Most of our senses are bombarded by stimulation on a daily basis as
corporate branders attempt to attract our sense of smell, sight, taste
But now those same marketers are trying, more than ever before, to
tap into our sense of touch in an attempt to lead us by the fingertips
towards their products.
Tactile branding isn’t new. In fact the iconic Coca-Cola bottle is
one of the earliest examples of a product that came in a package so
unique it could be identified by feel alone, even buried in a cooler
full of ice and other bottled beverages.
The architects behind Heinz 57 ketchup learned from Coke’s 1915
example, as did those who marketed Charmin toilet paper "(please don’t
squeeze the Charmin") Bic pens, Toblerone chocolate bars and Moleskine
notebooks all followed suit.
But those are exceptions to the rule, and tactile branding has been
largely overlooked as a strategy to help consumers connect with a
product, with most companies trying hardest to make their product
appeal to our eye while neglecting our other senses.
"Tactile branding leads us by our fingertips"
Andy Johnson, CTV.ca News
[via Chris M.]
Image: "August" by e/qual @ Moleskinerie/FLICKR
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