On the day after The Independent newspaper announced the end of its print edition, an article in Forbes magazine described research demonstrating that paper is better then digital media for some forms of information absorption. There may be a number of reasons for this, including:
- Physical material is more “real” to the brain. It has a meaning and a place. It is better connected to memory because it engages with its spatial memory networks.
- Physical material involves more emotional processing, which is important for memory and brand associations.
- Physical materials produced more brain responses connected with internal feelings, suggesting greater “internalization” of the ads.
Ironical, isn’t it.