All of the five human senses are not equal when it comes to the way our brain processes them. Each of us has a primary sense and we respond more strongly to that sense than the others. Generally sight and hearing are the most prominent and of those, more people respond to visual sensations than auditory. This means more of us can remember what we see than those that remember any other sensation.

When it comes to marketing and branding we can utilize this phenomenon to our benefit. Since more people remember what they read than what they hear, you can get great benefit from messages presented in the form of the written word. Additionally, there is inherent power to the written word that other medias don’t necessarily posses. The written word gives us credibility that is rooted in the origins of our society. Important information is always written, just look at the Magna Carta, the Declaration of Independence or the Constitution for verification.

As a species we just tend to believe what we see in the written word and this can be a great asset for those of us in the marketing and sales professions. Do you have well designed and printed presentation materials that represent your company and product well? These are worth more than their weight in gold as they effectively validate your product and create a very memorable message in the mind of many individuals that read them.