In the world of print, visual appeal often takes the spotlight. Yet the sense of touch can be equally powerful.
Haptic perception, or the sense of touch, is a fundamental aspect of human interaction with the physical world. When applied to printed materials, this sensory experience creates a deeper and more memorable connection between the consumer and the brand.
Enhancing Perceived Value
The brain processes tactile information differently than visual stimuli, making touch a powerful tool in influencing purchasing decisions.
For example, the physical feel of a printed piece can significantly enhance the perceived value of a product or service. Finishing techniques such as embossing, debussing, and spot UV coating introduce texture and dimensionality that capture attention and communicate a sense of luxury and quality. As a result, they serve as subconscious cues to the buyer, suggesting a higher level of craftsmanship and attention to detail.
The impact of touch on purchase decisions is reinforced by a study in the Journal of Consumer Behavior. Researchers from the Surrey Business School (Guildford, UK) found that touch activates a higher level of “brand contagion,” or affinity created between the shopper and the brand.
Forming Positive Associations
Touch also has the unique ability to evoke emotions and memories. When consumers engage with a printed piece with a pleasing texture, they are more likely to form positive associations with the brand. Whether it’s the velvety touch of a soft-touch laminate or the raised elegance of embossed lettering, tactile elements contribute to a sensory-rich experience that goes beyond the visual and forges a lasting emotional connection.
Multiplying Power
The “science of touch” has multiplying power by engaging multiple senses simultaneously. By stimulating both visual and tactile senses, brands can create a holistic experience that leaves a more profound and lasting impression on their audience.
Differentiating in a Digital World
In an era dominated by digital communication, the physicality of print has become a distinctive advantage. Incorporating unique finishing touches not only provides a tangible break from the intangibility of screens, but becomes a memorable touch point, ensuring that the brand lingers in the consumer’s mind long after the initial interaction.