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Research Proves Sensory Effects Increase Consumer Engagement

Posted Wednesday, March 07, 2018

Research Proves Sensory Effects Increase Consumer Engagement | H&H Graphics

Research Proves Sensory Effects Increase Consumer Engagement

Anyone familiar with H&H Graphics will know that we've touted the value-add of special effects screen printing for the past 40 years as a way to create fun and unique engagement with consumers for retail packaging, POP displays, gift cards, book covers, direct mail, business cards, and just about anything else that can be printed.

Sometimes it can be challenging to explain why what we do is so powerful, so we thought we'd step aside and let you hear directly from the experts: researchers from all over the world that have studied why appealing to specific or multiple senses, beyond vision, creates such an emotional connection in people – especially touch and smell. Here are their findings.

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Don't Just Mail It In: Improving Customer Engagement with Print

Posted Tuesday, October 18, 2016

Don't Just Mail It In: Improving Customer Engagement with Print | H&H Graphics

Don't Just Mail It In: Improving Customer Engagement with Print

Despite perceptions to the contrary, direct mail is alive and well and converting unsolicited offers into sales for those who continue to use it—effectively...

Direct Mail Is Growing

According to forecasts from the Winterberry Group, a New York-based strategic consulting firm, the direct mail industry is still growing and expected to reach the $47 billion mark in 2016. Winterberry credits the presidential election year for some of this growth, but recent studies also find that consumers are more likely to recall printed messages than they are digitally delivered material. Even if the actual purchase is made electronically, the printed piece appears to be better at fulfilling its lead generation role, by prompting the buyer's journey toward a sale.

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How the Neuroscience of Touch Can Increase Sales

Posted Friday, June 10, 2016

How the Neuroscience of Touch Can Increase Sales | H&H Graphics

How the Neuroscience of Touch Can Increase Sales

The power of touch has moved beyond an Oprah buzzword. Hospitals are now beginning "cuddlier" programs in light of evidence on improved health outcomes for NICU babies who are massaged. In academia, studies on the sensory experience are announced with record frequency.

Increasingly, savvy brand owners and retailers are profiting from the discovery that one can't touch something without being touched. Haptics, the scientific relationship between touch and emotions and, by extension, purchasing decisions, is an ever-growing element of marketing platforms.

The Bottom Line: adding a pleasant element of touch to retail packaging, POP displays, gift cards, book jackets, marketing collateral, and just about anything else will help that item appeal in a much more meaningful, human way, which can lead directly to an increase in sales. This is often referred to as neuro-marketing or multisensory marketing.

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