Think about the last time you opened a notes app on your phone. It was quick and easy, and it took about five seconds.But have you ever thought about the feeling of writing in a newly bought vintage type diary, feeling the paper under your fingers and wondering if the cover was a little too plain, detailing the nuances and getting a good feeling about all o9f it, deep in the mind.These are two very different moments, and the second is one many of us would hesitate to admit we enjoy.Even though, with the advent of digitalisation, nobody really needs a paper notebook anymore. Some enthusiasts are those who still keep stationery shelves full, pen collections keep growing, and even grown adults happily pay extra for a nicer page. If you have ever felt a bit silly about that, you are far from alone.But what is the psychology behind it, and why do people still hold a place in their hearts for these collections? Let’s read further to find out.
Why do we still buy and collect notebooks and fancy pens?
Psychology says a well-known idea is symbolic self-completion theory, from psychologists Wicklund and Gollwitzer. In simple terms, people use possessions and behaviours to strengthen the parts of their identity that matter to them. A 2025 study in the Journal of Retailing and Consumer Services, by Koksal, Koskie and Locander, used this theory to look at how consumers bring premium brands into their self-concept. A creative person may reach for colourful pens, while an organised one may love a detailed planner, just like a small physical representation of their identities.
Self-expression brings a feel-good feeling from within
According to a 2022 review by Carter Morgan and Claudia Townsend, self-expression through buying brings two kinds of benefits. One helps people create and maintain a self-identity, and the other comes from the simple act of expressing yourself. The review says this can “make the consumption experience more fun and pleasurable”, and mentions that a pen that feels like “you” can turn even a small, dull to-do list into a small pleasure.
Outer appearance holds more importance to some people
The Koksal study, a survey of 328 U.S. consumers, found that when people value visual aesthetics highly, the link between brand consciousness and brand engagement gets stronger. This may explain why two equally functional notebooks can feel so different to the same person.