Haptics: How people feel about brands

What is multisensory marketing?

Multisensory marketing is the buzzword that has been on everyone's lips for some time. The scientific realisation that every additional stimulated sense increases brain activity many times over – with the haptic sense being a decisive amplifier – is responsible for this. We remember things better if we have not only seen them or heard about them but can also feel them. That is why a cross-media strategy with a skilfully crafted combination of digital and print elements is recommended in marketing. In the following, we will use various examples to show you the value of multisensory marketing.

‍

Example 1: Refined packaging tempts us

The classier an attractive package is, the more likely customers are tempted to buy the product – at least if the overall package is right: A study by the packaging manufacturer STI Group has shown that end consumers are prepared to pay around 50% more on average if the packaging is appropriately enhanced. Enhancing the paper surface appeals not only to the visual but also to the haptic senses: People like to pick up products and stroke embossing or particularly smooth foils. This knowledge of sales-promoting effects is incorporated into FLYERALARM's product portfolio – for example, with high-quality hot foil finishes on gift packaging.

Learn more about print finishing

‍

Example 2: Rough paper increases willingness to donate

The feel of a surface is so decisive that it can even influence a person's willingness to donate. A scientific study published in the Journal of Consumer Psychology has shown that a rough structure can lead to increased empathetic reactions: Passers-by were given a clipboard with a request for donations from an aid organisation. The back of the clipboard consisted of either soft foil or rough sandpaper. While only 3% of the people who received a clipboard with soft foil donated, 26% of the others did. In this context, the rough paper surface activated compassion for people in need.

However, Professor Dr Andreas Mann (Chair of Dialogue Marketing at the University of Kassel) has discovered that not only the surface quality but also the grammage of the paper makes a difference: The heavier and more structured the paper of a mailing is, the higher the recipients rate its quality, and this positive perception is transferred accordingly to the content.

‍

Example 3: Soft-touch paper makes us dig deeper into our wallets

A soft-touch surface (also known as soft feel) also increases our willingness to invest more money in a product than we would if it lacked this surface. See for yourself: What do velvety surfaces feel like? What associations are awakened when you stroke a soft surface with your fingertips? Soft-touch finishes tempt us to touch and engage with products. Our tip: Use soft-feel elements for your special print products. How about a soft-touch finish on your business cards, for example? Your customers certainly will not put them down in a hurry.

‍

The power of the unconscious in advertising

But why are effects that target our senses – and the sense of touch in particular – so crucial? Numerous processes take place in our brain without us being consciously aware of them. A large part of our decision-making processes also takes place unconsciously – for example, when our brain automatically analyses and evaluates sensory impressions. As a result, we automatically perceive things that feel better in a more positive light and spend more time on them than usual.

It is precisely this temporal interaction that makes an important difference because it activates our sense of ownership: Even a brief touch lasting a few seconds triggers a feeling of ownership in us. Olaf Hartmann and Sebastian Haupt, specialists in marketing psychology, call this the endowment effect. Accordingly, everything we own immediately seems more valuable to us than something that doesn't belong to us.

‍

Convince customers with haptic samples                      

The numerous impressive study results show how decisive the quality of the paper surface you use to advertise is. If you want to convey a topic close to your heart to your customers, it is worth investing time and choosing a product that perfectly fits your occasion and your brand and has exactly the effect you want.

To help you make the right decision, FLYERALARM offers numerous sample books, boxes and sets that let you not only examine different papers but also touch and feel their quality – whether it's stationery, business cards, flyers or posters. Don't leave the haptic experience to chance. Instead, give your customers sensory experiences that leave a strong impression. Because at the end of the day, the little child in each of us is delighted with shiny, rustling chocolate wrappers – and the big child with an elegant mailing to open and discover.

View print product samples

‍