Touch is one of the 5 human senses that define how we perceive the world around us. Touch can make a stronger impact than sight or sound alone. Touch is an important part of the communication process. The science of touch is called haptics. Every single touch influences somehow human emotion and decision making.
Therefore touch is critical to any brand experience and brands need to master the "science of touch" if they want to maximize customer engagement along the customer journey, by leveraging e.g. haptics to create meaningful marketing pieces that forge meaningful connections between the brand and its customers.
Even the simple act of touching objects, like direct mail, can trigger the so called endowment effect, subconsciously increasing the perceived value of the brand and its products in the eyes of customers.
- → One touch, no matter how fleeting, can significantly influence our judgment of something completely unrelated.
- → Not all memories are created equal.
- →Touch has the power to shift the brain into a deeper level of engagement.
A recent study discovered that paper quality makes a difference as participants were more likely to recall information printed on heavy, high-quality paper than on low-quality paper.
First impressions are everything, and touch can help ensure that impression is a good one.
Make sure that your bespoke "handwritten" direct mail campaign leverages the power of the touch by selecting the corresponding paper quality.