Haptic Brain, Haptic Brand looks at communications through the lens of neuroscience, exploring how media shapes the brain and consequently the way a brand is perceived. This book examines haptics — the study of how what we touch shapes what we feel — and explores the science behind why our haptic brains respond so well to haptic brands. Case studies from three of the world’s best-known brands (Apple, BMW and World Wildlife Fund) highlight the communicative power of touch in action.
“Paper matters for brands that matter. The collective power of this research, along with Dr. Eagleman’s expert insights, show why marketing professionals and the publishers of high-end magazines and books continue to rely on paper as a key ingredient of the brand experience. They recognize, as we do, that consumers are wired to interact with paper like no other medium.” --Jennifer Miller, EVP of Coated Business and Chief Sustainability Officer, Sappi Fine Paper North America.
The Neuroscience of Touch
Renowned neuroscientist Dr. David Eagleman introduces haptics, the science of touch.
The Necessity of Touch
The importance of touch in cultivating connections.
Embodied Cognition and Communicative Touch
Touch's pivotal role in communicating feelings and information.
Perceived Ownership and Touch
The ability touch has to influence people's purchases.
The Effect of Incidental Touch
How holding an object affects decision-making.
How the Medium Shapes the Message
Why high-quality paper is the best medium to deliver memorable messaging.