"Consumers are wired to interact with paper like no other medium".

Submitted by: Ulbe Jelluma 11/06/2015

With the increased knowledge about how the brain, scientist also have better insights into what the brain experiences when touching an object, book, magazine or brochure. Last year in Germany a book was published, Touch - der Haptic-Effekt im multisensorischen Marketing, that details the findings of various studies and shows what touch can do for the marketing of brands. These findings can indeed have a positive effect on the effectiveness of the printed messages. And only printed channels, whether newspapers, magazines, direct mail, door drops or catalogues can offer this experience to brands. Other channels can not offer all the senses print can offer.

The latest issue of the Print Power magazine (German edition), includes an interview with one of the authors of "Touch", Sebastian Haupt. By the way, the theme of this issue of the Print Power magazine is also sensory marketing. The magazine features a scratch and sniff strawberry on the cover and includes an article with brands that use sensory marketing.

Recently "A Communicator's Guid to The neuroscience of touch" was published in the USA. This publication written by Professor David Eagleman looks at communications through the lens of neuroscience. Prof. Eagleman is an expert in the field of neuroscience and his thoughts about the subject of touch and the importance for paper can be found in this publication. He immediately signals the importance of touch for supporting a unique brand experience. The publication and the videos can all be found on the Sappi website. Based upon these insight Jennifer Miller (Sappi) concludes that "Consumers are wired to interact with paper like no other medium".

These findings coincide with the presentation of Tim Milne about how feelings preceed the logical mind. We tend to think that most of our reactions are based upon logical reasoning, however reality shows that feelings do come first. Touching the rough cover of Wired magazine gives you a sensation of industrialness and masculinity, whereas the glossy and shiny paper of women magazines connotates with feminine chique, elegance and luxe. These applications demonstrate how the right paper choice can support and strengthen the brand values.