What unconscious signals are your communications sending?

Producing impactful marketing materials is a lot of work, with plenty of things to think about. Of all the decisions you have to make, selecting paper weight may not seem that important, but research has shown that heavier stocks can change perceptions and impact results, so it’s a detail not to be overlooked.

The research
A randomised control trial for Christian Aid found that using a heavier weight envelope increased the average donation by 16%. Ogilvy Consulting, who conducted the research, attribute this behaviour to ‘cost signalling’ with thicker paper increasing the perceived value of the envelope.

What it means for marketeers

Subconscious cues, like heavier paper, could change perceptions, encouraging people to view the university differently. Conveying ‘good quality’ in your marketing materials can be seen as a direct reflection of the university, the standard of the ‘product’ and the professionalism with which it is run.

Choosing paper finishes and weights can be a bit of a minefield, but most agencies and printers can offer advice to help you make informed choices.

The bottom line

Finer details can either help or hinder all the hard work you have put in. This example of behavioural science shows that our subconscious is always hard at work – paying attention to something as ‘minor’ as paper weight is time well spent.