Neuromarketing: Touch points

Charles Young

The power of touch in a tactile communication can convey a positive emotion about a brand. Of the five senses, touch is the first sensory system to develop and the last to leave us after taste and smell, sight and hearing have failed.

Neuromarketing: Touch points

Charles Young Ameritest

The power of touch in a tactile communication can convey positive emotions about a brand – as advertisers of products from food to mobile phones have discovered

One of the most effective television campaigns of the past decade is the advertising that introduced the iPhone. It showed a disembodied hand holding the phone comfortably in its palm, while the forefinger of the other hand touched the icons on the screen, activating one app after another, flipping through pages of information, pinching images to shrink or expand them. The voiceover was almost unnecessary –...

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