Please touch - Haptics is significant for advertising
A pleasant tactile sensation improves memory
Various studies have shown that advertising viewers can touch increases attention and, at the same time, ensures that what they see remains in their minds longer. This is precisely the goal that marketing professionals aim to achieve, and it also highlights the advantage of print advertising over, for example, email marketing.For example, a neuroscientific study by the Siegfried-Vögele Institute on the recall performance of print and online media found that information experienced both visually and tactilely is more firmly anchored in memory than advertising perceived purely visually. According to the study, multisensory perception enhances memory retention.But it’s not just the ability to touch something that affects memory: A study by the SVI Endowed Chair for Dialog Marketing at the University of Kassel showed that the weight and texture of paper also influence the perception and recall of the content in an advertising flyer. The study found that heavier and more textured paper types increased engagement and interest among viewers, as they perceived the printed material as high-quality and sophisticated. Poorly designed printed materials, on the other hand, led to a negative perception of the advertised product, regardless of how good the content was.
Touch Triggers the Desire to Buy
It’s not just memory that is enhanced by the tactile experience. According to several studies, the willingness to purchase a product also increases significantly when it has been perceived through touch. Tests have shown that the perceived monetary value of an object increases by 50 percent after just 30 seconds of touch. One reason for this is that humans are multisensory beings who, when their sense of touch is stimulated, develop a desire to „have“ something. This can trigger the decisive impulse to buy.
Value-added features provide additional incentives to buy
Finishes can further enhance the viewer’s tactile experience and thus further increase the desire to purchase. A study by the packaging manufacturer STI Group has shown that, on average, consumers would be willing to pay about 50 percent more if the packaging of a chocolate bar were finished. However, this only works if the finishing is used thoughtfully. The simplistic assumption that „add a finishing touch, and the product will sell“ is usually nothing more than a gimmick. Instead, the product, its presentation, and the finishing must complement one another and align with the target audience. This can also mean that less is more. Finishes used sparingly can, under certain circumstances, be all the more noticeable. In general, it’s important that the product feels high-quality and distinctive, thereby conveying a positive feeling to the viewer. Furthermore, the finishes should not distract from the product being advertised. To achieve the perfect overall impression, marketing managers should plan for finishes early in the design phase and also consider additional costs and potentially longer delivery times. The more judiciously finishes are used, the greater the added value companies can derive from them. In general, companies should consider the tactile experience when implementing their marketing mix. While electronic promotional materials are fast, simple, and often inexpensive, they lack the dimension of touch and feel. This aspect, however, can provide the decisive advantage that helps potential customers remember the product and sparks their interest in purchasing it.*Cewe-Print.de is Cewe's online printing service, which provides a one-stop shop for communication materials—from flyers to promotional products—via a TÜV-certified platform.
