Paper, Pixels & The Brain – Onscreen Text vs Printed Text

Onscreen Text vs Printed Text

Compared with printed text, it appears that reading onscreen text may drain more of our mental resources and make it a little harder to remember what we have read. Here at GSM we do a lot of reading, so we thought it would be interesting to check this theory out... Research indicates that modern screens and e-readers fail to adequately recreate certain tactile experiences of reading on paper. They also prevent people from navigating long texts in an intuitive and satisfying way. This, in turn, affects reading comprehension. There are two reasons for this. one based on the physiological aspects...

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Direct Mail Campaigns exploring the Senses

Open Up To Mail

The Open Up to Mail campaign explores all things mail and beyond. GSM talks with Kellie Northwood, Chief Executive Officer of The Real Media Collective, about how this campaign looks for ways to achieve a creative vision with Direct Mail. GSM: Mail is often seen to be 'old school'. Why does Direct mail still work? Kellie: The power of the letterbox is creative, wide-reaching and engaging. The physical attributes of mail continue to achieve incredible cut-through and deliver great results. Did you know over 92% of recipients open direct mail?! And it remains in the home for some 38 days...

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Online vs Printed Journalism. How do you get your news?

online vs printed journalism

Here at GSM we're all about print. But in today’s fast-paced world, we want our news immediately. Going online seems to be the obvious choice, but is it really the best one? Let's look at the difference between online and printed journalism. Online is instant, accessible and interactive. We read the facts and then move on. But is that enough? Is the role of journalism simply to convey facts? Truth and accuracy, fairness and impartiality. These are the core principles of journalism but as Tom Brokaw, NBC journalist likes to say, “It’s all storytelling, you know. That’s what good journalism is all about.” And...

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Direct Mail – a valuable tool in your Marketing Strategy!

Direct Mail

Did you know somewhere near 270 billion emails are sent worldwide each day?! Nowadays, it's our inbox that's full of junk mail, not our letterbox! GSM looks at the rejuvenation of Direct Mail campaigns... Direct Mail is, now more than ever, a valuable tool in our multi-channel Marketing Strategy. It offers exclusivity, value and ongoing brand positioning and reassurance. It achieves the ultimate ROI, higher response rates and contributes on the path to purchase journey. Firstly, it’s tactile and, unlike it’s digital counterpart, tends to hang around for a while. The latest DMA Response Rate report revealed recipients opened 92...

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Kiel Johnson – Cardboard Sculptor & Paper Engineer

Kiel Johnson is an internationally renowned paper engineer & cardboard sculptor based in Los Angeles. His work has been used by some of the biggest brands in the world—Disney, Adobe, Toshiba… GSM managed to track him down for a flat white and a chinwag between his commitments for TEDxChristchurch and his BJ Ball-sponsored community-collaborative workshop at The Christchurch Art Gallery Te Puna o Waiwhetu. GSM: Your life is a very creative one! Has it always been this way? KJ: I come from a creative family where my mother was constantly crafting and my Dad worked in newspaper. That's the old...

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Home Compostable Film – eliminating plastic naturally

home compostable

The next time you receive a magazine or direct mail piece in your letterbox, check out how it is wrapped. It may not be what it seems! For a long time the plastic wrap has been one of the few ways to ensure your product arrived in pristine condition. Until recently, sourcing an alternative, which is both waterproof and tamper resistant, has been problematic. However, the traditional plastic wrap is finally being replaced with a more eco-friendly and sustainable option – the home compostable wrap. In this article, GSM investigates why investing in a home compostable wrap is good for...

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Uashmama – Sustainability & Washable Paper

Uashmama Washable Paper Bags

In GSM10 we looked at a very different use for paper - washable paper! It is a story of family, a cottage industry and sustainability. How a unique washable paper, that feels like leather but washes like fabric, rejuvenated a village. "On a small Tuscan terrace eating under an umbrella of grapevines I discovered the 'Le Sorelle' bread bag. Today we know it as UASHMAMA", explains Casey Languillon, co-founder of UASHMAMA Australia. Le Sorelle (italian for the sisters) is a small family run company based in Montecatini, Italy. It all came about when four sisters embarked on a journey to...

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Creating a Customer Experience with Impact.

FloorShark Customer Experience

With online shopping providing increased convenience and choice, the successful retailers are those who understand and deliver on customer experience. In fact, we can go as far as saying that it is critical to the success of the traditional brick and mortar store. So, how do they do it? According to a report by The Guardian newspaper – “Shopping online is a cheap and easy option. To be successful in driving in-store footfall, retailers must give customers a reason to visit their stores. They can do this by creating a multi-sensory experience that people actually want to have and –...

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An Eco-friendly Alternative to Bubble wrap

Geami Greenwrap Eco-friendly Alternative

When it comes to caring for the environment making just one small change can have a positive effect on our world! David Goodrich and Michael Hurwitz’s are great believers in this. What they didn't realise was that their one small change would actually become a business venture for them. They were looking for an eco-friendly alternative to bubble wrap. Their business was to safely transport glass containers of blood. But, they didn't want to use plastic. There had to be an eco-friendly alternative. Alternative to Bubble Wrap Together, they came up with the idea of using cells to dissipate shock....

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Susan Kare – Digital Design Pioneer

The digital design work of American Susan Kare marks a significant milestone in the history of modern design. GSM takes a look at her career... If you were about in the 1980s, you probably remember the first Apple Macintosh. It was a truly ground-breaking product that went on to become a global phenomenon. The success of the first Apple Mac was thanks to the adoption of the Graphical User Interface (GUI). The GUI hid the lines of system code to 'de-geek' the technology for the average home user. Today, we take GUI for granted, but in the 1980s—Mac OS System...

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