PRINT2012 - Emotion and Engagement : where do they grow ? - Sébastien Houzé, Paper Chain Forum

Emotions and engagement: where do they grow?

Today’s keywords

Engage Interactive

Emotional Dialogue

Share Values Connected Community

US Marketing Executives, Manufacturing, Technology, Information, Services

Effectiveness background

Your message must be received, the most efficient way, by the right person, at the very best moment

Sowing the seeds in the most favourable ground

This is Mr Blue

This is Mr Red

These guys are your customers Reading the same ad, same

words, same visual but using two different channels…

Material shown via red medium generates more activity within the area of the brain

associated with the integration of visual and spatial information. That means it 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.

The medial FPC and cingulate are the parts of the brain associated with emotional engagement. The brain’s “default network” appeared to remain more active when viewing red message. Activity in this brain network has been associated with a greater focus on a person’s internal emotional response to outside stimuli. This suggests that the individuals were relating information to their own thoughts and feelings.

The right-middle cingulate, which is active during decision making centered on emotional and social issues. It is also activated when participants decide whether they will ‘save’ rather than ‘bin’ the material, which again suggests it plays a prominent role in emotional response and judgment.

It appears that all other effects being equal, paper-based materials:

●are more concrete and ‘real’ for the brain

●are internalized more

●facilitate emotional processing, interactivity and trust

●result in more fluent decision making

This means paper-based materials are more likely to be retained and acted upon.

In concrete?

Giving every seed the best chances to grow

1,000,000 internet sites 30 TV Channels

20 Radio Stations 10 Social Spaces

Giving the seeds the best conditions to grow

And giving the most essential element…

Time…

From surface to depth

Some unbroken seconds…

Nearly impossible by definition

In a world that never stops

1,52 minutes

Average customer attention time with a Direct Mail

1,52 minutes

To break the surface To go deeper on emotions

To engage To interact

To shake his hands

1,52 minutes

To play with his senses (And that’s the key…)

Triggering two senses gives +30% more brand connection

Triggering minimum three senses gives +70%...

That’s why print can do so much, because print, combining senses, is a direct link to the mental workspace, where 85% of the stimuli are

unconscious

Does that mean we should drop digital?

No because we believe in integration. Just remember that print enhances other

media

Thank you!

Paper is a powerful communication material, made from natural and renewable sources.

Paper is recyclable and largely recycled. Which is all great news if

you need the impact that only printed documents can deliver.

Paper has so much to offer… No wonder you love paper…

www.paperchainforum.org www.facebook.com/nowonderwelovepaper

s.houze@paperchainforum.org