Multi-sensory effect

The year is 2024, attention spans are shorter than ever and advertising messages abound - especially online. It is becoming increasingly challenging for companies and brands to stand out. Just think of how often and quickly you scroll across online ads every day. This is where we throw the magic word into the mix: Multisensory marketing as an unmistakable value of print.

Multi-sensory marketing creates visibility and creates a deeper emotional connection with potential customers. How does it do this? By appealing to what makes us human: our senses, our feelings. Real perceptible experiences are created on several levels that remain in the memory, that awaken or create memories. Experiences that Customer Journey to success across the board.

Although so much is already possible today, we are only at the beginning. New ideas, technologies and concepts are already in the starting blocks. It is the fusion of tradition and innovation that shows us that print is by no means a dying industry, but rather a colorful playing field for all those who are willing to cross boundaries and question conventions.

WE.ARE.VISIBLE

Whether expressive black and white contrasts or color spectacles - multisensory marketing in the print sector uses visual aesthetics to generate instant attention and create a lasting impression. Colors and their psychology, golden ratio and clever formats, perspectives and A/symmetry, gloss and glitter or matt elegance - all these and other elements can be used in a targeted way to make brand (messages) and information exciting and so that the eye sticks to it and cannot help but linger. As one of the primary sensory channels, the sense of sight plays a decisive role in perceiving and remembering companies, brands and products. Due to their three-dimensional nature, print products have a decisive advantage over digital media. The majority of visual print media can be placed anywhere in the public space - so all target groups can be reached with one medium. Visual print marketing has not lost any of its relevance and is full of possibilities. It works - true to the motto: "I came, I saw, I was convinced."

WE.ARE.TOUCHING

"Do not touch!" is often written in front of exhibits in museums. As a rule, the opposite applies to print products. Here, too, it is the three-dimensionality that characterizes them. Once something has caught our eye, we often want to touch it. From the first moment of our lives, we are characterized by our grasping reflex. Haptics play an important role in understanding the world around us. Print can take advantage of this. Whether different types of paper with rough, soft or textured surfaces, embossed prints, relief and scratch-off coatings or folding techniques - the genuine tangibility of print products creates trust, opens up interactive possibilities and thus promotes a more intensive engagement with a product or brand. Depending on the focus, special materials can be used. Paper containing seeds, for example, could be a great idea for effective customer advertising for a mailing from a floristry company. It is tactile experiences like these that make print irreplaceable - and the possibilities in this area are becoming increasingly diverse. As relevant as digital media are today, print demonstrates sensitivity and invites direct contact. Print touches.

WE.ARE.HE(A)ROES

Seeing and feeling - all well and good. But print and hearing? Yes, print can score points here too. Acoustic elements such as sound chips or QR codes that redirect to audio content open up new possibilities during the customer journey. An additional level is created that attracts attention and invites interaction. We all know about the power of music and sounds. Audio elements have the ability to arouse and amplify emotions and emphasize a brand's message in a unique way. There is also the surprise effect - after all, who would expect a "talking brochure" or a postal newsletter that plays the company jingle when the logo is opened or touched? Acoustic elements enhance the experience of print media by accompanying the visual and haptic level and raising it to a new, dynamic level.

WE.ARE.SCENTED

The sense of smell is directly connected to the amygdala and the hippocampus in the limbic system of our brain. They are largely responsible for emotions and memories. This is the reason why smells can arouse such intense and immediate feelings, associations and memories in us. The sense of smell can therefore be described as the most immediate of all senses. This makes it all the more important not to forget it when it comes to multisensory marketing! Print media of almost all kinds can be scented with a wide variety of smells - depending on the product or industry. In this way, a special and more intense relationship with the target group can be created with simple means. Whether scented pigments throughout the paper or a small area that releases a scent when rubbed, scented varnishes or printable scented paper - there are many ways of using print media to captivate the sense of smell and promote purchasing decisions and brand loyalty. Really fragrant!

WE.ARE.TASTEFUL

Last but not least, it's about our sense of taste. The fact that print is tasty goes far beyond chic menus or appetizing food packaging. Because print itself can taste good. Everyone is familiar with photorealistically printed cake toppers, for example. But that is by no means all that is possible today. Edible paper is more than what we remember from childhood. The quality that can now be achieved here is astonishing. With a pleasant feel and razor-sharp printing, edible print products can hardly be distinguished from print media not intended for consumption at first glance! Of course, this offers great opportunities for addressing customers via the surprise effect with a small pinch of humor. If implemented well and appropriately, such advertising media and the like are guaranteed to be remembered and talked about. Another classic worth mentioning: edible promotional gifts, creatively printed and thus a delight for the eye, which is known to eat along. Print makes your mouth water!