Neenah's 'Feel Think Do' Shows Off Printing Techniques That Boost Sales
Laura McQuarrie — August 27, 2014 — Marketing
References: neenahpaper & paperspecs
You might think that a promotional book might only appeal to your eyes, but Neenah's 'Feel Think Do' taps into multiple senses to show off a range of printing techniques that have been proven to alter the perception of a product or service. For starters, Feel Think Do notes that "being able to touch an object has been shown to increase impulse purchasing," especially in a world that is all about communicating digitally. On top of this, simple things like the choice of a paper's texture make all the difference—running shoe ads that are printed on rough paper tend to be perceived as stronger than shoe ads printed on smooth paper, and heavy weight papers have been proven to increase response rates by more than 48%.
The book created by Design Army shows off over 20 different textures and finishes, demonstrating the importance of choosing the right look and feel of promotional materials in particular.
The book created by Design Army shows off over 20 different textures and finishes, demonstrating the importance of choosing the right look and feel of promotional materials in particular.
Trend Themes
1. Multi-sensory Marketing - Opportunity for businesses to tap into multiple senses to enhance product perception and boost sales through haptic promotional materials.
2. Texture-based Advertising - Disruptive innovation opportunity: Exploring the impact of different paper textures on consumer perception and response rates in print advertising.
3. Impulse Purchase Influence - Identifying the potential of tactile experience in increasing impulse purchasing decisions and leveraging it through innovative marketing strategies.
Industry Implications
1. Printing and Publishing - Disruptive innovation opportunity: Integrating multi-sensory techniques and texture-based printing methods to revolutionize the printing and publishing industry.
2. Advertising and Marketing - Capitalizing on the power of haptic promotional materials and touch-based experiences to disrupt the advertising and marketing industry and enhance consumer engagement.
3. Retail and E-commerce - Exploring how incorporating multi-sensory marketing and texture-based advertising can transform the retail and e-commerce landscape by influencing consumer purchasing behavior.
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