Secondary Research When starting research for this project, the main research question I had in mind was “Is the correct answer even a brochure?” The starting point was a brochure, but the project itself was open to other methods to convey the messaging. I knew from being a Graphic Communication major the importance of print, however wanted to think outside the box and explore a wide range of options to find the best one. Something that caught my attention early in the research process is the importance of storytelling. I read about the psychology of storytelling in a peer-reviewed article called “Brand-Consumer Storytelling Theory and Research: Introduction to Psychology and Marketing Special Issue”. The article mentioned that “human memory is story-based”, so telling a compelling and real story in the new brochure was a priority going forward. Another article that was influential in my project was titled “Advantages of Combining Print and Digital Advertising”, and was exactly as it sounds. It described the importance of using both print and digital methods, as this results in increased brand awareness, broader audience reach, and an amplified call to action. After this research, it was decided that having a printed piece and digital component would be the best strategy.
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