A hat with a veil of black lace adorns a book cover. The delicate lace ornaments shine sublimely on the matt background and look as if they have been cut out - the first impulse: customers want to touch the book to feel and touch the structure. A sensual experience that generates emotions and even the desire to buy the book. Joann Peck and Jennifer Wiggins have investigated this connection. In a study
on tactile sensations, the US marketing professors show that product packaging that feels interesting can increase sales.
Sales growth is a goal that both printers and brand owners always have in mind, along with customer satisfaction. Currently, younger marketers are prioritizing online processes and digital content. This is legitimate, because powerful algorithms track customer reactions, automatically start interactions and measure whether goals have been achieved. But beyond these digital processes, it is important to remember that people are sensitive beings who want to flip through catalogues and touch brochure covers. Studies show that the longer people spend with a product, the more interested they are in buying it. So, if you want to stand out from the crowd and achieve extraordinary sensory reactions among your clientele, you should try to print packaging, book covers or even customer mailings for selected occasions with tactile special effects.