What if I told you that holding a certain object in your hand while talking to someone can affect the feel way you feel about them? According to a study done by the psychologist, John Bargh, volunteers who briefly held a hot cup of coffee for an individual later described that person with “warm” personality traits.
Touch can influence our impressions of not only people but also situations, companies and brands. For instance, a 2015 Eagleman Lab study found that companies who produced a brochure on high-quality coated paper had readers that understood and remembered the content better than those who presented on a low-grade uncoated paper. Dr. David Eagleman stated, “The quality of paper matters in fostering long-term memories and can unconsciously influence our decisions.”
Pick a brand. What do you see? Are there memories associated with it? What emotions are tied to the brand? Whether you are aware of it or not you are subconsciously making observations about brands every day. Touch plays an essential role in communicating feelings and information about a brand while cultivating connections. Take for instance the brand that you were thinking of, were you picturing the colors, typefaces, smells and texture associated with that brand? That’s because nearly half of our body’s energy is devoted to processing input from our senses, most of which is dedicated to touch.
Kick Starting the Connection
The way we think about brands has evolved; brands are no longer just an object but have grown into relationships that prompt perceptions and feelings. To capture these personalities, it is vital for the consumer to inherit the emotion and experience of your brand throughout your marketing and corporate stationery materials. Sensory receptivity can aid you in this venture.
2 Ways to Incorporate Touch
Thick, rough, smooth, light or heavy textures or weights of paper can influence a person’s judgment. When picking out a paper you need to consider what characteristics match your organization. Consider Bargh’s study that questioned if candidates would rate people with the same physical qualities as the object they were holding at the time. For instance, those that were holding a heavier clipboard during an interview rated the candidate as more solid. The same concept transfers to paper. Heavier stocks like double thick stocks can give off a sense of reliability and dependability while a smooth paper can give off a perception of quality and sophistication. Paper can range from weight, textures, colors and more.
Touch isn’t limited to the paper that content is printed on. If you want to create impact with the content that placed on your materials printing processes may be a viable option. These processes allow you to add depth to your content while it begs to be touched and remembered. Processes such as embossing, debossing, thermography, engraving and more can achieve a higher level quality while giving an impression of a tailored organization.
Dig deeper into what processes and paper trends are happening now in the corporate print world here.
We use our senses to engage in the world around us. These senses dominate the way we form perceptions and build logic behind our actions. Incorporating touch through mediums such as marketing material and corporate stationery give consumers the ability to form an emotional connection and drive understanding of brand values.
To see how we can incorporate these elements into your materials feel free to contact us directly or leave a comment below. To learn more about the studies mentioned in the blog post and the neuroscience of touch click here.