Touch and Go: The activating power of the tangible

Studies show that multi-sensory customer experiences trigger more activity in parts of the brain connected to feeling and memorability, which marketers can capitalise on using physical media enhanced with sound, scent and touch sensations.

Introduction

From the early hunter-gatherer days, the human tactile sense has served to communicate attributes of items in the environment, to detect pain or a friendly hug. Today, brands understand the effects of a positive tactile experience and will...