Marketing at its best draws on human emotion to connect a brand to a customer. If you engage the human senses, it has the ability to enhance your brand even more. Paper has the unique ability to engage all 5 human senses.
Touching is Believing investigates the power of touch and why touch matters to advertisers and brands in an increasingly virtual world:
Spontaneous ad awareness increases by 33%, perceptions that the brand is high quality go up by 16%, and willingness to try the brand is 25% higher
Touching print ads increases belief that the brand is honest and sincere by 41%, quality perceptions by 20% and purchase intent by 24%
*Touching is Believing Newsworks, UCL and PHD research