Tangibility – one of print’s most credible, connecting, and reassuring features.

As consumers, we turn to familiarity and embrace content that helps us to perceive the world around us. As marketers, we try to establish meaningful relationships between our company and our customers. One way to bridge this gap is through the sense of touch.

Sappi’s groundbreaking book, The Neuroscience of Touch, written in collaboration with renowned neuroscientist Dr. David Eagleman, dives deeper into haptics, the science of touch. It explores why touch is such a crucial part of the sensory experience and how it influences emotion and decision making, establishing this sense as critical to any brand experience.

Alongside the book itself, Sappi has created a video series to shed some light on the topics that are explored within. Video four, which can be viewed below, begins to dive into the ability touch has to influence people’s purchases and just how much that influence matters.

For instance, would you think that holding a warm drink might cause you to react more warmly to a person or situation? Or that a padded chair “incidentally” makes you feel more comfortable in negotiation situations? Incidental touch can sway decision-making without you even realizing it.

Hear what Dr. Eagleman describes as the effect of incidental touch and how objects can affect decision-making.