The findings of the research, conducted by the agency Voxburner, are at odds with a generation that has made digital content its own, particularly given the time they spend engaging with apps and social media.
The two biggest reasons for preferring print books were value for money and an emotional connection to the physical product. Those surveyed also offered that they “liked the smell”, “liked to collect” and “wanted full bookshelves”.
According to Voxburner’s Luke Mitchell, to the young adults books were status symbols, in that a person “can’t really see what someone has read on their Kindle”.
What is so interesting about these findings is that regardless of technological innovation, certain physical media continue to attract attention.
While reams of digital content can become overwhelming, traditional print media focuses the attention on a specific product, service or concept, making it far more memorable for the onlooker.
This is why flyers continue to be so effective, provided that the designer has understood what it is he or she hopes to achieve.
Take the example of going to the supermarket on a Saturday morning. As you arrive, you are handed a flyer on which the store’s weekend specials are highlighted. Simply by reading the flyer, you might find that a product you had not budgeted for is suddenly affordable.
The chances are slim that an online advertisement would have had the same impact, primarily because it would be lost among online searches for information.
The key to a good flyer is ensuring that it is reaching the right people, and for this reason it is recommended that it take into account the following:
- It must be eye-catching. Too often businesses opt for flyers that are too text-heavy, with not enough emphasis on the design. Flyers for music events have become famous (and collectors’ items) because they grip the reader by employing designs and imagery synonymous with bands and genre.
- There should be an element of intrigue. Unless it is getting straight to the point (as in the shopping flyer example), the content should be thought-provoking. People like a bit of wordplay or a clever anecdote, and will be sure to tell their friends about it, thereby enhancing word-of-mouth praise for a business. Being too obvious can put customers off.
- Ensure the brand is well represented. The flyer needs to be attention-grabbing, but never lose sight of its purpose – to promote the business and whatever it offers. Tucking away a company logo in the bottom corner will take people away from who is responsible for getting their attention in the first place.
- Distribution: Always ensure that the flyers are reaching the right people. Distributing flyers for a beer special outside a baby emporium is an exercise in futility.
Research by South African printing and signage companies such as Assignment 3 has also indicated that variations on the traditional flyer work especially well in drawing attention.
DL flyers & leaflets, for example, are characterised by a specific size of 210mmX99mm, which follows the same width of an A4 page, but only one-third the height, where A4 has a universal dimension of 210mmX297mm. This results in a neat rectangular format.
The purpose of DL flyers & leaflets is to make use of a smaller area, where the information supplied would not effectively fill up an A5 or A6 sized space and is slightly more than an A7 sized space – DL is known as the “in-between” format, but serves its purpose well.