The Science Behind Flyer Engagement: Why People Still Read Print

With so much digital advertising fighting for attention, it surprises many business owners to learn that print flyers still perform incredibly well. Yet when we look at the science behind human behaviour, the reason becomes clear. People respond to physical media differently. They process it faster, remember it longer and trust it more.

Here at Flyer Canada, we have seen this play out in thousands of campaigns across the country. While digital ads average a 0.12% conversion rate, our flyer campaigns consistently convert at 4.4%. That gap exists because of how the brain interacts with printed material.

Flyers create a sensory experience that screens simply cannot replicate. That experience triggers deeper engagement, and that engagement leads to higher action.

Printed materials activate different parts of the brain

Studies have shown that physical media activates memory and emotional processing more strongly than digital content. When someone holds a flyer, the tactile experience increases cognitive focus. The brain slows down slightly, which improves comprehension.

This is why flyers feel easier to understand at a glance. The combination of touch, weight and visual clarity makes the message more memorable. A flyer is not competing with notifications or scrolling. It stands alone, and the mind gives it more attention.

If you want to see how design plays a role in this process, visit How to Make Flyers Impossible to Ignore.

People trust printed information more than digital

Trust is a critical factor in marketing. As digital ads become more numerous and more personalized, people have grown skeptical of them. They know online platforms track behaviour. They know ads follow them around the internet. As a result, digital messaging often feels intrusive.

Printed flyers feel different. They are grounded in the real world. They arrive in the home through a physical process, not an algorithm. This gives them a sense of legitimacy and local presence that digital channels struggle to match.

This trust factor explains why flyers contribute to 51.8% lower customer acquisition costs for our clients. When people trust the medium, they trust the message.

To dive deeper into credibility and local reach, explore Why Flyers Work for Canadian Entrepreneurs.

The eye processes print information with less strain

Screens demand energy. Brightness, motion and scrolling all require more visual effort. Printed materials, on the other hand, are processed naturally and with far less cognitive load. People read print more slowly, more comfortably and with more focus.

This comfort enhances retention. The brain retains more of what it sees in print because it isn’t overwhelmed. A flyer with a clear headline and strong offer is absorbed almost immediately.

If you want to improve retention through cleaner layout, visit 10 Flyer Marketing Strategies That Actually Work.

Flyers reach people when their mind is calmer

Context matters in advertising. A digital ad appears during fast scrolling or multitasking. A flyer appears at moments when people are naturally more relaxed. Checking the mail. Entering the building. Organizing the kitchen counter. These slower moments create space for engagement.

This calm, offline moment is one of the reasons flyers outperform online ads in action rate. A person is more open to reading, considering and responding when they are not overwhelmed by constant digital input.

For insight into how timing and placement influence engagement, visit How to Deliver Flyers That Actually Get Read.

Physical presence reinforces memory

According to neuroscience research, the physical act of touching and holding printed materials strengthens memory encoding. The mind associates the flyer with a real-world moment, which increases the likelihood that the message will be recalled later.

This is why flyers often sit on kitchen tables or beside mail trays for days. They are reminders, not interruptions. Over time, that presence becomes part of the household environment, making your brand feel familiar.

Seasonal timing can reinforce this effect even further. To explore behavioural patterns throughout the year, see When You Should Use Flyers for Big Results.

Why this science translates into real results

All of these factors add up to one thing. Flyers consistently deliver stronger engagement because they align with how people naturally process information. They feel approachable, trustworthy and easy to understand. They give the brain a moment of clarity, rather than more noise.

This is why our clients regularly see ROI between 3× and 29× depending on their offer and frequency. When a medium is both memorable and credible, action follows.

Final thoughts

The science behind flyer engagement is the reason print remains one of the most effective tools for local Canadian marketing. It is not outdated. It is simply aligned with human behaviour in a way digital advertising is not.

Here at Flyer Canada, we use this understanding to design, print and deliver campaigns that speak to people the way their brains prefer to receive information. With 4.4% average conversion and dramatically lower acquisition costs, flyers continue to outperform expectations year after year.

If you want to build a campaign grounded in real human engagement, reach out through our contact page, explore our store or call 437 524 5287.

We are ready to help your message reach people in the way they naturally respond to best.