In a world of endless screens, best-selling branding author and expert Martin Lindstrom explains why we’re all craving a more tactile experience.
Society is craving tactile interactions. Print media and advertising has a lasting influence, with up to 70% better recall than any other channel.
When Martin Lindstrom established Lindstrom Company almost 20 years ago, he already knew it was vital for brands to get under the skin of the consumer experience, creating interactions with all five senses.
He has authored seven books and also presided over the world’s most comprehensive neuromarketing study, which culminated in the release of his New York Times best-seller Buyology, an exploration of the factors that truly determine how we buy.
Today, Lindstrom believes that too many businesses have disregarded the effectiveness of sensory encounters. We spoke to Martin about why touch matters so much.
Q. Consumer irritation levels around digital advertising and the use of adblockers are rising at alarming rates, can print cut through?
A. In the past, print used to be a communication medium, now it’s becoming a communication and sensory stimuli medium.
A study shows that we recall things on paper up to 70% more than other channels. The reason is very simple. For example, take an airport departure screen which is flicking from page to page.
As you look at it your eye has to flick over all these different things before you get to the information you need. It is inherently built into our brains that you have to read things in a superficial way when it’s on a screen.
Studies are showing now that when you read things on paper, you actually recall the information and you are more emotionally engaged.
It’s more like I’m in control of the media rather than it is controlling me.
Paper has three strengths: one is the stimulation of the sensory channels; two, the data is not going to disappear; and three, because everyone is going digital now, you can actually see the brands that are going the opposite way. The message stands out by being in print.
Q. What aspects of today’s consumer landscape are setting the scene for the resurgence of print media?
A. Print definitely has an advantage compared to other channels, but you have to put it in a bigger perspective. Let’s take a look.
Two sets of rats were tested for the impact that the tactile sensation has. The first pair of rats were touched every hour by the scientific team; the second pair of rats were not touched at all during the entire two month period.
The rats who were never touched, died, whereas the pair that were touched every hour lived on, happily. In many ways, this indicates what’s going on in our society today. Because it’s so digitally obsessed, we have reduced the amount of tactile interactions we have with humans in a way which is starting to be pretty dangerous.
The only thing that people touch is a screen. Having the rat experiment in mind, it’s very clear that society is craving tactile interactions.
Q. Do you think marketers and media planners are open to increasing engagement by triggering multiple senses?
A. Agencies are incredibly focused on rational numbers in terms of reach and demographics, but very few sit down and ask themselves: What is the true impact of a channel? And how does it resonate with us in our brains?
It’s almost like they are assuming that we are completely rational individuals. All our studies using neuroscience today clearly prove that around 85% of everything we do is subconscious and is irrational, yet the media buying industry is mainly focused on the 15%, not the 85%.
Our thanks to Print Power for their kind permission to reprint this interview. Read more like this at www.printpower.eu.
(630) 690-2000 • www.copresco.com
As the interview above shows, one of the strategic reasons for using print is the stimulation of the tactile sense: the sense of touch.
We’ve discussed some methods in previous issues, such as the use of die-cut index tab dividers or cover film laminates, to name two examples.
Taking advantage of the tactile sense need not be elaborate or expensive. Simply choosing a grade of paper that is out of the ordinary can have striking effect.
Copresco’s award-winning digital printing process allows you to employ a wide variety of substrates, including textured papers.
Ask your customer service representative for suggestions or samples.