4 milkshake
the samples. Man, woman, child, old
or young, everyone had the same
reaction—a human reaction.
“Our brains are all fundamentally the
same,” says Abergel, who today is President
of Taktiful Marketing, a firm that specializes
in consulting with printers, manufacturers
and brands on how to harness the power
of Touch Marketing. “What unites us is the
subconscious need to touch and connect.
I often used this philosophy in sales later.
Whenever I would show a sample to a
prospective buyer, I would always point
out what their thumbs were doing when
they looked at the printed sample. They
subconsciously were ‘petting’ the print. I
would then tell them the stats around the
science of touch—its effect on perceived
ownership and affective response, and how
powerful of a sales tool that could be for
them and for their customers.”
Blink and they’re gone. Think about it.
Imagine how it feels as you impatiently
watch the timer tick down before you
can skip an ad on YouTube. Add to it the
ever-crushing mix of overflowing inboxes,
a barrage of internet pop-ups, an overload
of social media channels and formats—all
vying for your attention. It is no wonder
our attention spans have shriveled to
under five seconds.
An infographic produced by Two Sides
North America points out that the majority
of Americans agree that print on paper
is preferred for learning and retention.
THE SENSE OF TOUCH IS AN ESSENTIAL PART
OF HUMAN INTERACTION, AND BY RECREATING
IT THROUGH HAPTIC TECHNOLOGY, WE CAN
BRIDGE THE GAP THAT HAS BEEN CREATED BY OUR
INCREASINGLY DIGITAL LIVES.”
— KEVIN ABERGEL, PRESIDENT, TAKTIFUL MARKETING
July 2022