Part 4 of a 5-part series on event designLike most forward-thinking businesspeople, event planners are going green.
They're systematically eliminating printed handouts—programs, floorplans, directories, catalogs, flyers, brochures and booklets—in favor of digital publications.
But planners should think twice.
According to neuroscience research, publications printed on paper strike a deeper emotional chord than digital publications, because they engage the brain's spatial memory.
So if you want a handout to create impact, print it on paper.
Digital does have one big advantage over print, however, when it comes to stirring emotions.
It can incorporate audio and video.
Thanks to Ron Graham of Freeman for providing this event-design tip.
NOTE: I wrote this post in 2013, not imagining that two years later I'd be employed by Freeman. Wonders never cease.
