Home
/
Igniting Print Possibilites blog
/
Commercial Printing
/
Print is memorable - Are you maximising the impact it has?

This time print has again demonstrated better comprehension than digital in a study that used eye-tracking technology.

Participants were randomly assigned to read the same six page popular science article that included several diagrams. They were given a version either in print or on a tablet computer and asked to answer reading comprehension questions.

Print – the high achiever

The study found article reading time affected comprehension test scores with the print group achieving significantly higher results compared to the digital group.

Both print and digital groups spent about the same amount of time processing the whole article, texts, diagrams, and diagram statements. However, the time was not divided evenly between the first-pass and rereading stages. The digital group spent more time during the first pass and the print group more time during the second.

Regarding eye movements in the text sections, both groups had similar total fixation durations while reading text sections in the first-pass stage. However, the print group spent more time reading text sections in the rereading stage than the digital group.

The study found the print group:

  • Showed better reading comprehension outcomes.

  • Returned to earlier information much more frequently than the digital group reflecting more intentional processing.

  • Fixated longer on the representational diagrams and their statements.

Educational benefits

The findings echo previous studies into benefits of print on paper for learning.

An Italian study found that if a student spends 10 hours reading books on paper, their comprehension will likely be six to 8 times greater than if they read on digital devices. A 2024 meta-analysis of 49 studies found that students who read on paper consistently scored higher on comprehension tests than those who read the same material on screens. Physically highlighting text, underlining important points, or drawing pictures in the margins helps solidify learning.

When the Norwegian Government examined how screen use in kindergartens, schools, and during leisure time impacts children's health, well-being, learning, and development, it concluded that students of all ages should spend more time reading on paper. As well as agreeing paper leads to better reading comprehension than screens the report found print can help reduce cognitive overload which happens when children are overwhelmed with too much information at once.

Print also helps build foundational literacy skills in young children. When children read physical books, their brains are more engaged in processing information. Print media in the classroom has a positive effect on reading ability development and children who own their own books are six times more likely to read above the level expected for their age. They’re also nearly three times more likely to enjoy reading.

These tactile experiences cannot be easily replicated on a screen and contribute to a more dynamic and personalised learning experience.

What makes print memorable?

To capitalize on these strengths, print can be made even more memorable through quality design and creative finishing touches.

High-end embellishments, such as those made possible with the MGI JETvarnish 3D, elevate the tactile and visual impact of printed materials. Textures, spot varnishes, and dimensional effects don’t just look stunning - they increase engagement, encourage longer interaction, and leave a lasting impression.

Experiential print, as this is often called, refers to the use of tactile and also multi-sensory elements to create a more pleasurable tactile experiences that can generate positive emotions and subconscious associations.

Sappi North America and Clemson University research found participants displayed 95% more positive emotions when unboxing premium packages. It also reported touching a premium package just twice makes shoppers 50% more likely to buy it, and at four touches, it’s 90%. 

Engaging touch alongside sight leads to stronger imprinting and a sense of ownership. It increases valuation and willingness to pay for the product.

A market opportunity

There is value investing in premium print. Research shows specialty print projects deliver higher profit margins - even as high as 80% and sometimes up to 300%.

The Foil & Specialty Effects Association (FSEA) found embellished promotional postcards offering a free car wash achieved a response rate of 16.8%. This was a 31.25% improvement over the response rate of a non-embellished postcard and compares to the average response rate for business mail of 11% according to JICMail’s Q4 2024 figures.

So it is no surprise that  NAPCO research reveals almost half of print provider respondents offering digital printing report enhancing digital print with special effects, while another 23% plan to add it.

Whether for marketing materials, educational content, or high-impact communication, print captures and retains attention while improving comprehension. It drives deeper engagement and better understanding.

Helping print services providers achieve that are a full lineup of Konica Minolta digital devices, from the AccurioShine 3600 to the JETvarnish Evolution industrial digital embellishment systems. They offer ease of use to help the smooth addition of new print applications and embellishments.

Talk to Konica Minolta and discover more ways print can help create memorable information, content and messaging.

Get in contact
Share:

Rate this article