Marketers have long debated whether print or digital connects better with audiences. Neuroscience is starting to settle that argument, at least when it comes to how deeply people absorb and retain what they read.

What Does the Research Show?

A study published in May 2024 by educational neuroscientists at Columbia University’s Teachers College examined how the brain processes information differently depending on the reading format. Researchers worked with 59 middle school students from the New York metro area. They asked some to read passages on printed pages. They asked others to read them on laptops.

Using high-density electroencephalography (EEG) to measure brain activity in real time, researchers found that students reading printed text developed richer mental representations and formed more meaningful connections to what they read. Students reading on screens showed shallower comprehension, and their brains had to work harder to piece together meaning.

The study focused on education, but the implications reach well beyond the classroom.

Why Does This Matter for Print Marketing?

The same cognitive principles that affect how a student reads a textbook apply to how a consumer reads a brochure, a direct mail piece, or a printed catalog. Format shapes comprehension, and comprehension shapes response.

Consider the difference between:

  • A direct mail piece versus a promotional email.
  • A printed brochure versus a LinkedIn message.
  • A physical catalog versus a digital one.

Digital communications are fast, affordable, and easy to scale. But when a marketing message requires a reader to truly understand, engage, and remember (for example, a complex product explanation, a financial services offer, or a healthcare brand building long-term trust), print has a neurological advantage that digital can’t replicate.

When Should Marketers Choose Print Over Digital?

Does this mean that marketers should choose print over digital? Not always. The goal isn’t to replace digital. It’s to deploy each channel where it performs best.

Digital works well for quick, transactional messages: flash sales, appointment reminders, short-cycle offers where speed matters more than depth. Print works best when the message requires thought: introducing a new product line, explaining a service with multiple components, building credibility with a first-time prospect.

The Bottom Line

Neuroscience research continues to validate what direct mail marketers have observed for years. Print produces deeper engagement than digital. The Columbia University study adds EEG-measured brain activity to a growing body of evidence. For businesses deciding how to allocate their channel mix, that’s meaningful data to incorporate into their strategic planning.

Put more simply, if your message needs to stick, print gives it a better chance.

Posted by:kjones