A research study involving brain scans commissioned by the branding agency Millward Brown shows that people process information differently depending on whether it is virtual or on paper. The study suggests that “physical material is more ‘real’ to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks.” The study goes on to state that “physical materials produced more brain responses connected with internal feelings, suggesting greater ‘internalization’ of the ads.” To sum it up, “tangible materials leave a deeper footprint in the brain” than do virtual materials. Thus, “tangible materials involved more emotional processing in the subjects, important from a branding and ad recall standpoint.”

VIEW OUR E-MAGAZINE FLIP-BOOK FORMAT (Flash)	FOR iPad > OPEN IN IBOOKS

Does this mean we should abandon the digital world? No, of course not. What this study shows is that both mediums have important but different—and we could add complementary—roles when it comes to marketing and branding. Paper incites a more emotional and long lasting response but the interactivity and immediacy of digital have their own advantages.

To use our magazine, CIJ Trends & Colours, as an example, many of our readers—retailers, designers, and brands—have complimented us on the attractive pages and layouts showing the trends and the many colours of jewellery from around the world. Theirs was a physical response to the physical pages, to the print magazine they held in their hands. Yet, after printing and mailing the last issue—the 2011 trends tracker guide—it was put online on our rather unique website, www.CIJintl.com. The response surprised even us. It received nearly a million page views. Obviously, both paper and digital are important parts of our world. Both have their place, and both can be used to effectively get a message out.

In this issue, we continue our message of colour, showing the Spring/Summer 2011 colours forecasted by Pantone, along with matching jewellery. In terms of trends, the floral theme is one of the biggest for 2011 and is featured here along with the popular marine motifs and the luxurious lacy looks—the price of metals oblige. While colour is, of course, the main trend, both in single shades and in multi-hues, black and white pieces continue to be appreciated by many, as do the little charms that can be personalized in so many ways. You can see them all on our Trends & Colours pages in this issue.

Happy reading—whether you are holding the magazine in your hand or viewing it online.

Cynthia Unninayar