Keynote Address: Tuesday, October 15, 12:45-1:30pm
Haptic Brain/Haptic Brand—A Communicator’s Guide to the Neuroscience of Touch
More than half the human brain is devoted to processing sensory experiences. Touch, in particular, is an important part of the communication process. The way we understand and interpret the world is fundamentally rooted in our physical bodies. So, how things feel drives our thoughts and behaviors, influences our comprehension and retention of information, and profoundly shapes our emotional connections. Haptic Brain/Haptic Brand looks at communication through the lens of neuroscience, exploring how media shapes the brain and, consequently, the way a brand is perceived. This new publication examines haptics—the study of how our sense of touch shapes what we think and explores the science that explains why haptic brains respond so well to haptic brands. Through profiles of companies that have built deep emotional connections by integrating touchable media into branded communications, Haptic Brain/Haptic Brand offers inspiration and education to designers, marketers and brand owners, and shares guiding principles for all to use as touch points. Attendees will receive the award-winning Haptic Brain/Haptic Brands booklet along with the beautifully designed and sensually tactile Seeing Isn’t Believing direct mail promotional.