Priming effect by touch. The subtle power of haptics.
Haptic advertising is a silent but effective storyteller. It conveys emotions, values and brand story without words. And it's through priming that a brand's initial touch can make the strongest first impression.
What is priming?
Priming (often referred to as the "priming effect" in English) is a psychological phenomenon in which exposure to a particular stimulus (e.g., a word, image, or physical sensation) invisibly prepares us for a specific response or decision. The important thing is that we are not aware of this preparation - our brain simply "stores the atmosphere" and acts accordingly.
How does touch enter into this?
Touch is one of the most primitive yet powerful senses. Tactile stimuli can influence our emotions, confidence and buying behaviour - without us even realising it. This is exactly how haptic advertising works - it puts a tool in the brand's "hands" to subliminally communicate quality, trust or innovation.
Haptic advertising in practice
The priming effect is used in various ways in haptics:
- Luxury packaging: premium boxes, magnetic closures, subtle finishes - all "tell" that the product inside is of the same quality.
- Material samples: global brands often send haptic samples because they know that a touch of fabric sells more than a thousand words.
- Invitations, catalogues, direct mail: the more thoughtful the printed material, the stronger the impression - and the stronger the impression, the higher the conversion.
Sell before the customer realizes it
What is the greatest power of priming? It creates an impression of familiarity that is evolutionarily linked to trust and security. The brain thinks, "I know this = it's cool." And so - whenever a customer re-encounters your brand after the initial haptic contact, you've easily won in the competition with other unfamiliar brands. Because the customer's brain, without noticing it, has clearly associated a positive entry, feeling, impression with you - and so their next purchase steps lead them back to your brand.
Still not sure how this can work? Take a look at all the products or order a sample straight away .