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 do anything to get you to hold or try their product. Think about this next time you're shopping at Best Buy or the Apple store.

A successful brand will consider the multi-sensory customer experience and when it comes to creating marketing materials, physical media has a clear advantage.

Compared to digital advertising, direct mail has been proven to have a deeper footprint in the brain. A Royal Mail study using functional Magnetic Resonance Imaging (fMRI) has concluded that print ads trigger more activity in parts of the brain connected with feeling and memorability.

Figure 1. Generic brain image