shift budgets into digital channels. However, the digital euphoria has also been called into question. Because we can’t touch bits and pixels, many decision-makers are currently discussing the importance of high-quality packaging for online commerce. Some experts are even talking about an “analog renaissance”. But what makes print and packaging so relevant for the customer today? What significance does print for have for marketing success in the digital era and most importantly, how can success be realized with premium print solutions in one’s own marketing practice? The meta-analysis “The Power of Print”, commissioned by the Creatura initiative, offers comprehensive and user-oriented answers to these questions.
300 international studies analyzed
For over a year, at the behest of Creatura, the Multisense Institute for Sensory Marketing undertook an analysis of around 300 international studies on the advertising appeal of print. The findings are based on the latest approaches from psychology, neuroscience and sensory research. The meta-analysis delivers valuable insights into such topics as “multisensory reinforcement through sensory congruence” and “resonance field technique”. While this may at first sound abstract, the 140-page publication in fact offers a multitude of concrete suggestions for designing sophisticated print solutions – for example, using high grammages to heighten a product’s aura of competency and significance. Rüdiger Maaß, executive director of the Fachverband Medienproduktion and cofounder of the Creatura initiative, would like the publication to be understood above all as a workbook for designers, as well as advertising and marketing decision-makers.
High tech enhanced by high touch
One of the strengths of “The Power of Print” is that the authors never attempt to play analog and digital disciplines off against each other. Instead, they make the case for a paradigm shift in which print is newly evaluated in the media mix. There are good reasons for this. For instance, one study demonstrates that five channels increase campaign ROI by 35 percent in comparison with a mono-channel approach. It was also found that print creates especially strong synergies with other channels within a campaign and is therefore decisive for the campaign’s overall efficiency.
But in this high-tech age, what role exactly is assigned to print and packaging? The authors of “The Power of Print” define the concept of “high touch” in this context and identify print’s myriad haptic options as its unique selling point. In concrete terms, it is about creating memorable experiences for the consumer – with finishing possibilities such as coatings, printed images and text, embossing and hot and cold foil techniques.
With its superlative surface consistency, Algro Design premium paperboard from Sappi is perfectly suited to such refinements. Its outstanding printing and finishing characteristics guarantee the utmost in precision and visual quality, while the satin-like surface makes a unique and lasting haptic impression. Also, due to their excellent workability, Sappi’s paperboard varieties lend themselves perfectly for use with embossing and complex constructions – the ideal preconditions for giving consumers a superior grasp and experience of brands and products.
The brain loves refined substrates
“The Power of Print” doesn’t just pointedly discuss the spectrum of possibilities, but also exhibits them in the form of outstanding print and packaging solutions. These practical examples are drawn from a wide range of economic areas (e.g. automotive, consumer goods, financial services and tourism) and thus offer inspiration for virtually any industry. Special attention is given to premium finishes – and how these maximize the effectiveness of corporate and product claims. The clear layout of the meta-analysis and its well-conceived division into five advertising impact dimensions – attention, recall, integrity, value and action – ensure excellent reader orientation throughout.
“The brain loves refined paper”: this is one of the central propositions of “The Power of Print”. The publication itself abides by this thesis, offering the reader a highly satisfying haptic experience. The cover consists of Sappi Algro Design (160 g/m²) and the inner pages are printed on Sappi Magno Matt (130 g/m²). HEIDENREICH PRINT and GRÄFE Druckveredelung were responsible for the printing and finishing of the cover and Limego for the interior. The publication’s design, photography and production were the work of Scholz & Friends NeuMarkt. Dr. Jochen Kalka, chief editor of Werben & Verkaufen, contributed the preface. The compilation of the meta-analysis was supported by the industry partners Konica Minolta, Achilles veredelt and Sappi.
Your chance to win
With a bit of luck, you can win a personalized print copy of the meta-analysis “The Power of Print” worth 499 euros. Just fill out and submit the contest entry form by June 7, 2019 (entry deadline).
All decisions are final. The winner will be notified.
The raffle is over.
The German or English print version of the Creatura meta-analysis “The Power of Print” can be ordered online for 499 euros: www.creatura.de