So let’s take a think – what do people tend to get their inspiration from? Art, books and magazines spring to mind. All of these are a form of paper, and all of these are very commonly turned to as some of the greatest and most powerful sources where we can draw inspiration from. Many people also find it helpful to jot down notes or doodle in a notepad. And you can see why. These are all things that help to stimulate our creative side, nurturing both our thought processes and our ability to gain inspiration.
For years, neuroscientists and psychologists have explored and analysed into the way people interact with things they can touch and handle, and one of the biggest examples of these is paper. Based on their observations, they have come to the conclusion that people are naturally drawn to reading things that are on paper rather than online because they find it easier to navigate and understand. Paper is appreciated for its ability to better map or lay out information, which in turn drains less of our cognitive resources and means that the reader has an improved ability to retain the information they are reading. Contrary to this, the attention span of persons reading online has been proven to be very low, resulting in a poor memory of the content.
The reason behind all this, without a doubt, is the physical and tangible nature of paper, and its ability to stimulate a number of key senses that cannot otherwise be reached. The awakening of these sense has an incredible ability to affect our thoughts, emotions and actions, evoking particular sensations within us that make for a richer, more meaningful experience and, above all, inspire us.
In Sappi’s fascinating report, ‘A Communicator’s Guide to the Neuroscience of Touch’, Dr Eagleman explains it as, “To touch a thing is to trigger a reaction: as soon as we do, we begin to feel differently about it. We begin to feel we own it, and research shows that makes us value it more.”
Living in a world that is largely dominated by digital communication, the stimulation of senses that are so frequently underestimated and ignored can be used to great impact. Today, the sense of touch is a very popular bonding agent and can be used in a vast range of silent social communication. Something as simple as embracing the use of direct mail in your marketing campaigns can deliver impressive levels of interaction and engagement with the human brain, simply through the physical texture of the paper!
Marine Kerivel-Brown, Marketing Director of Duplo, reiterates this in her statement, “Adding touch to a campaign can increase its value by 24%. We live in a world where we are continuously bombarded by online, video and audio messages. Print has the tactile power to cut through that noise to interact with the brain in a very different way.”
Posted: 22/05/20 by Stephanie Smyth