ENGLAND— How do our brains respond to print vs. digital communications? It turns out our brains seem to love print, and there is a growing body of neuroscience that shows that print marketing affects us in powerful ways related to memory, recall, and enjoyment. Scientists are using neuroscience techniques like eye tracking and biometric measurements to gauge people’s initial reactions to physical media like paper-based ads. We started to see research in earnest in the late 2000s, and since then, we’ve seen the number of studies grow. It’s called the ‘neuroscience of print,’” says Heidi Tolliver-Walker in her article, Neuroscience and Print: Compiled List of Links. “Interest in this area of study started the United Kingdom’s Royal Mail/Millward Brown’s Using Neuroscience to Understand the Role of Direct Mail in 2009.”