Haptics in marketing – why touching works again today
In a world in which brands are increasingly presenting themselves digitally, a well-known sense is suddenly gaining strategic importance: the sense of touch. Haptics in marketing is not a nostalgic recourse, but a modern lever to generate attention, build trust and emotionally charge brands.
While digital touchpoints are often fleeting, haptics are deeply anchored in the memory. What people can touch, they associate emotionally – and therefore with your brand in the long term. But how exactly does haptic marketing work? And how does it become a real differentiation strategy in the age of digital overstimulation?
The return of the senses – why haptics are booming in brand communication
From digital overload to sensory void
The digital space is overcrowded. We scroll, click, tap – but don’t really touch anything anymore. This is precisely the opportunity for companies to stand out with haptic impulses. Those who rely on physical brand staging today stand out. And they stick.
Why haptics have a deeper impact than digital stimuli
Neuropsychological studies show. Tactile stimuli are processed more intensively than visual stimuli. They trigger emotions before rational thinking sets in – an evolutionary advantage that brands can exploit. A pleasant material feel or a clever packaging design are subconsciously anchored positively in the brand image.
Evidence from research
- According to a study by the Rheingold Institute, people remember brands twice as well if they can not only see them, but also touch them.
- In haptics research, this is referred to as the “endowment effect”: What we touch, we rate as more valuable.
Haptic branding – brand identity you can touch
What does haptic branding mean?
Haptic branding describes the targeted use of tactile properties to make a brand physically tangible. It is about more than just product design – it is about expressing the brand essence through material, texture and form.
Examples of haptic brand management
- Apple : The unboxing experience is well thought out down to the last flap – every handle creates a feeling of value.
- Moleskine : The velvety surface of the cover conveys creativity, high quality and exclusivity
- BMW : The feel of the steering wheel or the precision mechanics of the gearshift paddles convey quality – long before the engine starts.
How haptics contribute to brand identity
The recognizability of a brand can be strengthened through the sense of touch. Paper with a particularly good grip, unique packaging or a textured promotional item create recognition – even with closed eyes.
Multisensory marketing – when touch becomes part of the strategy
From a visual to a multisensory approach
Multisensory marketing aims to appeal to as many senses as possible at the same time – because the more sensory channels are activated, the stronger the brand anchoring. Haptics is often the underestimated key stimulus.
Haptics as an emotional door opener
A giveaway that feels particularly soft, cool or valuable creates an initial feeling – often before the logo is consciously perceived. This makes haptics an emotional harbinger of the brand.
Practical examples of multisensory campaigns
- Nespresso : Packaging with matt and glossy surfaces – paired with fragrance and sound staging in the store.
- Käfer-Feinkost : Customer gifts in high-quality felt packaging – combined with culinary delights.
- Mailings with added value: printed fabric samples, rough cardboard or soft-touch coatings make print exciting again.
Practical guide – How to use haptics specifically in your marketing
Where haptics make sense: The most important touchpoints
- Print materials : brochures, business cards, mailings
- Promotional items : From high-quality notebooks to sustainable fabric bags
- Packaging : First physical contact with the product
- Events & trade fairs : Hands-on product presentations
Choice of material with brand effect
- Soft-touch surfaces : convey warmth, closeness, elegance
- Textured papers : appear handcrafted, natural, high quality
- Metal & glass : signalize technology, clarity, precision
Tip: Ask yourself at every touchpoint: How does my brand feel?
Checklist: Can your brand already be experienced haptically?
- Are there physical elements that convey the brand essence?
- Is the feel of your advertising material, packaging or mailings consistent?
- Do you deliberately use contrasts and sensory surprise effects?
- Is there a “signature touch” that makes your brand unmistakable?
Concluding words – What remains when everything is digital? What you can feel.
In an age where information is just a swipe away, the physical becomes an exception – and therefore an opportunity. Haptics in marketing is not a step backwards, but a clever advance in the direction of brand anchoring, appreciation and emotionality.
Brands that are tangible can also be remembered. And those that touch remain in the mind.
Frequently asked questions about haptics in marketing
Because haptic stimuli activate deeper regions of the brain that are responsible for emotion and memory. Visual information is often fleeting – touch remains.
The targeted design of physical brand elements – from packaging to promotional items – to make values and identity tangible.
With physical additions such as print mailings, sample boxes or promotional items with QR codes, you can bridge the gap between online and offline.
High-quality materials with texture are particularly effective: notebooks, fabric bags, packaging, technology with a soft-touch finish or textured papers.
Yes, from the University of St. Gallen, the Multisense Institute and the Rheingold Institute, among others. They all prove it: Haptics significantly increase brand loyalty, appreciation and recall.
About the author:
My name is Isabel Unger, I am an independent digital strategist with a clear focus: visibility for the self-employed & small businesses.
My heart beats for SEO, content, structure – and for explaining complex things in a way that makes them understandable and feasible.
On ixtreme.online I share my knowledge, my experience and lots of plain language – without any technical gobbledygook.
