Putting the Power of Touch in Your Print
Texture and touch are an excellent way to have your message pop off the page, perk up your readers to pause and take an interest in any publication or catalog. Email marketing can't do that, nor can a television ad or social media post, podcast, or search engine optimization. Printed materials have the unique ability to power up the recipients' senses and evoke real emotional response and sensation. In neuroscience, this user experience is referred to as haptics. Let's explore some of the unique and clever ways you can put haptics to work to elevate your print publications or marketing campaigns.
The power of touch and haptics fuels print
Print and mail are a slower-paced marketing channel, where digital audiences are constantly served up ads begging for attention and the coveted click. Unlike the mere seconds in the life span of an email or social media post, multi-page direct mail pieces will stick around for more than two weeks.
Laminate your way into their hearts
Most people think of lamination as being high gloss and high shine. While that is one type of laminate coating that will achieve this desired effect suitable for fashion magazines, luxury goods and sports car brochures, there is another type that rocks the reader! Soft-touch lamination is just as effective, if not more so, for its touch-ability. Its supple, velvety feel begs consumers to reach out and experience it. Popular with children's products, healthcare, wellness, and cosmetics, this effect conveys a feeling of softness and subtly that many brands crave. It pairs particularly well with minimalist design and metallic effects.
Texturize for maximum sensation
Want your audience to feel the wind in their hair and taste the salt air? Add the rough texture of sand to your beach side condominium brochure. Debuting your latest collection of custom leather sofas – consider adding a peddled leather texture to the catalog. Special effects like embossing and debossing, coupled with spot UV in varying raised heights can mimic virtually any texture to create the look and feel you crave.
Pop-up into another dimension
While we've talked mostly about flat or surface effects, there is another way to surprise your audience with 3-D dimensional solutions that delight. Clever marketers find ways to engage consumers simply with the turn of a page. Nescafe created a pop-up café that magazine readers could turn the page into two paper cups and brew their own delicious cup of coffee at home. Other examples of jump off-the-page advertisements in print include these for furniture, lamps, and financial services.
These are just a few of the many possibilities and combinations you can work with when considering haptics in your next insert or publication cover! Contact Journal Graphics today to explore your creative options. Let us help you engineer innovative solutions that will utilize the science of haptics to capture your audience's imagination, experiencing a new sensation at their fingertips.