Royal Mail: When touch makes a difference
Simon Shaw and Matt BrightBrass Insight and Royal Mail
Summary
Brass and Royal Mail conducted a controlled experiment to examine the medium of direct mail.
Our hypothesis was that the physical production of direct mail shapes how people feel about the message being communicated. Physical effects – like weight, foiling or die-cutting – change how people react to the message itself. We wanted to educate the top 3000 UK advertisers about the unique properties of mail in an increasingly digital world.
The project went beyond "ask – answer" research: observation, laboratory biometric/neuroscientific...